Category: Our View

Our View

For a brand to lead, it must inspire

For a brand to lead, it must inspire In previous chapters, we’ve discussed the power of making connections through collaboration: connecting people inside an organization with each other, connecting the views of leadership with the beliefs of employees and connecting the mission of an organization with the beliefs and passions of their audiences. This collaboration is a powerful organizational and marketing force. But as much as the concept of a collaborative brand is differentiating, it is not enough to simply align people. The real power of a collaborative brand is the opportunity to work together to further a common interest, to solve shared problems, and...
Chris Heile
Posted by Chris Heile
Our View

Getting Collaborative Right

[vc_row][vc_column][vc_column_text] How to steer your brand through marketing’s most pressing paradigm shift. Most companies invest a great deal of time, money and effort into understanding everything that’s influencing their company from the outside: the market, competitors, customers, trends, and insights. But they often overlook questions about themselves: What is the culture of their own organization? What are the ethics and ambitions of their people—from leadership to middle management and the front lines? What inspires them, makes them proud of what they do, and what stands in the way of them contributing more? These questions are important because your culture, your people, your processes are your...
Chris Heile
Posted by Chris Heile
Our View

The most powerful brands are building a new kind of relationship with customers

[vc_row][vc_column][vc_column_text] The most powerful brands are building a new kind of relationship with customers. When you think about brands in your life that you love, you see companies that are pursuing the same interests you care about. If you look at your circle of friends, your closest colleagues at work, the people you associate with in your neighborhood, you’ll see something you may not expect: yourself. We are drawn to people who think like us, act like us, have the same interests as us because it helps create a sense of confidence in ourselves and our world. This basic human response is not just true...
Chris Heile
Posted by Chris Heile

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