The digital marketing landscape is quickly evolving and top marketers around the world are asking the same questions.
Every business benefits from improved local search rankings.
We live in a digital world where information is in the palm of our hands.
Leaders have a tough time attracting and retaining good talent today.
Real connection needs empathy, and when we can convey our feelings correctly, we can build connections easier.
Working remotely, or a hybrid model combining both in-office and from-home work, is here to stay.
This article is co-written by Care Gerland & Andrew Peng
Empathy in the design process makes sure that we honor every person who may interact with our work to assure that it is accessible for them.
Most of us don’t set out to offend, but are our unconscious biases impeding our ability to see how we are perceived by others?
Branding requires a significant investment of time, budget and resources.
A strong brand experience is imperative in today’s competitive, crowded business climate.
The commoditization of branding and marketing has been going on for years.
The metaverse jetted into the collective convo late last fall when Facebook announced a name change to Meta.
Companies are spending a lot of time, money and effort to develop ESG strategies and targets.
ESG reporting is a communication channel where you can showcase who you are and what is important to you.
Changing a culture is rooted in changing behaviors and stories.
If you can take these simple steps in developing your ESG strategy you’re well on your way to solidifying a stakeholder network that is invested in your success.
This article was co-written by Sydney Isaacs & Lisa Pham of Abernathy MacGregor and Bethany Andell of Savage Brands
While some companies still print their sustainability reports (a contradiction in sustainability practices, we must say), more and more are moving to an online presence.
Environmental, Social and Governance (ESG) analysis can help you to identify risks and opportunities for growth.
How can you keep Environmental, Social and Governance (ESG) top of mind when there are other priorities?
ESG work is a very aspirational and inspirational undertaking, and as such, deserves to be talked about in aspirational and inspirational ways.
ESG performance has become vital for businesses in recent years.
As stakeholders press organizations to lead the change in society’s greatest problems, company executives are considering reporting their environmental and social performance as much as they report their business performance.
Creating a sustainability report (SR) takes significant efforts from multiple content authors and subject matter experts across your organization. After it is done, you will be flush with content that can be used in a variety of ways to further your business.
Once your environmental, social and corporate governance (ESG) strategy is aligned to your organization’s purpose and values, you need to ensure it is understood, believed and lived.
Sustainable investing and shareholder activism set new expectations for companies in society.
In the world of sustainability, data is king. Environmental, Social and Governance (ESG) reporting is highly complex and finding ways to make it simple and easy to understand is imperative when a range of stakeholders with varying levels of comprehension about your industry are looking at you.
Creating a compelling purpose statement is both an exciting and daunting task.
Creating a purpose statement is an intense endeavor.
Many leaders are getting curious about the power purpose possesses to transform their organizations.
The failure rate for mergers and acquisitions (M&A) sits between 70 percent and 90 percent.
Your values aren’t enough to inform how people are supposed to act in your organization.
When you commit to leading with purpose, your traditional “mission, vision and values” statements must shift.
Culture drives everything you do in your business and, in order to meet the objectives you have set out for yourself, it’s imperative that those who work for you are clear on the kind of culture you seek to create.
As the outward-facing aspect of your business, your brand must make clear what your organization cares about and reflect what it stands for.
Purpose is the lynchpin for building an engaging and lasting brand or culture; and every business needs one.
Values are a critical element to a brand or culture’s foundation.
We believe that in any effort, where one starts has everything to do with where one ends up.
As our organizations develop and as our beliefs about the role of business evolve, our Foundational Statements may need to change.
As our conversations have kicked off with clients regarding improvements for their annual and sustainability reports, common needs have emerged:
If you went into remote work with a not so great culture, that has probably followed you. But it is never too late to start working on making it better.
All businesses are trying to save time and money, and do more with less.
The last six months have prompted leaders to rethink their customer sales experiences.
Leaders we work with are concerned about how to address the realities of today’s remote and virtual world,
I recently had someone ask me, “What’s your favorite part of a project/engagement?” “Oh, that’s definitely got to be the…well…hmm,”
Marketing messaging during a crisis requires tact. Use the pandemic as an opportunity to build trust. Learn how to reframe messaging to elevate your brand.
In a time of crisis effective leaders are bolstered by purpose. Learn how purpose guides them in decision making, strategy and communications.
As the Corona virus endures, its impact on corporate work life becomes increasingly profound. In this new “virtual” reality, leaders must now switch from their initial survival mode to a model that releases the energy, creativity and motivation of their workforce. How can a sustainable post-Corona business model be developed?
Learn why you need intentional culture that is values- and behaviors-based for a virtual and remote work environment.
How do you keep culture continuity when your whole workforce is at home?
As I write this, the Houston Astros are fresh off of hiring a new manager.
Two cups of coffee, a few clicks of the mouse and BAM! – analytics that’ll blow your boss’ socks off, complete with context, emphasis and emotion displayed so you don’t have to add, “you had to be there” to the end of your marketing report.
Ah, yes. If only it was that easy.
In late 2018 we began having conversations around our focal point for 2019.
Recently 181 CEOs of the Business Roundtable released a new statement, “The Purpose of Business”.
Bethany talks to Tony about the importance on not only articulating your purpose but making sure every decision in your business feeds it.
Bethany had a chance to talk to the team at Forbes Books Radio on how purposefully she changed the trajectory of Savage Brands.
We love the opportunity to showcase our AAF-Houston members, and this interview with Jackie Dryden is a lesson in getting your brand out there, so it’s understood, believed and your brand advocates are telling everyone.
Listen to Bethany’s conversation on how to help companies uncover their purpose and align it with their operations, culture, and brand to achieve enduring success and lasting relationships on the Dov Baron Leadership and Loyalty Podcast.
You know the feeling: You’ve just left a meeting in which everyone has discussed a pressing issue, considered the pros and cons, and arrived at a plan for moving forward that everyone can agree with.
Watch Bethany answer some tough questions on power and money for WatchHerWork.
Watch Jackie answer some tough questions on career transitions, office dynamics, and believing in your creativity for WatchHerWork.
The 2018 Conscious Capitalism Annual Conference was chock-full of inspiring speakers. Themes ranged from recovering from failure to building sustainable, profitable companies with the greater good in mind. The themes that most resonated with me were centered around connection and purpose. They are captured here as reminders and inspiration for us all.
Bethany Andell talks to Laura Richardson of Frazer about how she leads by example. Laura explains how as a leader you cannot be afraid to open up about failure, as it leads to trust.
Bethany Andell is discussing values with Laura Richardson of Frazer. Laura talks about how they arrived at their core values and how she uses humor to remind everyone to have fun.
Listen to Bethany’s conversation on conscious leadership and building a culture on purpose on the The Modern Leadership podcast.
Bethany Andell talks with Laura Richardson, CEO of Frazer, about purpose. Laura talks about the unintentional culture of her grandfather’s company and explains how they unleash the potential of every employee at Frazer.
It is an absolute requirement to be the steward of your organization’s purpose and live out the values you claim.
Bethany Andell is discussing values and purpose with Curtis Hite of IT services firm Improving. Curtis details success through involvement, a way to give recognition to employees going above and beyond. His is a point system that is getting amazing results.
Savage Brands’ Bethany Andell continues her discussion with Curtis Hite of IT services firm Improving. Curtis explains what he and his stakeholders are doing to rebuild trust in the IT community.
Savage Brands’ Bethany Andell interviews Curtis Hite of IT services firm Improving. Curtis is building his brand with a culture based on the teachings of Conscious Capitalism as he seeks to rebuild trust in the IT community.
Listen to Jackie’s conversation on how companies build an authentic and sustainable organization and brand, on the Recalculating for Small Business show.
These are just some of the moments that struck me last week when I attended my 4th annual Conscious Capitalism Leadership Summit:
For companies in transformation due to rapid growth, strategic transition or M&A activities or those in need of revitalization due to poor employee engagement or lackluster business performance, having a solid business ‘operating system’ in place will likely make the difference between success or failure — enjoying a return on investment or realizing sunk costs — on the work that must be done to reach a vision.
While the specifics of how you craft your company story will vary there are several fundamental elements of purposeful communication that cross all channels and media. Begin by getting your arms around your authentic story, matching your narrative with your image, and then following through with flawless execution.
While most companies want tribal brand loyalty, many are unclear about how to create raving fans that believe in and support a company’s Purpose. Creating advocacy is a journey—belief and trust can’t be built overnight.
Lack of alignment between what is said and how a business operates will quickly derail any attempt to becoming a purposeful brand, and erode trust. Even the most devout believers in a company’s why will quickly become discouraged if the way a company conducts business does not match what it professes to stand for.
My friend Darcie Durham with Boeing hosted me at the Greater Houston Partnership leadership luncheon. The speaker was Indra Nooyi, the CEO of PepsiCo and it was moderated by Scott McClelland, President of HEB. I don’t hear much about “corporate” PepsiCo and before this talk I didn’t know much about Indra. However, what she had to say about leadership and building a sustainably successful company was so in sync with how I view the role of leaders in business today that I felt like we were kindred spirits.
What is it with these Millennials? Well maybe we aren’t all so different after all. While much is written about the “Millennial effect” on the workplace, when it comes to the shared mindset of purpose in the business environment, this is driven not by one, but by two generations at opposite ends of the career spectrum—Millennials and Baby Boomers.
Savage introduces an experience designed to help you tap into the positive powers of play—and to reconnect with your true purpose.
Having a mission statement is more than a declaration of a company’s intent. A mission statement should be memorable, invoke inspiration, and call the audience to action. But having a mission statement and living it are entirely separate things.
One of my favorite ad headlines states, “You don’t open a Bike Shop to Run a Balance Sheet.” You open a bike shop because you love bicycles. You are passionate about riding them, talking about them and sharing them with others. This is how most great businesses are started. Someone with a personal passion recognizes a need in the marketplace, takes a risk and starts a company to share their vision with the world.
What happens when you have mad scientists on staff? Just check the manifesto. (The magic is not only in the ink.) Savage’s Bethany Andell continues her visit with Patricia Quinlan, chairman and owner of InkJet Inc.
Purpose and behavior can bring a company’s values to life. Are your employees advocates for your brand? Savage’s Bethany Andell continues her visit with Patricia Quinlan, a maverick spirit who is also chairman and owner of InkJet Inc.
There are many ways to make a company successful. At InkJet, mission, vision and values are purposeful to the tribe and critical to the individual. But what is the benefit of doing this? As it turns out, every company has many different stakeholders, and the common ground for all starts with connecting around purpose. Savage’s Bethany Andell interviews Patricia Quinlan, a maverick spirit who is also chairman and owner of InkJet, Inc.
A few weeks ago I got to attend my first Conscious Capitalism Conference in Philadelphia, PA. As a designer and an introvert, I wasn’t sure how much I would get out of it personally, but I was so excited for the opportunity to promote the Savage way and support fellow Savages.
In preparation for Conscious Capitalism 2017 in Philadelphia, Savages attending the conference had the opportunity to define what “play” personally meant in a workshop with Corey Blake at Round Table Companies.
This was not a question most people expected to be asked at the 2017 Conscious Capitalism Conference in Philadelphia. But from the moment people sat down in the big comfy armchair to get their caricatures drawn, they knew something was different.
Values rooted in passion and a strong purpose offer a winning combination for his company, and for their clients. Bret Farrar is back. The CEO and founding partner for Sendero Consulting visits with Savage’s Bethany Andell.
The CEO and founding partner for Sendero Consulting visits with Savage’s Bethany Andell to talk about the importance of having strong core values, and then demonstrating them everyday.
Inspired people engaged to work together towards a common purpose. That’s what you’ll get at the 2017 HR Houston Gulf Coast Symposium, Savage will be on hand to help you “Stand Out” with our hosted Unique Session. These interactive sessions offer the opportunity to personally participate and walk alway with greater learnings.
Conscious Capitalism 2017 is designed to deepen your practical application of the principles of Conscious Capitalism with high potency keynotes, new content for teams, multiple tracks of hands on practicums and rich opportunities to connect with and learn from peers.
If you want to attract and hire good talent, your workplace user experience will be a factor. Bethany Andell continues her discussion with Lauri Goodman Lampson, president of PDR, a workplace consulting and design firm.
It’s a new world out there and the way we work is changing. Today’s workforce does not need a “warehouse,” it needs a “hub” of connections and collaboration. What’s a leader to do? Savage’s Bethany Andell asks Lauri Goodman Lampson, president of PDR, a workplace consulting and design firm.
How do you get maximum energy from your employees? Is it about purpose, and where does strategy fit in? If you’re doing it right, it all works together as it connects and inspires. Savage’s Bethany Andell chats with Lauri Goodman Lampson, president of PDR, a workplace consulting and design firm.
Your executive team is a key stakeholder group in any rebrand process. The key here is to include them and to follow a strategic process. Why? Because you can’t solve big brand fragmentation challenges just by having a team work on the tactics – a new logo, or a new website. Robin Tooms interviews Chris Levy, Global Marketing Director at Quest Integrity, for ways to keep this process on track.
Budgets are tight, so wouldn’t you want to make sure your ad dollars are hitting your intended audience? Myles Rose, Digital Marketing Operations Manager for Gulf States Toyota shares some digital marketing tips to keep your ad buys safe and secure.
It’s all about culture and values. Does your brand platform deliver yours? Robin Tooms gets specific with Chris Levy, Global Marketing Director at Quest Integrity.
Marketers are concerned about omnichannel marketing, but this brings about new integration challenges, such as ‘what happens with the data on the backend?’. When you have the ability for your various systems to share data, such as with a Data Management Platform (DMP), you can better ‘connect the dots’ with all interactions. Myles Rose, Digital Marketing Operations Manager for Gulf States Toyota shares some insights from the Google Performance Summit and how Google is playing a friendlier role in a DMP.
Multiple brands, bundled solutions, corporate strategy, and rebrands can create chaos on so many levels. And where is the customer in all of this? Robin Tooms asks Chris Levy, Global Marketing Director at Quest Integrity Group.
How does a non-profit take on a huge, complex campaign and do it with limited resources? Very creatively! Robin Tooms interviews Lisa Gagnon, vice president of marketing for the 2017 Houston Super Bowl Host Committee.
Branding challenges for a fast-growth company can be complicated on many levels. Where do you start? Robin Tooms asks Chris Levy, Global Marketing Director at Quest Integrity.
Why would a company want to spend money on something like a Data Management Platform (DMP)? (Hint: because working from insights means that your ad dollars are hitting the right people.) Robin Tooms talks DMP with Myles Rose, Digital Marketing Operations Manager for Gulf States Toyota to hear about one way companies counteract this challenge.
We’ve all heard about how important it is to be thought leaders in our industry, but this is easier said than done. See how IHS has shaped strategic conversations at its CERAweek conference. Robin Tooms gets the whole story when she hosts Shavonnah Schreiber, director of global campaigns and events at IHS, Inc.
What is a Data Management Platform (DMP) and how do you use it? Robin Tooms talks about why this is more than marketing’s next “shiny object” with Myles Rose, Digital Marketing Operations Manager for Gulf States Toyota.
Savage Brands’ President, Bethany Andell and Chief Purpose Architect, Jackie Dryden were interviewed by PKF Texas for their series, “The Entrepreneur’s Playbook®” in a series of conversations on Using Savage Thinking to Lead with Purpose.
Logos are challenging because you have to get across the core essence of your brand in just a few marks. And this challenge is even greater when the audiences are broad. So how do you appeal to the many audiences of the Super Bowl while keeping the core idea of excitement? Robin Tooms asks Lisa Gagnon, vice president of marketing for the 2017 Houston Super Bowl Host Committee.
Robin Tooms hosts Shavonnah Schreiber, director of global campaigns and events at IHS, Inc. to talk more about account-based marketing and how to execute on this approach.
It’s the Super Bowl—sponsors, brands, the NFL, the community, the fans—so many stakeholders! Robin Tooms asks Lisa Gagnon, vice president of marketing for the 2017 Houston Super Bowl Host Committee about the different audiences they keep in mind with the brand.
Savage Brands’ President, Bethany Andell and Chief Purpose Architect, Jackie Dryden were interviewed by PKF Texas for their series, “The Entrepreneur’s Playbook®” in a series of conversations on Using Savage Thinking to Lead with Purpose.
Savage Brands’ President, Bethany Andell and Chief Purpose Architect, Jackie Dryden were recently interviewed by PKF Texas for their series, “The Entrepreneur’s Playbook®” in a series of conversations on Using Savage Thinking to Lead with Purpose.
What is account-based marketing and how does it work? Robin Tooms asks Shavonnah Schreiber, director of global campaigns and events at IHS, Inc.
Savage Brands’ President, Bethany Andell and Chief Purpose Architect, Jackie Dryden were recently interviewed by PKF Texas for their series, “The Entrepreneur’s Playbook®” in a series of conversations on Using Savage Thinking to Lead with Purpose.
Two brands for the upcoming 2017 Super Bowl hosted in Houston. Why? Robin Tooms asks Lisa Gagnon, vice president of marketing for the 2017 Houston Super Bowl Host Committee for her perspective on why the Host Committee has an additional logo.
Is it possible to be MORE strategic in how you market services, solutions and expertise? And how do you know you’re still on point? Robin Tooms gets specific with Shavonnah Schreiber, director of global campaigns and events at IHS.
We’re creators. We’re dreamers. We’re shapers and shakers. We’re high-five collectors and truth slingers. We’re believers in a better world. We are Savage Brands.
A huge initiative like the NCAA Men’s Final Four means lots of branded events – with each event offering a different value for specific demographics. That’s a lot of targeted marketing! Robin Tooms visits with Rachel Quan, VP of external operations for the 2016 NCAA Men’s Final Four in Houston.
The 2016 NCAA Men’s Final Four Houston Local Organizing Committee is in full blitz mode, especially now that Rodeo is over. Robin Tooms interviews Rachel Quan, VP of external operations for more insight on how they manage their media dollars to drive attendance.
In January at the World Economic Forum in Davos, Facebook’s COO Sheryl Sandberg proclaimed, “Men still run the world…I’m not sure its going that well.”
It’s not just a game or two, it’s a total EVENT (and so much more)! Robin Tooms interviews Rachel Quan, VP of external operations for the 2016 NCAA Men’s Final Four Houston Local Organizing Committee to talk about how she built excitement within Houston so that we benefit as a community.
Coordinating thousands of volunteers requires a massive effort, a strong strategy and detailed communications. Robin Tooms interviews Rachel Quan, VP of external operations for the 2016 NCAA Men’s Final Four Houston Local Organizing Committee.
In their most recent edition on newsstands, Wealth Management magazine released an intriguing story on the gradual decline of physically printed annual reports published by publicly traded companies.
Nonprofits have unique needs around communicating with volunteers and donors to help drive support for their programs and those needs, in turn, can present specific messaging opportunities. Robin Tooms interviews Thao Costis, CEO of SEARCH Homeless Services.
When a brand name can paint a picture for your organization’s purpose, it creates a platform for conversations, and helps to guide the way you tell your brand story. SEARCH has a great name in House of Tiny Treasures, and Robin Tooms interviews Thao Costis, CEO of SEARCH Homeless Services to learn why.
What’s in a name—other than a brand challenge? Robin Tooms interviews Thao Costis, CEO of SEARCH Homeless Services.
Moving up is always a positive. For Houston’s SEARCH Homeless, it’s especially meaningful. Robin Tooms interviews Thao Costis, CEO of SEARCH Homeless Services.
Do brands—even innovative ones—need updating? Can a good brand really get stuck with an outdated perception? Steve Lufburrow, President and CEO, Goodwill Houston answers all in his interview with Robin Tooms.
If you sell an intellectual product (that’s focused around people and expertise), how does that change your approach to building a brand? Robin Tooms visits with David Skinner, CEO of KCA, an energy consulting firm focused on technology and strategy.
What’s the best way to celebrate a 70-year-old brand? Consistently live the mission, of course! Robin Tooms interviews Kym King, Vice President of Public Relations at Goodwill Houston.
As an autonomous part of Goodwill Industries, an international organization, each local group has a certain responsibility to protect the brand. Robin Tooms interviews Steve Lufburrow, President and CEO, Goodwill Houston.
Should branding and corporate strategy be aligned? We think so. Robin Tooms visits with David Skinner, CEO of KCA, an energy consulting firm focused on technology and strategy.
Managing partnerships takes work, nurturing, focus and constant reassessment—somewhat like a marriage. Robin Tooms talks celebrations and analogies with Audrey Trevino, Global Branding Manager at MD Anderson Cancer Center.
Even in my groggy morning stupor, I couldn’t help being curious about the graphic posters lining my route to work. “Save the Tamales from Ronald McDonald,” they read. The posters looked almost political in nature – black with an iconic fist raised into the air, grasping a — tamale?
Can an international brand help the local affiliate? Under the right circumstances, it can add tremendous benefits. Robin Tooms interviews Kym King, Vice President of Public Relations at Goodwill Industries of Houston.
A new study by CompTIA on cybersecurity habits in the workplace shows that careless employee behaviors around technology are the biggest threats to information security in organizations.
Is your brand thinking about innovative ways to communicate and connect with your audiences? Robin Tooms interviews Steve Lufburrow, President and CEO, Goodwill Houston to discuss how Goodwill has used music, and music partnerships, as a powerful communications tool.
Global branding with partners adds several levels of complexity that must be understood. Robin Tooms interviews Audrey Trevino, Global Branding Manager at MD Anderson Cancer Center to talk about finding those great brand partner matches.
Professional services firms have unique challenges around differentiating themselves; setting both the thought leadership and the relationship strategies in place. Robin Tooms chats with David Skinner, CEO of KCA, an energy consulting firm focused on technology and strategy.
Being the keeper of a 70-year-old brand is a big responsibility; one that comes with its own challenges. Robin Tooms interviews Kym King, Vice President of Public Relations at Goodwill Houston to talk about how brands can better communicate mission and purpose to connect with customers and create action.
How does a brand stay strong, and relevant, over 70 years? Robin Tooms interviews Steve Lufburrow, President and CEO, Goodwill Houston to discover how the organization continuously builds upon its brand platform.
HOUSTON – (Sept. 28, 2015) When Savage Brands Design Director and Principal Doug Hebert attended a concert by Pearl Jam front man Eddie Vedder, he expected to enjoy his favorite singer and a fantastic show. He got much more when Vedder inspired him to help make a difference in the lives of people battling a devastating and rare skin disease—Epidermolysis Bullosa (EB).
Extending your global reach is a good thing but it also creates many moving pieces. Audrey Trevino, Global Branding Manager at MD Anderson Cancer Center, talks about how branding has positively affected their partnerships worldwide.
As a company, Savage has been reading thought-provoking books and discussing them together, talking about how their insight might apply to our work. We recently finished Start with Why by Simon Sinek, which encourages people to take a step back to understand why we do what we do.
To be successful, your company needs to “dress for the job you want” by matching your naming strategy to your larger brand strategy. David Skinner, CEO at KCA, talks about how their name change demonstrates who they want to be as a company.
Robin Tooms interviewed Marian Davenport, executive director of Genesys Works – Houston, as guest host of The BusinessMakers Show. The two talked about how Genesys Works is benefitting Houston, both through its empowerment of at-risk youth and its benefit to its corporate partners.
Brand and marketing teams can and should think bigger. They can look for opportunities to support the business in broader ways, which in turn helps the business see value in the brand. Audrey Trevino, Global Branding Manager at MD Anderson Cancer Center, talks about how their team leverages branding to positively affect their partnerships worldwide.
Design is everywhere – and in more places than you probably realize. You recognize it in billboards and book covers, but it’s also in the architecture and décor of your favorite coffee spot, along with the napkins, coffee packaging, in-store signage and even what the barista is wearing.
There are only three possible strategies for your company to pursue — and as much as you may want to claim all three, you can only deliver one. Steve Brody, a Vistage International chair and President of Naviond US, shares his advice for leaders making strategic decisions.
The most successful marketing efforts aren’t preplanned. They come from experimentation and studying customer behavior. Steve Brody, current chair at Vistage International and President of Naviond US, shares why the best marketers understand that they operate in a laboratory.
Though it may seem counterintuitive, narrowing your focus as a company is a key factor for success. Steve Brody, a current chair of Vistage International and president of Naviond U.S., talks about how focusing on just the right market segment makes all the difference.
When companies aren’t differentiated, it’s not a sales problem; it’s a CEO problem. Steve Brody, group chair of Vistage International, an organization of CEOs, shares his insights into where differentiation starts.
As the old adage says, you don’t know what you don’t know. But the truth is that sometimes you don’t know what you do know – at least until someone asks you a question about it. That’s never been clearer to me than when I began mentoring a fellow designer.
Cultures that engage and empower employees aren’t dry and dull; one of the best ways to encourage positive behaviors and beliefs in your people is to have fun with them. Gene Gray, President at Innovative-IDM, shares the story of how a little silliness with a buzzer turned into a company mascot and a constant celebration of their customers.
What one thing can you do to make a change initiative work? Jim Manskey, President at TBG Partners, talks about pinpointing influencers, who have made all the difference in their shift toward purpose.
Do your company processes support the right behaviors from your employees to reinforce your brand? Gene Gray, President of Innovative-IDM, shares how they crafted innovative business processes to build a culture that supports their brand positioning.
Culture change is more than one team-building weekend. Gene Gray, President at Innovative-IDM, shares how their company began the gradual journey to more powerful culture.
Truly changing an organization takes time. Jim Manskey, President of TBG Partners, shares his experience with what it takes to truly reshape a company around purpose.
When your employees are better, your company is better. Gene Gray, President of Innovative-IDM, shares how their annual employee growth meeting “feeds” their employees to improve their company.
When companies go into a rebrand, they have an opportunity to look beyond the way things have always been done — to purpose. Jim Manskey, President at TBG partners, talks about how taking a deeper look at their business changed everything down to the way they tell stories.
Storytelling and daily touchpoints help new employees integrate into your company culture. Gene Gray, President of Innovative-IDM, talks about the onboarding and continual employee engagement processes that help them deliver “legendary customer service.”
I recently went to a client kick-off meeting with MOGAS Industries, a valve company that we are consulting for. It was a rainy, dreary day when we pulled up to a bright and welcoming campus.
Business leaders transitioning in have the challenge of alleviating employees’ fears and rallying them behind a new focus and direction. Jim Manskey, President at TBG Partners, shares how their newly defined purpose helped both him and the company successfully transition.
Brandonomics guests Monica Silva, team lead of internal communications at Phillips 66, and Rob Camper, strategic brand director at Cadence Bank, talk about how to shape good messaging around vision and values.
When you have large volumes of data rolling in, how do you filter out what’s irrelevant and stay focused on key initiatives? Jack Whalen, Manager Brand Value at Phillips 66, talks about how they stay the course on their core initiatives.
Growing you brand into the future means reaching Millennials, but how do you reach the upcoming generation and still maintain your historical brand value? Jack Whalen, Manager Brand Value at Phillips 66, shares how they translated their brand for a new generation.
Companies have to understand the value of creativity when budgets are tight. Joel Tarver, former Senior Manager of Digital Marketing at Baker Hughes, talks about how paying for smart thinking pays off.
Many companies create corporate social responsibility or sustainability reports, but few are actively marketing their sustainability efforts. If you haven’t thought of your corporate sustainability report as marketing content, it’s time to start.
Key to delivering a consistent brand: support every branch of your business in delivering what’s most important to customers. Jack Whalen, Manager Brand Value at Phillips 66, shares their strategy for maintaining their brand value.
Jack Whalen, Manager Brand Value at Phillips 66 talks about how they engage and educate their customers to ensure that the end consumer has the best experience possible with their brand.
When two well-known brands collide, how do you determine which messages have the most weight? Sara Heald of Air Alliance Houston talks about how they’ve branded Earth Day Houston and the importance of its mission.
In the business-to-business world, there still seems to be a reluctance to take social media seriously enough to make it work as a medium for communicating brand messages. It’s been my experience that many B2B companies handle social media one of two ways: 1.) Somewhat haphazardly, with no formal structure, strategy or guidelines, or 2.) They neglect it all together.
How will coming digital technologies affect the role of marketers? Joel Tarver, former senior manager of digital marketing for Baker Hughes, talks about how new technology creates opportunities for collaboration.
Let’s face it, communication channels have multiplied, so numerous touchpoints with your brand are the rule, not the exception. One notable increase has been the proliferation of informal communications, namely social media, which is now an inevitable part of modern day brand communications. More and more potential employees and individuals with buying power are looking to online communities to get a flavor for a company and its brand attributes.
How do you ensure the most impact for a new brand launch — and what does the feedback look like when you hit the nail on the head? Sara Heald, Development Director at Air Alliance Houston, talks about how they leveraged their new brand and have seen a huge impact as a result.
It’s a challenging market and your company is trying to get work done. You need your employees to get on board and help you achieve your goals together. It’s easy right? Send a few emails, call a couple of meetings and everyone knows what’s going on.
Purposeful communications are shaped by your company purpose and also enrich your purpose. Joel Tarver, former senior manager, digital marketing at Baker Hughes, talks about how their digital marketing supports and is informed by their purpose.
Nonprofit organizations know the challenges of having to appeal to many, highly varied audiences. Sara Heald, development director at Air Alliance Houston, talks about how they tailor messages on social media based on the audiences they can best reach on each channel.
What does your company’s vision look like? Can you picture it? Can you hear and taste it?
How does digital marketing recruit great talent? It’s all about innovation. Joel Tarver, senior manager of digital marketing for Baker Hughes talks about their recruitment story.
Why would an organization rebrand years after a name change? Sara Heald, development director at Air Alliance Houston, talks about why the time was right to change their brand to better fit the needs of their audience.
How do you claim a space all your own in B2B digital marketing? Joel Tarver, senior manager digital marketing at Baker Hughes, talks about how they’re using gamification and innovative digital practices to make their product marketing more engaging and effective.
Every marketer has to be concerned about the increased demand for corporate transparency, especially since the 2008 financial crisis. Traditionally, marketing communications was built around the concept of controlling a company’s story, but in the current era of digital conversations and brand ambassadors, that’s a less realistic approach. So what can we do to meet business goals and satisfy the public’s hunger for the truth? Take a leaf out of the hedge fund marketers’ book.
Whether you’re communicating internally or externally, the goal is to create one company that delivers on your brand consistently. Jeppe Hansgaard, partner at Innovisor, shares insights into corporate change.
Given the trend toward greater video content consumption online, you’re likely considering video as a greater portion of your marketing mix this year. Video can be effective, and budget-friendly, if you take the time up front to prepare your strategy and resources to get the most out of this effort.
Corporate purpose is essential to a thriving company–and that purpose should be set by CEOs themselves. Jay Steinfeld, founder and CEO at Blinds.com, talks about how creating an authentic purpose laid the groundwork for his company’s success.
We live in a world increasingly dominated by video content. It’s true offline, with Americans watching an average of five hours of television each day, and it’s also true in the digital space. In fact, online video consumption is on the rise: Americans watched 47.1 billion online videos in November 2013 alone, up from 40 billion in the same time period the year before.
How many ways can you leverage the most influential people at your company? Jeppe Hansgaard, Partner at Innovisor, shares how knowing who the influencers are among your employees can help you establish brand and culture.
If employees aren’t aware of the messages that are being shared about your company, how can they reinforce them? Begin every marketing effort by engaging employees internally first–advice from Donna Smith, director of marketing and communications at Forum Energy Technologies.
If you want to be believed as a company and as a business leader, your business and your brand need to be interchangeable. Jay Steinfeld, founder and CEO of Blinds.com, talks about how they make their brand true in their day-to-day operations.
How do you ensure that you’re tailoring your messages to the most influential people in your company? That’s what organizational network analysis is all about. Robin Tooms talked to ONA expert Jeppe Hansgaard, a partner with management consulting firm Innovisor.
Putting your brand messaging into action gets everyone excited–customers and employees alike. Donna Smith, Director of Marketing and Communications at Forum Energy Technologies, talks about how they act on their brand.
Every business leader is afraid of losing the heart of his company if he sells; but when both companies are aligned in culture and purpose, there’s nothing to fear. Jay Steinfeld, founder and CEO at Blinds.com, talks about how the alignment of their purpose and Home Depot’s affected their acquisition.
By helping your employees understand the purpose of your company, you open up opportunities for them to build and add value to your brand. Robin Tooms visits with Ralph Vasami, president and CEO of Universal Weather and Aviation.
Often, companies looking for their most influential employees don’t even know what they’re looking for. Mapping internal social networks through organizational network analysis helps you pinpoint the most important and influential internal audiences. Jeppe Hansgaard, partner at Innovisor, talks about performing the “Where’s Waldo?” of the business world.
Although it seems counterintuitive, focusing on employees first will actually improve your company’s customer experience. Jay Steinfeld, CEO and founder at Blinds.com, talks about why their company prioritizes people, product and profit—in that order.
When it comes to brand messaging, you need to put your money where your mouth is. Robin talks to Donna Smith, director of marketing and communications for Forum Energy Technologies, about how they’ve put their messages into action.
Would someone from outside your company know what your company values are based on your employees’ actions? Jane Henry, CEO of Xcution, Inc., talks about how they make their corporate values visible on a day-to-day basis.
With today’s competitive markets, if you want to be an innovative company – the kind that disrupts industries and leapfrogs competitors, then you can’t conduct business as normal. And if you’re looking for forward-thinking leaders to match that strategy, would you expect to find them through traditional means, or is this a time to think unconventionally too?
Successfully rebranding a company from the top-down means listening to your customers and your employees, then engaging middle management as influencers to keep momentum going. Ralph Vasami, CEO of Universal Weather and Aviation, shares their strategy for gaining brand alignment.
How do you convey the consistent message that you are one brand when your company is composed of multiple sub-brands? Donna Smith, director of marketing and communications at Forum Energy Technologies, shares how they’ve built their external messages to demonstrate their unity.
When employees understand the part they play in the company’s larger purpose, they live out the brand you’ve built. Ralph Vasami, president and CEO of Universal Weather and Aviation, talks to Robin Tooms about how he personally helped employees understand their purpose at Universal.
Acquiring multiple brands? Assessing each to determine how much equity it has before creating a holistic branding strategy is essential. Donna Smith, director of marketing and communications for Forum Energy Technologies shares about the discipline required to bring in multiple new brands.
When it comes to M&A, think people and culture first, then the mechanic of merging operations. Robin Tooms discusses internal branding during transitions with Jane Henry, CEO of Xcution, Inc., a management consulting firm.
If your customers’ needs are changing, your brand’s message might need to change with it. Robin Tooms talks to Ralph Vasami, president and CEO of Universal Weather and Aviation, about how they repositioned their brand to meet their clients’ changing challenges.
What your brand says and what your brand does – are they aligned? Jane Henry, CEO at Xcution, Inc., shares the disconnects she’s seen between values and execution, and what success looks like when they’re brought into alignment.
I’ve heard it time and time again – clients believe that creating a website will be like Field of Dreams: “If you build it, they will come.” In reality, this is far from the truth, and it’s critical that we break away from the notion that a website project ends with the launch of the new site.
Imagine this: You’ve just launched a new website for your company, and you have a few content changes that need to be made. If your site was custom-built without a CMS, that means going back to the developer time and time again to make those edits. CMS platforms provide user-friendly tools for non-developers to make content and imagery changes to the website without any particular web expertise. It’s one of the many advantages to use a content management system – which is why so many of my clients are asking for a CMS.