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purpose

5 Things Executives Need to Know When Embarking on Brand Strategy

June 5, 2017 —

5 Things Executives Need to Know When Embarking on Brand Strategy

Investing in brand strategy is a big decision for executives to make today.  Plunging into an ocean of the emotional, strategic, and intellectual dimensions and depths of your brand is not what executives often want to spend time and budget on. Preconceived notions about ROI, doubts about the actual value of it, and the more obvious budget concerns to evaluate brand strategy are hugely challenging. Many companies don’t even make it to this place – the place where they accept and understand they actually do need to invest in the brand to address their business problems. But for those that do,...
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How Great Leaders Accelerate Innovation Through Meaning

May 16, 2017 —

How Great Leaders Accelerate Innovation Through Meaning

Why the need to accelerate innovation? “No company in the future will be in a position to succeed if it squanders the imagination of its employees.” Professor Gary Hamel, co-founder of the Management Innovation eXchange (MIX) and the M-Prize: Innovating Innovation Challenge. Hamel says innovation is one of the most important and difficult challenges facing business around the world. At the same time, innovation is a vital capability for companies because it is the: > only insurance against irrelevance > only antidote to margin-crunching competition > only way you can...
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Why are Feelings and Purpose so Important in Business Today?

April 24, 2017 —

Why are Feelings and Purpose so Important in Business Today?

Feelings and Purpose-led brands Why are purpose and feelings so important now for brands? A meaningful brand is the persona-driven presence and experience of an organization that has proactively decided to orient itself around an authentic purpose. Such brands do so with the intent of emotionally connecting to people on a deep level, by addressing core human needs. Most significant, a meaningful brand strives to forge these attitude and behavior changing connections both inside and outside their organizations. To summarize, a meaningful brand is:  – Proactively meaningful across all...
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Brand Evolution: Keeping Greatness, Adding Appeal

April 6, 2017 —

Brand Evolution: Keeping Greatness, Adding Appeal

What is brand evolution? I think I found a solid example. I recently came across these photos showing two models of the classic Porsche 911. 50 years separate the two models, yet the clarity of the design concept are obvious in both generations. It is a brand “evolved”. Emotive Brand is about taking what is good and great about your business and brand today, and evolving it for a new generation, a new audience, or for the addition of a new product. It is about transforming the presence and feeling of your brand to make it more relevant and appealing, given how the rest of the...
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The New Measurements of a Successful Business

April 5, 2017 —

The New Measurements of a Successful Business

What does it mean to be a successful business? In the new age of meaningful business, it’s time for more inclusive forms of value. It’s no longer enough to measure financial impact. Companies, brands, investors, entrepreneurs, and consumers are asking: what’s the social impact of your business? What’s your environmental impact? Your emotional impact? In other words, people are asking: Why should I care? Why does it matter? And they are also wondering, can you communicate the value of these impacts to me quantitatively? In any successful business, there is value outside the actual venture....
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