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Empathy

The Future Is Now – Humanize Your Product Or Service Or It Simply Won’t Sell!

August 14, 2013 —

The Future Is Now – Humanize Your Product Or Service Or It Simply Won’t Sell!

Brands often look to the future for clues on how to adapt to changing technology and culture. But much of what futurists say is coming can be acted upon today (e.g. human-centric branding). To learn about what the future may bring to digital marketing, Dana Rousmaniere spoke with Gerd Leonhard, “one of the leading media-futurists in the world.” What this futurist envisions Here are a few salient points from the discussion on the HBR blog: “You’re going to stop buying things from companies that don’t fit your values, just because you can’t see giving them the money.” “All of the companies of...
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Millennials. Baby Boomers. Can Brands Reach Both?

February 10, 2013 —

Millennials. Baby Boomers. Can Brands Reach Both?

Yesterday, I heard some folks having a conversation about how hard it is for brands and employers to engage millennials as consumers and employees. The litany of popular complaints was on full display. “They’re so spoiled, and they don’t even know it. Their parents showered them with everything and they think it will always be that way.” “No attention span, because someone else has always run the agenda for them.” “Superficial, just bouncing from one fad to the next.” “No work ethic. No drive. They want work to be enjoyable – what a fantasy!” “Hopeless consumers. Can’t make an individual...
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Good Leadership Character Leads to Good Brand Character

June 12, 2017 —

Good Leadership Character Leads to Good Brand Character

Tough time call for strong leaders As recognition sets in that the COVID-19 crisis will not be short-lived, companies must respond appropriately by communicating in ways that are empathetic and relevant, contextually aware, human and sensitive. Leaders, brand stewards, and their teams must be extremely focused, keep up with the new normal of uncertainty, and have the ability to rapidly re-evaluate what their company stands for, how it communicates, and why this matters now more than ever. Leadership Character An excellent post at IMD.org speaks to two attributes that the writers, Professors...
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