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

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 …Read More

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

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 …Read More

Lessons From Corporate America on Humanizing Poverty

Last year we completed what ended up being an intensely inspiring project… Our client identified a customer group that they realized they hadn’t been serving to their fullest potential because it is a “target” that they knew very little about. Not only were they profoundly aware of this knowledge gap, but also that their ethnocentric point of view as a corporate culture was definitely going to be a road block on the innovation …Read More

Do Brands Really Have The Power To Change The World?

Here is the one true thing I know about humans having studied them in action and been one myself for many years: we are essentially “good.”  Whether we all know it or not, we share a light of truth that binds us to one another in a spirit of belonging whereby we all have the opportunity to thrive. This is fact. However, if you disagree with this fact, feel free to …Read More

Empowering a New Era of CSR: Customer Social Responsibility

Corporate Social Responsibility has been a mainstreaming trend in business for the past decade or more. The intentionality of corporations to make it a point to use their resources as a source of social good is a direct reflection of evolving cultural values. To quote Ryan Honeyman from the B Corp Handbook, “Business is, for better or worse, one of the most powerful forces on the planet. At its best, …Read More

The Currency of Kindness: Bringing The Love To Drive Brand Growth

Kindness has historically not been a term immediately associated with business. In fact, one might argue that such a soft word is counter-intuitive to winning, which (at least in the past several decades) has been the primary focus of corporate leadership and connected directly to things like delivering shareholder value, which is directly related to stock price, which is determined by dollar-driven bottom-line metrics like profitability. It begs the question …Read More