Our perspectives on igniting brand promises

Articles that may help your organization's brand alignment efforts.

healthcare continuum

Delivering the Brand Promise Across the Healthcare Continuum, Part 2

To read part 1 in this series, click here. The opposite side of a brand promise is a consumer belief. Healthcare organizations, like all organizations, overtly or inadvertently make a promise of what a consumer can expect when they interact with the brand. The consumer builds a belief around an organization keeping its promise based on their collective experiences with the brand. Promise made ...  Read More »
healthcare system brands

Delivering the Brand Promise Across the Healthcare Continuum, Part 1

With healthcare spending quickly advancing towards 20 percent of the GDP in the US, and consumers having more choice about how they receive their care than ever before, the relevance of a meaningful, positive and differentiated brand for healthcare organizations is of utmost importance. Consistent delivery of a brand promise is challenging enough in companies that have a similar delivery model across the organization ...  Read More »
resilient brands

How Resilient Brands Recover from the Unexpected

At any given moment, it seems there are always a few brands making headlines for something undesirable. It could be a social media faux pas, a senior leader in the spotlight for unscrupulous behavior or an angry customer who went viral with a frustrating experience. The fact is that even the strongest, most popular brands are not immune from unpredictable bumps. Stuff happens. Employees ...  Read More »
simplify brand promise

How Simple and Clear is Your Brand Promise?

It’s a New Year and a renewed identity and simplified brand promise for the Kennedy Global team. In the past, we’ve described our work as Internal-External Brand Alignment or IEBA. While that remains the cornerstone of our work and expertise, our new brand driver describes it in even simpler terms: Ignite Your Brand Promise. To borrow a phrase from one of our favorite clients: ...  Read More »
Employment Brand

Differences Between Employee Value Proposition and Employment Brand

As part of our work with multinational companies and global brands we have seen a steady increase over the past five years in the topics of employee value proposition (EVP) and employment brand (EB). Many organizations have begun to define the employee experience in their company, and many have taken steps to add internal departments focused on the work of branding and communicating this experience. We ...  Read More »
Signature Service Experience

Tips for Infusing a Service Model into Your Business

A signature service experience is an incredible way to build strong emotional connections with customers and increase the value and recognition of a brand. The success of that experience, however, goes far beyond the service model itself and really comes to life when the entire organization can align behind the experience in every facet of the business. A successful service model should extend beyond ...  Read More »
communicate employee value proposition

How to Communicate the Employee Value Proposition

Developing an employee value proposition (EVP) is more than simply defining a set of benefits and rewards that are part of the employee experience at your organization. Certainly, the benefits and rewards are part of the equation, but those details must be transformed from facts and data into compelling messages that can be delivered to current and prospective employees while also supporting the promise ...  Read More »
Company Culture Elements

Five Key Elements of Company Culture

Efforts to build company culture can look like many different things depending on the size and structure of the organization and available resources. Robust programs could include formal in-depth training sessions that immerse learners with interactive exercises, opportunities for discussion and collaboration with teammates.  Simpler programs could include brief but regularly scheduled activities that maintain and nourish culture and give meaning to everyday work. Five ...  Read More »
Retail Hiring Skills

Essential Skills for Retail Hiring Managers

You’re a new manager of a specialty retail store, and one of your top performers quits unexpectedly. Suddenly you have an opening to fill or you’ll be short-staffed for the upcoming big sales weekend. Now what? Better find the first warm body who can operate the cash register and hope for the best. Many retail managers are faced with this challenge on a regular ...  Read More »
Mission Statement Tips

Three Tips to Bring a Mission Statement to Life

Most businesses have a mission statement, yet the way it is communicated, applied, and understood in the cultures of organizations varies by many degrees. I recently had an experience that highlighted this point in some very vivid ways. I believe the experience offers some insights and best practices for any organization looking to align the culture and behavior of the team around the mission ...  Read More »