We discussed that a brand is a promise . We also talked about the importance of a brand’s purpose. Defining your promise and purpose are the first steps of branding. Next, you have to deliver your promise and create a pleasant experience for your customers. A brand for a company is like reputation for a …
How to conduct a 360 stakeholder audit? -3
Previously, we talked about how to identify your stakeholders and how to prioritize them. Today, I will give you some insights on the common characteristics of your key stakeholders. As you may recall, we use two criteria in assessing the importance of a stakeholder: its power and its level of interest. Let’s analyze some of your …
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How to conduct a 360 stakeholder audit? -2
Previously we talked about the importance and identification of your stakeholders. Let’s continue from where we left off. Not all stakeholders are equally important. You should focus your attention to the “key” ones. Who are they? They are the ones who can affect (and will be affected by) your branding project. You have to get …
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8 ways to attract and retain young talent
According to Steelcase’s 2006 survey Millennials already make up 21% of the workforce in the US. This number will only go north in a couple of years. I assume by now you have realized that young employees are not conformists, they don’t want to play by the old rules. So, whether you like it or …
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How to increase the effectiveness of your communications -3
As you may remember, previously we explored two of the three pillars of communication. Today, on the last instalment of this trilogy, we are going to concentrate on the last pillar of communication: To whom are you talking to? Persuasion is a tough task. All people are not alike. However, if you pay attention to …
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How to conduct a 360 stakeholder audit? -1
What is the fundamental difference between advertising and branding? While they might be amply distinct, I believe the key difference between the two is who they target. The primary -actually sole- focus of advertising is customers, which is understandable. On the other hand, branding practitioners need to have a wider concentration. They work with “key stakeholders” of an organization. Why? Because a company’s …
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How to increase the effectiveness of your communications -2
Previously, we summarized the three important aspects of communication as Who says what to whom? Today we are going to concentrate on the second aspect: "what." What you say? There are several ways to improve the effectiveness of your what you say. Here they are: Emotional messages are more powerful than logical ones. Especially messages …
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What can you learn from Genius Bar?
Apple's Genius Bar is a home run. You already know this. However, have you ever thought why the Genius Bar became so successful? If you did, then have you considered how can your brand adopt the same idea? If one of your answers is "no", then this post could help you.For those who is not …
How to increase the effectiveness of your communications? -1
My clients often ask me how to improve the effectiveness of their communication. While I am not aware of a magic formula, I know some tips that can help you improve yours. I will share with you some of the ideas I borrowed from Social Psychology. If you want to learn more, I recommend you …
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How to write a mission statement?
What is one thing that all companies have but nobody uses? That's right, a mission statement. The reason why nobody uses them is that most of them are written very badly. Today, we are going to tackle the world's mission statement problem. Understanding What a Mission Statement Really Is First, let's start with the definition …