Differentiate on Values

If all brands assert the same values, they cancel each other out. Next, the evolved consumer brain seeks out new evidence that demonstrates intent. Recent studies have found that the consumer brain is more likely to accept your brand values

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Trust in Others

CONFESSION: For me, the hardest thing about leadership is slowing down and putting trust in others to lead.

The servant leadership concept is simple: Teach values and set goals, then let your team have a voice and participate in the

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It Comes Down to Purpose

As marketers, we must stop appealing to base human needs and start appealing to human expectations.

A 2017 Harvard Business Review article titled, The Neuroscience of Trust explains why employees would work longer hours and even reject up to a …

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Tribal Marketing

Consumer Tribes will Define the Winners in 2018

A new study on human decision-making tells us we are not rational beings making emotional decisions — we are emotional beings making irrational decisions.

In the book Predictably Irrational, Dan Ariely asserts …

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The Four Noble Truths of Branding The Four Noble Truths of Branding

In a world full of competing voices, your brand needs the one that speaks on a higher, emotional level. That emotional level, for better or worse, represents your brand.

Why is Apple so successful? Sure, the products are sound. But, …

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