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meaning


Creating A Meaningful Workplace: It Doesn’t Happen By Messaging Alone

Creating A Meaningful Workplace: It Doesn’t Happen By Messaging Alone

Eighth in a series “The words printed here are concepts. You must go through the experiences.” – Saint Augustine It was earlier noted that people today, including employees and prospective recruits, are looking for more meaning in their lives. This shift has not only prompted companies to reconsider their business models, product offerings, and workplaces, it has made them re-think the terms on which they engage people. Messaging alone won’t pull employees in This is especially true when trying to build a Meaningful Workplace. It becomes far more involved than simply sending a PDF of the...
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The Next Wave of Brand Strategy

The Next Wave of Brand Strategy

The role of brand strategy What makes your brand unique? How does it stand out in your category? What “significance” gets people flocking to your brand? What “stickiness” keeps people coming back to your brand? We wouldn’t be surprised if these questions keep you awake at night. After all, it’s clearly getting harder for brands to differentiate themselves. Categories are becoming commoditized as competitors mimic each other in both products and communications. Brand advantages based on innovation are short-lived as others rapidly copy technology, benefits,...
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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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When Businesses Truly Matter, Logos Don’t Matter At All

When Businesses Truly Matter, Logos Don’t Matter At All

Brands are much more than just a logo. We spotted this great report at Fast Company about Virgin Group’s new global HQ in London. The theme was how Virgin cleverly managed to convey the brand’s values through workplace design, without using the “brand” as so many people think about it. That’s right. Take a look, there’s no logo proclaiming the “proud” owner. Virgin has inspired us for years by their way of building meaningful bridges between their business units and their employees and customers. We believe they are vanguards of an idea...
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Meaningful Brands evoke “Of Course” Moments

Meaningful Brands evoke “Of Course” Moments

Meaningful brands make people feel good. We came across a reference to Christian Lindholm, of the design firm Fjord, and his “of-course principle of design”. “Most companies, he said, are looking to ‘wow’ with their products, when in reality what they should be looking for is an ‘of course’ reaction from their users.” We’re not opposed to brands creating a “wow” sensation, at least when there is a genuine reason to make people feel that way. Often, it is better for brands to strive to create numerous “of course” moments with...
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