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brand strategy

Your Brand Strategy for the Purpose Economy

May 27, 2014 —

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

May 19, 2014 —

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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How Your “Brand Vibe” Can Change Your Brand’s Fortunes

May 13, 2014 —

How Your “Brand Vibe” Can Change Your Brand’s Fortunes

We humans are very proud of our ability to think rationally. This cognitive power not only lets us understand and use facts, it also helps us build elaborate creations and fantasies. We use our rational brains to conduct business. Cognition helps us sort stuff out, compare options, and rank priorities. Our rational, conscious brain is so “upfront” in our day-to-day work lives that we begin to believe it is our only way of thinking and acting at work. Yet, as neuroscience is finding, it is now clear that this cognitive ability is not a stand-alone factor in how we perceive, sense,...
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Moving the Needle of Market Share Through Purpose

May 5, 2014 —

Moving the Needle of Market Share Through Purpose

Creating Market Share Market share is an essential goal for most businesses. Greater share leads to a stronger and more vibrant business. It fuels growth, stimulates innovation, and increases ROI. But is your business having a hard time moving the needle? It’s no wonder. After all, it’s tough out there. Your industry is becoming increasingly commoditized. Pervasive competitors are quickly copying and mimicking your innovations. At the same time, people who have been shook up by the financial crisis, and who increasingly seek values as much as value, are thinking more about what they buy, and...
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7 Reasons Why it’s Probably Time to Transform Your Business

April 23, 2014 —

7 Reasons Why it’s Probably Time to Transform Your Business

What’s the matter? We met with some prospective customers over dinner the other day, and started the discussion with our favorite leading question, “So, what’s the matter?”. The floodgates opened. As we listened to the issues tumble out – and sensed the pain, anxiety and frustration they provoke in the company’s leadership – we thought about how so many businesses today face the same basic challenges. For example, how many of these challenges which our prospects are now facing, are inhibiting growth, innovation and motivation at your business? Your...
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