Some years ago, I had the opportunity to help Dow Chemical clarify its global brand: What was the company all about? Why was it here? How did the company make a meaningful difference to its customers, employees, suppliers, communicates, even investors? When I arrived in...Read More
This time of year it's hard not to think about peace. We're in the season of "peace on earth, good will toward men." We sing about it, ponder it, imagine it, pray for it. But we don't have it. I believe that before we can have...Read More
We must protect our image!
How often have you heard well-intended executives and other high-ranking leaders (priests, coaches) say these words — their goal: to ‘protect’ their institutions from embarrassing publicity, which might muck up their brands.
One of my favorite quotes is from Albert Einstein, who said (something like) “problems can’t be solved at the same level of awareness that created them.” That means that you can’t churn the same data and gain insight into solutions. Cause those data are born of the problem!
The economic crisis has managed to shine a bright light on the fact that business and life are utterly intertwined. What does that mean for branding? It means that it’s not just about the customer anymore. No. It means that people – from customers, investors and employees, to folks on the street, politicians and legislators – will judge and jury companies based on what sort of relationship those concerns have with the society of which they are necessarily a part.