Prince Claus Fund’s Post

Bridging the gap between brand and belonging. Discover how Inclusive Branding can deliver measurable results for your business. On September 12 at 1 PM ET, we'll discuss overcoming common pitfalls and share best practices for elevating your initiatives. Led by Ashley Colquitt-Finley of Brandtrust, learn how to catalyze human truths from underrepresented communities to create actual change. Learn to convey your brand's commitment to diversity purposefully and empathetically: https://hubs.la/Q02PjJMl0 #Brandtrust #Insights #ConsumerInsights #DeepInsights #HumanTruth

I made TWO clients cry this week. Ok, maybe they didn't sob, but there was definitely a light, joyful spritzing when we unveiled the first iteration of their brand repositioning strategies. Imagine thinking this part of the process is boring (I've heard that many times). This is the bit where you learn about what your audiences REALLY want (Spice Girl style) and how to show them you're IT! And your team *finally* agrees on how your brand should be positioned, your messaging, and your vision. It's the part of the process where everything comes together and starts to make sense. Sometimes, for the first time ever. I LOVE unveiling brand strategy because I only ever work with social or environmental impact businesses. So, the strategy and messaging aren't just about building a brand your audiences rave about; they're growing a business that makes a positive difference and gives back. And, my clients are always SO invested in every part of the process. Big up another brilliant Electric Peach B Corp client, Enjoolata Foundation, for the connection and doing so much to keep Sussex-based social enterprises thriving. Now, back to my mission to make founders and teams ugly cry. From joy, of course! What are you celebrating this week, peach?

#WheresDAIVID? Getting ALL the insights at the excellent Most Contagious New York event yesterday. This whole event was born out of an article which said that US brands were behind. Sure didn't feel that way. Highlights: 🌊 - 'Sea of sameness', 'We don't want 'meh'', & 'Content landfill' was a recurrent theme from Contagious & Mark Weinstein from Hilton with Amy Ferguson of TBWA\Chiat\Day NY. Amen to that. #StopTheWaste, it's bad for consumers, budgets and the planet. 🦉 - Thanks to James Kuczynski of Duolingo for putting 'Spanish or vanish' and 'Japanese or broken knees' in our heads! Social first is really happening now though, and fandoms/culture is where the good stuff starts. We're on tenterhooks for what their Super Bowl 'memorable moment' will be. A Superb Owl, maybe ( sorry ). 🗺 - YES to the 'culture compass' for Kellanova. Erin Storm and Susan Howe know what's up. We've seen Kellanova talk about this before and we love the fact they walk the walk too. 💖 - We're pink. Barbie is pink. What's not to love? Just a phenomenal exercise that delivers a tonne of learnings we'll be unpacking for years. 🍔 - Always in our hearts Morgan Flatley of McDonald's. Creativity front and centre. Give fans the keys, swing big and that brand book? Well, a little bending of the rules never hurt anyone. 🤓 - FACTS, as always David Tiltman with Creative Impact. AMEN - effectiveness of creative is not a cost but as it stands, one of the most valuable investments a brand can make. Well done all, that was a blast.

We use cultural movements to grow brands.   To create a swift movement, you need to align a brand with the purpose inherent within an appropriate idea on the rise in culture, and then fuel it with a series of levers that make that movement work hard for the brand – not because they have arbitraged it for their own benefit, but because they have genuinely added value. Because they have advanced the cultural fabric of NZ and Australia.   Do this and you gain the holy grail - unfair share of voice. That’s why we’re all about understanding culture—what’s changing and why. We're watchers, thinkers, and listeners. We’re not here to claim we started a trend; we're here to spot them, see where they lead and how they can be leveraged by adding benefit. There’s a methodology to the madness. Come find out what it is.

I am working with a new client to revise its mission, visioni, and values. That work has reinforced and confirmed that an organization's culture is the glue that binds the brand promise with the brand experience. Enduring brands are synonymous with the culture that supports them internally and the culture they influence externally. The culture, in essence, tells the story of the brand's meaning. Simultaneously, the brand becomes a representation of the cultural story the organizaiton seeks to tell. It is an intriguing dance that ultimately determines whether an organizaiton becomes (as my friend • Scott McKain says) iconic. Stay tuned. This will, hopefully, get interesting. In the meantime, ask yourself this question: Is there any space between our brand promise and our brand experience? If there is, look to your culture. They key to unlocking the mystery will be found there. #corporateculture #brandexperience #brandpromise

“The thing that will truly champion creative freedom is a vision statement; a philosophy or a living document to guide the spirit and purpose of brand work across platforms old and new. Create a framework that allows doing more, trying more and saying no to trends that do not align with a brand’s core values. It also enables a brand to move fast and adapt, the only way to be in the center of culture. A philosophy allows for change without losing sight of the North Star; it’s how we confidently operate in ambiguity while staying firmly rooted in our purpose. The most successful philosophies will be concise and inspiring, edited down to the rules that give us what is needed most: Space to play.”

👉 Part of good brand work means defining your organization's VALUES. Why? Values give us organizational guardrails. They’re great at helping people know what your cultural norms and expectations are, which is a key driver of culture. They’re especially helpful when someone strays outside of those values. They’re a gentle- but non-negotiable - way to bring people back into community alignment. At Brand & Board, we stand by these values for our clients and for each other: ✨ Lead with Positive Intent: Recognizing the sector is hard, we lead with a shared intention of only wanting what’s best for you and your organization. 👭 Relationships are Everything: Feeling safe, valued, and respected for your contributions makes for a productive and enlightening experience. 😇 Honesty is the Only Policy: We’ll tell you what we think. You’ll tell us what you think. We won’t sugar coat struggles, and we’ll celebrate the heck out of big wins. You may think you know your organization’s values. But if we asked every employee, funder or Board member, would they say the same thing? Write them down. Talk about them. Bring them to life. Watch what happens.

This topic is very important, much discussed and often neglected. Brands grow faster and become stronger when they connect with their customers at a deeper level. Join the webinar and learn how marketers can become the force for bridging the gap between brand and belonging.

Forget about building your brand. Focus on building a culture. What is a culture? It's the set of behaviours you and your team have, even when others aren't watching. It's the way you treat each other. It's how you react when things go bad. It's the way you take responsibility when you make a mistake. It's the true you. Focus on that first. Your brand will follow.

Today’s consumers crave real connections. They want brands that understand their roots, their stories, their cultures. That’s the power of heritage marketing. It’s not about dusty history books, it’s about tapping into the vibrant tapestry of traditions, values, and emotions that bind people together. #ConceptCulture can be your guide on this global adventure. We’ll help you craft a story that speaks a universal language: the language of #heritage. We can turn your brand into a global icon. Let’s unlock the power of heritage marketing, together.