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trust

The Balancing Act of Creative Direction

August 2, 2018 —

The Balancing Act of Creative Direction

The Journey Is the Destination When I was studying fiction at San Francisco State University, I had a professor that used to say, “If you know exactly what you want to write about, then why are you writing it?” It was a soft-ball criticism aimed at a particular kind of writer. Those that came in overconfident, inflexible, and usually with their entire story already mapped out beat for beat. In their rigid defense of what they thought the story should be, they missed the opportunity to truly discover what it is or what it could be. If there’s no journey of discovery, no unanswered questions...
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CEOs: Building Trust and Living Your Values

March 8, 2018 —

CEOs: Building Trust and Living Your Values

The Truth Is Always Trending Good relationships are built on trust. Whether it’s between romantic partners, brands, customers, or government agencies, trust is the currency rate by which messaging is valued against. So, how much is your word worth? In today’s hyper-polarized landscape, it really depends on who’s speaking. In fact, the world is moving apart in trust. According to the 2018 Edelman Trust Barometer, “In previous years, market-level trust has moved largely in lockstep, but for the first time ever there is now a distinct split between extreme trust gainers and losers.” No...
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The Business Case for Trust: How Leaders Can Unlock the Full Power of Trust

February 23, 2018 —

The Business Case for Trust: How Leaders Can Unlock the Full Power of Trust

Trust Pays Off The business case for trust is straightforward and continues to grow. Each year, the data shows that companies with a culture of trust are more profitable than those without it. A culture of trust is not just a “nice-to-have.” It’s good business. Trust culture companies have outperformed the S&P 500 by a factor of three, and high-trust companies “are more than 2½ times more likely to be high performing revenue organizations” than lower-trust companies. Why? It turns out we come with an evolutionary hard-wired attraction to people we can trust and a visceral aversion to...
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Why Millennials Love These Brands

October 26, 2016 —

Why Millennials Love These Brands

Millennials: Center Stage for Brands Millennials now represent the largest group of consumers within the U.S., and thriving brands today are highly aware of this. When millennials are wielding over $170 billion per year in purchasing power, there’s no ignoring this group of consumers. Brands don’t win over millennials easily. In fact, in many ways, they hold higher expectations of the businesses they work for, the brands they buy from, and pledge loyalty to. Big Demands Millennials stand at the forefront of technology – demanding that brands offer more efficiency, innovation,...
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Use Your Brand to Cultivate Customer Engagement and Reap the ROI

August 24, 2016 —

Use Your Brand to Cultivate Customer Engagement and Reap the ROI

Customer Engagement, More Complicated Than That When it comes to customer engagement, not all engagement is created equal. And despite some misconceptions, engagement is never a simple question of engaged vs. unengaged. In fact, customer engagement can’t be dictated by a single engaged or unengaged behavior. Understanding the value of a customer’s engagement can’t be boiled down to a  ‘like’ or a single purchase. We define customer engagement as a set of behaviors. This means customer engagement is about the relationship between a customer.  So when fostered, the relationship can progress,...
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