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purpose

Why Lack of Internal Alignment May Be Holding Back Your Business

October 25, 2016 —

Why Lack of Internal Alignment May Be Holding Back Your Business

When Internal Alignment Is Holding Back Your Business The sky’s the limit. The future is full of opportunities. Until internal alignment becomes a dark cloud that prevents your business aspirations from being realized. What happens when the brand is ready to grow and thrive, but there is no internal alignment from leadership about where the business is going? Nothing. The brand is paralyzed by competing visions and nothing happens. And a lack of decision making due to misaligned leadership is a problem that will hold up your business. Strategy Without Alignment A brand strategy is hard work...
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Moving from B2B to B4B: A New Code for B2B Brands

September 28, 2016 —

Moving from B2B to B4B: A New Code for B2B Brands

Could a subtle change in the way you think increase your potential as a B2B brand? For example, consider the difference between business-to-business (B2B) and business-for-business (B4B). B2B: Business-to-business suggests two separate and different entities, one “selling” to the other. B4B: Business-for-business suggests many companies in a value chain working toward a common goal of ever-greater end-customer satisfaction. A shift to a B4B stance means making your brand known as one that embraces the shared interests of all the businesses and people who will benefit from a stronger and more...
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Purpose-led: The Never-Ending Market for Something to Believe In

September 7, 2016 —

Purpose-led: The Never-Ending Market for Something to Believe In

Purpose-led branding is hot topic in 2016. Cartoonist Hugh McLeod addresses this topic in his post, “Meaning Scales, People Don’t”. By this he means that the size of an endeavor doesn’t matter as much as how meaningful it becomes to you. This is a reminder to purpose-led brands that they don’t have to be the complete answer to everyone’s problems. They simply need to ensure that the small, modest and in-the-scheme-of-things, insignificant things they may do for people should resonate with as much meaning as possible. If you want your purpose-led brand to...
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Why Embrace The Squishy Idea Of Purpose?

September 6, 2016 —

Why Embrace The Squishy Idea Of Purpose?

Purpose does more than make brands appealing to people – it makes money for the businesses that embrace the concept. So claims the chairman of Deloitte, an active evangelist for the “squishy business attribute” called purpose. Why invest in an emotional and squishy idea like purpose? Won’t it be hard to get everyone in my organization and all my customers to understand and embrace it? What is it really beyond a set of words? What value does brand strategy deliver? It’s the question of the never-relenting ROI monster, “What’s in it for me?” Well, here’s the answer, from no one less than the...
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Sparking Innovation Through a Purpose-Driven Vision

August 8, 2016 —

Sparking Innovation Through a Purpose-Driven Vision

Innovation. Everyone wants it. But what is it? Where does it come from? What’s the best way to shape a culture of innovation? What best aligns, inspires, and motivates people to innovate? What role could a new brand strategy play in transforming your organization into an innovative powerhouse? The new innovation As the leading global consulting firm PWC points out, “It’s no longer just a case of pushing products out of labs but, rather, of creating value for customers by personalizing the entire customer experience. So, forging an organizational culture that promotes innovation, getting...
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