Category Archives: Best Practices

Searching for Diversity

Posted on July 14, 2014 | Leave a comment

“If we cannot end our differences at least we can make the world safe for diversity.” ~ John F. Kennedy

The word ‘diversity’ gets tossed around a lot these days. Few would argue that diversity—however it shows up in your organization—is adding value.

The dictionary definition of Diversity is “a range of different things”, and talk of diversity in the workplace always celebrates the inclusion of people and ideas that are outside of our typical circles. The concept implies a whole array of useful traits that, in theory, will make any idea a better idea: different experiences; fresh perspectives, inclusive insights, varied wisdom,  extended capacities, … well, the list goes on. Simply put, an organizational culture that embraces diversity will be better for it.

Popular wisdom encourages us to welcome new perspectives to collect and build upon our own insights. “Listen and be open-minded” is the paraphrased rally cry of the diversity bandwagon. But simply gathering ideas isn’t the true power of diversity. Diversity is exponentially stronger when it’s an active mindset, not a passive one.

Diversity is not just about letting others in. Diversity is about encouraging yourself to go out to find something bigger.

Diversity seeks out new ideas and differing perspectives. Diversity doesn’t let you get comfortable with your status-quo. Diversity craves ideas and insights that differ from our own because we are aware that we can’t see our own limits.

Yes, you have to let other ideas into your frame of thinking. But that is only half of the path to diversity—and it’s the easy path. For a full experience and benefit, you must also seek diversity out for yourself. You must make the time and effort to reach for diversity a priority, and part of your culture.

Brand Strategy thrives on growth and development. Part of the promise we make to stakeholders is that we will continue to push and evolve the brand story, rewarding loyalty with deeper experiences and new adventures.  Encouraging diversity—both welcoming and searching new ideas—is how we actively discover the potential of the brand.

Good brand strategies know they should adopt new ideas. Great brand strategies go looking for fresh thinking.

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Passion is not a line item in your budget.

Posted on May 12, 2014 | 4 comments

Passion is not a line item in your budget. Neither are values.

“We’re not like Disney” is a common line people use, usually as a rebuttal against intensive brand development (or they toss out McDonald’s, Starbucks, Nike, etc..). In the world of brand strategy, those famous consumer brands are the de facto benchmark for “a real brand”, as though good and bad is measured on scale, not connection. While there is no question most organizations don’t have anywhere near the budget for brand execution that a Starbucks or an Apple has at their disposal, there is no line item in the balance sheet for your passion or commitment to real, compelling values.

Conviction—passionate belief in your values as a competitive advantage, and the conscious effort to live them—isn’t something that you can buy or trade. You have access to just as much passion as the famous brands, your competitors, and even the failing brands. You’ve got all the passion you’ll ever need, if you believe it.

Core values—holding people accountable for their actions in service of your mission—isn’t a budget issue. It’s a culture issue. And it’s free.

And that’s the catch. Do you really want it? Do you truly believe it?

SAG_Post Quote_Culture-SuccessAre you really committed to creating and delivering an experience that is compelling, driven by values that are truly engaging? Are you really committed to standing for what you believe is important and creating an experience that authentically expresses—and lives within—your core values? Do you really believe that what you offer is worthy, in spite of all the competitive options or differing opinions?

Or perhaps you just thought core values were a convenient message; the right words that are popular enough to compel to a suitable target audience. Perhaps you don’t filter every act through your established sense of right and wrong—the culture you’ve defined as important—and hold everyone accountable. When challenged, you believe values will bend if they offend.

Or perhaps you feel that passion takes too much energy and investment. Sure, you believe in what you’re doing, but you don’t believe people need to “drink the Kool-Aid” to show an unnatural sense of enthusiasm. Maybe you conflate passion with hype, letting ‘marketing’ lead the bandwagon of cheerleaders. Proof of passion—being excited about what you stand for and confident in your purpose—takes a big, bold, in-your-face expression, and you’ve got a bottom line to watch.

Too often people barter their core values and passion with excuses. They’ll find excuses for why they can compromise their values in a given situation, or why only some people in the organization are responsible for passion. Note: excuses also feel free, but actually put a massive lien on your credibility.

“When times are better…”, leaders say, “we’ll invest in making sure our values are clear and our passion is strong. But right now we have more important work to do.” Or the common, “We just need to get our work done. Whether they…” referring to anyone other than the customer “…are connected to the brand or not isn’t really important, as long as they do their job.”

Brand Strategy is about attaching values to the experience you promise. Brand Strategy is about defining your core values, and inviting people who share those values with you. Brand Strategy—the kind that adds value to your organization—is about creating a distinction with purpose and meaning.

Culture—probably more than any other factor—is the essence of loyalty; the pinnacle of brand success. So a positive culture, one that reflects the values of the org and serves the goals of the your mission, actually adds value to the bottom line. And it’s free. Easy money, …if you want it.

Passion and values are the seeds of the culture you build, and they are at the foundation of Brand Strategy. And they are free.

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Posted in Best Practices, Rules, Strategy

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The Curse of the Buzzword

Posted on February 11, 2014 | 4 comments

A buzzword is only a buzzword because you believe it is a buzzword.

There are two types of buzzwords. The first is a form of concept blindness; a word or phrase that captures an idea in a concise way, and becomes common language. An example would be ‘thinking-outside-the-box’. The second is essentially linguistic abuse; when the placement of the word is so overused that the meaning is cluttered and pointless. An example shared with me today is ‘agility’. Both of these buzzwords are a weapon of weak strategy.

Buzzwords are often show up as a cover for confusion and discomfort rather than insight, and typically at the expense or ignorance of fundamentals. In turn, mediocre teams embrace buzzwords like a weapon, unleashing disruption on true insight.

Used recklessly, the buzzword is damaging to discussion, let alone strategy.

Buzzwords occur at the tipping point; that moment when an idea is gaining momentum faster than people are understanding the concept. It is a dangerous place where leadership and innovation (buzzwords in their own right) can stretch too far from reality, believing they have buy-in and consensus (buzz-buzz) when all they have is a veneer of understanding.

Knowing when to confront a buzzword—a deep push for clarity and understanding—is the mark of true leadership and an intelligent team, and critical to smart strategy.

However, calling out a buzzword merely for being a buzzword has become common practice; a broad stroke rejection of the buzz at the expense of the insight.

Rejecting an idea because it’s a buzzword is as dangerous a place as living blissfully in the buzz. Perhaps even more so, because it is often accompanied by a sense of superiority and arrogance that is damaging to both the idea and the culture. When you reject a business concept because it’s a buzz word, you are as much of the problem as the people who used it so much and so incorrectly it became the buzz word. You’re reacting the buzz, not the meaning or value of the concept.

There are many buzz words in use today. Whether it’s a new management philosophy, the latest consultant fad trend, corporate double-speak, or just plain old over-hyped mindsets, a word becomes buzz-worthy when the value of the word overrides the value of the meaning.

Buzzwords, though, can be incredibly valuable. Almost every time, the concept that launched the buzzword has merit. Ignore the concept at your peril.

When we take a moment to make sure the meaning is clear—and we aren’t afraid to ask for clarity when we hear the buzz—we start to build strength in our communities (buzz). Familiar words and phrases that haven’t achieved (or surpassed) buzz status are at the foundation of strong culture. A common language among peers becomes a shortcut to understanding, and integral to connecting within shared values, vision and knowledge. Meaning-in-context is one of the most powerful roots of connecting.

A strong culture—one connected by a common language—is at the foundation of a strong brand strategy.

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Posted in Best Practices, Strategy

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The Brand and the Apology Strategy

Posted on February 6, 2014 | Leave a comment

When a brand makes a public apology, we are sure of one thing: the story that people are talking about makes the brand’s leadership uncomfortable.

Whether it’s a gross error in judgement, negligence or corruption that is exposed, an apology is a clear sign that change is forthcoming.

But in this fast paced world of instant, permanent and amplified communication, brand apologies have taken on a new form; a knee-jerk reaction to the slightest ruffled emotions, or actually part of the (terribly misguided) strategy.

“Do it, and ask for forgiveness after” might be good wisdom for an innovative culture. And it’s a great tactic for breaking through red tape rules that get in the way of progress. Lately, though, it seems this mindset is also used as a lazy fall back when a sloppy attempt at awareness generates the wrong kind of attention.

Brand leadership is about honouring your stakeholders—the employees, customers and communities that support your brand.

As individuals, we align with brands that take a stand on issues and lifestyles. So it makes sense we’d rather see a brand accept that it might offend some people and not feign an apology after just to appease those who don’t understand or share the culture or sentiment in the first place. Show those that love your brand—and everything you stand for—that you are connected and understand them; that’s what deepens the brand relationship.

A little controversy—a difference of taste, opinion or attitude—is at the root of a great brand strategy. But when something appears to go sideways, and those differences show up as very public rage, brand leaders need to anchor back to the core of the brand promise.

If the action/message is inconsistent with your brand, you apologize and take action to change it.

It’s good to apologize for true mistakes; errors that occur when systems break and products fail. There is tremendous value in being accountable to your stakeholders and honouring your side of the brand promise.

However, if the action/message is consistent with your brand—perhaps just a little bolder than people are familiar, or more revealing to the uninformed—you’re likely apologizing to make amends with the wrong audience. Or worse, you’re apologizing because you really didn’t believe in your brand.

When you apologize to the rage of those who were never aligned in the first place, you reveal weak positioning and undermine your entire brand strategy, and all your efforts outside of this one controversy come under scrutiny. You’re apologizing for being who you promised you were going to be, but only apologizing because it got a little uncomfortable.

Brand strength is about honouring your attitude and culture. It’s about being proud of your values and how they manifest in the world. That’s authenticity showing up and adding value when it matters. That is brand strategy.

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Posted in Authenticity, Best Practices, Strategy, Vision, Mission & Values

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