Corporate Branding Digest, Dec. 19, 2014


What Great Brands Know: Commit and Stay Committed (Video)
(Entrepreneur, 12.12.14)

Entrepreneurship is a pressure cooker, and the need for sales can make some lose focus, said brand-building expert and author Denise Lee Yohn at Entrepreneur’s Ready to Launch event last September. Find out more about where your focus should be by watching this short video.


Price Is Not the Same as Value
(CMO.com, 08.12.14)

How can we drive customer loyalty in sectors where price has become the number one driver of the purchasing decision? I am specifically thinking about businesses that have an annual relationship with customers, to see if there are alternative incentives we can use rather than price discounting against competitors.


LinkedIn Exec Says Marketers Make the Best CEOs
(AdWeek, 06.12.14)

The rising importance of data to companies (organizations in general and marketing departments in particular) is changing the perception of marketing’s value. In fact, marketing is now so important that CMOs will make the best next-generation CEOs—thanks to their understanding of data and the customer.


5 Ways Companies Can Attract More Women (Aside from Offering to Freeze Their Eggs)
(Forbes, 30.10.14)

Tech giant Apple made headlines last week for, like its Silicon Valley buddy Facebook, offering to cover the costs of female employees’ freezing their eggs, up to $20,000, for non-medical reasons.


“Good is somebody who delivered and allowed the company to overcome obstacles, without leaving a profound impact on its culture. Great is somebody who leads his company to achievements and performance and value that nobody was expecting it had.” —Carlos Ghosn


Corporate Branding Digest, Dec. 18, 2014


Want to Create a Customer-Centric Culture? Here’s Your Handbook
(CMO.com, 16.12.14)

Do you want to be the kind of company that customers love? The truth is, for many companies the answer is “no.” If you work for one of these companies (you know if you do), then stop reading now.


To Be a Brilliant Leader, Mindset Is Everything (Infographic)
(Entrepreneur)

When it comes to brilliant leadership, there’s no cookie-cutter mold for success. Vastly divergent styles can work equally well, which explains why many of our most respected leaders in business and tech often fall on opposite sides of a large number of spectrums.


5 Tips for More Effective Virtual Delegation
(Forbes, 18.11.14)

Delegation is an essential leadership skill, and delegating to a virtual workforce is especially challenging. Because Reputation Capital is a fully decentralized business with remote workers in multiple time zones, we all do a lot of virtual delegating as we work on our projects. Interested in learning from others who do the same, I talked to other leaders at remote companies to see how they handle virtual delegation. Here are some valuable tips.


What CEOs Demand from Marketers
(Marketing Week, 15.10.14)

The relationship between marketers and their bosses is not always harmonious. Last week, Northern & Shell communications director Mimi Turner quit her post after reportedly clashing with owner Richard Desmond. There are probably many more conflicts that never make the headlines, given that an often cited 2012 study by Fournaise Marketing Group found 70% of CEOs have lost trust in their marketers’ ability to deliver growth.


“All business failures are fundamentally marketing failures.” —Martin Glenn


Corporate Branding Digest, Dec. 17, 2014


A Survival Guide for New CMOs: You Might as Well Go for It
(Forbes, 17.11.14)

A CMO we worked with not too long ago reflected on his firing: “I learned my lesson. I’m going to get fired in the end anyway. From now on, I’m just going to go for it, from day one.”


The Best-Performing CEOs in the World
(Harvard Business Review, 01.11.14)

The knock on most business leaders is that they don’t take the long view—that they’re fixated on achieving short-term goals to lift their pay. So which global CEOs actually delivered solid results over the long run? Our 2014 list of top performers provides an objective answer.


3 Things to Know to Lead from the Bottom
(Entrepreneur, 24.10.14)

Common wisdom holds that individuals can’t be leaders or bring change to an organization unless they’re at the top of the corporate hierarchy. But it’s possible to be a leader even if someone is at the bottom.


In a Digital World, Authenticity Can Make or Break Your Brand
(CMO.com, 13.10.14)

“Authenticity” has been a marketing buzzword since the late ’80s, yet like a pesky bee, it won’t buzz off. From TV host Katie Couric and Pope Benedict XVI to politicians Hillary Rodham Clinton and Michele Bachmann, everyone with a message seems to lay claim to authenticity.


“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” —Charles Darwin


Corporate Branding Digest, Dec. 16, 2014


Hearing Every Voice in the Room
(The New York Times, 06.12.14)

How IBM brings ideas forward from its teams.


The Mantle of Leadership Is Passing to Millennials—Get Ready
(Forbes, 12.11.14)

There are now more Millennials than Baby Boomers in the workforce. Further, 50% of those Millennials are already in leadership positions. Unfortunately they’re not ready. They have not received the training and development they need; and especially have not received the experience-based learning they need to develop the leadership skills that are most important in the world they are creating. It’s time for the Baby Boomers to stop fretting about managing Millennials and to focus on developing those Millennials’ leadership skills.


Leadership Lessons from the Most Successful Football Coaches of All Time
(Entrepreneur, 23.10.14)

These days, you’re more likely to find me in a conference room with an iPad than on the field in football pads, but I’ve played and watched enough football to know that you never reach legendary status without winning beliefs.


What It Takes to Manage Diverse Groups
(Fast Company, 22.10.14)

Research tells us diversity enables teams to work at full potential. The differences in gender, race, generation, culture, education, values, and economic background all play a hand at digging up different angles, examining not-so-obvious details, and constructive conversation surrounding the task at hand.


“Changing a corporate culture is a five-year effort.” —Lyle Heidemann


Corporate Branding Digest, Dec. 15, 2014


Top Women CEOs on How Bold Innovation Drives Business
(Forbes, 17.11.14)

Today 26 Fortune 500 companies have women CEOs. Personally, after interviewing more than 400 CEOs, I recognize patterns and believe that women are generally far better at seeing synergies between businesses. So I want to go on the record and say, if America has one strategy to advance our economy it should be to have at least 50 women CEOs of Fortune 500 Companies.


Half of Employees Don’t Feel Respected by Their Bosses
(Harvard Business Review, 09.11.14)

When it comes to garnering commitment and engagement from employees, there is one thing that leaders need to demonstrate: Respect. That’s what we saw in a study of nearly 20,000 employees around the world (conducted with HBR and Tony Schwartz).


Uncommon Sense: The Problem with Your Brand Value and What You Should Do About It
(Nielsen, 30.10.14)

The problem with brand value is really simple: no one agrees on it.


To Be a Brilliant Leader, Mindset Is Everything (Infographic)
(Entrepreneur, 22.10.14)

When it comes to brilliant leadership, there’s no cookie-cutter mold for success. Vastly divergent styles can work equally well, which explains why many of our most respected leaders in business and tech often fall on opposite sides of a large number of spectrums.


“You can’t suppress creativity; you can’t suppress innovation.” —James Daly


Corporate Branding Digest, Dec. 12, 2014


Health Care Needs Less Innovation and More Imitation
(Harvard Business Review, 19.11.14)

Health care is infatuated with innovation. We’re awash in innovation conferences, organizations proclaiming innovation as a core value, newly minted Chief Innovation Officers, prizes for best innovation. We think innovation is great, but there’s a downside. When organizations overemphasize innovation, they can miss out on the power of imitation – copying existing approaches that actually work. Providers need to actively seek out good ideas that have been tried and refined, bring those ideas home, and adapt them for local use.


What All Companies Can Learn from Google’s Insightful Approach to Talent
(Forbes, 12.11.14)

A recent tweet from the U.K.-based @hrmagazine caught my eye: “When Google hires, it deliberately looks for learners—favour the ability to learn new things over past experience.”


3 Things to Know to Lead from the Bottom
(Entrepreneur, 24.10.14)

Common wisdom holds that individuals can’t be leaders or bring change to an organization unless they’re at the top of the corporate hierarchy. But it’s possible to be a leader even if someone is at the bottom.


9 Steps to Being a Better Boss (Video)
(Fast Company)

Stop reminding everyone who “the boss” is around here—but know when to fire effectively. These tips will make you a better leader.


“It is under the greatest adversity that there exists the greatest potential for doing good, both for oneself and others.” —Dalai Lama


Corporate Branding Digest, Dec. 11, 2014


Why We Need to Stop ‘Disrupting’
(Fast Company, 01.12.14)

Many industries have their favorite buzzwords, but the word “disrupt” for the tech sector is in a league of its own. It’s become so overused that, basically, everything is disruptive today and, therefore, nothing is.


The CMO’s Short Guide to Personal Brand-Building
(Forbes, 15.10.14)

Whether you call it Cobbler’s Children Syndrome or just basic neglect, talk to a cross-section of CMOs and you’ll discover a startling anomaly—though they dedicate their careers to building brands, very few have made time to take care of their own personal brands. This oversight leaves many a senior executive poorly positioned–especially when they become suddenly unemployed around 50 years of age, two fearsome and often concurrent inevitable events.


Farewell Derek Jeter, a True Role Model and Leader
(Entrepreneur, 25.09.14)

Full disclosure: I’m a die-hard Boston Red Sox fan. So, one might think I’d hate on New York Yankees star shortstop Derek Jeter. At the very least, my perspective on the Captain should be skewed so far that there’s NO WAY I should be writing an article like this one.


Create a Strategy that Anticipates and Learns
(Harvard Business Review, 06.05.14)

The buzz around using predictive tools to analyze big data in discrete areas of a business is loud and deserved. In health care, these tools are changing the way doctors identify people at risk of developing certain diseases; in fashion, they crunch purchasing data to anticipate trends; sales and marketing experts use them to tailor ad campaigns. The restaurant chain, Olive Garden, uses predictive analytics to guide its food buying and retail staffing plans.


“No matter who you are, no matter what you did, no matter where you’ve come from, you can always change, become a better version of yourself.” —Madonna


Corporate Branding Digest, Dec. 10, 2014


Dan Formosa on 9 Things to Stop Doing in Innovation
(Forbes, 10.11.14)

“Everybody wants to innovate, nobody wants to change,” said Dan Formosa, a New York-based design research consultant during his recent talk at Oslo Innovation Week. That phrase also relates to the central idea to the Berlin School of Creative Leadership and its mission to train creatives in leadership and to help corporate leaders in developing creativity. Part of defining buzzwords such as “innovation” and “creativity” is defining what they are not.


Why Your Company Needs to Offer a Unified Brand Experience
(Marketing Profs, 03.11.14)

Even more important than a logo and tagline is the way your brand manifests itself to consumers across all touchpoints. Every encounter—viewing a commercial, visiting a website, chatting with a customer service rep, reading a confirmation email, and receiving a product in the mail—is an opportunity for your brand to deliver on its promise and convey its purpose. Those encounters can strengthen the overall brand experience.


Lessons on Life and Harmony from Bruce Springsteen
(Fast Company, 15.10.14)

The performing artist proves that success can come as a consequence of, and not at a cost to, family, community, and your private self.


Motivating the Negative Nancy on Your Team
(Entrepreneur, 02.09.14)

A “Negative Nancy” is someone who overgeneralizes in labeling situations and people, focuses on the bad in each situation, jumps to conclusions and constantly redirects the blame. In a business setting, these behaviors can result in harmful effects, such as reduced productivity, decreased group morale, increased stress, wasted time, hindered creativity and innovation, and higher employee turnover.


“Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.” —Steve Jobs


Corporate Branding Digest, Dec. 9, 2014


How to Work with the Right People to Change Brand Perception
(Social Media Today, 02.12.14)

Brand perceptions are driven by the things your customers are saying about their experience with your organization.


Failure Has Never Been More Successful
(Fast Company, 14.11.14)

For most entrepreneurs, a $10,000 typo isn’t something to brag about. But when One Hope Wine co-founder Brandon Hall told an audience of 150 young startup enthusiasts about the expensive misprint—his first batch of labels read “chardannay”—the crowd laughed and applauded.


Herbie Hancock: Get Out of the Way When Your People Are Learning
(Forbes, 12.11.14)

If you want your people to grow and develop sometimes the best thing to do is to back off.


Words Do Matter in Workplace Communication
(Entrepreneur, 29.07.14)

Since the 1970s, communication experts have been citing research results released by Dr. Albert Mehrabian on the related value of three vital components of human communication: words, tone & body language.


“People don’t buy what you do; they buy why you do it.” —Simon Sinek


Corporate Branding Digest, Dec. 8, 2014


10 Reasons Bosses Should Attend the Holiday Party
(Fast Company, 01.12.14)

Debating whether the company holiday party is worth the effort? These points might convince you.


Pope Francis: CEO and Epic Innovator
(Forbes, 12.11.14)

Every CEO is an evangelizer. So those struggling with how to deal with the pressures of disruption would do well to closely follow Pope Francis. His first bit of sage advice for every CEO is: “An evangelizer must never look like someone who has just come back from a funeral!”


6 Things Effective Leaders Should Do Inspire Their Teams
(Entrepreneur, 09.09.14)

A leader’s job description can seem like an ever-growing list of bullet points, but the priority for CEOs, CFOs and staff managers alike is always the same: leading their team. The question is, “how?”


It’s Not the How or the What but the Who: Succeed by Surrounding Yourself with the Best
(Harvard Business Review, 05.09.14)

Are you surrounding yourself with the right people? Yes, your success depends on your own performance. But have you thought about how those around you affect your performance? Do they strengthen or weaken it? Help or hinder your progress?


“There are two ways of spreading light: to be the candle or the mirror that reflects it.” —Edith Wharton


Corporate Branding Digest, Dec. 5, 2014


The Container Store’s CEO on Finding and Keeping Front-Line Talent
(Harvard Business Review, 19.11.14)

In the retail business, you live and die by the quality of your employees. At The Container Store, we’re always looking for those exceptional new hires who can develop a deep understanding of our products, cultivate strong relationships with suppliers or customers, inspire their co-workers and, as a result, create significant value for our business and shareholders. We often say that one great person is better than three good people.


Busting 3 Excuses for Predominantly Male Boards
(Fast Company, 13.11.14)

The three reasons companies give for why there are so few women on their boards—and why they’re wrong.


Corner Office Turnover: Why CEOs Succeed or Fail
(Entrepreneur, 06.08.14)

The mantle of chief executive has always been an isolating one. Recent Bloomberg data show corporations changing out CEOs at the fastest pace since 2008. As Boomers retire and Gen X moves into the corner office, generational turnover is rising, but so are less-than-voluntary departures. What’s driving this uptick and, most importantly, what can a CEO do to increase tenure by accelerating his or her effectiveness?


The Three Types of Leaders the World Needs Most: Artistic, Scientific and Interpersonal
(Forbes, 29.01.14)

When people see or hear “leader,” they generally think of interpersonal leaders inspiring and enabling teams. While those interpersonal leaders are of critical import, the world needs artistic leaders and scientific leaders just as much. And you need to play your part..


“The desire for reinvention seems to arise most often when companies hear the siren call of synergy and start to expand beyond their core businesses.” —James Surowiecki


Corporate Branding Digest, Dec. 4, 2014


Could Your Content Marketing Be Scaring Away Customers?
(CMO.com, 31.10.14)

Done effectively, content marketing can boost a company’s search engine results, inform readers about a product or service, and connect with customers. So it’s no surprise that content marketing has become an essential part of most companies’ overall business strategy.


Sage Advice for Women as Leading Australian CEO Steps Down
(Forbes, 13.11.14)

“Back yourself, ask for opportunities and dig deep when those opportunities come your way and have a go.”


How to Create a Fun, Positive Company Culture in 7 Easy Steps
(Entrepreneur, 08.09.14)

I’ve always believed businesses that encourage play are the ones where the best people do their best work. Employees love to work hard when they also get to play hard.


Great Leadership Isn’t About You
(Harvard Business Review, 22.08.14)

The year 1777 was not a particularly good time for America’s newly formed revolutionary army. Under General George Washington’s command, some 11,000 soldiers made their way to Valley Forge. Following the latest defeat in a string of battles that left Philadelphia in the hands of British forces, these tired, demoralized, and poorly equipped early American heroes knew they now faced another devastating winter.


“Mindless habitual behavior is the enemy of innovation.” —Rosabeth Moss Kanter


Corporate Branding Digest, Dec. 3, 2014


Can Better Workplace Leadership Solve America’s Healthcare Problem?
(Fast Company, 02.12.14)

The U.S. spends more on health care than any other country, yet we lag behind our peers. Could the answer to our health problems be at work?


JFK’s On-the-Brink Leadership Lessons
(Forbes, 29.10.14)

Fifty-two years ago, the Cuban Missile Crisis ended. For the preceding thirteen days, the world had teetered on the brink of the ultimate horror: nuclear war. How did things get to such a pass? The simple answer: a failure of leadership.


You Need a Community, Not a Network
(Harvard Business Review, 15.09.14)

The internet is great for spreading information and rallying crowds, but you can’t mobilize people to collaborate and create something of lasting value simply by connecting them via the web. To get serious results from a network, you need commitment and a continuity of relationships among the participants.


How Leaders Can Cut the BS at Work and Address Real Issues
(Entrepreneur, 05.08.14)

You talk about challenges and issues until you are blue in the face, but you still don’t get results. People promise they will do this or that, but they don’t. So you have a decision to make: “Do I bring up the tough issue, their lack of commitment, their poor performance—or not?”


“You have to trust in something—your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.” —Steve Jobs


Corporate Branding Digest, Dec. 2, 2014


The Secrets to Successful Networking from the Most Connected Women
(Fast Company, 20.11.14)

Ten successful women share how they’ve mastered the art of meaningful networking.


Measuring the Impact of Your Pro Bono Program
(Forbes, 14.11.14)

Just because this year’s Pro Bono Week is behind us doesn’t mean that corporate volunteer leaders should shift their attention from pro bono service. Indeed, this form of employee volunteering has become so effective and popular that, for the first time, a study is underway to standardize reporting and document the value of pro bono service to communities and companies.


Leadership in Liminal Times
(Harvard Business Review, 10.10.14)

Leaders have always shown their mettle in times of liminality. The term comes from Arnold van Gennep, the Belgian anthropologist who first outlined the common patterns in how cultures mark transitions from one human state to another (for example, from adolescence to adulthood). In his 1909 book The Rites of Passage he described three stages of separation from one world and entry into another. The liminal (or threshold) stage is central.


The Secret to an Engaged Workforce and a Gossip-Free Office
(Entrepreneur, 05.08.14)

Disengagement has become an epidemic in the workplace. Caused by office politics, goal misalignment and managers who hobble employee growth rather than help, there’s no denying our people often struggle to stay engaged. In fact, a 2013 study by Gallup discovered 70 percent of the workforce is disengaged on the job.


“A lot of people are afraid to tell the truth, to say no. That’s where toughness comes into play. Toughness is not being a bully. It’s having backbone.” —Robert Kiyosaki


Corporate Branding Digest, Dec. 1, 2014


Five Reasons Why Privacy Is a Crisis for Your Brand
(Forbes, 13.11.14)

Two recent surveys have revealed that a majority of Americans not only fear cybercrime more than any other threat, but also don’t trust companies with the data they’ve acquired about them. This indicts our accepted approaches to corporate privacy policies, and the regulations to which they comply.


Ken Burns on ‘The Roosevelts’ and American Leadership
(Harvard Business Review, 18.09.14)

More than nine million viewers tuned in to watch the first episode of Ken Burns’s new film “The Roosevelts” on PBS—a sign that even in an era of reality TV and critically-acclaimed cable dramas, people want to understand more about real-life leaders. Burns spoke with HBR about how his work as a filmmaker has influenced how he thinks about leadership.


Why Top Tech CEOs Want Employees with Liberal Arts Degrees
(Fast Company, 28.08.14)

Venture capitalist Marc Andreessen once said that the average English degree holder is fated to become a shoe salesman, hawking wares to former classmates who were lucky enough to have majored in math. Meanwhile, PayPal cofounder Peter Thiel, who studied philosophy at Stanford, refers to degrees like his as “antiquated debt-fueled luxury goods.” Faced with such attacks on the liberal arts, it’s no wonder that interest in the humanities is waning. As the college year begins, many students are likely to take President Obama’s advice and forgo an art history degree for a certificate in skilled manufacturing or some other trade.


3 Keys to Hiring Great Bosses in Your Company
(Entrepreneur, 06.08.14)

Day-to-day operations—the way people treat each other, how they treat customers, whether they cooperate to get things done, etc.—has a huge impact on employee performance and morale. When your company is small, it is easier to observe company operations and relationships. As your business grows, there are too many moving parts for the lone entrepreneur to keep an eye on or to manage effectively.


“The greatest use of life is to spend it for something that will outlast it.” —William James