At moderne virksomheder bør have et klart og veldefineret purpose er efterhånden ingen hemmelighed. Det klassiske mission statement fra 00’erne er for søgt, og de tidlige CSR-øvelser fra samme årti er blevet en del af forretningsstrategien, og ud er kommet de seneste års mest hypede buzzword, når vi taler strategisk branding – purpose.
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They say culture eats strategy for lunch, but does culture eat your brand as well – maybe as a little snack or side dish to your business strategy? Many agencies focus only on the mere execution of branding or rebranding campaigns and while they might include internal communication and stakeholder management as a part of their research process
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Just as people can be charismatic and achieve charismatic followership, so can products and brands. Achieving a charismatic brand has some clear advantages, but as a strategic choice, it can be very dangerous due to the volatile nature of charismatic followership.
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Content shock – or information overload – occurs when the exponentially increasing volumes of content intersect our limited human capacity to consume it. The amount of data, information and knowledge on digital platforms that surrounds us is overwhelming.
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How should you approach working with your digital strategy and how does it play together with your overall business strategy? How does it promote purpose?
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