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brand strategy


Using Company Values to Build Engagement and a Meaningful Workplace

“People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.” – Maya Angelou The goal of employee engagement is to drive employee attitudes, behavior, morality, and ethics in such a way as to improve their productivity, morale, satisfaction, and usefulness within the organization. However, many companies have struggled with converting their proclaimed values into compelling, work-changing experiences for their employees that reach through to their brand strategy.  Often, the problems have been that the values are typically...
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Brand Promise: The What, Why, and How of Great Brand Strategy

Brand Promise: The What, Why, and How of Great Brand Strategy

There’s a lot of talk about the concept of brand promise. But, what is a brand promise? Why does my business need one? How would it make my business stronger? How does it relate to my brand strategy? Here we explore the answers to these pressing questions. What is a brand promise? And perhaps more important, what kind of a brand promise does your business need in today’s world? A brand is a promised delivered. A contemporary brand promise articulates an idea that goes beyond the rational benefits that worked in the past, and extols a higher-order emotional reward. A brand promise is...
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Connecting the Dots Between Brand Strategy and Brand Moments

Connecting the Dots Between Brand Strategy and Brand Moments

In one of our white papers, “Brand Behavior Drives Results”, I write about how emotive branding extends from high-level aspiration (that is needed for differentiation and appeal) to down-in-the-trenches action (that is needed to generate ideas, product,s and profits). Rather than being precious about the strategy element of our offering, we seek true brand transformation by delving deep into the interactions between your brand and the people vital to its success. We dig in, get our hands dirty, and invest considerable time in deconstructing the many ways in which your brand and...
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Your Brand Strategy for the Purpose Economy

Your Brand Strategy for the Purpose Economy

According to Aaron Hurst, we are moving from the Information Economy to the Purpose Economy. He states that this is a natural evolution, which is taking us from the first levels of human organization, the hoe-and-plow Agrarian Economy, through the smokestacks of the Industrial Economy, to the data farms of the Information Economy, and now to the human-centric Purpose Economy. Each of these economies been built on top of the proceeding, and represent evolutions more than revolutions. In his book, The Purpose Economy Hurst states: “When I say purpose, I mean more than serving others and the...
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The One Thing Your Brand Strategy Doesn’t Need

The One Thing Your Brand Strategy Doesn’t Need

The decision to develop a brand strategy or refresh your brand strategy will be typically driven by a specific need. Either you are just starting out and need to establish your brand, or you’ve found that your current brand strategy is holding your business back. Regardless, it’s critical to ensure your new brand strategy takes your business where you need it to be. Experience shows us that many brand strategies fail because they are inwardly focused. They are myopic in that they lead with product features and benefits and the business’s explicit needs to create growth and increase...
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