Topics

brand strategy


Building the Employee Experience

Building the Employee Experience

It’s no secret that the employee experience with HR has developed a bad rep. The reality is that most people associate HR with two things: hiring and firing. For many organizations, HR is rule enforcement, the behavior police, gliding in when the people problems arise. And even when employees do have a positive experience with HR, it’s often limited to the brief experience of onboarding. Building Responsibility We’ve mentioned that attracting, engaging, and retaining top talent is the top priority for executives today. And for most businesses, this responsibility falls on HR. It’s no...
Read more >

Return on Meaning and What it Means for Brands

Return on Meaning and What it Means for Brands

Brands rooted in meaning win big. Return on meaning for businesses and brands is a compelling notion. In today’s competitive world, it’s hard to stand out in ways that matter to people. This is why savvy leaders are taking a different approach to brand strategy. They are embracing the ideals of purpose and meaning. They are creating newer, deeper, and more enduring connections with the people vital to their brand’s success, both within and outside their organizations. In this approach, the keys to the success re honesty and authenticity. In other words, the meaningful...
Read more >

Why Digital Health Brands Need a B2B2C Strategy

Why Digital Health Brands Need a B2B2C Strategy

B2B Digital Health Brands Healthcare brands can never be too sensitive, too thoughtful, or too careful. B2B digital health brands need a brand strategy that addresses the needs and challenges of real people with real health challenges. It’s important to remember that no matter what your company offers, in B2B there’s still a person at the end of the line, not a faceless entity. As consumers have more and more information about healthcare through mobile applications and online resources, the demand for people-centric health brands is becoming stronger by the minute. A B2B2C strategy will make...
Read more >

Purpose-Led Brand Strategy Optimizes Business

Purpose-Led Brand Strategy Optimizes Business

Purpose-led Brand Strategy that Masters the Intangibles, Masters Markets A purpose-led brand strategy has the power to optimize the present and future value of your business. When your brand actively embodies all the true and meaningful aspects of your corporate decisions, policies, and actions, it not only brings new energy to your current competitive efforts, it also signals a brighter and more energizing future to the people vital to your company’s success. Your brand houses your company’s intangible value Everyone knows there’s a link between the perceived value of your...
Read more >

Fast Forward Your Startup: Agile Strategy for High-Growth Companies

Fast Forward Your Startup: Agile Strategy for High-Growth Companies

A new approach for supporting high-growth companies We work and compete in a fast-moving world, driven by an accelerating pace of technological and social change. The markets we compete in shift quickly, competition intensifies, and expectations rise. Flux is the new normal. This increases the pressure on high-growth companies and brands to evolve and implement strategies in shorter and shorter time frames. As a brand strategy firm, we discovered that many of our high-growth companies, especially those operating in crowded, in-flux categories, needed a much more agile approach to addressing...
Read more >