If you want to see what content marketing can do, start creating things that really help people. And make sure it makes sense coming from your brand.
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It’s there, lurking in the DNA of every brand. When we shine a light on it, we discover just how brilliant our brand position could be.
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A survey of consumers showed that brands who scored high in the category, “Makes lives better” grew 81 percent from 2006-2016 while ones that scored lower grew only 24 percent in the same time period.
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A rallying cry creates the emotional shorthand that sticks in our heads and builds strong positive associations. Those are powerful elements that help a brand rise above competitors and help turn customers into advocates. That's important work. Too important for a mere tagline.
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The most talented and motivated workers are looking for one thing - purpose.
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We are all trying to understand how to respond to the societal trends toward a better balance of purpose and profitability. Here are four things we’ve learned so far.
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We need to step back and clarify that thing about our brand that has the potential to inspire all those we hope to serve.
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You know that feeling you get when you just have to click that button? We’ve all been there. It can almost feel futile to resist the appeal.
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Community Services League's Doug Cowan talks at Conquer for Good: Connect about how CSL is lifting the people out of poverty and making a lasting change.
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