The Changing Landscape Of Brand Language
June 23, 20174 min
Throughout history times of accelerated change have been accompanied by cries of things “coming to an end.”
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Purpose - Page 21 of 36 - Branding Strategy Insider
A powerful brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit. Branding Strategy Insider explores the best practices in defining an effective brand purpose.
The Next C-Suite Battle: HR Versus Marketing
May 9, 20175 min
As business has become more complex and more digitally-driven, the traditional roles and responsibilities of the C-suite have become increasingly interwoven and even confrontational.
How Brands Can Navigate Social Issues
May 4, 20173 min
Recently, Heineken UK jumped on the “reconciling differences” bandwagon and released a spot where people with opposing views come to understand each other (better) over a beer. While some in the industry lauded the approach as the antidote to Pepsi’s debacle, others have observed a different set of tone-deaf mistakes that are every bit as gross.
How To Transform Your Brand Culture
April 24, 20176 min
In the first part of this two-part series, I talked about brand cultures that focus on performance, those that are restless for change, freeform cultures and those that learn fast and continue to evolve.
Why Brand Principles Supersede Brand Values
April 10, 20173 min
It’s all very well having a purpose and brand values, but how have you translated those into actionable principles that guide what you will do and won’t do as a brand?