The time of real, relevant, relatable
Human behaviour, technology and society’s response to the world we live in have combined to create a new dynamic between people and organisations, with new expectations of brands, businesses and institutions.
Put really simply, there is now no choice but to genuinely ‘be for’ your people, stakeholders, audiences and for their agendas, as much as for your own. And to commit to being authentically so, not just to be talking a good talk.
Inspiration, loyalty and advocacy result directly from an organisation or brand's ability to genuinely and purposefully embrace and deliver against those things that work for stakeholders and audiences; to be real, relevant and relatable for them.
Welcome to the world of organisations and brands that are truly purposeful and increasingly participatory.
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Sustainable, successful brands and organisations need more than ever to be absolutely clear on their purpose, their role and their impact.
And the smartest enlist the input and support of stakeholders to create and articulate such a clarity, so that it can then effectively galvanise those inside the organisation and motivate and attract new partners, stakeholders and customers.
These brands and organisations are genuinely participatory; engaging all those who matter to them, creating that shared definition of identity that drives ongoing loyalty and advocacy.
The leaders of such companies, places and brands recognise that it's only from the boardroom that the change required to fully reap the benefits of such a definition can be demanded and driven.
Of course, you can’t build this just in the boardroom, but if you’re not building it out from there, you’re not really building it to last.