Below you'll find a list of all posts that have been tagged as “Brand Purpose”
August 3, 2021 I discovered the work of Roy Spence in 2009 when he was developing the brand purpose for one of my clients. Roy had been working in the purpose arena long before it was a real ‘thing’. Since 1971, his agency GSD&M had developed purpose statements and activated them in the early days of big brands such as …
January 21, 2021 Global pandemic. Fake news. Social protests. Economic turmoil. Political instability. If 2020 were a movie plot, no one would believe it. Unfortunately, this is the world we’ve endured the last 12 months. The effects of this imperfect storm come out this month in Edelman’s 2021 Trust Barometer. This annual index measures the average percent of trust people …
August 3, 2017 by Carla Johnson Ancient mariners learned how to navigate by the stars for one important reason – when there was nothing else to guide their path, the stars provided an unwavering anchor against which they made decisions. Decisions that led them to destinations that took months or even years to reach. For sailors in the Northern hemisphere, …
September 6, 2016 by Carla Johnson The ability for a brand to separate itself from the rest of the market and rally employees to deliver distinguishing experiences for customers is a challenge for every company. Taking care of the daily details of running a business of any size is demanding. Add to that the fact that more customers want to …
July 14, 2016 by Michelle Smith Whether called internal marketing (IM), employee engagement or internal communications, the concept is the same – to align, motivate and empower employees to consistently deliver positive customer experiences that are aligned with the firm’s brand and organizational goals. The definition advances the notion that the discipline is more than communication tactics or a way …
June 30, 2016 Once upon a time, storytelling was something business professionals did when they got home from work if they had children to lull to sleep. Today, however, it is being touted as a core skill that those at all corporate levels should master. And with good reason. Storytelling has earned such attention because, quite simply, it works. Stories …
