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brand

The Role and Impact of Brand Purpose

March 30, 2016 —

The Role and Impact of Brand Purpose

Brand Purpose I recently reread an older HBR blog post by Graham Kenny that details the difference between the increasingly popular idea of brand purpose and the traditional corporate drivers of vision, mission, and values. His conclusion echoes our beliefs about the role and impact of a company purpose: “If you’re crafting a purpose statement, my advice is this: To inspire your staff to do good work for you, find a way to express the organization’s impact on the lives of customers, clients, students, patients – whomever you’re trying to serve. Make them feel it.” Mr....
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Meaningful Workplace: Master Plans Create Employee Alliance

March 2, 2016 —

Meaningful Workplace: Master Plans Create Employee Alliance

Creating employee alliance Seventh in a series. A Meaningful Workplace is built from the company’s master plan – a strategic platform used exclusively by senior management – that defines the three core elements of ambition (purpose), feelings (values), and behavior (building a culture). This master plan drives all subsequent activities, which include: Macro Plans – how the business itself will be evolved; Group Plans – how groups of employees will be engaged; Solo Plans – how individual employees will be personally engaged. Building something great and enduring Macro Planning puts the...
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Using Values to Build Engagement and a Meaningful Workplace

February 17, 2016 —

Using Values to Build Engagement and a Meaningful Workplace

Fifth in a series. “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. Often, the problems have been that the values are typically expressed with meaning-neutral (if...
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Brand and Marketing? What’s the Difference?

February 10, 2016 —

Brand and Marketing? What’s the Difference?

Brand and Marketing? Leaders are sometimes confused about the difference between brand and marketing. This is not surprising, because they are not mutually exclusive ideas. They are interdependent strategic activities that feed, inform, and drive each other. The important distinction to make is in the intent – and desired outcome – of each area. Brand Strategy Brand strategy defines how people should ideally feel about your business and products. It strives to find how to optimize belief in what you do offer, and what you stand for in the world. It is an abstract idea held in the hearts and...
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Meaningful Millennials: A New Age of Payment

February 4, 2016 —

Meaningful Millennials: A New Age of Payment

Today we are launching a new weekly series entitled “Meaningful Millennials”, where we will interview millennials on a variety of different subjects. At Emotive Brand, because of current client work and upcoming pitches, we have FinTech on the brain. So our first week’s focus is “Payments.” Our question: What makes payment brands meaningful to and successful with millennials? We surveyed twelve millennials and here’s what we learned. FinTech brands can’t just be convenient. If your brand wants to be meaningful to and successful with millennials, you need to instill confidence and emote...
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