Embracing Shared Consciousness in Brand Communities

In the vast expanse of consumer markets, brands are no longer just providers of goods and services. They have evolved into social constructs that transcend their material existence, fostering a unique sense of unity among their users. This phenomenon is what we call “Shared Consciousness.” But what is shared consciousness and how does it impact brand communities?

Unraveling Shared Consciousness

At its core, shared consciousness is the connection that members of a brand community have with the brand and, more interestingly, with one another. It’s a constellation of social bonds that creates a feeling of familiarity among members, even in the absence of face-to-face contact. This bond provides a sense of specialness, a shared identity that makes users feel part of an exclusive tribe.

A clear example of this can be seen within the community of Mac users. Mac users, who represent a minority in a PC-dominated world, share a creative lifestyle and a certain aesthetic appeal that distinguishes them from the masses. This shared identity often engenders an instant feeling of camaraderie with fellow Mac users – strangers in every other aspect, yet connected by a bond of shared consciousness.

The Power of Shared Consciousness

Shared consciousness isn’t just about fostering connections; it also brings significant benefits for both the brand and its community. 

Enhanced Brand Loyalty: The feeling of specialness and unity that shared consciousness fosters translates into deeper brand loyalty. Users who identify strongly with a brand are less likely to switch to competitors.

Brand Advocacy: Shared consciousness often leads to stronger brand advocacy. Members of the community become brand ambassadors, voluntarily promoting and defending the brand in their social circles.

Feedback and Innovation: Shared consciousness can fuel innovation. Loyal users are more likely to provide feedback and suggestions that can help the brand grow and improve.

Building a Community with Shared Consciousness

As a brand, fostering shared consciousness within your user community can provide significant benefits. Here’s how you can cultivate this:

Create Unique Brand Experiences: Invest in creating distinctive brand experiences that resonate with your target audience. Like Apple’s ethos of creativity and aesthetics, your brand should stand for values that your users can identify with.

Encourage User Interaction: Foster platforms where users can interact, share experiences, and discuss the brand. Social media platforms, brand forums, and user groups can serve as excellent mediums for this.

Celebrate User Stories: Sharing stories of how users interact with your brand can create a sense of community. Highlighting user experiences, successes, or unique uses of your products can foster a sense of shared identity.

Shared consciousness is a powerful tool for brands. It can foster loyalty, encourage advocacy, and drive innovation. Embracing shared consciousness is about nurturing a community, not just a consumer base, and in today’s interconnected world, that could be the key differentiator for your brand.

June 7, 2023 by

Belonging and Community Building for CEOs and CMOs

The most successful brands today are those that create a sense of “belonging.” These companies understand the immense opportunity presented by fostering a community that reshapes the social fabric around their products and services. One such brand is Rapha, a cycling lifestyle brand focused on road bicycle racing and mountain biking clothing and accessories that has seamlessly integrated a sense of community into its business model.

A recent gathering in Santa Monica of the Rapha Cycle Club (RCC), a membership organization grown around Rapha’s cycle apparel business, illustrated the power of brand-fostered belonging. Members met for a sunrise cycle ride, sporting their Rapha gear, sharing coffee and conversations. This gathering wasn’t just about cycling – it was a community with rituals, shared identity, and social activities.

Why do brands like Rapha invest in building this sense of belonging? The answer lies in the deep brand loyalty it engenders and the commercial opportunities it creates. The need for belonging is fundamental, and brands that tap into this inherent human need are stepping into a void created by increasing social isolation in our digital age.

While we’re more “connected” than ever, many feel “alone.” MIT social studies professor Sherry Turkle has coined the term “Alone Together” to describe this phenomenon, and the data supports this. Research indicates rising levels of loneliness and a decline in empathy, alongside a dramatic rise in suicide rates and a significant drop in our trust in our neighbors.

Interestingly, technology has often contributed to this sense of isolation while connecting us globally. It has replaced the depth and emotion of in-person relationships with superficial online interactions. As we return human connections with digital ones, brands can provide platforms for people to reconnect on a more personal level. 

Many successful brands are already leveraging this approach. Beyond the Rapha Cycle Club, brands such as Crossfit, SoulCycle, Starbucks, and Summit are building their tribes. They’re not treating their customers as “fans” or “followers” but creating real-world, person-to-person connections. 

Moreover, this sense of belonging should not just be fostered amongst customers but also with employees. With a significant proportion of workers globally reported as disengaged in their work, brands that create a sense of community and belonging amongst their staff stand to gain significantly. 

A prime example of this is Nando’s, the global restaurant chain. One of their five values reads “and most of all, family.” Employees gather for dinner on Sundays and holidays to live this value, often inviting their families to participate.

Building a brand community should be about enhancing belonging rather than simply aggregating a fandom around a brand. In-person interaction in real life is vital for authentic connection. Physical spaces, experiences, products, and services should be consciously designed to foster the conditions for diverse people to come together in respectful environments for shared experiences. 

The future of branding lies in community building and a sense of belonging. In an era where we are simultaneously more connected and more isolated than ever, the brands that can successfully foster a sense of community and belonging amongst their customers and employees will be the ones to lead the way.

June 6, 2023 by

The Crucial Interplay of Vision and Backstory

Every company has a story to tell. A journey etched out from the very first idea that sparked its inception to the current moment. This narrative, or backstory, is as essential to your business as the vision that propels it toward the future. They aren’t just chapters in your company’s history but the fundamental essence of your corporate DNA.

Vision – it’s a powerful term that denotes a company’s desired future, its North Star. An idea paints the picture of the corporate ‘promised land.’ Most companies diligently work on crafting their vision, often outlining it in the grandest of terms. However, in this process, they often overlook the ground reality. They miss reflecting on where they are now and, most importantly, being brutally honest about it. 

But here’s a fundamental truth – to get to where you want to be, you must start from where you are now. So you must remember your backstory.

Your current position is a cumulative result of everything the company has done until this very moment. It’s a melting pot of folklore and reality, reflecting people’s belief systems about your company and its actual track record. Everything you’ve done, every success, every mistake, limits or influences what your company can do in the future.

Here’s where many go wrong – introducing brand extensions incompatible with the company’s history. As a result, these novelties often don’t resonate with what customers believe about the company, or they’re simply outside the company’s feasible execution capacity.

Having an unrealistic understanding of your current capabilities, culture, and customers can severely handicap your attempts to achieve your organization’s vision. Therefore, only when your vision and backstory are aligned can you gain clarity about what it will take to move from your present situation toward your envisioned future.

Your backstory provides a realistic picture of what you can feasibly achieve. If your vision strays too far from your backstory, it may be a sign that it needs revision. An idea needs to be achievable; otherwise, it becomes a dream, an illusion. If your backstory renders your vision unachievable, redirecting your efforts might be the most sensible thing to do. Pursuing an unattainable idea can dampen your employees’ motivation and shatter your customer’s belief in your brand.

Aligning your vision with your backstory offers clarity. It provides a road map for a journey that respects your past and leads to a future where your vision becomes a reality. So, as you chart your corporate course, remember that your backstory and vision are your compass and North Star, crucial in navigating the corporate seas towards the horizon of success.

June 5, 2023 by

Tales from the Tarmac: How Remembering Your Backstory Can Propel Your Brand Sky High

Ladies and gentlemen, this is your captain speaking. So fasten your seatbelts and prepare for an enlightening journey into the world of branding. In today’s in-flight entertainment, we will examine how savvy entrepreneurs transformed airport blues into a thriving business venture and what this means for your leadership strategy. 

Imagine you’re stuck in an airport during a particularly long layover. Your flight is delayed, and the ongoing buzz of the bustling terminal is starting to wear on your nerves. Like many of us, Marisol Binn found herself in this situation more often than not, which led to her sharing an intriguing thought with her husband, Moreton. “Why aren’t their spas in airports to decompress during these stressful waits?”

And thus, the seed for XpresSpa was planted. In 2004, the Binns turned their idea into reality, establishing the first XpresSpa at JFK International Airport. Today, XpresSpa is a go-to haven for weary travelers, with 30 locations in 14 airports across three countries.

The Binns were onto something big here – they identified a tension in their customers’ lives, and their business was the solution. In XpresSpa’s case, the antidote to travel stress was their raison d’être. It was their purpose, the very reason why their business existed.

But here’s where the turbulence can kick in. As businesses soar and grow, they often need to catch up on their origin story, their purpose. They need to catch up on the runway that launched them into success, leading to decisions that confuse their loyal customers and cause discontent.

In other words, they become disconnected from their backstory.

Consider the power of a good backstory. It’s the foundation for future growth, a compass guiding your business journey. For example, imagine a well-known running shoe company suddenly diversifying into popcorn sales. It’s unexpected and leaves customers questioning their understanding. They might even think, “This brand is not for me anymore.”

While this popcorn scenario may seem ludicrous (and it is), it highlights a common pitfall many businesses tumble into. However, these mistakes could be easily avoided if the essence of their backstory was kept in mind.

So, dear leaders, remember the importance of our backstories as we prepare for landing. It’s more than just a tale from our past – our guiding star, our brand compass, and the key to maintaining a meaningful and authentic connection with our customers.

Ladies and gentlemen, we have now reached our destination. Thank you for choosing to fly with us today. Stay connected to your backstory, and enjoy your onward journey in leadership and branding!

June 4, 2023 by

How to Avoid Becoming a Destructive Leader

You possess immense power and resources as a leader at the helm of a major brand. However, even the wealthiest and most successful individuals can be entangled in a metaphorical cult of their own making—one that stifles innovation, impedes growth, and jeopardizes the very essence of effective leadership. Drawing inspiration from the recent Netflix documentary, “Waco: American Apocalypse,” we unravel the gripping tale of the Branch Davidians’ tragic standoff to shed light on how to avoid becoming a victim of your success.

Unveiling the Blind Spots:

In your quest for greatness, you must remain vigilant and recognize the signs of a destructive cult within your organization. Cult-like behaviors such as excessive control, silencing dissent, and stifling innovation can gradually erode your company’s potential. Conversely, awareness of these red flags ensures you maintain an environment fostering individual growth, collaboration, and creative thinking.

Embrace Critical Thinking and Autonomy:

Leadership should inspire, not dictate. Encourage a culture of critical thinking and autonomy, empowering your employees to question the status quo, challenge assumptions, and explore new avenues of success. By fostering a sense of personal agency, you create an environment that values diverse perspectives and fuels innovation.

Cultivating a Supportive Ecosystem:

Great leaders are not solitary figures but rather architects of thriving ecosystems. Foster strong support networks within your organization that promote open communication, trust, and collaboration. By cultivating a sense of belonging and encouraging teamwork, you create a powerful shield against the allure of divisive cult-like behaviors that breed discontent and hamper progress.

Education as a Catalyst:

Continual education and dialogue act as powerful catalysts for transformational leadership. Encourage a culture of learning and curiosity within your organization. By providing growth opportunities, investing in training programs, and promoting knowledge-sharing initiatives, you create an empowered workforce equipped to navigate the complexities of the modern business landscape.

Seeking Expert Guidance:

Even the most successful leaders benefit from expert guidance. Recognize that seeking professional intervention when needed demonstrates strength and wisdom. Cultivate relationships with trusted advisors, mentors, and coaches who can provide valuable insights, challenge your assumptions, and help you navigate the evolving dynamics of leadership.

By remaining vigilant, encouraging critical thinking, fostering a supportive ecosystem, promoting continuous education, and seeking expert guidance, you can redefine the boundaries of effective leadership.

June 2, 2023 by

Uncover Your Company’s Organizational Culture

Knowing your organization’s culture is essential. It molds your workplace’s values, attitudes, and behaviors and can significantly impact your team’s efficiency and overall success. In addition, identifying the predominant culture type can provide insights into your company’s strengths and potential areas for improvement. 

The four types of organizational cultures are:

Clan Culture: This is a people-oriented, highly collaborative work environment where everyone is valued and communication is prioritized. Clan cultures emphasize solid relationships and foster a sense of belonging. They promote open dialogue, teamwork, and mentorship opportunities.

Adhocracy Culture: This culture thrives on adaptability and innovation. It is an environment that promotes risk-taking, individuality, and creativity. Adhocracy cultures value flexibility and focus on converting innovative ideas into business growth and success.

Market Culture: This is a results-oriented work environment where success is measured by external factors rather than internal satisfaction. Market cultures are competitive and goal-driven, emphasizing meeting quotas, reaching targets, and achieving measurable outcomes. 

Hierarchy Culture: This traditional, risk-averse work environment values stability and uniformity. Hierarchy cultures prioritize following established rules and guidelines, minimizing adaptability and change. 

We’ve developed a questionnaire containing eight comprehensive questions to assess your organizational culture. These questions cover various aspects of your company’s values, communication style, approach to innovation, leadership dynamics, and response to change. Once you’ve completed the questionnaire and tallied your responses, you’ll be able to gain valuable insights into your company’s culture type.

1. How would you describe the communication style within your company?

   a) Open, frequent, and collaborative

   b) Informal and flexible

   c) Goal-oriented and focused on results

   d) Formal and structured

2. Does your company encourage mentorship and learning opportunities?

   a) Yes, mentorship programs are actively promoted

   b) There are some opportunities for mentorship, but not a strong focus

   c) Limited mentorship opportunities are available

   d) Mentorship is not a priority within the company

3. How does your company approach innovation and new ideas?

   a) Encourages and rewards risk-taking and creativity

   b) Values new ideas, but implementation is limited

   c) Innovation is not a top priority but is occasionally considered

   d) Innovation and new ideas are discouraged or ignored

4. What is the primary focus of your company’s culture?

   a) Building solid relationships and collaboration

   b) Driving innovation and breakthroughs

   c) Achieving market success and meeting targets

   d) Maintaining stability and following established processes

5. How would you describe your company’s hierarchy and decision-making level?

   a) Flat hierarchy, decisions are made collaboratively

   b) Some hierarchy, but decision-making is decentralized

   c) Clear hierarchy and decision-making authority

   d) Highly hierarchical with limited employee involvement in decision-making

6. How does your company respond to change and adaptability?

   a) Embraces change and encourages flexibility

   b) Adapts to change when necessary but prefers stability

   c) Resists change and prefers to maintain the status quo

   d) Change is rarely considered or implemented

7. What is the relationship between executives and employees in your company?

   a) Executives are accessible and engage with employees regularly

   b) Executives have some interaction with employees

   c) Limited interaction between executives and employees

   d) Executives are distant and have minimal contact with employees

8. How important is achieving internal satisfaction and employee well-being in your company?

   a) High priority, with emphasis on employee happiness and well-being

   b) Moderately significant, but external success takes precedence

   c) Not a significant focus. Results are the primary concern

   d) Not a priority. Employee well-being is primarily overlooked

How to Score and Interpret Your Results: 

For every question, assign points as follows:

  • For each “a” response, give 4 points.
  • For each “b” response, give 3 points.
  • For each “c” response, give 2 points.
  • Finally, for each “d” response, assign 1 point.

Add up your total score. The maximum score you can achieve is 32, and the minimum is 8. 

The higher your score, the more your company leans toward a Clan or Adhocracy Culture – focused on collaboration, innovation, and adaptability. Conversely, if your score is lower, your organization is more likely to align with a Market or Hierarchy Culture, focusing more on results, structure, and stability.

By understanding these four types of organizational cultures, you can better assess the present culture within your company and make informed decisions about whether you want to maintain or change it. In addition, this awareness will allow you to create an environment that best supports your organization’s goals, values, and team success.

June 1, 2023 by

Forget Disruption: Discover the Secret Path to Skyrocket Your Business and Transform Society!

Are you tired of hearing the phrase “disrupt or be disrupted” every time you scroll through your news feed? What if we told you there’s another way—a path less traveled, but with immense potential to skyrocket your business while making a positive impact on society? Intrigued? We thought so. In this blog post, we reveal the groundbreaking ideas from the new book, Beyond Disruption, by the authors of Blue Ocean Strategy, W. Chan Kim and Renée Mauborgne. Say goodbye to the age of disruption and embrace the future of business and innovation!

Embrace the Power of Nondisruptive Innovation

Instead of battling it out with well-established companies, focus on uncovering untapped markets and unmet needs. By creating unique products and services that cater to these niches, you’ll not only boost your bottom line but also contribute to the greater good.

Unleash Your Team’s Creativity

Say goodbye to conventional thinking and foster a culture of innovation and open-mindedness. Empower your team to explore new ideas, challenge the status quo, and redefine market boundaries.

Value Creation: Your Ultimate Goal

Forget short-term gains at the expense of others. Focus on creating long-term value for your customers, stakeholders, and society as a whole. This sustainable approach will pave the way for lasting success and growth.

Partnerships and Collaboration: The Key to Success

Join forces with other organizations, NGOs, and government bodies to identify and seize opportunities in undefined markets. By collaborating, you’ll create a powerful network that supports your goals and addresses societal needs.

Make a Difference: Prioritize Sustainability and Social Impact

Align your company’s values with those of your customers and make a positive impact on society and the environment. By doing so, you’ll strengthen brand loyalty and secure your spot as a leader in your industry.

Adapt, Learn, and Stay Ahead

Embrace an iterative approach by continuously evaluating and adapting your strategies based on market feedback and evolving customer needs. Stay relevant and ahead of the curve in an ever-changing business landscape.

it’s time to break free from the chains of disruption and explore the untapped potential of nondisruptive innovation. By following these key principles, you’ll not only propel your business to new heights but also contribute to a better, more sustainable world. 

Are you ready to embark on this transformative journey?

May 31, 2023 by

Value-Based Strategy

In a fascinating lecture, Harvard Business School’s Professor Felix Oberholzer-Gee pulled back the curtain on the key drivers behind the success of iconic companies. Despite a highly competitive marketplace where imitation is common, how do some businesses rise above the rest and dominate? The secret sauce lies in the “value stick approach.”

The ‘value stick approach’ is a four-pronged strategy:

1. Willingness to Pay: This reflects the perceived value of the product for the customer.

2. Price for Users is 0: That’s the actual cost the customer pays.

3. The Operating Costs of the Company: An essential consideration for the profitability equation.

4. Willingness to Sell: The eagerness or desperation of a company to sell its product.

Success stems from increasing the willingness to pay while decreasing the willingness to sell. It may sound counterintuitive at first, but it essentially means enhancing the perceived value of the product while minimizing desperation to sell.

But what about imitation? It’s a common tactic in the business world. However, Professor Oberholzer-Gee’s lecture emphasized that copying a competitor’s successful idea can actually stifle your profitability. But don’t rule out imitation entirely. There’s a smarter way to imitate, as demonstrated by Etsy.

By shifting the competitive focus from the top of the value stick (the willingness to pay) to the bottom (the willingness to sell), Etsy was able to emulate success while still maintaining its unique market position. This strategy of ‘smart imitation’ can be instrumental in climbing the ladder of big success.

The value stick approach and smart imitation might just be the strategy your business needs to dominate in this competitive age. After all, it’s not just about competing; it’s about winning. Stay ahead by being unique and smart.

May 30, 2023 by

The Remarkable Marketing Strategies of Nintendo and Walmart

In this blog post, we dive into two recent success stories from Nintendo and Walmart, shedding light on their effective marketing strategies. Join us as we uncover the key elements behind their triumph and reveal valuable insights that can supercharge your own marketing efforts.

Nintendo Cries Happy Tears

Nintendo’s latest release, “Legend of Zelda: Tears of the Kingdom,” has set new records, selling a staggering 10 million copies in just three days. Let’s explore the key components of Nintendo’s enchanting marketing strategy:

1. The Power of Nostalgia: Building upon Zelda’s rich legacy, Nintendo tapped into the emotions and memories of long-time fans. By evoking nostalgia, they created a buzz and generated excitement for the new installment.

2. Storytelling Magic: Nintendo weaved a captivating narrative around the game’s mythical adventures. By transporting players into a realm of wonder, they established an emotional connection, making the game irresistible to both loyal fans and newcomers alike.

3. Timing is Everything: Nintendo orchestrated a well-timed release, using teasers, trailers, and pre-orders to stoke anticipation. Leveraging social media platforms, they maximized exposure and created a sense of urgency that pushed fans to embark on their heroic quests.

4. Casting a Wider Net: While honoring their loyal fan base, Nintendo also widened their audience appeal. By incorporating modern gaming trends and elements that resonate with a broader demographic, they attracted a fresh wave of gamers, contributing to their overwhelming success.

Walmart’s Savvy Strategies to Win Over Cash-Strapped Consumers

Walmart, the retail powerhouse, surprised everyone with impressive first-quarter sales. Let’s uncover the ingredients behind their victorious marketing strategy:

1. Value that Shines: Walmart positioned itself as the ultimate destination for budget-conscious shoppers, offering unbeatable prices and exceptional value. Through various marketing channels, they effectively communicated their affordability, resonating with cost-conscious consumers.

2. Putting Customers First: Walmart took a customer-centric approach, investing in understanding their target audience. By analyzing consumer behavior, preferences, and trends, they delivered tailored offerings and an unmatched shopping experience.

3. The Data Advantage: Armed with extensive customer data, Walmart made data-driven marketing decisions. This allowed them to optimize pricing, inventory management, and targeted promotions, resulting in improved sales and increased customer satisfaction.

4. Agility in Action: Walmart exemplified adaptability in a dynamic retail landscape. Embracing e-commerce, they bolstered their online presence, refined delivery services, and quickly responded to changing consumer demands. This flexibility propelled their success and cemented their position as an industry leader.

The remarkable triumphs of Nintendo and Walmart provide invaluable lessons for marketers striving to unlock their own successes. By understanding your target audience, leveraging your brand’s strengths, crafting compelling narratives, staying abreast of market trends, and adapting to customer needs, you can design a winning marketing strategy. Remember, a well-executed marketing strategy is the key that unlocks extraordinary results and fosters long-lasting customer relationships. 

It’s time to unleash your marketing potential and embark on an epic journey to success!

May 29, 2023 by

To Boldly Lead: 5 Star Trek-Inspired Lessons for the Modern CEO

Attention all CEOs and leaders: prepare to embark on an interstellar journey through the final frontier! The Star Trek universe offers a treasure trove of valuable leadership lessons that can guide you in navigating the uncharted territories of the business world. So, buckle up and join us as we explore five key lessons from Star Trek that will elevate your leadership skills to new heights.

Embrace the Power of Diversity: Building Your Own “Starship Enterprise”

Just as the crew of the Starship Enterprise thrived with members from different species, cultures, and backgrounds, your organization can also benefit from assembling a diverse team. By embracing various perspectives and expertise, you’ll create an environment that fosters innovation, creativity, and better problem-solving. Encourage collaboration and inclusivity among your crew members to boldly go where no company has gone before!

Innovate and Take Calculated Risks: Be the Captain Kirk of Your Industry

Captain James T. Kirk was known for his boldness and willingness to take risks. Emulate his adventurous spirit by encouraging innovation and pushing your organization to explore uncharted territories. Don’t be afraid to venture outside your comfort zone, but remember to balance risk-taking with a well-thought-out strategy.

Respect Autonomy: Upholding the Prime Directive in Leadership

Starfleet’s Prime Directive teaches us the importance of respecting others’ autonomy and allowing them to find their own solutions. As a CEO, empower your employees by giving them the freedom to make decisions and develop their own approaches to challenges. Trust their expertise and provide guidance when needed, but avoid micromanaging or imposing your own beliefs.

Master the Universal Language of Communication

In Star Trek, effective communication is the key to avoiding conflict and fostering understanding among different species. As a leader, it’s essential to hone your communication skills and adapt your style to connect with your diverse team. Actively listen to their ideas and concerns, and be transparent about your expectations and goals. Your bridge crew will appreciate your openness and approachability.

Ethical Decision-Making: The Captain’s Chair of Responsibility

The Star Trek universe often presents complex moral dilemmas that force the crew to make tough decisions. As a CEO, you’ll face similar challenges, and it’s crucial to consider the ethical implications of your actions. Strive to make decisions that are fair, just, and in line with your core values. Remember, the needs of the many should outweigh the needs of the few.

Live long and prosper, fellow leaders!

May 26, 2023 by