Topics

recruitment

B2B Brands Can Be Emotive and Should Be!

January 14, 2021 —

B2B Brands Can Be Emotive and Should Be!

B2B brands deserve the same level of effort as their B2C counterparts We were talking with someone the other week about emotive branding and they said, “Sounds great for consumer brands, but I can’t see it working for a B2B brand.” Well, we begged to differ! Indeed, we believe B2B brands have tremendous opportunities to differentiate and grow their businesses based on an emotive proposition. Note that we didn’t say an “emotional” proposition. Through “emotive” propositions we talk about B2B brands that reach out to people in a way that not only...
Read more >
Five Ways a Meaningful “Why” Creates a Compelling Workplace Experience

June 27, 2019 —

Five Ways a Meaningful “Why” Creates a Compelling Workplace Experience

Our experience shows that many brands have been crafted with only the customer in mind and that the resulting “customer experience” does not in any way parallel the “workplace experience.” As a result, the brand – as it is now articulated – is relatively meaningless internally. We believe every brand has a meaningful “Why” hidden within. This hidden “why” is powerful because it can do as much internally as it can externally. Our job is to dig that out and shed new light on it, all with the ambition of delivering these five benefits. 1. Increase...
Read more >
HR and Marketing: Building Your Employer Brand Together

August 21, 2018 —

HR and Marketing: Building Your Employer Brand Together

Finding the Right Fit: HR’s Number One Challenge HR and Marketing? The role of HR has evolved significantly in recent years. Attracting, engaging, and retaining top talent is a high priority for executives, and most companies place this responsibility on HR. According to PwC 18th Annual CEO survey, a full 73% of respondents are concerned about the availability of talent – a 10% increase from 2014. Executives worry that it’s getting harder to recruit and keep the people who are both skilled high-performers and ‘fit’ within their organization’s culture. And without top talent, maintaining a...
Read more >
Does Your Business Need a Brand Narrative?

June 16, 2014 —

Does Your Business Need a Brand Narrative?

Here we explore the brand narrative as a key element of brand strategy, by explaining what constitutes a brand narrative, demonstrating how it supports the overall brand strategy, and showing the brand scenarios which call for a strong brand narrative. What is a brand narrative? A brand narrative is a central building block of a meaningful brand strategy. It is built upon the insights and information gleaned during the kickoff process, with a particular focus on the business-related shifts the brand seeks to make. A brand narrative contains four elements: Truths – four or five...
Read more >
The Talent Challenge

September 15, 2011 —

The Talent Challenge

The talent challenge for CEO’s is real. According to a recent study by PWC, CEOS are hot on the issue of talent management with more and more seeing it as a tool to deliver real competitive advantage. Consider the drivers: 66% of CEOs fear talent shortages will strangle their company’s growth. Developed-market talent pools are ageing. Millennial generation of workers is bringing strikingly different expectations. Growth is now being driven by far-flung emerging markets, where top talent can often name its own price. No wonder 83% of CEOs asked told PWC they intend to make “some” or a...
Read more >