When introducing new strategies in response to the ever-shifting business landscape, executives must take care to align them with the larger picture of where their organization is heading – the company’s “vision.” That’s because when vision and strategy are at odds, employees, shareholders, and customers may lose confidence. To achieve
Category: Corporate Branding
Corporate branding can be defined as the process to maintain, continue and create a positive corporate reputation and associations using the power of a brand, which in return is a promise to. the stakeholder and consumer in particular at which the brand has formed a set of perceptions.
How Brands Can Better Position Themselves For Critical Social Action
In the wake of George Floyd’s murder and the resurgence of the Black Lives Matter movement, companies of all stripes rushed to release statements citing the need for “change” and “solidarity.” A meaningful subset of those companies promised to review internal policies for racial bias, improve hiring practices, or make
The Risks, The Criticism And A Long-Term Consequences Of A Negative Association Between Your Brand And A Controversial Figure
Consumers select brands they regard as matches to their self-image, and a positive public role model associated with your brand helps facilitate this comparison. Once consumers form adverse associations with your brand, this may result in decreased revenue and other financial harm. The more this happens, or the longer it
The Power Of Kindness: Practicing Kindness By Giving Compliments And Recognition Has The Power To Transform Workplace
Organizations benefit from actively fostering kindness. In workplaces where acts of kindness become the norm, the spillover effects can multiply fast. When people receive an act of kindness, they pay it back, research shows – and not just to the same person, but often to someone entirely new. This leads
Brand Designers Should Keep Brand Personality In Mind When Designing Logos Because Logo Might Backfire When They Are Inconsistent With Brand Personality
People tend to perceive symmetrical shapes as more attractive and preferable, in comparison to asymmetrical ones. As such, it is not surprising that brand managers favor using symmetrical logos. But, despite the large number of companies using symmetrical logos, little has been written about whether such designs can also backfire
The Art Of Building Second Cores: Creating Businesses With Much Greater Potential Than Original Cores
Traditionally, the most reliable way for a firm to find its next wave of growth was to apply the capabilities of its core business in an adjacent market. But recently a new pattern has begun to emerge. More firms are learning the art of building large second cores – what
Creative Advertisement: Which Product Categories Are Best Suited To Creative Advertising And Which Type Of Creativity Have The Most Influence
Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there’s little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that
Personal Branding: Some Unique Challenges For Female Professionals And How They Can Navigate This Conundrum?
We all know developing a personal brand is valuable. It helps others see your true talents, so you’re more likely to be tapped for relevant and interesting assignments – and it helps you stand out in a field of competitors. But personal branding has some unique challenges for female professionals.
Why Is Traditional Advertising On The Rise, And Will The Trend Continue
Pundits have long predicted the demise of traditional advertising. However, it is alive and well and headed for growth for the first time in a decade. The authors explain seven factors driving this trend, including the ability of traditional ads to break through digital clutter, the decline in third-party cookies,
Why Two-Thirds Of Start-Ups Never Show A Positive Return? Based On Interviews And Surveys With Founders & Investors And More Than 20 Case Studies
If you’re launching a business, the odds are against you: Two-thirds of start-ups never show a positive return. Unnerved by that statistic, a professor of entrepreneurship at Harvard Business School set out to discover why. Based on interviews and surveys with hundreds of founders and investors and scores of accounts
Organizations Can Be Benefited From Attracting Talent And Retaining More-Loyal Workers By Offering Educational Benefits At No Cost
Most organizations that offer educational benefits require employees to pay upfront for courses, followed by some percentage of reimbursement. This limits who can afford to further their education: typically, those with robust savings and prior degrees are the ones who take advantage of the benefit. Recent analysis and data from
Q&A With Bestselling Author, Researcher And Entrepreneur Marcus Buckingham About Love And Work
Researcher and author Marcus Buckingham says we’ve overly complicated what it means to lead. Leading people means checking in with an employee every week for 52 weeks out of the year. Asking about their successes and failures–big and small. Asking what they loved last week and what they hated. And
