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Emotive Branding

If You Believe Your People Are Engaged, Think Again

November 3, 2011 —

If You Believe Your People Are Engaged, Think Again

We recently came across an old, but provocative article in The Economist entitled, “Corporate culture: The view from the top, and bottom”. It detailed findings from the “National Governance, Culture and Leadership Assessment”, a survey based on thousands of American employees “from every rung of the corporate ladder”. Key findings from our perspective: “41% of bosses say their firm rewards performance based on values, only 14% of employees swallow this.” “27% of bosses believe their employees are inspired by their firm. Also only 4%...
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Why Emotive Branding Prompts Tension – And Why That’s Good

October 27, 2011 —

Why Emotive Branding Prompts Tension – And Why That’s Good

The process of emotive branding takes our clients to a new and unexpected place. It’s a real eye-opener. Our clients suddenly see new possibilities for themselves, their colleagues, their customers and their brand. At the same time, they feel tense. And that is good. Why? Consider this extract from Viktor Frankl’s book, “Man’s Search For Meaning”: “What man actually needs is not a tensionless state but rather the striving and struggling for a worthwile goal, a freely chosen task…i.e., the existential dynamics in a polar field of tension where one...
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The Meaning Hidden Deep Within Your B2B Brand

July 18, 2011 —

The Meaning Hidden Deep Within Your B2B Brand

For decades many B2B brands have been able to prosper by taking a “business as usual” approach to the marketplace. This means they have been able to build their brands exclusively around their product propositions.  But as B2B brands look out into the world today they see changing expectations in the marketplace. The people making decisions about their brands are looking through a new set of filters. They are looking to align with brands that are aligned to their own personal values. They look for, and appreciate, gestures that speak to the brand’s sense of humanity....
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The Meaningful Workplace – Workplace In Crisis

July 5, 2011 —

The Meaningful Workplace – Workplace In Crisis

The workplace is in crisis. Workers are not engaged. Productivity is down. Morale is low. Many employees obviously don’t see the point of what they – or their employer – are doing. How can a business turn the tide of employee dissonance?  How can it become fit for a future that’s bound to be more competitive, complex and commoditized?  How can it connect with people who are no longer blindly accepting corporate propaganda? People who are more “we” than “me” focused? People who are more discerning about the ideas, products and brands they buy into, the businesses they...
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