“The future of communications is going to be working with leaders and organizations on their narrative, which is their message, reputation, and positioning, rather than exposure and publicity,” said Adam Mendelsohn, founder of Upland Workshop, in AXIOS’ report from Cannes.
A brand is a promise of a relevant, differentiated trustworthy experience. Defining a brand means knowing the functional, emotional and social benefits of the promised experience; the values of the customer; the personality of the brand that appeals to those customers and the features that bring the benefits, values and personality to life.
Recently, someone asked me: What is your theory of change? This question has stayed with me. Not because I didn’t have an answer—intuitively, I knew—but rather because I have never quite explicitly articulated the thread that weaves the different strands of my work—brand strategy, leadership, trust, and purpose.
I’ve been reading about soft power a lot lately. Soft power…. It’s a term we typically associate with nations—with their ability to influence, attract and persuade without coercion. There’s no doubt that soft power hinges on culture, values and diplomacy—forces that shape trust not through control, but through resonance.
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Marketing is not an exact science.
