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Meaningful Brands


Could Your Brand Ever Command as Much Loyalty as a Sports Team?

Could Your Brand Ever Command as Much Loyalty as a Sports Team?

Sports Fan Loyalty Brand Loyalty – a strong feeling of support or allegiance. At least once a year, my good friend wears the 40 year-old T-shirt of his favorite sports team. It’s too small. It’s faded and threadbare in places. It’s garish color looks terrible on him. It has a hole in the shoulder. But he loves it. It represents something that matters to him. His team. 40 years ago they won an NBA championship. Who knew at the time that it would take 40 years to get another chance? Over the decades, even though the team had highs and low, he still held out the hope that they could be...
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Cooperation vs. Collaboration for a Meaningful Workplace

Cooperation vs. Collaboration for a Meaningful Workplace

Successful businesses in the future will share a common characteristic: a cooperative approach to employee engagement, morale and gratification. Stowe Boyd is a super-smart researcher and author who focuses on “The future of work, and the tectonic forces pushing business into an unclear and accelerating future.” In his work he has made the following observation: “In the collaborative business, people affiliate with coworkers around shared business culture and an approved strategic plan to which they subordinate their personal aims. “But in a cooperative business, people affiliate with...
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Meaningful Brands Are Led by Meaningful Leaders

Meaningful Brands Are Led by Meaningful Leaders

The key to meaning is empathy: the ability to step outside one’s own life and see the world from another’s perspective. In both branding and leadership, the value of this ability cannot be underestimated. Both areas depend upon engaged followers. Engagement only comes when followers see leaders connect the dots between their personal needs and desires, the goals of the business, and the greater good. Brands and leaders that are inward-focused and self-absorbed fail to connect with people who are increasingly attuned to the needs of humanity and the planet. This puts them in a precarious...
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Why All the Talk About Purpose and Brand Strategy?

Why All the Talk About Purpose and Brand Strategy?

A HBR blog post by Graham Kenny details the difference between the increasingly popular idea of purpose and the traditional corporate drivers of vision, mission, and values. His conclusion echoes our beliefs about the role and impact of a company purpose: “If you’re crafting a purpose statement, my advice is this: To inspire your staff to do good work for you, find a way to express the organization’s impact on the lives of customers, clients, students, patients — whomever you’re trying to serve. Make them feel it.” Mr. Kenny’s closing statement, “make them feel...
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Meaning in the Workplace?

Meaning in the Workplace?

We came across an excellent article on Fast Company about worker happiness (and the startling lack thereof). It starts with the story of an employee who, after two decades of service to a financial institution, decided he couldn’t take it any more: “I felt like no one cared about me as a person there, and finally decided to extricate myself from the grind. I know many of you feel the same way now in your jobs…trapped and unappreciated.” The article calls for significant changes in the intent, attitude and behavior of business leaders and makes the following observations and...
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Brand Strategies That Change Capitalism for the Better

Brand Strategies That Change Capitalism for the Better

According to philosopher Alain de Botton, Facebook thrives because it taps into an overlooked and underserved human need: the desire to have better relationships. So says a TechCrunch article recapping a recent speech he gave on the virtues of modern business. TechCrunch correspondent Natasha Lomas summed up the Facebook story this way: “Whether Facebook is actually serving that need well is a whole other question, but the appetite it taps into is undeniable. And de Botton argues that other core human needs continue to be drastically underserved by the modern business community — providing a...
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Bridging the Meaning Gap

Bridging the Meaning Gap

A great post by Tom Fishburne talks about the risks of going too far in your efforts to matter to people. He cites the example of the “Dove Campaign For Real Beauty”, a notable example of a meaningful brand presence, which started as a concept many steps up the brand ladder. When those “too grandiose” ideas were shot down by real people (formerly known as consumers), the focus turned to building meaning from the product up. The lesson: in your pursuit to bridge the meaning gap, and to create more meaning around your business, product, service or brand (a smart thing...
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Build a Stronger Business by Embracing Your Brand’s Hidden Truths

Build a Stronger Business by Embracing Your Brand’s Hidden Truths

Behind every brand there stands a set of as-yet realized or appreciated truths. These truths have the power to change the way you, and everyone vital to your brand’s success, think, feel, and act with respect to your brand. These truths emerge when the many things your brand does are seen in light of their meaningful outcomes. This means analyzing the actions, attitudes, and behavior of the organization. It also means assessing the organization’s policies and procedures. In each case, the search is for the positive and meaningful outcomes that result. Not only true, but...
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Should You Aspire to Have a Meaningful Brand?

Should You Aspire to Have a Meaningful Brand?

The idea o a  “meaningful brand” is taking industry by storm as more and more enterprises look for ways to prevail in the 21st Century, a time of great change and innovation. Should you join this bandwagon? Not before you fully understand what it means to be a meaningful brand, what it entails from an organizational change point of view, and what it can do for your business. Here, we provide top-line answers to a few of the most commonly asked questions. What is a meaningful brand? A brand transcends the market when it decides to look beyond the profit agenda and see its business...
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The Eighth Deadly Sin of Marketing

The Eighth Deadly Sin of Marketing

Image by Tom Fishbourne. The eighth deadly sin is “indifference”. Indifference to the changing values, needs, interests and aspirations of the people formerly known as consumers. Indifference to their need to be connected to meaningful ideas. Indifference to their desire to do meaningful things.Indifference to the fact that people matter more than budgets, promotions, social media, etc., etc. In our paper, “The Meaning Gap”, we explore how the interests of businesses, and the people formerly known as employees, are going in separate directions. We also explore the consequences...
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