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brand strategy


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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Gaining Customer Trust Through Both Experienced and Sensed Empathy

Gaining Customer Trust Through Both Experienced and Sensed Empathy

Barclay’s Bank wanted to create a more empathetic understanding of customers with mobility issues. In this video, a Barclay’s office manager is outfitted with a special suit designed to recreate the physical world of his own elderly Mother. The suit includes weights that make it hard for the manager to take steps, or to raise his hands. Goggles dim his vision and cast a yellow light over the scene. Headphones distort his hearing. Electric sensors make him feel the pain of arthritis in his joints. In this way, the manager literally “walks in the shoes” of his mother – and every other...
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Purpose-led Business Leaders Gain Competitive Advantage

Purpose-led Business Leaders Gain Competitive Advantage

We recently came across this Fast Company article about purpose-led business leaders who are changing the way business works by embracing purpose. Here we recap its main points, and add additional perspective. Generation Flux is a group defined less by age than by attitude. According to the article’s author, Robert Safian, Generation Flux “refers to the group of people best positioned to thrive in today’s era of high-velocity change.” Safian continues, “Fluxers are defined not by their chronological age but by their willingness and ability to adapt. These are the people who are...
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Winning Leaders Change the Conversation

Winning Leaders Change the Conversation

We recently came across an interview with Lee Clow, who has been responsible for a slew of famous ad campaigns, including the landmark 1984 Apple commercial. In the interview he talks about how he now describes his role: “Finding a voice as a tone for a brand is the art of what I do. I want to consider myself now as a media artist, not an advertising person, because advertising is kind of defined these days and has a negative stigma attached to it. But to be a media artist is to take a brand and find its voice and tell its story and make it interesting and likeable. I think brands are...
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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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