We are homing in on what constitutes a purpose-driven brand. These 5 posts from the previous month provide insightful guidance for our journey toward purpose.
Read More
The great thing about us crazy humans is that we come with a valuable opportunity for you. We can be entertained. We can be moved. We can be inspired.
Read More
Great brands have a well-defined voice. It can seem almost effortless in how it comes to life in all they say and do. But it doesn’t happen magically.
Read More
It’s too easy to tell ourselves that we have something special because we have a mission statement. But until we really make it mean something to those we hope to serve, we're just talking to ourselves.
Read More
We are all drawn to meaningful brand promises. Because they help us imagine a better version of ourselves. And they show us you're willing to put something on the line to help us achieve that.
Read More
By using this exercise, we move from simply redecorating our brand to transforming it. To creating an evolved manifestation that captures the meaning and aspiration that will engage the minds and hearts of those we hope to serve.
Read More
When you live your brand story, it becomes truly remarkable. And something wonderful happens. People start to tell the story for you. That’s when things get magical.
Read More
Talk about what your brand does for those you hope to serve. As it has been said, people don't buy your brand – they buy what your brand helps them become.
Read More
From recruiting and retention to customer acquisition and loyalty, a genuine purpose has the potential to transform an organization. Does that sound distracting?
Read More
Some may be satisfied with a serviceable brand story. Then there are others that see a greater possibility. If that's you, then lean into your Big Audacious Meaning. Because the story is about to get good.
Read More
A round up of posts that point to the power of a brand purpose and the transformative effect it can have on organizations.
Read More
Stop defining yourself by what you do, but rather by what you do for those you hope to serve. In the process, You’ll develop a deeper relevance to those you engage. More importantly, you’ll make the leap to becoming irresistible.
Read More
Imagine no longer hoping people will tolerate our brand so that we hopefully have the chance to try and engage them. Imagine, instead, them looking forward to what we have to share.
Read More
To be irresistible, we don't have to invent something magical about ourselves. We simply need to understand the irresistible aspirations of those we hope to serve. And then serve them.
Read More
It's too easy to portray purpose as something that only non-profits or social enterprises pursue. So too many businesses write it off. But the savvy ones know its secret.
Read More
It's easy to push the functions and features in your brand story rather than find the more powerful emotional drivers that really inspire those you hope to serve. Don't get caught in that trap.
Read More
Asking this question is where our powerful brand story begins. Because it gives us the mojo to earn our way into our customers’ personal conversations. It's where our story becomes their story.
Read More
Being special is not defined by what you do. It is defined by what you do for those you hope to serve. Embrace that and you will transform your brand story.
Read More
Having a purpose - or Big Audacious Meaning - makes a brand exceptional. It transforms the conversation you have with those you hope to serve. Even when it never enters the conversation.
Read More
Using this process to set the verbal brand is powerful because it goes beyond simply providing guidelines. It fires up your team members. The brand becomes more than something they have to comply with. It becomes a story that ignites a passion in everyone who hears it.
Read More