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 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.
THEME #4 of Post series on Humanizing Brand Storytelling Brands born out of a business culture that is more open and social will endure and succeeds far beyond business/brands who rely on a closed, control-minded business strategy for growth
Many of the story themes that were once regarded best practice and believed to be useful, we now know via social media as ineffective in generating meaningful and enduring interest. The new tradition of storytelling is less about what “THEY (corporation) want people to know,” and more about the stories that people can relate to on a human level.
Anneliza Humlen, President of SocialVoice LLC. and Gwen Morrison, Co-CEO of WPP Retail, have co-authored a paper for the Journal of Brand Strategy. The paper showcases the growing movement and success stories of retail leadership that are guided by a conscientious commitment to purpose over profit.
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.
We all know how much we can learn about ourselves through the eyes and feedback of others. The same holds true for brands when seen through the eyes and exchanges happening between people. Conversations are going on every second about a brand - but the majority of these conversations are happening amongst people - not brand to people. Whether topics are introduced by the media, influential voices or consumers, brands for the most part are either the outsiders listening-in or completely disconnected from such conversations.
Retailing with Purpose : A strategy for sustainable growth I n the world of retail today, it is not enough for brands to compete on strategies that are just grounded on being bigger, better, faster and/or cheaper than competition. The sad reality is that most retailers today compete relying only on such strategies to succeed. It becomes only a matter of time until they are knocked-off their leadership perch by some other retailer who is even bigger, better, faster and/or cheaper. The demise of long standing retailers from big box chains such as Borders or Circuit City, to small privately owned businesses, should serve as a sobering remin ...
Why brand communication fails to actually "communicate" to people Do you remember the classic story of the Wizard of Oz? Well if you don’t, then I highly recommend you rent it soon. I say this not only because I’m nostalgic, but moreso because it offers a particularly great lesson in branding. Take for example the Tin Man. He plays a key role in Dorothy’s journey. He’s eager to participate but is handicapped because of his inability to feel, relate and build relationships. These shortcomings he attributes to his lack of heart (and I mean this literally) because he is built without one. When a man's an empty kettle, He should ...
What is “retail?” A s a term it defines an industry. As a channel, it represents sales directly to consumers. From a physical standpoint, it refers to the place where brand to consumer sales transactions takes place (physical and/or virtual footprint). From a consumer standpoint, at its most basic level it is about sales and purchase. And if executed properly, it can provide a consumer experience that is enriching, satisfying and enduring. However, for large-scale mass retailers especially in the U.S., the decline of consumer satisfaction with the in-store experience cannot be remedied with j ...