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covid-19


Return on Meaning: Five Evaluation Criteria for Your Business

Return on Meaning: Five Evaluation Criteria for Your Business

Brands Rooted in Meaning Win Big Return on meaning for businesses and brands is a compelling notion. In today’s world, it’s important to reconsider the ways you matter to people that are authentic to your brand’s purpose in the larger world. Now is the time to return to core human needs and evaluate where your brand fits in. This is why savvy leaders are taking a different approach to brand strategy. They are embracing the ideals of purpose, empathy, and meaning. They are creating newer, deeper, and more enduring connections with the people vital to their brand’s...
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Talking Marketing Strategies in a COVID-19 World: Interview with Joshua Schnoll, Marketing VP

Talking Marketing Strategies in a COVID-19 World: Interview with Joshua Schnoll, Marketing VP

An Interview with a VP of Marketing: Marketing Strategies, Growth, Innovation, & Teamwork in a COVID-19 World We sat down with Joshua Schnoll, VP of Marketing at AppDirect, a subscription commerce platform that gives businesses the freedom to grow, to talk about marketing strategies in a COVID-19 world and beyond. Joshua shares insights and thoughts on how strategy has shifted, the implications of this time on growth, brand, innovation, and teamwork, as well as what kind of mindset leaders should be adopting as this crisis continues to unfold. Obviously, our world has been greatly...
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Brand Strategy for Turbulent Times

Brand Strategy for Turbulent Times

Business is in Flux Brand strategy matters now more than ever. COVID-19 is a health crisis first, but also, an economic one. Many businesses that we work with are feeling uneasy about the current economic situation and the long-term effects of COVID-19 on business. Financial markets are no doubt showing extreme symptoms. There is an unignorable sense of shutdown and although the world has faced other economic crises before, this time is different. Business leaders, VC funders, investors, consumers, and employees are unsure how long this will last and to what extent they must shift...
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Emotional and Meaningful Brand Connections Matter Right Now

Emotional and Meaningful Brand Connections Matter Right Now

The Time for Emotion and Meaning Is Now Battling the arduous winds of COVID-19 will take more than a shift in your communications. It will require a real change in behavior. Right now, people are experiencing a whole slew of complex and contradictory emotions. Some of these feelings are ephemeral and are changing every day; others like uncertainty are staying around for the time being. So to truly connect with people where they are, you have to speak their emotional language. That’s why having your brand behave in a more emotionally charged way and putting the focus on building truly...
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Fast Forward Your Narrative: Crafting Your Response to COVID-19

Fast Forward Your Narrative: Crafting Your Response to COVID-19

Crafting your response to Covid-19 As recognition sets in that the COVID-19 crisis will not be short-lived, companies must respond appropriately by communicating in ways that are empathetic and relevant, contextually aware, human and sensitive. Leaders, brand stewards, and their teams must be extremely focused, keep up with the new normal of uncertainty, and have the ability to rapidly re-evaluate what their company stands for, how it communicates, and why it matters. Making sure your Corporate Narrative resonates with customers, partners, and employees requires an agile strategy and clear...
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