Activate purpose to create shared identity
Purpose is no longer optional. Access to markets, talent, and capital now requires business leaders…
Browsing: 3M
A Revolution to Humanize B2B Brands
A fundamental shift is occurring in business that’s having profound implications for B2B brands. Despite…
Successful Innovators Walk the Talk
The Most Innovative Companies 2020 In innovation—as in life—drive, size, and skill are a powerful…
How a hybrid in-house/agency model works for 3M
3M, the owner of brands like Post-it notes, Scotch tape and Scotch-Brite cleaning products, has…
The Time Is Now for Brands to Lead with Higher Values
It’s during moments of great difficulty that our authentic selves shine through — and the…
Fashion brands pivot to making face masks as coronavirus spreads
Prada, COS and Louis Vuitton are among the leading fashion brands that are retooling to manufacture surgical face masks in response…
8 Mistakes to Avoid When Naming Your Business
When choosing a name for your new company, keep these tips in mind to help…
What Does Your Corporate Brand Stand For?
Companies are extremely good at defining their product brands. Customers, employees, and other stakeholders know…
Telling a good innovation story
Appealing to people’s emotions helps new ideas cut through the clutter. Among corporate innovators, the travails…
Brandspeak: Does Emotion Play a Role in B2B Branding?
Recently, as I was going through a brand inventory framework to help a group of…