COVID-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 MoreRe-Branding For The “New Normal” After Coronavirus?
Almost overnight, the response to this pandemic has forced most people around the world into completely new behavioral patterns – e.g. lockdowns, isolation, social distancing, more frequently washing hands, online working and meetings, etc. Our traditional daily regimens have been thrown out the window. Fortunately our adapting to these adjustments seems to be working as we see new glimmers of hope every day. But what will be the impact long term from these new adaptations? In particular, will our values and behavior permanently change, and how? These are important questions for brand...
Read MoreA Re-Branding Challenge: Transforming Portland, ME Into A New Tech Hub
Maine’s largest city, Portland, has become “hot” in recent years. Unemployment is only 2.2%, the food scene is creative and trendy, population growth of its metropolitan area has been strong, and Zillow rates its real estate market “very hot”. Its location appeals to active Millennials, only two hours from Boston, with a stunning coast and nearby mountains offering adventurous skiing, camping and hiking. But questions linger on whether Portland can get beyond its basic lobster and tourism business. City leaders ask what will drive the economy in the future, and whether/ how to...
Read MoreWhy Trust For A Brand Is More Crucial Today
Our polarized, internet driven world today is filled with falsehoods, cyber attacks, misinformation and nasty accusations. All this has created an extraordinary crisis of TRUST, which is the indispensible value for successful branding. Nothing is more important to customers than a healthy sense of trust, – i.e. a reflection of the credibility, integrity, comfort, transparency, authenticity and emotional engagement with a brand. There are many types of trust-related risks for brands today but the most common are associated with social media, especially privacy and security. A...
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