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Brands and Emotional Dishonesty
Brands and Emotional Dishonesty
The bitter and cynical black-hearted part of me really loved this article on brands and emotional dishonesty. All those brands projecting sunny dispositions and unrelenting positivity, are they really getting what they want? Are they applying a short-lived salve to soothe people's pains without actually changing anything? And in the world of employer brand, where there's no such thing as "short-term fixes," what would happen if brands embraced emotional honesty?
·brandingmag.com·
Brands and Emotional Dishonesty
Build a Culture to Match Your Brand
Build a Culture to Match Your Brand
The assumption is that culture creates the brand, and I think that's true to an extent. Your brand is the intentional and judicious selection of traits and ideas that highlight your culture. But can you go the other way? That is, can you use the brand to change the culture? Great article on the chicken/egg situation and some great ideas on how you can make an impact on the culture.
·hbr.org·
Build a Culture to Match Your Brand
Interview: The True Brand Purpose, w/ Dion Hughes, HiBAR
Interview: The True Brand Purpose, w/ Dion Hughes, HiBAR
Branding Mag (rightly) calls "shenanigans" on what feels like every company embracing the concept of "purpose" as a driver in their marketing. To the author's eyes, it is obviously self-serving and has been used to the point of uselessness. That's not good news for us employer brander folks, many of whom rely seriously on the concept of "inspiring purpose" in their EVPs (I mean, now many times in one newsletter am I allowed to use the term 'over-indexed' before this thing gets silly?). But there's some good, news, especially for brands who aren't just slapping a fresh of coat of "purpose" in the brand as the solution d'jour. Defining and proving how your company is trying to create a change in the world is the first step. Get it right, make it real, or just don't both.
·brandingmag.com·
Interview: The True Brand Purpose, w/ Dion Hughes, HiBAR
Building Leading Brands With Trust And Purpose | Branding Strategy Insider
Building Leading Brands With Trust And Purpose | Branding Strategy Insider
“Brand that I can trust” has been an attribute that brands have measured for a long time. Looking back, a decade ago, it was hardly a differentiator. Since trust is built over time and can be broken overnight, it is a very fragile attribute for a brand. For the brands born in the last decade, it is the single most powerful long-term competitive advantage they can build and are building by putting social purpose in their core DNA.
·brandingstrategyinsider.com·
Building Leading Brands With Trust And Purpose | Branding Strategy Insider
Should Your Employer Brand State its Political Beliefs? | The Tim Sackett Project
Should Your Employer Brand State its Political Beliefs? | The Tim Sackett Project
Tim Sackett asks a pretty controversial question over on his blog: Should companies disclose their political leanings? Tim makes good points that just because a business might lean liberal or conservative, that doesn’t mean everyone does, or even that it’s a critical component to the employer brand. My take is simple: if it matters to leadership and staff what the political identify of an organization is, and it’s not exclusive of talent from other perspectives, there’s no reason not to talk about it. But in this day and age, where “wearing a mask” is seen as somehow “political,” the return from such a position is likely very very weak (if not completely counter-productive).
·timsackett.com·
Should Your Employer Brand State its Political Beliefs? | The Tim Sackett Project
Coinbase: Can a company really be ‘apolitical’ in 2020?
Coinbase: Can a company really be ‘apolitical’ in 2020?
Employer brands can’t all be the same, so why are they all espousing the same ideas. They all seem to care about opportunity, and innovation and caring for their employees (in the same kinds of ways). So I love that Coinbase is taking a (very sharp) turn. They are very publicly rejecting the idea that companies have to take a stance on social good. It’s not that I don’t think companies shouldn’t care about social good, it’s that I love when a company is willing to do something different. The best part is that they didn’t dictate the position to the world, they gave staff a chance to jump ship as the boat changed course.
·fastcompany.com·
Coinbase: Can a company really be ‘apolitical’ in 2020?
How Brands Can Carry Out A Social Mission | Branding Strategy Insider
How Brands Can Carry Out A Social Mission | Branding Strategy Insider
Most people seem to be of the opinion that brands play a meaningful role in people’s lives, so companies should consider how to get more involved in social causes. That sort of thing should involve your team, unless your company is just going to throw money at something, so here’s some smart thinking about how to connect your brand to social good.
·brandingstrategyinsider.com·
How Brands Can Carry Out A Social Mission | Branding Strategy Insider
Ready, Set, Recruit: Great Company Culture Begins With Recruitment
Ready, Set, Recruit: Great Company Culture Begins With Recruitment
It heartens me to see how even Recruiter is connecting the dots around how who you bring into your company is how you build a culture (turns out making posters doesn’t do much). This might make for some nice light reading when your culture team meets to talk about the next (virtual) picnic.
·recruiter.com·
Ready, Set, Recruit: Great Company Culture Begins With Recruitment
The Process Of Becoming A Values-Driven Company | Branding Strategy Insider
The Process Of Becoming A Values-Driven Company | Branding Strategy Insider
How often do we say, in other forums, to make sure we start with the consumer and not our own egos? The consumer now owns the brand relationship, not the Four questions companies need to answer in the process of defining brand values.
·brandingstrategyinsider.com·
The Process Of Becoming A Values-Driven Company | Branding Strategy Insider