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strategy

Liberate Your Leader

May 22, 2017 —

Liberate Your Leader

In the movies, we always cheer for the regular Jane or Joe who looks Big Bad Leader in the eye and tells it like it is, rather than how Big Bad Leader likes it. Then, of course, Jane or Joe is exiled to the ends of the earth as punishment . This is known as “killing the messenger.” History says that angry rulers sometimes killed messengers who brought bad news because they could not separate the news from the person who brought it. Obviously these rulers were bonkers, but the concept of “killing the messenger” never went away. The phrase lives on today in organizations with hierarchical...
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Positioning Strategy for High-Growth Tech Companies

August 1, 2017 —

Positioning Strategy for High-Growth Tech Companies

High-Tech Companies Have Banished the Word Brand Strategy I’m not sure when it happened. I only know it has. Brand strategy is no longer something the tech world is asking for. Well, let me be clear, they are still asking for it, they just aren’t using the term brand strategy. Positioning strategy is the new brand strategy, at least for high-growth companies where time is of the essence. I’ve felt the shift first hand. As a co-founder of an agency, I’m the person who takes the incoming calls from prospects looking for an agency. It used to be that I would patiently listen for the words...
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Does Brand Strategy Translate Into Advertising?

August 17, 2016 —

Does Brand Strategy Translate Into Advertising?

Brand Strategy is the Foundation for Advertising One of the misconceptions about brand strategy and advertising is that they are disconnected. As a result, many brands create ads that are off-strategy because they don’t use their brand strategy as a guide. But brand strategy is the foundation for advertising. At Emotive Brand, the most rewarding part of developing a brand strategy with clients is when we see the strategy come to life. A B2B brand strategy inspires powerful website messaging. An employer brand turns into a rock solid manifesto. A B2C brand strategy translates into a...
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An Industry Leader’s Perspective On Meaningful Businesses Strategies

July 27, 2016 —

An Industry Leader’s Perspective On Meaningful Businesses Strategies

Meaningful Businesses John Mackey is a capitalist. He founded Whole Foods and turned it into a massive operation, with over 350 stores. Along the way, he came to realize something about business: its purpose goes beyond profits. This idea is about building meaningful businesses. As the founder of Conscious Capitalism Inc., and the author of Conscious Capitalism: Liberating the Heroic Spirit of Business, 
John Mackey is a fierce proponent of a new and more meaningful way of doing business. Conscious Capitalism is “an idea, a movement, an approach to conducting business, and an organization...
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Is Your Company Primed for Sustained Growth?

May 19, 2016 —

Is Your Company Primed for Sustained Growth?

Growth is always good. But sustained growth is always better. It’s not just a matter of a stronger will or more ambition. Sustained growth companies are more agile, more resilient, and more innovative. Our work with a group of mid-market clients, along with a growing body of academic research, indicates the companies who enjoy sustained growth have embraced their purpose, and have built a culture and a set of practices that “live it”. Purpose sharpens vision, inspires teams, and empowers people. Purpose helps every person find fresh ways to think differently, to see how market dynamics can...
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