![]() Very soon.Ī carbon removal payment card for businesses. □ that was the reaction of a friend of mine when I told them what I've been working on since leaving Shopify in May.Īnd now it does exist. #climatetech #brandimpact #fintech #sustainability #pioneeringspirit This is the human ingenuity I'm talking about. And with a target of removing £1billion tonnes of carbon (or equivalent greenhouse gases) by 2050 that's a lot of help.įollow these guys, sign up to their waiting list. So we need to think of new ways to have impact within a slowly shifting culture.Įvery little helps. But as long as human beings are emotional beings we'll want to acquire, collect and share. They're specifcially targeting businesses with monthly digital advertising and SaaS spend. Where everytime you spend on your business 1% is automatically spent on removing carbon from the atmosphere. Which is why I loved chatting to fellow founder James McQuarrie a few months ago when he called and asked for my thoughts on his big plans for creating a carbon removal payment card, Glad. Our in-built instinct for survival coupled with our creativity (unique to us) Just as it has fuelled our love of stuff, it can be harnessed to counterbalance that ![]() That brand is a powerful vehicle to drive behavioural change. I struggle sometimes doing what I do and reconciling that with the impact consumerism has had (and continues to have) on our planet. #humanconnection #humancentred #humanbrands #customerexperience #brandconsultancy #pioneeringspirit Human Connection: the Beating Heart of Resilient Brands. Just like any relationship when your other half starts acting in a way that doesn’t have your best interests at heart, you’re going to start feeling losing trust.įind out more by signing up (in the comments) to our upcoming report: We’re living in constantly shifting sands these days and yet the way brands are behaving in this climate is eroding the confidence of those they’re there to serve.Īrbitrary cost cutting, unhelpful tech experiences, virtue signalling on issues… To play a role in our lives.Īnd in turn we will ‘help’ the brands by sharing our stories about them to others, giving them our thoughts and ideas for free. Brands are no longer there to be loved and adored, they are there to add meaningful value to people’s lives. Over the past 15-20 years, the relationships between brands and the people they serve have changed. ![]() The fundament of what builds a strong brand is the very thing that’s under threat right now: human connection. #brandstrength #brandbuilding #humanconnection #resilientbrands #pioneeringspirit That is what builds brand strength these days. So, as a brand, we need to work harder to really get to know the other person and show we genuinely care. The dynamics for the relationship and the rules for connection have changed. The power of the masses is more valuable than any global campaign these days. Through sharing, recommending, evangelising. The product needs to be just what I expect (and more) and the experience needs to pre-empt my needs.īut just as a brand should help me, I will help them. We’re more sceptical than ever before and we expect brands to add value to our lives. They all help us in one way or another.Īnd we no longer buy into brands just because they have the most omni-present campaign. They all fulfil a need or desire for a time, they are strings to our bow. Today we have multiple and regularly shifting relationships with different brands that serve different roles in our lives. We’re no longer obsessive about brands in the way we used to be: becoming life-long devotees of brands like Levi’s or Coke or even Harley Davidson. These smart words from Daniel Rose, MD of research agency FIREFISH flag a fascinating theme that’s cropped up throughout our research so far - the power of the symbiotic relationship. We chatted to industry friends, experts, clients and consumers in preparation for our upcoming report into the role of human connection in building resilient brands. And if you can do that, whether it's in communication, whether it's an experience, then when times are tough and when people are unsure if they want to spend that little bit extra, then having that strength of relationship with them helps cement that bond.” “It's about having relationships with your customers that are mutually beneficial.
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