Coordinates 02.20
Welcome to Coordinates 02.20
In honor of Valentine’s month, we thought we’d share some insights on how to create some love… for your brand and for you as a leader. Below is an article on “How to Create Brand Love” and “How to Define Your Leadership Brand.” Just a little love so you can create some love. Okay, I know that’s corny. : )
And, as usual, we share a bunch of other inspiration hoping you find at least one thing of value below.
As always, if there’s a topic of interest to you that you don’t have time to dig into but would appreciate I did for our shared, collective wisdom, reach out and let me know. I’d love to know what would be of interest to you.
Wishing you a great week!
Kathy
Leadership Corner
How to Define Your Leadership Brand
Have you defined your leadership brand? Do you know what you stand for, what drives you, what you want people to take away from interactions with you, how you want to show up? Do you know what your beliefs and values are that guide your behavior and decision-making and how you want to be as a manager or coach? Regardless of your level you should get clear on these points, but especially if you’ve reached the senior ranks. Yet, how many of us actually pause to think about these factors and document them for ourselves and to share with others? Too few, unfortunately.
Getting clear will help you establish your unique voice that will command attention. It will also help you in establishing the culture you want to shape for your teams. Leaders create culture regardless of the level at which you operate in an organization. You set the tone, so you need to be thoughtful with your intention.
Read more here to learn how to define your Leadership Brand >
Brand Corner
How to Create Brand Love (Be good. Be great.)
Creating brand love is not an easy task. Think about it. How many brands do you really love? Personally, I can only come up with a handful. Here’s a quick exercise you can do. Write down 3-5 brands you love. Then step back and think about why you love them. For me, my answers are:
They stand for a higher purpose, while also providing me with a product I love and can get behind. Patagonia.
They solve a problem for me and treat me well. They put the customer first. Nordstrom.
They deliver a great product and a great experience. They have a love of the craft and inspire people that work there to provide a great experience. Philz Coffee.
In summary: Be good. Be great.
Read more here to learn how to create Brand Love >
Insights to Inspire to Action
Leadership
For leaders looking to always learn, an old but still relevant list of top inspiring and foundational books to read. Read here >
Strategy
A new business model, FrogVentures, to allow Frog Design to reap some rewards for its brilliance. (Just as advertising agency wish to do in helping build brands worth millions or billions.) A reminder that businesses often need to rethink their revenue model to get rewarded for the value of their ideas. Read here >
Brand
A great short article on Hendrick’s Gin and the power of brand.
And a scary look at non-traditional brands on Amazon. Will they last? Will they create brand love? Read here >
Marketing
There will continue to be new ways for consumers to shop online. Here are two articles on how Pinterest is driving sales and how DTC brands are leveraging Instagram.
Media
A great article on how marketers can navigate the new anti-social media channels.
Love it. Big brand spenders demanding change and holding the large digital marketing platforms accountable for content. Read here >
Consumer
Just a reminder that consumers get overwhelmed by choice. How can you help your consumers in a time of distraction reduce stress by making it easier for them to choose?
Innovation
Tips on how to make your ideas stick.
Alternatives to the brainstorming session – a hack week and boredom. Yes! Read on >
With all the focus on sustainability, finally (!) there’s more investment and innovation to solve the problem of packaging waste.
Also addressing sustainability – a revolutionary circular economy jean company.
Creative
How to make data visually powerful? I love this article! Get some inspiration from how the Economist makes charts for Instagram.
And see more inspiration from information designer, Federica Fragapane.
Design can do good! Design ideas to reduce FOMO on social.
Work Smarter
From Farnam Street, well-researched tips on “The Best way to Improve Your Performance at Almost Anything.”
On Watch, Take Notice
What's Trending
More 2020 trend reports keep coming in. Some smarts from others on what to expect this year.
Don’t have the time to read all the reports? Read this great summary instead.
The Future 100 from J. Walter Thompson Intelligence.
Altimeter’s top digital trends.
Deloitte’s 2020 global marketing trends.
5 2020 trends from Trendwatching.
Book in Brief
“Think Outside the Building: How Advanced Leaders Can Change the World One Smart Innovation at a Time” by Rosabeth Kanter
A book by Harvard professor, Rosabeth Kanter, to inspire leaders to take on bigger global problems that need to be solved. As Indra Nooyi, former chairman and CEO of Pepsico, said: “Kanter's book lays out the next big step in innovation: the bold leadership to imagine new solutions to big problems of communities and the world. Her brilliant new book is a compelling read, full of fascinating stories and breakthrough ideas.”
If your inclined, get the book here >
Worth a Listen
This is a great podcast to better understand the challenging role of today’s CMO. From CMO Moves, this podcast features an interview with Vineet Mehra, Global CMO of Walgreens Boots Alliance and former CMO of Ancestry.
“Control is not leadership; management is not leadership; leadership is leadership. If you seek to lead, invest at least 50 percent of your time in leading yourself - your own purpose, ethics, principles, motivation, conduct. Invest at least 20 percent leading those with authority over you and 15 percent leading your peers.”
- Dee Hock, founder and former CEO of Visa
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The Agency Oneto is a disciplined yet agile business and brand strategy agency whose mission is to partner with leaders to make a positive impact on their business and brands and for their consumers and teams, unlocking potential.
We help you build and grow your brand or help you make a positive change to your business. We offer services in Business Strategy, Brand Strategy, Portfolio Strategy, Brand & Product Positioning, Brand Architecture, Marketing Strategy, Content Strategy, Innovation Strategy & Process, Consumer Insights, and Trend Analysis.
We also lead workshops and facilitate strategy and business planning sessions, provide advisory services, and offer Executive Coaching.