Category: Branding —
changing-the-conversation-for-social-profitability

Changing the Conversation for Social Profitability

Begin by engaging community partners

I had the opportunity to speak at a symposium for a National healthcare charity, bringing together nearly 100 community team members at the managerial level, to connect with their provincial counterparts. I was asked to lead a session that would provide a strategic review of an existing fundraising event concept, with the goal of creating consensus on a path forward… Read More

the-pursuit-of-social-profitability-even-when-failure-strikes3

The Pursuit of Social Profitability… Even When Failure Strikes

When things don’t go as planned, be strategic in your response

Even the best of plans can sometimes fall short. Despite your best efforts to be strategic and collaborative as you created the perfect program, event or campaign, the results sometimes don’t meet their objectives. This does not necessarily mean your concept has no future. The exact opposite can be true. While a lack of success can be difficult to accept… Read More

social-profitability-is-on-the-rise

Social Profitability is on the Rise

Canadian small businesses have more reasons to get involved

Social Profitability is becoming a priority for Canadian small businesses. Many are beginning to realize that doing good for others can actually make good business sense all around. The trend to integrate corporate social responsibility (CSR) into a business strategy is starting to take hold from the grassroots level up. Small businesses should be prepared to leverage the good they… Read More

the-positive-impact-of-moving-money-for-social-profitability

The Positive Impact of Moving Money for Social Profitability

Using the power of a brand to influence change

Western Union, one of the leaders in global payment services, has created a campaign for Social Profitability that would empower people around the world and kick-start a chain of good deeds to make the world better for others. Western Union pledged to award grants that would help fund projects aimed at making a lasting, favorable change for individuals and communities… Read More

the-business-drivers-behind-social-profitability

The Business Drivers Behind Social Profitability

Social responsibility pays off when it comes from the heart

When it comes to making Social Profitability a priority in business, personal experience can be the motivating factor for many corporate leaders. It was for Paul Lindley, who founded Ella’s Kitchen. He had two motivating drivers: 1) his years helping build Nickelodeon into a trusted brand for children and seeking to address the perception that TV was responsible for kids’… Read More

The Path to Social Profitability is to be ‘Strategic’

A strategic plan is your roadmap to success

You are ready to call an agency to let them know that you have a new event or program that you want to bring to market and need to create the brand for it. At issue – your creative brief has more questions than answers. What do you do? This story is not unique to you, it happens all the… Read More

path-social-profitability-through-insight

The Path to Social Profitability Through ‘Insight’

You must understand the subconscious need(s) of your target audience

Strategic planning must be rooted in deep, meaningful Insight. Only by understanding the customer’s motivation and behaviour related to your brand experience can you hope to create awareness and engagement. Social Profitability depends on creating a connection between a brand’s features and benefits and the subconscious need(s) of your target audience. So when you set out to create a new… Read More

the-path-to-social-profitability-through-discovery

The Path to Social Profitability Through ‘Discovery’

Collaboration and inclusivity are essential to create!

If strategic planning is rooted in deep, meaningful Insight, then it is only through Discovery that powerful, breakthrough ideas can be brought to life. Social Profitability depends on being able to effectively connect the dots between the learning from customer insight and the knowledge and experience of those charged with the responsibility for creating something new. So when you set… Read More

the-path-to-social-profitability-requires-connection

The Path to Social Profitability Requires ‘Connection’

Bringing your Strategic Plan to life

If strategic planning is rooted in deep, meaningful Insight, and Discovery is where breakthrough ideas are brought to life, then all that remains is to determine the essence of your story and the message that will resonate most with your target audience. I call this creating “Connection”. In order to bring your Strategic Plan to life, it is essential that… Read More