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Resources

From

Pluralytics

August 3, 2021

Pluralytics launches revolutionary SaaS platform to ensure companies connect with values-driven stakeholders in the wake of the social and political events of 2020.

Pluralytics, a natural language processing startup that is the first system using AI to match corporate language with customer values, today announced that it is formally launching its ValuesFinder™ product and has raised over $1M in seed financing. The company also announced the following innovative, values-driven companies as enterprise customers in its Early Adopter Program: Speedway Motors, Nelnet Renewable Energy and two Fortune 500 companies. This product launch is timely as purpose-driven enterprises and all companies respond to the meteoric rise of the values-based consumer, investor and employee.  Many companies are also rethinking how to communicate with values-driven stakeholders in the wake of the social and political events of 2020. Language choice directly affects how consumers connect with brands and products.

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From

Pluralytics

July 29, 2021

The Key Elements of Effective Brand Messaging

How deeply you connect with your customers is make or break for any business. When marketers go through the process of defining brand voice, they dimension three elements with their target audience in mind: values, tone, and style. A well-defined and executed brand voice combined with a compelling visual identity are the foundational elements of a unique brand personality that is the hallmark of the most successful brands.  Marketers also know that consistency is king when it comes to generating engagement, the primary driver of ROI across platforms: website, content marketing, and social. Clear brand messaging that engages target customers and current customers delivers improvement in vital metrics: conversion (CAC), loyalty, churn, revenue per customer, and LTV.

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From

Forbes Agency Council

June 30, 2021

16 Smart Marketing Approaches To Build Brand Recognition

How to build better brand recognition? In this post from the Forbes Agency Council, 16 branding, PR, media and advertising experts share their best tips. Number 1? “Define Your Brand Voice And Use It.” “Brand voice is often overlooked when building brand recognition,” suggests Patricia Rioux of Team ODEA. “But when you get down to the nitty-gritty of web copy, social posts, email marketing and blogs, brand voice is where you can really shine.” Number 13? “Bring Your Top Values To The Forefront,” says Hannah E. Trivette, NUVEW Web Solutions, “from social media to website content, use value statements to show your values.”

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From

Fast Company

June 13, 2021

How To Make Your Brand’s Values Resonate With Buyers

“Customers have always looked for great products and services. Today, though, they’re looking beyond what you can provide,” writes Sumit Aneja in Fast Company. “To earn their business, you also have to prove that your beliefs and philosophies align with theirs.” At Pluralytics, we’ve created AI-powered software that helps companies target customers and measure how well messaging is aligned with their values. “Identify what your values are. Live and breathe them within your business,” says Aneja, who is CEO of Voxco Survey Software, an omnichannel software survey platform. “If you do it right, then you’ll attract people who think and act as you do, and it will be easier to grow organically.”

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From

Search Engine Journal(SEJ)

June 17, 2021

How to Increase Conversions Through Generational Consumer Values

“Brands need to consider how generational values contribute to a successful digital marketing strategy,” writes Lesa Hastings in this article for Search Engine Journal(SEJ). “Generational values have started driving consumer engagement, brand loyalty, and consumer expectations,” she writes. “These generational values differ (with occasional overlap) between Gen Z, Millennials, Gen X, and Baby Boomers.”

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From

Credit Union Times

June 28, 2021

Values Provide Credit Unions With a Strategic Advantage

“The unfolding shift toward a more values-based society opens up new opportunities for credit unions,” reads this bold headline in an opinion piece from the Credit Union Times. “People across generations are replacing old habits with new, more values-based choices about brands, the workplace and how they want their work-life setup to look going forward,” writes author Stuart R. Levine, Chairman and CEO of Stuart Levine & Associates LLC. “This should impact the credit union industry in positive ways.”

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From

Porter Novelli

July 2, 2021

Values-based Initiatives Come Out on Top at Cannes Lions 2021

Interesting news release from Porter Novelli pointing out how values-based campaigns were recognized at Cannes Lions awards, which took place from June 21-25. “Every year, Cannes Lions International Festival of Creativity explores the value of creativity in branded communication: from product and service development to the creative strategy, execution and impact. The winners of the festival show the power of communications and the shift towards values-based marketing. We have underscored how consumers are gravitating to and even demanding this type of content, but it is also now being celebrated and recognized by the industry elite. The trend of brands showing their values through their advertising is a growing one that will continue to become the standard by the marketing and advertising communities.

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From

Material Handling Network

June 28, 2021

Four Steps To Get More Eyes On Your Digital Content

“Create values-based marketing that leads with the organization’s values” is listed as Step #1 in this article about growing audiences for digital content in Material Handling Network, which covers the material handling industry. The author Lisa Apolinski, CMC, who is a digital strategist, author and founder of the digital agency 3 Dog Write Inc., recommends as Step #2: “Share your organization’s values as a digital story.”

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From

Deloitte Digital

June 22, 2021

1 to $1.025 Billion: Deloitte Digital Launches BrandWorth and Correlates Powerful, Direct Relationship Between Brand and Revenue

Interesting news from Deloitte Digital re: BrandWorth, a tool to help CMOs demonstrate the business impact of good brand strategy. “Four telling metrics were evaluated to determine BrandWorth scores, giving brands more precise insight into what areas of their brand need investment.” We were not surprised to see Values Alignment as one of those key metrics: “As corporate purpose and values increasingly took center stage over the past year, it’s no surprise that values alignment proved especially powerful in the BrandWorth research. This metric measures whether an audience feels the organization shares their values and ultimately motivates them to engage.”

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From

Search Engine Journal

June 17, 2021

10 Top Digital Marketing Trends to Watch Through 2021

“Marketers and executives must do the work of ensuring the brand’s values are communicated clearly,” writes Lemuel Park, Co-founder & CTO at BrightEdge, in this interesting piece for Search Engine Journal. A theme running through this list of digital marketing trends to watch in 2021 is changing consumer behaviors and attitudes after 2020. “While ‘value for money’ was the top purchase driver for consumers polled by KPMG US in late 2020, Ernst & Young [EY] more recently found that 69% of consumers believe that brands must positively change the world,” writes Park. “This is particularly important for Millennials, 83% of whom find it important that the brands they choose to buy from have values that align with their own.”

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From

Newsweek

June 11, 2021

Five Reasons to Define Your Core Values Before Launching Marketing Campaigns

“Determining your company's core values isn't something that you can sidestep without undermining business success,” writes Kisha Renee Ward, CEO of Creative Umbrella Consulting, LLC, in this piece for Newsweek. “There are countless reasons why it's vitally important for you to define your company's core values before launching any type of marketing campaign.”

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From

Forbes

June 11, 2021

Global Sports Sponsorships Are Now Purpose-Driven Marketing

“Today, values alignment is where there is real power for global brands and sports sponsorships,” writes Mirella Amalia Vitale, SVP Marketing, Communications & Public Affairs at ROCKWOOL Group, in this piece for Forbes. “As values become a more important driver for decision-making, consumers and other stakeholders will choose brands that align with their values and avoid those that do not. Companies that truly lead with purpose and build around it can achieve continued loyalty, consistency, and relevance, through all situations and events, even crises.”

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