It’s not news that we’re in the middle of a global public health crisis, and though the word is overused, this situation truly is unprecedented.
This was the time for every brand – no matter how big or small – to look at the values that govern its choices and decide whether or not to truly live by them.
Today’s organizations — be they B2B, non-profit, government or consumer – live and die by their ability to build and deliver a strong employer brand that earns the trust and loyalty of their employees.
Brand fog is something that happens to organizations over time. There are symptoms, but as time marches on, you chalk up each to just a phase, not realizing the overall impact to your business and its future.
Every year organizations invest in a financial audit to assess their financial health. No one questions the good sense of a financial audit.
We’re often asked to help our clients bring clarity to a brand architecture that has become muddled as a result of acquisitions, product/service brands or multiple divisions.
In our first post, we talked about brand fog and the danger signs that a brand is hazy and ill-defined. There are many canaries that will alert you to the potential for lethal gas in your proverbial brand coal mine, but no bird is more effective at pointing to danger than a sales team that struggles to describe what makes your brand and your offerings different.
Marketers and communicators are under pressure. We run at breakneck speeds, managing a million moving parts, in an effort to stay relevant. But before we can excel at using marketing to take our business forward, we need to understand exactly where we stand today.
Resilience is the quality of bouncing back, the snapback in elastic bands and a baby’s cheek. In people, it’s the ability to survive failure or problems because their self-esteem and reputation have been honestly earned over time by repeatedly rising above challenges and working for their success.