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“A Purpose Is A Direction That Reconciles Individual Ambitions And Collective Aspirations.” @gpetriglieri

So tweeted the amazingly insightful Gianpiero Petriglieri of INSEAD.

Consider, therefore, how a well-crafted, emotionally meaningful purpose “hits two birds with one stone”.

  1. It takes into account what “I” want, need, aspire to – as a customer or employee.
  2. At the same time , it embraces the collective impact on “WE” – the company, the employees, the society, the planet.

Continue reading ““A Purpose Is A Direction That Reconciles Individual Ambitions And Collective Aspirations.” @gpetriglieri”

Insensitive Use of Personal Data Can Seem Downright Creepy

Brands need to think carefully about how they leverage new levels of customer information when handing iPads to front-line service people. Using data and behavior-driven information, while a powerful way to forge connections, can easily go awry.

I wasn’t too surprised when I read this in Michael Schrage’s HBR piece, “When digital marketing gets too creepy”.

“The digital marketer who effectively runs Qantas Airlines’ highly regarded – and very successful – loyalty program has an unusual iPad problem. Flight attendants on Australia’s flagship carrier can now get up-to-the-minute data on the airline’s most elite and valued frequent flyers displayed on their onboard tablets. The information is useful, helpful, and the app was a digital innovation actually sought by Qantas staff.”

“The unhappy catch? Too many flight attendants sounded like they were reading from a script when using this information with these valued customers. They couldn’t smoothly incorporate the customized data to authentically connect with their frequent flyers. Instead of making their best customers feel special, the data-driven app too often creeped them out.”

Don’t creep people out!

Leave that to the NSA, et al.

Employ empathetic, purposeful, and emotional approaches when moving into more intense data-driven marketing.

Empathy

Step out of your corporate shoes, and walk (or fly) a mile or two in those of your customers. Understand their desire for meaningful connections, yet wariness about over-familiarity, invasiveness, and “big brother” knowledge.

Purpose

Establish a purposeful intent to your digital marketing strategy – get all front-line people to understand what you’re trying to achieve, and what you’re trying to avoid.

Emotion

Orientate front-line people (and indeed the data you provide them) around delivering messages built on customer patterns, behavior, preferences, etc. in ways that are designed to evoke specific emotions that turn your data insights into welcome, friendly, and meaningful moments between your caring brand and the customer seeking care.

Soon data will prevail in virtually all customer relationships

To once again quote Michael Schrage:

“Before the decade’s end, even minimum wage customer service personnel will have real-time access to remarkable amounts of personal data of customers walking into Starbucks, McDonalds, Walmarts, and/or Walgreens. Should customer experience be better defined by employees who enjoy greater familiarity or a studied distance? Who owns the answer to that vital human capital and customer care concern?”

The more customer data an enterprise has, the more that kind of accountability matters.

Emotive Brand is a San Francisco brand strategy firm.


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How Clear Is Your Business Vision to the People on the Ground?

In the hallowed halls of the C-Suite, your business vision seems clear.

But down on the street, in the halls, in the meeting rooms, in the labs, in the factories, in the warehouses, at the desks, and around the water cooler, your vision is hard to see.

What else would explain why your organization is failing to keep up with the competition, why customers are going elsewhere, why it is getting harder and harder to hire good people, and why investors are starting to fidget?

Continue reading “How Clear Is Your Business Vision to the People on the Ground?”

Rebrand? A Perfect Time to Adopt a “Purpose Beyond Profit”

A rebrand is a great opportunity to scratch below the surface to discover how your business can truly matter to people. Seize this chance to do more than simply apply a new layer of paint over your business.

There are numerous reasons why companies choose to rebrand.

It might be due to a merger, acquisition, or divestiture.

It may be because of tired sales, a less-than-desirable image, or heated up competition.

It might be a change in guard at the CEO level.

Whatever the reason your business needs an update, the rebrand process offers a unique opportunity to go beyond a new name, logo, and color scheme.

That is because, as the changes that have prompted your decision to rebrand occurred, another set of changes have been taking hold.

The people vital to your brand’s success, from customers to employees to partners to investors, have all been personally experiencing the dawn of The Age of Meaning.

As a result, these people are far more discerning about what they buy, whom the buy from, and the companies for which they work.

In their efforts to create new meaning in their lives, they are seeking out businesses, products, services, and brands that have a purpose beyond profit.

That is, a higher ambition than simply raking in cash.

Businesses wanting to thrive in the age of meaning articulate a compelling goal centered on enriching lives, improving society, and/or being environmentally sound.

They make their organizations revolve around this idea so that everyone who deals with the business feels its emotionally meaningful power.

As a result, they earn the respect and admiration of people, which turns into positive new behaviors.

People who identify with a business’s purpose beyond profit think, care, feel, and do more for that business.

Don’t simply slap on a new coat of paint.

Build a new foundation that will make your brand strategy stronger today, and better fit for the future.

Curious? Read our papers on The Age of Meaning, The Meaning Gap and The Meaningful Workplace.

They will help you see what you need to do to make your business one that truly matters.

Emotive Brand is a San Francisco branding agency.

Leaders That Matter Look Outward

One of the biggest challenges for any leader is to maintain a holistic perspective of the world.

Too often, the pressures of the market, of shareholders, and the organization, keep the leader looking inward.

This inward-looking behavior extends to the rest of the organization, because people “follow the leader”.

As a result, the organization continues to spiral down into egocentric, myopic and self-serving behavior.

Continue reading “Leaders That Matter Look Outward”

Meaning Has a Direct Impact on Business

If your business isn’t doing as well as you think it could – and should – then it’s time to consider the reasons why.

Why aren’t people doing all the things you need them to do?

Why are they resisting your attempts to change the way they think and act?

What are people looking for that you aren’t supplying?

Continue reading “Meaning Has a Direct Impact on Business”

Businesses That Matter Do Well By Doing Good

When fueled by a Purpose Beyond Profit, a business does good things for employees, customers, society, and the planet.

How businesses that matter, matter to people:

  • They help employees create meaning in their lives by making their work matter.
  • They give customers solid reasons to admire, respect, and be happily associated with their business and their offerings.
  • They help build a stronger society by being a good corporate citizen, respecting laws, and helping improve lives.
  • They strive to limit their impact on the environment by conserving non-renewable resources, curtailing pollution, and reducing, reusing, and recycling their materials.

Continue reading “Businesses That Matter Do Well By Doing Good”

In B2B, It’s Not “What”, It’s “Who”

B2B is often dominated by features and benefits, industry-standard claims, and a surprising lack of emotion. Why?

We ask you to think, for a moment, about people.

  • Those people in companies who buy your products.
  • Those people within your own company that imagine, build, sell, and service your product.
  • Those people who invest in your business.
  • Those people who open new opportunities by agreeing to partner with your business.
  • Those people who supply your business and decide if what you need arrives on-time and on-budget.
  • Those people who let you build your facilities in their community.
  • Those people who write about your business’s people, policies, and products.

We put people at the center of our thinking for one very good reason. They make things happen when they want to…and they throw a monkey wrench in the works when they don’t want to.

In today’s world, it’s not enough to sell good stuff. Your business needs to be made of good stuff.

It needs to recognize that people are changing the terms of engagement. It’s no longer a level playing field in which B2B companies can compete on the “what” of their business.

The winners are those B2B players who differentiate their business based on its “why.”

These winners make it obvious to anyone doing business with their company that they aim to matter more based not only on their technology, but also on their character.

The starting point is “who” – and when we talk about “who” we are talking about the people vital to your businesses success.

And what gets people pushing you toward your greater success is “why” you matter to them.

Your business matters when it has a “purpose beyond profit“; an idea that engages, motivates, and gratifies people in ways that matter to themselves, to society, and to the planet.

A purpose beyond profit is a sign that your business is a desirable part of the human race, not simply a machine designed to mercilessly extract cash from it.

Coupled with your technology, solutions, and offerings, this emotionally meaningful presence (made evident by the spirit, drive, and likeability of your people) makes great things happen.

Technology is great.

People are phenomenal!

Put them together – driven by the idea of “if it matters, it wins” – and you’re golden.

Emotive Brand is a San Francisco brand strategy firm.

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Survey Shows CMOs Starting to Recognize the Need to Matter

IBM regularly surveys CMOs to identify trends. A recent Forbes blog post by consultant Avi Dan reports an interesting finding from the latest survey.

The traditional marketing funnel is now a series of loops, as people turn to the many new options for learning about, and being influenced about, a product or service selection.

Continue reading “Survey Shows CMOs Starting to Recognize the Need to Matter”

What Does Purpose Look and Feel Like for Your Brand

Sometimes It’s Not What You Add To A Brand, But What You Take Out

We were reminded of the story of the sculptor who was asked how he managed to fashion a beautiful elephant out of a piece of granite.

He replied, “By chipping away all the pieces that didn’t look like an elephant”.

What elements of your brand strategy “don’t look (or feel) like your brand”?

Continue reading “What Does Purpose Look and Feel Like for Your Brand”