What Brand Archetypes Fit Trump and Biden?
The concept of archetypes was originally created by Carl Jung, the famous Swiss psychologist in 1919, based partially on Plato’s ideas and also on historic cultural, personal and mythical images. Marketers often use the personality traits of an archetype to position a brand so it reflects the values and desires of targeted customers, on the assumption that people emotionally connect with such brands. And each political candidate is essentially a brand as well. As we enter the final stage of the Presidential election, it may help voters if they can view candidates thru the lens of these...
Read MoreShareholder or Stakeholder Capitalism? Need New Brand Profile for CEO’s?
The purpose of a corporation is undergoing wide scrutiny today – i.e. continue to focus on shareholder profits or broaden its goal to embrace all stakeholders? Last year chief executives in the Business Roundtable representing the 181 largest U.S. companies met and committed to “lead their companies for the benefit of all stakeholders – customers, employees, suppliers, communities and shareholders.” Since then other drivers have reinforced this fundamental transformation. Covid-19 has heightened broad expectations that companies should serve all stakeholders, especially in light of...
Read More“5 Epic Crises” That Will Impact Brand Values
On June 26, David Brooks wrote a column on “America Is Facing 5 Epic Crises At Once” in the NY Times https://www.nytimes.com/2020/06/25/opinion/us-coronavirus-protests.html, which has been widely read and quoted since. We are only half way thru 2020 and already it is predicted to be a memorable and pivotal year for American democracy and business. A common thread for all these seismic changes is the transformation of values in our culture, with new attitudes, passions and desires by American people. And since rebranding is about identifying and appealing to these shifting values, the...
Read MoreCOVID-19 + BLM Protests = The Rise Of Employees As Brand Ambassadors
In the past three months, two unprecedented, historic events have created seismic shifts in attitudes and values around the world: the Coronavirus pandemic and the surge of the Black Lives Matter movement, following the horrific death of George Floyd in Minneapolis. Common to both is a revitalized role of the average worker or employee for shaping our views on social injustices, plus an opportunity to enhance the brand reputation of companies. COVID-19 Hurting Service Workers Most The Coronavirus pandemic has had an enormous impact on both social inequities and the appreciation of...
Read MoreThe Battle For Trust: “Gut Instinct” Versus Science.
The world has been turned upside down with this Coronavirus. No one can accurately predict the future, although everyone agrees that things will never be the same. Everybody wants to be safe and healthy, plus a speedy economic recovery, but how? There is extensive confusion as we hear so many contradictory explanations. People want leadership that is credible, transparent and trustworthy. Words count, and promises are important for establishing and sustaining trust. What we have now however are two different communication approaches: (1) emotional personified by Trump and (2)...
Read More
Connect with us