Building 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 MoreHow Customer Values Are Transforming Brands Today
Brands are under attack today from many sources, most often triggered by activists on social media. They are demanding brands take a stand on controversial socioeconomic and political issues that are getting more attention with our divisive politics today. Most brands can no longer ignore these trends and remain apolitical. There are always risks of offending some customers and employees so the challenge is to determine what issues to address, and how. The answer should depend on the core values that define the brand equity and image, and related to this the most important values of...
Read MoreThe EU Brand, Brexit And Millennials – A Lost Opportunity For All
In many ways, the EU (European Union) was the ideal brand because its core promise to all Europeans involved sharing and connecting across all borders. But the tumultuous impact of Brexit on the future viability of the EU brand is a good example of what happens when an outside event undermines its basic brand positioning. And Millennials in the UK played a big role for causing this possible disaster. It was the sense of community and connectivity that defined this Generation Y, known as the first digital generation. The EU brand meant more to Millennials than older people. They...
Read MoreThe EU Brand, Brexit And Millennials – A Lost Opportunity For All
In many ways, the EU (European Union) was the ideal brand because its core promise to all Europeans involved sharing and connecting across all borders. But the tumultuous impact of Brexit on the future viability of the EU brand is a good example of what happens when an outside event undermines its basic brand positioning. And Millennials in the UK played a big role for causing this possible disaster. It was the sense of community and connectivity that defined this Generation Y, known as the first digital generation. The EU brand meant more to Millennials than older people. They...
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