Merging a company is hard to do. Yet it can be incredibly fulfilling and empowering for leaders and for employees. Mergers present both opportunity and anxiety. Possibilities are endless for leaders to transform both entities and use the new start to set a new direction with a performance culture. At the same time, change creates anxiety as many people are forced to think outside their default behavior zone. Mergers put human behavior on the front...
A movement is when a big idea inspires mass engagement by the culture. For years now, we have studied and developed movement strategies for brands.
How do you activate a brand’s purpose? By sparking a movement. That’s how REI took its brand purpose of ‘awakening a lifelong love of the outdoors for all’ and grew it into a cause that is working to better both people’s wellbeing and the planet.
It’s 1960, and you’re flipping through LIFE magazine. You’re stopped by an advertisement that doesn’t look like any of the other ads in the magazine. There’s lots of white space, a tiny off-center image of the car itself (which, by the way, is an odd-looking little vehicle), and an understated two-word headline, “Think small.”
