Stage 3 branding begins to show us what's possible when we focus our efforts on helping prospects understand what we can do for them.
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At Stage 2, we not only help a prospect recognize who we are, but we also help them understand what we do.
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Defining who you are is the beginner level of the branding world. It is utilitarian. It doesn’t help us understand what makes the organization different or if there is a benefit to be derived.
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Just believing I could make a difference got me excited about what I was doing. That's how a purpose emerges.
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A Big Audacious Meaning needs to be amplified in human stories that connect with us in ways that the facts and figures simply cannot touch.
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The most exciting moment is when a total stranger tells your story for you. They know your story! Because you know your story.
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Is our big question, "What makes us different?" Or, is it, "What difference will we make?"
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A Big Audacious Meaning needs the brand. And the brand needs it in order to have a truly transformative effect in the world.
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Don't let the thinking get in the way of the big idea. Trust your gut. And you'll end up with something that doesn't just sound right. It feels right.
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The 2016 Industry Brand Believability report by Will & Grail examines how consumers view the positive impact of some of the largest companies in the world.
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There is very little room for cynicism and worry when we are full of thanks.
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Scores from Will & Grail's Brand Believability report on the 2016 election showed correlation in what votes said in exit polls as they voted.
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Today, there is little choice – organizations must become more transparent because of the access to and acceleration of information.
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Finding a truly genuine and meaningful purpose is inspiring. Because the finding can be as rewarding as the purpose itself.
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The power of prosperity is that it makes you successful by making all us successful.
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Empathy can help us develop groundbreaking ideas by truly understanding those we're serving so we can create things that really get to the heart of their need.
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Humility brings out the best in us. And that creates fertile ground for our Big Audacious Meaning to flourish.
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Purpose-oriented employees have higher levels of fulfillment in their work, are more likely to be in leadership positions, and are also more likely to be promoters of their employer.
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In the mad rush to quantify our every move, we may be giving up a little too much of our humanity. We may be leaving wonder behind.
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