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leadership


Brand Purpose Drives Trust

Brand Purpose Drives Trust

Brand Purpose Drives Trust How does brand purpose play into building trust? As customers become more connected, more involved, and more engaged than ever before, it becomes more and more difficult for brands to earn their trust. And this trust is key to successful business today. High-trust companies “are more than 2 ½ times more likely to be high performing revenue organizations” than lower-trust companies. One of the strongest drivers of trust today is purpose. People want the brands they buy from and the businesses they support to work in line with their values, goals, and greater aspirations for...
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Girl Scouts: Embracing a Purpose Bigger than Cookies

Girl Scouts: Embracing a Purpose Bigger than Cookies

Girl Scouts Girl Scouts have always been bigger than the cookies they sell. In fact, Girl Scouts of the USA is currently the world’s biggest organization dedicated to girls. Founded in 1912, a long list of prominent women today were Girl Scouts – Celine Dion, Venus Williams, Nancy Reagan, and even Michelle Obama (a big fan of the organization and its impact). Slipping Membership The organization currently has 1.8 million members, a drop from the 2.1 million members three years ago. And many are asking why the drop? Slipping membership can be explained in several ways. The organization may...
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Business Transformation: How to Drive Successful Change

Business Transformation: How to Drive Successful Change

The Need for Change There are many reasons why an organization might come face to face with the need for a business transformation. Increasing competition, new seemingly unattainable prospects, large growth goals, or not meeting the expected return on investment are among many of the most common we see. These reasons and warning signs are by no means mutually exclusive. A business transformation generally involves large shifts that dictate change at every level of the business and brand – small and large scale. And managing a change of this scale is no easy task for businesses or leaders today....
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Why Business Leaders Must Address the Big Picture

Why Business Leaders Must Address the Big Picture

Business Leaders, Caught in the Small Picture It’s easy for business leaders to get caught up in the details of everyday business, assuming the role of micromanager, not leader. And because leaders may not be focusing on big picture questions surrounding the vision, meaning, and value of their business and brand, many leaders end up feeling stuck – trying to figure out how to implement behavior without any strategy to guide these decisions. All while employees, middle managers, customers, and stakeholders all suffer as a result. Too often, big picture questions are dismissed as ‘important’, but not necessarily ‘urgent’...
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Today’s CMO: What It Takes to Drive Growth

Today’s CMO: What It Takes to Drive Growth

We work with CMOs every day, developing brand strategy and positioning businesses to enable growth and build brand strength from within their organizations. We have seen a role shift for CMOs over the past few years and have deep empathy for these leaders as they look to keep pace with an ever changing set of skills – more complex and more digital by the day. Because we have a front row seat of today’s CMO, we see more and more of our clients responsible for delivering both top line revenue and profit. CMOs are not only expected to keep...
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