If reliability is at the heart of what you do, it’s easy to get trapped into believing the infrastructure and processes that physically make it happen are what matters most to customers. But reliability can be the outcome of more compelling differentiators. In creating its new brand after being sold, Vicinity Energy learned that…
Businesses rely on brand to set them apart, connect with people, and inspire loyalty in everyone from employees to investors. But in a fast-moving world, it’s easy for parts of a brand story to lose their relevance, or for visuals to no longer reflect a company’s evolving value to customers. Sometimes a…
Just a few years ago, companies were content to place a statement on their website, often buried deep within the recruitment section, about their commitment to Diversity, Equity, and Inclusion (DEI). No longer. Today, companies want to express more than a commitment to these goals; they want to demonstrate a genuine passion for achieving them…
The Great Resignation
By now, everyone’s heard of it, and chances are you’ve experienced it as either a manager, coworker, or jobseeker yourself. The number of workers between ages 30 and 45 considering a job change increased 20 percent between 2020 and 2021, according to the Harvard Business Review[HF1] . Though the worst…
A comprehensive brand audit — an analysis of the current state of a brand and its position in the marketplace — is the foundation of any new brand or rebranding initiative. By determining the strengths and weaknesses of a brand in relation to its market and competitors, the audit helps navigate a clear path to a differentiated…
Thornton Tomasetti, a well-respected, global structural engineering firm, found itself at a critical turning point. After years of strategic acquisitions and organic growth, it offered a broad and integrated portfolio of services, including protective design, testing and analysis, and even artificial intelligence. However, the company’s CEO knew that its reputation in the market…
As we like to put it, “Ideas move people, and people move business.” Engaged talent matters. Businesses with high-performing teams—people who are both skilled and adaptive, personally committed and professionally accountable—enjoy a clear edge over competitors. But for employers, the post-pandemic War for Talent is here. And per Forbes, it’s…
Major B2B purchasing decisions are typically made high up in the organization, most often in the C-suite. This poses a particular challenge to B2B marketers: how to connect with an audience that is unlikely to click on an online ad, respond to an unsolicited email, or even take a meeting with a sales representative…
Littler is one of the world’s leading labor and employment law firms. It has worked consistently and creatively to maintain this position: expanding globally, developing innovative technology offers, and harnessing data and analytics. However, the firm’s Chief Marketing and Business Development Officer recognized that although its approach and perspective were quite unique, its…
We live in skeptical times. Poll after poll tells us that trust in institutions – and the information they promulgate – is at an all-time low. Before making major purchasing decisions in this environment, B2B decision makers want to see data on performance, projected cost/benefit, environmental impact, customer satisfaction, and more. As importantly, they want…
No brand lasts forever, no matter how strong or well-known it might be. Every brand needs to evolve – or even be replaced – as the organization it represents changes over time. It must also adapt to external developments, such as new competitive threats, demographic shifts, or technology disruptions.
How can you determine if it’s…
How can a newly merged organization overcome employee skepticism to create a new brand? How can fierce loyalty to a legacy brand be transferred to an entirely new brand? These were among the pressing concerns of the CEO of HALO, a branded merchandise company. With the backing of one of the country’s leading private…
What We’re Hearing from Our Clients
Perhaps it was the global pandemic that made everyone question basic assumptions about what’s important and seek a higher purpose, in both their professional and personal lives. Or perhaps it’s just the recognition, borne out by research, that purpose-driven companies tend to outperform. Either way…
As the world struggles to rebound from the global pandemic, one lasting trend has emerged: a talent shortage of historic scale. According to ManPowerGroup, 75% of companies have reported talent shortages and difficulty hiring – a 16-year high. Companies with more than 250 employees are struggling the most to recruit and retain talent; those with…
We are strong believers that the best brands are built collaboratively through a partnership between branding firm and client. By listening to our clients, understanding what motivates them – and what worries them – we are able to co-create brands that really help grow their business. And there’s a side benefit to this approach: listening…
A strong brand creates a concise and motivational narrative that inspires the workforce, unites external stakeholders, and supports key business priorities. By harnessing the power of brand, CEOs can help to ensure that their vision is communicated consistently … and executed effectively.
Defining Brand
While you can’t control market trends and competitive dynamics within your…
The need for powerful storytelling has become a common refrain among marketers as they think about how to better connect with audiences. With ever-increasing opportunities for brands and audiences to interact digitally, marketers know they need to find ways to cut through the noise and engage with audiences at a deeper level – and film…
Marketers should never assume their clients or prospects are aware of all the products and services that fall under their corporate umbrella — even with those clients for which there are long-term, established relationships. By developing marketing and sales strategies that incorporate opportunities for clients to learn more about a company’s offerings, marketers can…