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Meaningful Brands


Meaningful Workplace – Getting Employees to Respond Positively

Meaningful Workplace – Getting Employees to Respond Positively

Meaningful Workplaces are built by companies that aim to produce a more meaningful outcome from, and for, their people. To become meaningful, these companies adopt a new stance vis-à-vis their relationship with their employees. They strive to reduce the distance that’s been imposed through organization structures and prevailing attitudes. They seek stronger emotional connections up, down, and across their enterprise. They see their task as making their company fit for the future by making it fit for humans. They create a Meaningful Workplace master plan that defines their compelling reason...
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Social Business Driven by Meaning

Social Business Driven by Meaning

Stowe Boyd is a researcher, speaker and writer working principally on social tools and their impact on media, business and society. Back in 2012 he told delegates at the Meaning 2012 Conference in the UK that we are entering the age of “Post-normal Business”. For Boyd, “Postnormal Business” results from a series of fundamental shifts for business: “’Leadership’ has changed when a decentralized group of people can take down a government. ‘The Value Chain’ has changed when the customer is no longer just the ‘buyer’ but also a...
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Meaningful Brand Strategies: The Consumers Perspective

Meaningful Brand Strategies: The Consumers Perspective

Consumers are expecting a lot from businesses, according to the 2013 Cone Communications/Echo Global CSR Study. Consider these findings relative to the role of a business’s social responsibility: “As global citizens become increasingly aware of businesses’ behaviors and CSR initiatives – in part because of social 
media, they are also becoming more astute about both corporate and consumer impacts. Around the world, the majority 
of consumers feel both individuals and corporations are having some degree of positive influence on social and environmental issues; however, just one-quarter feels...
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Employee Engagement: Turn Low Morale Into Purposeful Behavior

Employee Engagement: Turn Low Morale Into Purposeful Behavior

High morale. High energy. High interest. High collaboration. High innovation. Why not? Just ask, “What is standing between what our company needs and what our people really want?” You’ll see there’s a lack of balance. Your company needs your employees’ blood and sweat. Whereas, your people need better reasons than you now provide to invest their energy in helping your business succeed. The way to create a purposeful workplace balance is to evolve your brand’s intent, attitude and behavior: Make it your brand’s intent to matter to the people you...
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Meaningful Businesses Use Meaningful Language

Meaningful Businesses Use Meaningful Language

As the cartoonist Hugh McLeod puts it, “I don’t get it: People who hope to be successful by offering the same crap as everybody else, who hope to be successful by offering the SAME LANGUAGE as everybody else.” All too often, all the companies competing in a category use the same language to describe their products and the benefits they offer. That is, until one company stands out and starts striving to matter to people by approaching them on a meaningful level. A key part of our consulting service is providing clients with ways to behave in order to become more meaningful to...
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Meaning Has a Direct Impact on Business

Meaning Has a Direct Impact on Business

If your business isn’t doing as well as you think it could – and should – then it’s time to consider the reasons why. Why aren’t people doing all the things you need them to do? Why are they resisting your attempts to change the way they think and act? What are people looking for that you aren’t supplying? There’s a sea of change in the way people feel about the decisions they make. They no longer simply act out of greed, capriciousness, and the need for thrills. They pause. They reflect. They consider. They ask themselves: “What is the impact...
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3 Drivers For A Meaningful Workplace Conversation

3 Drivers For A Meaningful Workplace Conversation

In our published paper, “How to Talk to Employees in Turbulent Times”, we encourage CEOs to establish a new dialog with their employees and offer key drivers to have a meaningful workplace conversation. The recent economic climate has been enough to unsettle any employee. Even if they are working for an apparently stable and growing company, employees are nonetheless influenced by the world around them. They are naturally concerned about what effect the turbulent environment will eventually have on their lives. In the past, it has been normal for CEOs to issue high-level reports...
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Survey Shows CMOs Starting to Recognize the Need to Matter

Survey Shows CMOs Starting to Recognize the Need to Matter

IBM regularly surveys CMOs to identify trends. A recent Forbes blog post by consultant Avi Dan reports an interesting finding from the latest survey. The traditional marketing funnel is now a series of loops, as people turn to the many new options for learning about, and being influenced about, a product or service selection. In this environment, purchase decision making changes dramatically. More and more factors are considered, and more and more of them become “deal breakers”. Today, the final cut will come down to the businesses, products, services and brands that have good...
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A More “Valued” Value Proposition for your Business

A More “Valued” Value Proposition for your Business

The traditional value proposition is defined as: Value = Benefits – Cost. In other words, people buy from brands that deliver more for less. In the past, when the focus has been on “faster, cheaper, bigger, now”, it was enough to think only about the rational benefits your brand offered – and to build your value proposition from there. Today there is a need to radically overhaul the definition of “benefits” when articulating value propositions. Today people are seeking ways to create new meaning in their lives, brands need to go beyond rational appeals and...
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Meaningful Brands evoke “Of Course” Moments

Meaningful Brands evoke “Of Course” Moments

Meaningful brands make people feel good. We came across a reference to Christian Lindholm, of the design firm Fjord, and his “of-course principle of design”. “Most companies, he said, are looking to ‘wow’ with their products, when in reality what they should be looking for is an ‘of course’ reaction from their users.” We’re not opposed to brands creating a “wow” sensation, at least when there is a genuine reason to make people feel that way. Often, it is better for brands to strive to create numerous “of course” moments with...
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