“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 ...
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
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.
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.
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?
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.
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 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.
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.
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."
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.
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.