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Posts Tagged With: values

What’s Fueling “The Bern?” The Secret Every Marketer Should Know

Yet another view into the world of a “professional” narcissistic anthropologist at work.  Posted this morning on the company site / linkedin.

On a side note, I was recently inspired by a new blog i found called The Anxious Anthropologist to start writing more of “the fun stuff”…so expect something new soon.

 

catchingfirebernie

As Cultural Strategists, we invest our time and attention understanding the context that drives human behavior: the macroforces, societal trends and ultimately the resulting cultural values shifts that have a tremendous impact on how we exist in the world. This context influences the choices we make: from big life decisions and lifestyle preferences to our behavior in the marketplace.

The political marketplace has increasingly become a cultural focal point and provides a great example of how emerging cultural values have fueled momentum powering a different kind of politician and the movement his brand of politics is creating: Bernie Sanders.

Whatever the outcome of the election season, one objective fact can’t be denied: an unlikely candidate who, for all intents and purposes had been essentially written off by the mainstream political community, has been gaining more ground than anyone anticipated.

But what some might not consciously realize is that “The Bern” represents a critical mass of cultural values shifts that the team at Culture has spent their careers tracking. So, it’s safe to say we saw this coming. 😉

These values shifts result from the interplay of a number of big picture phenomena and trends, such as the rise of a global economy, increasing economic polarization, natural resource depletion, rampant technological and communication advancement, and the speed, efficiency and creativity with which humans have been able to connect, learn from and identify with one another.

Looking at developed world culture – with the U.S. as a prime example – we can highlight a few specific values shifts that underpin the principles and behaviors, which have created an ideal cultural climate for a candidate like Bernie Sanders to shine:

  • From an “us versus them” mentality rooted in “othering” to fostering a global culture and finding common ground as a human civilization
  • From a “humans first” mentality to acknowledgement of the commitment to a shared ecosystem
  • From the belief that power can only be held and change can only be made possible by institutions to the belief in the power and empowerment of individuals and society

 

The Bernie Sanders brand of democratic socialism, which focuses on human rights, climate change action and other socio-political issues, hits squarely on these values. The implications have been far reaching – including forcing the ‘competition’ to begin softening its message to get in line – because this is the direction of change as dictated by the values of our culture.

Even just looking at a few items, quoted from the list of Bernie’s key platform issues, you can see the connection:

  • Income and wealth inequality
  • It’s time to make college tuition free and debt free
  • Getting big money out of politics and restoring democracy
  • Creating decent paying jobs
  • A living wage
  • Combating climate change to save the planet
  • A fair and humane immigration policy
  • Racial justice
  • Fighting for women’s rights

 

But what are the implications for business and brands?

The fact is, values are beliefs that motivate behavior in life and in the marketplace. Values guide how humans react to change and how they will ultimately react to your brand in an increasingly cluttered and noisy landscape.

Which categories are most impacted by cultural values shifts like these? What does the landscape of trends related to those categories look like in relation to these values shifts? What other shifts are affecting your customers’ behavior and what should your brand / company do about them in order to succeed in the marketplace?

These are important questions to ask, and answering them effectively will require some deep exploration of your customers’ worlds.

At Culture, we are expert consultants who have spent our careers tracking global macroforces, trends, and values, working with leading global brands to direct strategy and keeping boots on the ground studying human cultural and behavioral context. Whether you are a client-side executive who needs a high-level but actionable overview of the implications for your business, or an agency looking to supercharge your planning or stand apart in your pitch with quick-turnaround insights that go far beyond trend reports and data-driven proof points, Culture can provide that strategic intelligence by connecting your business realities to the cultural context that is shaping our world.

Are you ready to uncover the “secret” motivations that will fuel your brand’s rise to the next level?

 Let us find the superpowers hidden in your customers’ and your brand’s values that will help it burn even brighter.

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Categories: Marketing, Politics, Uncategorized | Tags: , , | Leave a comment

What’s the Real Point of Brand Purpose? A Perspective on Purpose Alignment and Activation

manifest-your-life-purpose-and-love-your-job

This post was originally published for my business, Culture and can be found here

Having spent the last 16 years working with a cornucopia of legacy brand and marketing organizations, helping them connect with their customers and develop truly relevant innovations and communications, I’ve seen the business mindset evolve in so many positive ways.

At some point in recent business history, there was a demonstrative shift in consumer brand (and b2b) corporate culture. Affirmed by studies and books like Grow, by Jim Stengle – the humans that drive the performance of brand and marketing organizations have been realizing the imperative of integrating not just business performance, but purpose, in to their success metrics.

But why is “purpose” so important (and what exactly does it mean) when it comes to the business of marketing and consumer products?

Humans perform at their best when they are motivated from a purpose-driven mindset.

Purpose is what allows people to love what they do.

Love is the force that compels us to belong to one another and relentlessly work towards collective success, fueling:

  • Business performance and sustainable growth
  • Social impact and positive influence on humanity
  • Personal wellbeing of employees and a thriving workplace family

A mindset is a set of values and principles that shape our ay-to-day behavior and routines.

A company or brand’s true purpose is that articulation of love as it is brought to life by the mindset of its most engaged employees

That means it is the embodiment of the shared values and principles that determine how they engage with the world and why they devote mind, body and soul to your company every single day.

The path to purpose alignment and activation starts by asking a few very big questions:

  • Does your company or brand have an articulated purpose or set of values written in to its charter / mission / vision?
  • Was the process of arriving at that purpose inclusive? Did it engage employees and stakeholder
  • Is that purpose being activated to its fullest potential?
    • Does it drive employee/ stakeholder morale, culture and engagement?
    • Is purpose integrated in to performance metrics?
    • How is that purpose translated in to business operations and supply chain strategy?
    • Does your brand’s purpose drive customer / consumer facing communication and engagement?
    • Do the values brought to life in your purpose align with the shared values of your best customers?
    • Are innovation and strategic growth initiatives fueled by a commitment to your brand’s purpose?
    • Can you connect purpose metrics and KPIs to a measurable impact on business performance?
  • Where is there from for improvement and how might that affect your business?

If you are one of the amazing companies or brands (like Patagonia, for example) who is already authentically checking off most or all the purpose criteria above, then I take my hat off to you.

If you’re not – the good news is it only gets better from here. And the team here at Culture can help. We know a thing or two about how to understand the values that motivate people and put them into action that drives business growth and builds brand love.

One thing we know about purpose in particular is that people support businesses that share their values.

Corporations and brands are collections of people whom, when working from a purpose-driven mindset, create businesses people love.

So to all my family of marketers and brand warriors who are putting their heart and soul in to their work every day, what are the ways you see the love in your company or brand’s engagement with the world and what are the possibilities if that purpose was truly leveraged to its fullest potential?

Your brand does have the power to change the world – and thrive in the process.

What is your highest order vision for the future?

Let’s make it happen.

 

Categories: Corporate Culture, Uncategorized | Tags: , , , | Leave a comment

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