How Social Media is reframing the perspective on "brands"

“If a tree falls in the forest and no one is around to hear it, does it make a sound?” This famous philosophical riddle by Alexander T. Jackson, one of the 20th century’s greatest minds, reflects one’s perspective on reality and hearing and is inspiration for this post. If your brand is never spoken of, is it really a Brand? I believe response to this question is in great part due to two key factors: 1) one's definition of a brand 2) perception of “brand engagement.” Ironically, if you survey the conversations marketers are having today regarding social media for brand-building, you will see both factors surfac ...

The Birds and the Bees of Dialogue

We know conversations can influence hearts and minds. But did you know conversations change body chemistry, as well? Relationships grow or are limited by conversational triggers that effect our neurochemistry. Article by Joy Stephan - SocialVoice Alliance expert in CSR and Employee Engagement

Seven Strategies for Humanizing Brand Storytelling

Many of the brand storytelling themes that were once regarded best practice and believed to be meaningful, we know now is relatively ineffective in generating enduring customer interest and trust. This article provides seven strategies for how to evolve beyond mere information to a more human-centric approach to storytelling.

The Real Barriers to Nurturing Emotionally Engaged Employees

While growing awareness and investment in employee engagement is promising, lack of impact warrants caution and a change in perspective. Discussions regarding employee engagement must evolve beyond the narrow focus of how employees need to change. And instead, expand discussion to include greater focus on an organization's commitment (or lack thereof), to facilitate employee engagement opportunity.

Why CSR Communication Goal Should be Impact, not More Information

What is CSR Communication? And what is the purpose if it is not about creating action and change? Too many CSR communication efforts today strive for the minimum and “just enough” to get noticed for their efforts. Given the amount of investment in CSR, isn't it time we expect greater results than just more information?

Moving FROM Marketing Communication TO Social Currency

This is the 7th and final post of our 7 part post series regarding the humanizing of brand stories. It explores why not all brand stories are created equal. Nor do they have the same social value. The social currency value of content and value of a story will ultimately depend on the perceived authenticity of the story itself, and the share of human versus manufactured voice, within brand communication.

Evolving Storytelling From Product and Process to Promise and Purpose

This is the sixth of our 7 part post series regarding the humanizing of brand stories. It’s about how source and sentiment can make the difference in creating either information that merely explains “what” or “how” versus actual stories that engage through their ability to communicate purpose and reason for being. What defines the difference? There are four key areas of disconnect which fuel or weaken a brand’s story engagement potential.

Why Employee Engagement Needs to be Infectious

Why is employee engagement often regarded as a “nice-to-have” vs necessity, when in reality it is not unlike the challenge of building external community and engagement. This post takes a deep dive into the biases and the reasons why the misconception and lack of support and investment.

Brand Sustainability Stories That Tell Themselves

The article was featured in CSRWireJanuary 9, 2014. It provides an overview of the discussions that took place at a Yale Interbrand event held in Dec. 2013, where panelists shared discussions on why stories surrounding a product, not the product itself, will soon take over in satisfying consumer interest.

Where Are the Women Leaders In Sustainable Business?

When the Weinreb Group's "Pioneers of Sustainability" report came out last month, it highlighted the top trailblazers that sustainability professionals had nominated and selected in a vote. All six chosen for the honor were men. The reaction was immediate: Emily Miggins, longtime leader in food industry supply chain sustainability, commented on Marc Gunther's original post about this research: "I was there when this party got started as mentioned above, and there is a collective women's voice missing in media coverage of women in sustainability and it's disappointing."

DJ Spooky: Introduces a new language for CSR & the environment

Paul D. Miller, a.k.a., DJ Spooky (That Subliminal Kid) in an artistic and multi-media inspiration. He is a composer, writer, editor, conceptual artist, DJ, and app developer, who is creating music and inspiring not only appreciation for the arts, but appreciation for the environment and the impacts of climate change. Read this exclusive interview and access free downloads, compliments of Paul.

Why "marketing" needs to be re-branded

Per Al Ries “marketing” is too broad a concept for a service business. Therefore, what is the role of marketing within business if it is not about "sales?" This post explores the higher level value that marketing can represent for business, and how marketers are in a favorable position today to leverage their unique left and right brain skills to sense unique market opportunities.

Bridge Knowledge Gaps

Cross pollination and the sharing of inspired and forward thinking is key for building a truly compelling brand. Providing knowledge and training that goes beyond conference event or seminar is not a privilege, but an essential investment in employees and culture.

Build Internal Engagement

According to Gallup in 2013, Businesses with engaged employees outperform those without by up to 202%. The reasons for why employees are not engaged is not an issue of apathy, but more so about lack of support and enablement of interest.

Nurture Employee Passion

Social networks enable employees from varied organizational roles to become influential voices in building brand interest/loyalty. Building community and engagement can be learned and mastered, but it is not intuitive. Relationships must be set-up and supported to succeed.

Brand Storytelling

The changing shifts in media/communication requires brands to have an even greater understanding of who they are. Unfortunately, most brands today define themselves in ways that limit their identity, relationship-building potential and story.

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