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Resources

From

MediaPost

October 27, 2021

Consumers Loyal To Brands That Address Social Inequities

“Consumers want to support brands that represent their values,” writes Tanya Gazdik, a Senior Reporter for MediaPost, in Digital News Daily. “As the consumer population diversifies — by race and ethnicity, sexual orientation, or differences in ability, for example — brands must authentically reflect a range of backgrounds and experiences within their messaging, advertising and brand campaigns if they expect to effectively connect with future customers.”

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From

Grit Daily News

October 27, 2021

Marketing Underperforming? Building Brand Authority Can Help

“What is Brand Authority?” asks columnist Erik Huberman in this piece for Grit Daily News, a news site covering startups. “When your company has ‘brand authority,’ it means that consumers respect your brand and have confidence in it,” writes Huberman. “They trust you do what you advertise, and act in ways that align with your company’s core values.” Huberman says that an important component of marketing is a style guide that clearly defines a brand’s tone of voice.

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From

Forbes

October 19, 2021

How To Take Your Brand Personality From Good To Great

In this piece for Forbes, Irene Froehlich, Chief Communications Officer at DrFirst, Inc., a healthcare technology solutions provider, poses 5 thought-starter questions to ensure “your company’s content accurately conveys your unique brand personality every time and for every target audience.”\n\nQuestion Number 5 asks: “Do you have a tone of voice and brand guide?\" In response, Froelich writes: “Invest the time and effort into creating a style guide that explains your brand’s tone of voice with illustrative examples.”

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From

McKinsey & Company

October 18, 2021

US consumer sentiment and behaviors during the coronavirus crisis

McKinsey on consumer attitudes: “Loyalty shakeup continues.” In this report from McKinsey & Company, the authors examine changing consumer attitudes during the Covid crisis. “Consumers are again adjusting their behavior as the economy reopens,” the study says. “As many as 30 to 40 percent of consumers continue to switch brands or retailers, driven primarily by younger consumers seeking value, combined with greater emphasis on purpose-driven alignment and quality.” For consumers who switched brands since the start of the pandemic, 34% cited a purpose-driven reason for the switch. 11% selected “share my values” as a reason for trying a new brand.

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From

Event Marketer

October 11, 2021

Five Ways to Nurture a Dedicated Brand Community

Want to create a “dedicated brand community?”\n\nHere are five ways from Event Marketer, a magazine for the event marketing and trade show industry. “Be consistent with communications,” writes Senior Editor Kait Shea. “Regularly communicating with and creating calls to action for brand communities is a must, but it’s critical that the brand’s voice and engagement approach remain consistent amid those efforts.”

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From

The Drum

October 11, 2021

Peter Field and IPA: purpose campaigns drive customer acquisition and market share

Really interesting research from the IPA (Institute of Practitioners in Advertising) on purpose-driven marketing. “Brand purpose campaigns drive 15% more market share growth than marketing campaigns that don’t focus on purpose, according to new statistics from marketing and advertising researcher Peter Field,” writes Sam Bradley, Assistant editor at The Drum, a global publisher for the marketing and media industries.\n\nThe research also shows: “41% of well-executed brand purpose campaigns drove a very large growth in market share vs. 26% of non-purpose campaigns.”

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From

Frontify

September 29, 2021

How to Build a Unique Brand Voice On Social

Interesting podcast from brand management platform, Frontify, on the importance of developing a unique brand voice on social media. Frontify VP of Marketing Michael (MJ) Müller and Content Director Oskar Duberg interview Russell Banzon, the Senior Director of Marketing at Gong, a revenue intelligence platform.\n\n“Our top operating principle as a business is to create raving fans,” says Banzon. “In all of our marketing and of course in the experiences that we want to give all of our customers…we want that same tone, that same feeling to come across.”

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From

MarketingWeek

September 27, 2021

B2B, values, convenience: 5 interesting stats to start your week

“While the majority of consumers expect brands to offer good value for money, they are increasingly using brand values to decide whether they will try new products.”\n\nIn this article, MarketingWeek lays out some interesting stats about how “consumers would like to filter brands by values,” including: “Nearly half of consumers (45%) would like to be able to filter products by the values that matter to them…”

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From

Microsoft Advertising Blog

September 23, 2021

Show your brand values: Marketing with Purpose Business Attributes

Big news from Microsoft for purpose-driven marketers. In this post on the Microsoft Advertising Blog, Vi Nguyen, Crystal Zheng, and MJ DePalma announce the release of a new feature they say is “unique to Microsoft Advertising,” the company’s search and native ad network.\n\n“Marketing with Purpose Business Attributes allow you to differentiate your brand from your competitors by highlighting unique attributes that showcase the ways your brand demonstrates responsibility, how your brand values align with the values of your customers, and how your brand is being inclusive,” they write. “These are the core building blocks to trust.”

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From

The Drum

September 21, 2021

Building loyalty in insurance: it’s in the little things

“Speak like a human” is number 2 on this list about building customer loyalty in the insurance sector. “A way in which brands can maintain consistency throughout their content – while speeding up the approval process – is by producing a tone-of-voice policy that also incorporates key brand compliance guardrails,” writes Marnie Blair in this promoted content post for The Drum, global publisher for the marketing and media industries.\n\n“The tone-of-voice policy should encourage content creators to understand how customers would expect to be spoken to in real life and avoid any technical jargon,” writes Blair, a marketing strategy consultant at Frog Design UK, a part of Capgemini Invent.

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From

Adweek

September 20, 2021

Google Exec Says Pandemic Has Reinvigorated Purpose-Driven Marketing

Interesting review of comments made by Marvin Chow, VP of Global Marketing at Google, at September’s Brandweek event. Emerging tech reporter Patrick Kulp writes about it in this article for Adweek.\n\n“From mass resignations of employees to a slew of new home-bound hobbies, the pandemic era has been as a time for re-evaluation of priorities for many people,” writes Kulp.\n\n“As brands and as stewards of brands, we really had to reevaluate what our purpose and our values are, all while consumers are not only holding us to task, but dealing with their own self reflections of what this new world means for them,” says Chow who is quoted in the story.

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From

SmartBrief

September 17, 2021

How retailers can pivot their brand identities and adopt brand values

“Roughly two-thirds of consumers expect companies to take a stand on issues such as environmental stewardship and fair labor practices, and they will reward the ones that align with their beliefs, according to Accenture,” writes Ambreen Ali in the business news publication SmartBrief.\n\n“Asserting brand values comes naturally for some companies,” says Ali. “For other brands, adopting values into their messaging has been more challenging.”

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From

Ad Age

September 17, 2021

Why Purpose Is The Most Important Ingredient For Brands

“Today brands must navigate the intersecting complexities of a dynamic social landscape, high customer expectations and increased scrutiny. Brands that lack clarity of purpose often find themselves in unfamiliar territory without a map,” writes Nora Bradshaw in Ad Age.\n\n“The big question businesses need to ask themselves is: Why align yourself with someone else’s values when you can’t even define your own,” says Bradshaw, who is Co-Head of Strategy, Superunion North America, a global brand agency.

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From

Fast Company

September 16, 2021

When is the right time to rebrand?

"If you find that your mission and purpose are hard to decipher, or even worse, don’t align with your current brand, you need to correct that,” writes Bill Kenney in this post for Fast Company about when to rebrand. “Stand for something and make it clear through the entire brand. This is a powerful way to resonate with your target audience.”\n\nThe main elements of brand voice -- values, tone, and style -- are key factors in building relationships with customers. “Consistency across your brand is paramount. The resulting harmony builds loyalty, recognition, and ultimately trust,” writes Kenney, who is CEO/Co-Founder at Focus Lab, a brand agency.

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From

Business 2 Community

September 10, 2021

7 Benefits of a Strong Branding Strategy (From People to Profit)

“People don’t just care about product features. They care about aligning themselves with a brand that reflects their values and has a clear purpose,” writes Katy French in the piece contributed to Business 2 Community.\n\n“A brand strategy helps you articulate your core identity (aka your purpose, vision, mission, and values) and, most importantly, communicate it,” writes French who is Content Marketing Director at B2B-focused creative agency Column Five Media. “Ultimately, understanding your brand’s beliefs, building an organization that reflects them, and telling your brand story effectively is crucial to attract and retain the people you want to reach.”"

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From

Star Tribune

September 3, 2021

Mpls. startup helps companies like Best Buy, Great Clips choose the right words

Pluralytics AI company launched in March 2020 and is the brainchild of former Public Radio International executives Alisa Miller and Rick Byrne and technologist Morteza Nia.

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From

WSI World

August 20, 2021

Digital Marketing Lessons from Purpose-Driven Brands

Why is Purpose-Driven Digital Marketing Important?\n\n“63% of global consumers prefer to purchase products and services from purpose-driven brands. Moreover, over 70% of customers are more likely to recommend a brand that supports a good cause,” writes Cheryl Baldwin, Director of Marketing & Communications at WSI World, a digital marketing agency based in Canada.\n\n“Consumers are actively seeking to make a difference these days,” says Baldwin. “The desire to make a difference is now highly reflected through consumers’ behavior and purchasing decisions.”

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From

Rolling Stone

August 18, 2021

How Brand Leaders Can Approach Corporate Social Responsibility Efforts

“As brand leaders, we’re always looking for ways to align our brands with causes that reflect our values and amplifies that of our clients and customers. But fit requires thoughtful deliberation and collaboration,” writes Michael Polk in this piece for Rolling Stone Culture Council.

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From

Fortune

August 18, 2021

Millennial and Gen Z consumers show loyalty when companies value purpose

“Young consumers want brands to reflect their values, and their loyalty is shifting,” writes Sheryl Estrada in Fortune's CFO Daily newsletter, which takes a look a new report by McKinsey & Company gauging the sentiment of consumers during the COVID-19 pandemic.\n\n“About 42% of millennials and Gen Z consumers cited purpose as the primary factor in changing brands,” writes Estrada. “For example, they based their decision on whether a company shared their values and if employees are treated well.”

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From

Marketing Dive

August 12, 2021

Back from the brink: Why the CMO role has experienced a resurgence

“The CMO of today must be agile enough to capitalize on the strategies that will align their brand values and communicate these values with today's consumer,” writes Janice Caston, senior vice president for marketing at Toluna Corporate, in this post for Marketing Dive: Digital & Online Marketing News and Tips. “In order to remain competitive in a changed landscape, brands will increasingly need to stand for something,” writes Caston, “to participate in culture, society and politics; to show that they are environmentally friendly or support humanitarian issues — in order to attract consumers looking for brands who share their values.”

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From

Washington University in St. Louis

August 9, 2021

Consumer Values, Brand Expectations Change in 2020

“Today's consumers are more attuned to brands' values and willing to pay a premium to support companies that share their values.” This piece on Phys.org, which is part of Science X Network , a science, research and technology news service, takes a look at new research from the Bauer Leadership Center at Washington University in St. Louis and Vrity, a brand measurement company specializing in values. "2020 was an inflection point for many Americans," says Jesse Wolfersberger, CEO and co-founder of Vrity, "Some percentage always cared about brand values, but now we've crossed a threshold where most people care and are willing to make purchase decisions based on values. It's the new differentiator for brands and the genie is never going back into the bottle.”

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From

Newsweek Expert Forum

August 9, 2021

Want to Increase Customer Loyalty? Try Leveraging Transparency in Your Communications

13 ways to increase customer loyalty, and 2 are values-focused…what else? In this piece from Newsweek, panel members shared their top ways to increase customer loyalty. We like #7 and #12: 7. Share Your Company's Core Values The best way to leverage transparency to increase customer loyalty is to share your core values as a company. Sharing your core values in your marketing and on your company website is an effective method because it allows companies to let customers know where they stand, why they started and where they are going. - Kisha Renee Ward , Creative Umbrella Consulting, LLC 12. Engage Customers With Your Vision, Values and Purpose Customer loyalty is powered above all by trust. Trust builds a strong emotional relationship which always beats a transactional one. Transparency builds trust. Clear and open communication of your vision, values, purpose, leadership ethos and contribution to wider society and the environment starts to build this. Then engaging customers in how you do it, for their ideas and contribution, deepens it. - Chris Roebuck, Simply Success

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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

CMSWire

July 23, 2021

6 Best Practices That Will Improve Your Digital Marketing Strategy

In this tip sheet in CMSWire, business software journalist Kaya Ismail lays out strategies to create winning digital marketing. At number 2, he lists: “Be Authentic.” But what does being authentic really mean? “Organizations should strive to be true to their values and mission,” writes Ismail about authenticity. Kent Lewis, President at Portland, OR-based Anvil Media, who is quoted in the piece adds: “Create messaging and marketing strategies that are authentic and based on core values, mission and vision instead of doing something because it’s the latest trend.”

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From

PR News

July 22, 2021

Matching CSR with Corporate Values

“For some consumers, a great product isn’t enough. When given an option, they’ll choose something from companies whose social purposes align with their values,” writes Julia Petryk the piece for PR News Online, a leading trade publication for communicators and marketers. “So, what qualifies as corporate social responsibility (CSR)? Sometimes, it’s a social or environmental cause that a company supports, even if there’s no apparent link to its identity, culture or values,” writes Petryk. “Unfortunately, this is not a sustainable model.”

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From

Forbes

July 19, 2021

The New World Of Corporate Activism: How To Take A Stand

“There should be no distance between a company’s internal values and its external brand,” writes Kyle Scott in this interesting piece for Forbes. “Companies should decide on a set of core values and integrate those into their operations, communication tactics and financial decisions.” “It is the responsibility of the communications team to help shape how those values are framed, communicated to internal stakeholders and integrated into public affairs and branding efforts,” says Scott, who is Vice Chancellor of Strategic Priorities at Lone Star College, where he leads marketing and communications.

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From

Market Business News

July 10, 2021

74% of UK consumers consider brand values before purchasing

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

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

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

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

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

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

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

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

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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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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