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If You Want a Meaningful Brand, Make a Meaningful Impact

If You Want a Meaningful Brand, Make a Meaningful Impact

Being a Meaningful Brand The data is in, and to be a meaningful brand, you must make meaningful impact. It is inescapable. The most powerful and profitable brands – regardless of sector – are brands that enhance well-being and enrich peoples’ lives. The Center for Positive Marketing at Fordham University recently published “The V-Positive Report,” which ranks brands according to how they affect consumers along seven dimensions of human needs and wants. The dimensions of the study span from basic physical function to the capacity for building relationships. The most “V-positive” brand in 2015...
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Purpose-led Brands and the Role of the CEO

Purpose-led Brands and the Role of the CEO

Purpose-led leaders lead thriving businesses. If you are a marketer faced with the task of re-branding or leading a brand strategy for your business, think about the person most influential to its success. Wondering who is essential to be part of the team? Ask yourself: Who has the greatest insight into where your business needs to go? Who can make sure that the company’s brand strategy embodies, and brings to life, this vision? Who sees how the people, processes and policies of the business need to evolve to address future issues and opportunities? Who is the best person to lead the...
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Leadership Is What Leadership Means

Leadership Is What Leadership Means

Gianpiero Petriglieri is Associate Professor of Organisational Behaviour at INSEAD, a regular contributor to the HBR blog, and a prolific and insightful tweeter. Indeed, the title of this old, but relevant post is taken from one of his tweets promoting his piece on HBR, “There is no shortage of leaders.” Professor Petriglieri’s main point is that the methods and goals of leadership are misplaced.  He suggests that the current narrow view of leadership development and practice is falling short of what’s needed in today’s world. “There is no shortage of leadership at all.” “There are plenty of...
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Leadership in a COVID-19 World: Navigating “Fields of Paradox”

Leadership in a COVID-19 World: Navigating “Fields of Paradox”

Turbulence Takes a Toll The acceleration of COVID-19, the speed and intensity of change, the current economic terrain, and the pressure to innovate, adapt, stabilize, and address each new challenge (of which there are many) with focus, grace, empathy, and precision is no doubt taking a toll on all of today’s business leaders.  The current state of affairs reminded us of an interview with Gianpiero Petriglieri, Professor of Leadership and Organizational Behavior at INSEAD, who provides insights into the implications of turbulent times on leadership.  “Whatever sector or industry you...
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Leadership in a Time of Volatility, Uncertainty, Complexity, and Ambiguity

Leadership in a Time of Volatility, Uncertainty, Complexity, and Ambiguity

We’ve often referred to Stowe Boyd and his musings. Awhile back, we referenced the implications of social business networking based on Stowe Boyd’s presentation on “Postnormal Business”. Let’s now explore the four drivers of the Postnormal era: the VUCA syndrome. Volatility – Things are moving, evolving, changing, and disappearing faster and faster all the time. Uncertainty – It’s harder to predict what is coming, what to do, and what the results will be. Complexity – The business world is becoming far more complex, media is highly...
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