Dove's "Real Beauty" campaign drove product sales and created for the brand a dominant positioning within the women's beauty segment. Then Dove decided to extend its brand equity into the men's global market. And the men's campaigns actually erode the power and credibility the "Real Beauty" campaign has built so carefully and successfully around itself over many years.
When there is confusion about something, such as an organization's direction or strategic plan, there are many different interpretations of what it is. When there are many different interpretations, it usually means people aren't aligned with where the company is going and how it needs to get there.
Is there any doubt about who Rob Ford is? There shouldn't be. From the moment he first ran for office, Rob Ford has been about "Stop the gravy train," even if he didn't articulate it that way in the beginning. What does Justin Trudeau stand for? There is no clear picture of who Justin is other than a good-looking guy who seems bright, has lots of charisma and speaks in generalities. Often politicians will say they don't want to reveal themselves until election time because they just make themselves a target for the other parties. But there is a difference between defining yourself -- who you are and what you stand for -- and revealing your specific policies.
I sought to find my inner force through Institute B's second Changemakers workshop on "Authentic Leadership". Institute B is a Vancouver-based startup accelerator that provides guidance, funding and education to local entrepreneurs and their nascent companies. Institute B focuses on helping socially-conscious companies and people whom do not sacrifice making the world better for profit.
In our work lives, we are constantly asking questions, evaluating our options, and making decisions. This swirl of considerations can be overwhelming at times, and with so many questions to ask it can be hard to know which is more important. The most important career question you'll ever ask is only three letters long, but packs one heck of a punch. The question is...why?
Contrary to popular marketing ideology, we do not live in a multiple-screen world. My world is about one screen: whatever screen is in front of me. Too many brands continue to build digital ghettos where the Web, mobile, social and even e-commerce occupy and have their own, unique, strategies. This leads to brands that are wildly different across their platforms. To put it simply? These strategies are stupid. Here's why.
Using sustainability as strategy can drive change within a company's supply chain by engaging suppliers and service providers with the resulting savings running into the millions of dollars a year. A case in point: one of Canadian Tire's most popular products is a six-foot folding utility table, selling many tens-of-thousands a year. The company collaborated with its supplier on product redesign and packaging to use less raw materials to make and package the product.
During a poor economy, it can be a challenge for a business to increase profitability as competition for the "cautious consumer" intensifies and there is increasing pressure on margins. But a recession offers the perfect opportunity to question the way things have always been done -- and drive out waste and inefficiency. One of Jim's favourite slogans is: "a crisis is a terrible thing to waste."
In just the energy efficiency (EE) field, $2 trillion can be invested by 2020 with an internal rate of return (IRR) of 17 per cent. To put that into perspective: that rate of return is better than investing in the stock market or in real estate over the long-term. Why aren't we executing some of these simple, economically viable -- in fact hugely profitable solutions?
Decades of experience have shown that environmental initiatives pursued in isolation of the economic benefit are largely immaterial. But when environmental objectives are framed as business strategy and tied to business operations and measured in terms of cutting cost and increasing profitability -- significant environmental benefits are generated. And so we believe that environmentalism can save business, as the more powerful engagement tool that business has at its disposal to drive innovation.
Finding the right coach can mean the difference between not only loving your business/career/sport or not. It can mean the difference between success and failure. The wrong coach can take your aspirations and crush them. The right coach can take your doubts and lead you to victory. Here are some tips for you to think about when considering hiring a coach.
With the loonie near parity, transportation costs climbing and protectionist trade provisions on the table in Washington, Canadian businesses can be f...