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meaningful brand

Should You Aspire to Have a Meaningful Brand?

July 21, 2014 —

Should You Aspire to Have a Meaningful Brand?

The idea o a  “meaningful brand” is taking industry by storm as more and more enterprises look for ways to prevail in the 21st Century, a time of great change and innovation. Should you join this bandwagon? Not before you fully understand what it means to be a meaningful brand, what it entails from an organizational change point of view, and what it can do for your business. Here, we provide top-line answers to a few of the most commonly asked questions. What is a meaningful brand? A brand transcends the market when it decides to look beyond the profit agenda and see its business...
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Releasing The Pent Up Meaning Within Brands

January 8, 2014 —

Releasing The Pent Up Meaning Within Brands

One of the joys we have in our work is watching as our clients, who run highly successful companies, are surprised and delighted to see how their brands can matter more to people. We’re not in the business of creating illusions. We dig deep into our client’s business to uncover “meaningful truths” that are already operating below the surface. By shedding light on the rational and emotional value of these truths, we are able to show our clients just how much they can matter to people on both a rational and emotional level. What is most interesting to us is how our...
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Meaningful Brand Strategies: The Consumers Perspective

October 31, 2013 —

Meaningful Brand Strategies: The Consumers Perspective

Consumers are expecting a lot from businesses, according to the 2013 Cone Communications/Echo Global CSR Study. Consider these findings relative to the role of a business’s social responsibility: “As global citizens become increasingly aware of businesses’ behaviors and CSR initiatives – in part because of social 
media, they are also becoming more astute about both corporate and consumer impacts. Around the world, the majority 
of consumers feel both individuals and corporations are having some degree of positive influence on social and environmental issues; however, just one-quarter feels...
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December 15, 2011 —

People Respond to Meaningful Brands

According to a recent study by Havas Media, only 20% of brands have a notable positive impact on our sense of wellbeing and quality of life. The study further reveals how the expectations, judgements and behavior of people are evolving in ways that must make brand-owners rethink their current strategies: For the 4th year running consumer expectations of companies’ responsible behaviour continues to rise Nearly 85% of consumers worldwide expect companies to become actively involved in solving these issues (an increase of 15% from 2010) Those prepared to reward responsible companies by...
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