From years of research across multiple categories, in general, people don’t trust other people, brands or businesses that criticize the competitor. It doesn’t show great sportsmanship. And if you don’t have enough good to say about your own brand, without criticizing the competitor, then you have a problem. Banks Bashing Banks Over the weekend, I […]
Criticizing the Competitor Does not Win Customer Trust Read More »
First appearing in First5000 Why are humans orchestrating less than optimal human experiences? Recently my feed has been inundated with articles talking about the need for organisations to become human centric and experiences to become more human. I shake my head and wonder where did it all go wrong? Why are humans orchestrating less than
Be more human: The human centric organisation and experiences Read More »
If you’ve been listening over the last few months/years, you’ll likely have noticed my increasing frustration at the state of marketing and influencers trying to carve their niche. I don’t understand why people keep battling brand vs CX (customer experience) when CX is part of brand; why marketing has swayed back to being about a
I want to hug the brand, not the campaign or the experience Read More »
The hypothesis (our approach) Aligning people, brands and experiences around a common purpose, values and idea ensures the brand consistently delivers against its promise to customers, employees and stakeholders. The reality (our survey) Our pulse survey indicates what the situation really looks like: There is a gap of 50 percentage points between aligned and not
Does your brand deliver against its promises to customers and employees? Read More »
Research by Gallup indicates that “When workers are engaged but not aligned with their organisation’s brand, it limits their power to create an engaging customer experience that will actually drive earnings per share.” We ran a small scale “pulse” survey to have a look at the impact of employees who agreed/strongly agreed that they were
The power of alignment: employee and company purpose and values Read More »
Overview: This is the follow up article to “Redefining data ecosystems for the data economy” written for First 5000. In this article we explore the value of a single data ecosystem technology – that integrates internal and external, structured and unstructured data, from legacy systems and new technologies, in real-time, with data protections – in
One Brand. One Experience. One Data Ecosystem Technology Platform Read More »
Research on trust and reputation. Brands such as Qantas, Bunnings, Toyota, ALDI win across research on trusted brands. Salmat indicates that the top reason why Australian consumers continue to buy a specific brand (beyond price and quality) is because they trust the brand = 67% Reptrak concurs with purchase intent +6.3% amongst corporate brands with
Building brands people trust Read More »
Overview: As first written for First 5000 and with insights from Michael McDonald, Fl@World CTO, Rachel Bevans discusses a new definition of data ecosystems and why they’re important for the data economy. The data-driven organisation Organisations know that to capitalize on the data economy and grow their business, they need data to make decisions that
Redefining data ecosystems for the data economy Read More »
A discussion on the opportunity to develop values as distinctive drivers for your organisation, its people and brands. As first written for First 5000. Off the back of Royal Banking Commission Report and the fourth edition of the ASX Corporate Governance Councils’ Principles and Recommendations, there has been a lot of discussion around values. Not
The value of values Read More »
A look at the findings from the 2019 Edelman Trust Barometer and implications for brand, employer brand and business results. In the wake of the Banking Royal Commission Report, it’s worth taking a close look at the findings from the 2019 Edelman Trust Barometer Global Report launched in January. Employer-employee: the most trusted relationship Of all
Do your employees trust you? Read More »
