purpose

optimism lens

The Future is Bright for Business and Brands: Through the Lens of Optimism

Part 3 of 3 on the importance of optimism in building brands and business, written for and appearing first in First 5000, the professional network for Australian mid-sized businesses.  Look at your business and brand through the lens of optimism Working with Mid-sized Businesses and the larger end of Small Businesses, I understand that the …

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Does your brand deliver against its promises to customers and employees?

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 …

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The power of alignment: employee and company purpose and values

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 …

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One Brand. One Experience. One Data Ecosystem Technology Platform

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 …

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Building brands people trust

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 …

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Aligning people and brands when everything is changing

Insights into the challenges and way forward for delivering corporate, customer and employer brand strategies and campaigns during organisation and environment change. Everything is changing It’s widely accepted that everything is changing and at an increasing rate. The business environment is changing, with technological advancements and industry disruption, shorter innovation cycles, changing customer expectations and needs, …

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Fuelling greatness for SUMO means employee wellbeing at the heart of the brand

We shared with First 5000 our latest thinking on placing wellbeing at the heart of the employer brand. Having recently worked with SUMO Salad on developing their positioning for and aligning their customer, corporate and employer brands, we’ve used this as a case study to prove the point.  http://www.first5000.com.au/blog/put-employee-well-heart-brand-healtheir-results/ Full blog here: Embedding employee wellbeing …

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Think emotional connection to create your compelling employer brand & EVP

75% of candidates say employer brand is important to their decision to join a company, yet there is a disconnect between what people are seeking from employers and what they actually offer, particularly when it comes to ‘softer’, lifestyle and emotional (vs rational and material) benefits such as work life balance and a positive work …

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Brands with purpose beyond profit

I was researching some new examples of brands with purpose for a client workshop and came across the Unilever website that shows what they’re doing on every brand across the portfolio… this is mind-blowing stuff. Not just one brand but many, all with purpose beyond profit, all sitting under and aligned to their Unilever master brand purpose “to make sustainable …

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In the face of divisive beliefs and behaviour, brands bring unity

From packaging and palm oil, to poverty and disadvantage, to protection of our personal identity and financial assets, people look to business for leadership in social, environmental and economic matters that influence society as a whole.  In research, consumers are filled with frustration and the cry of can’t: ‘I can’t do it on my own’ ‘One person can’t make a difference’ ‘Why can’t you …

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