How The New Tax Bill Exacerbates Millennials’ Frustration With “Brand Capitalism”
“Capitalism” is really the brand of our free market economic system which has been the driving force for American commercial success since its founding. But is it working as a fair and just system for all today? Millennials don’t think so, especially after the 2008 Great Recession. And now the new tax bill may become a tipping point for the Millennials’ frustration. Three years ago I wrote a blog that reflected these concerns: “Why Capitalism Must Be Re-Branded – And How” (http://www.thepathfindergroup.net/2014/12/17/why-capitalism-must-be-re-branded-and-how/). Since then, several...
Read MoreBuilding A Stronger Brand And Culture With “Keystone Habits”
Marketing is ultimately about changing the behavior of a customer (e.g. a purchase decision). Related to this, creating new behavior patterns of employees is also essential for transforming a company culture and brand. With social media dominating our lives today, the behavior of company employees and external customers is intertwined, presenting new opportunities for strengthening company brands. In a recent newsletter from a friend, Rich Czerniawski, he referred to the concept of “keystone habits”, which came from Charles Duhhig’s book, “The Power of Habit – Why We Do What We Do in...
Read MoreThe Resurgence Of Values-Based Branding For Restoring Trust
The scary decline of trust in all facets of our society has created a new challenge for brands: how can brands overcome the growing skepticism and lack of credibility caused by this distrust to authentically relate to their customers. These trends have led to a rise of cynicism, where most Americans trust news or feedback more from “people like themselves” rather than the government, media or big business and brands. Appealing to these distrustful customers who lack confidence and motivation has become a top priority. The answer will involve a new type of marketing, values-based...
Read MoreHow Purposeful Branding Is Driving Millennials And Social Entrepreneurship
The world has changed dramatically in the past 10 years, or since the 2008 recession. Economic and job growth is coming less from traditional industry or big corporations, but more from entrepreneurial startups. Historically this involved business entrepreneurs, but today it is the social entrepreneur that has taken center stage. And a key driver for this trend is the emerging values of Millennials and purposeful branding. More and more, consumers are buying brands not just for what it does, but also what a brand or the parent company stands for – e.g. a purpose beyond profit, or how...
Read MoreShould Brands Take A Public Stand On Social Or Political Issues?
The year 2017 is just half over, and it is already proving to be amazingly transformative with the number and nature of emotional changes in our culture and political world. Traditionally brands rarely get involved in social or political issues. Bu today consumers want to know what brands stand for on such issues. Companies are beginning to realize that an authentic, relevant and compelling point of view will help differentiate a brand from competition and define it in a way that can significantly enhance customer loyalty. These recent demands for brands to take a clear position on social...
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