Purpose-led leadership aligns people, planet and profit Purpose-led leaders agree that the role of a business is to create long-term value for all stakeholders, achieving the triple bottom line of people, planet and profit. This is alignment in its purest form – aligning customers, employees and key stakeholders around a common purpose, values and identity […]
Building trust in uncertainty calls for alignment Read More »
Part 4 of 4 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. When times are tough, businesses and brands can drive optimism by: helping people feel better about themselves and their lives; and helping people feel better about
The Future is Bright for Business and Brands: Optimism makes life better Read More »
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
The Future is Bright for Business and Brands: Through the Lens of Optimism Read More »
Part 1 of 3 in “The Future is Bright for Business and Brands”, a thought piece for First 5000 on the importance of optimism in building business and brands. Optimism Drives Long-term Value With communities, the environment and the economy all negatively impacted by recent events, the outlook to the start of 2020 in
The Future is Bright for Business and Brands: Optimism Drives Long-term Value Read More »
2020 is the dawn of a new decade. Rachel Bevans explores the top ten themes driving brands and business from the last decade into the next one. Written for First 5000 Introduction For many, 2019 has been in limbo. There have been organisation shake-ups, projects stalling and brands standing up for what they believe in,
Reset: 10 Themes Driving Brands & Business into the Next Decade Read More »
From years of research across multiple categories, in general, people don’t trust other people, brands or businesses that criticize the competitor. It doesn’t show great sportsmanship. And if you don’t have enough good to say about your own brand, without criticizing the competitor, then you have a problem. Banks Bashing Banks Over the weekend, I
Criticizing the Competitor Does not Win Customer Trust Read More »
First appearing in First5000 Why are humans orchestrating less than optimal human experiences? Recently my feed has been inundated with articles talking about the need for organisations to become human centric and experiences to become more human. I shake my head and wonder where did it all go wrong? Why are humans orchestrating less than
Be more human: The human centric organisation and experiences Read More »
If you’ve been listening over the last few months/years, you’ll likely have noticed my increasing frustration at the state of marketing and influencers trying to carve their niche. I don’t understand why people keep battling brand vs CX (customer experience) when CX is part of brand; why marketing has swayed back to being about a
I want to hug the brand, not the campaign or the experience Read More »
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
Does your brand deliver against its promises to customers and employees? Read More »
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
The power of alignment: employee and company purpose and values Read More »
