For a modern marketing organization to thrive, it needs to make great work and be a great workplace.
When people leave jobs, it’s often because they aren't being heard, don’t see a growth path and/or are not empowered to do their best work.
Create meaning and purpose. Honor people for who they truly are. Build a sense of community. Do these things while also maintaining a high bar for the work. That keeps people motivated and helps ensure profitability. It’s not always easy, but it’s the noblest pursuit.
Hopefully, you have that. Or you're looking for more of it..
We all know branding is storytelling. What's not so obvious is how to craft a story that can push a business forward. It starts by helping brands align mission, vision and positioning to audience insight that leads to great creative. Next is making and selling the great creative. I rely upon proven best practices mixed with neuroscience research to help ensure results. Making the creative can be an exciting team-builder if the process is inclusive and transparent enough.
PURPOSE DRIVES IT
The thing we stand for makes us us. According to Simon Sinek's Golden Circle communications model, people don't buy what you do. They buy why you do it. Distilling the why down to a truthful, relevant message can be transformative for both internal and external audiences. For Kintone, a software platform that unites and customizes business tools, the idea was to bring peace to the workplace–where before there was chaos. Can an idea be simple enough for a coffee mug and big enough to change the world? It's possible.
EMOTION AMPLIFIES IT
A brand is fully functional when it connects on two levels: emotional and rational. That’s because purchase decisions are driven by emotion, then backed up by rational justifications for the emotional decision already made. Even after the human brain has weighed all the data, it often makes a decision because it feels right. True enough for B2C, but it can also work wonders in B2B.
These concepts for an otherwise impassive category– commercial banking–illustrate leading with an emotional appeal relevant to both the target and the brand.
GREAT WORK IS GREAT PROCESS
A process I developed for creating integrated brand experiences is based on the best of what tech startups and marketing agencies bring to the creative process. And it was inspired by, of all people, Walt Disney. It’s called 3 Rooms. It gives participants from every discipline a shot at the big idea, visibility into how their deep-dive skill set will be applied, and quickly generates a ton of good ideas.
Here's an award winning outcome.
This Creative Circus podcast interview might shed more light on what I'm about.