Knowledge @ ISD Global

January 8, 2022
0

Leaders need to be good writers, too

By | ISDose | No Comments

A continuous black line against a white background forms the shape of a hand.

You’ve probably already drawn up your list of resolutions and goals for 2022. Allow me to make a pitch for adding one more: improving your writing skills. Yes, that may sound like one of those evergreen goals. But it’s particularly relevant for leadership right now. After all, most communications from leaders, whether they are company-wide emails, memos, or tweets, start out in written form. Getting them right helps build a strong culture—a bigger challenge now that some form of hybrid work is going to be with us for a long time.

Read More

January 8, 2022
0

Want to rule the metaverse? Symbolism is key

By | ISDose | No Comments

Want to rule the metaverse? Symbolism is key

Earlier this year, Traci and Dave Gagnon got married on virtual platform Virbela. It was a hybrid event where part of the wedding happened in “real life” too. It’s a sign of the times. The boundaries between “real” and “digital” are blending into what is increasingly referred to as the ‘metaverse’: a space not limited to virtual matrimony, but one where brands can weave themselves into our digital DNA.

Read More

January 5, 2022
0

It’s A New Year, What Should We Be Asking Ourselves?

By | ISDose | No Comments

25-Questions-That-Help-You-Understand-Yourself-and-Unlock-Your-PotentialIt’s a New Year. Somehow, even if we don’t believe in New Year resolutions, we use the New Year as a moment to refocus and reset. For those organizations on a calendar fiscal year, it’s a restart—new goals, quotas, perhaps shifted priorities. Even for those organizations with a different fiscal year, subconsciously we tend to reflect and reset much of what we to.
Read More

December 30, 2021
0

How to Start a Cult … Brand

By | ISDose | No Comments

Cult-Branding-Customer-Insights-1024x580Heaven’s Gate, Jonestown, Scientology, Manson Family … destructive cults abound.

Destructive cults manipulate their members and do not care about their well-being. It’s no wonder why “cult” has become a dirty, four-letter word.

Not all cults, however, are destructive. At their cores, cults are groups that demonstrate a strong commitment towards someone or something.

Many cults are benign, harmless. In fact, they can be helpful to their members’ well-being. Some cults even have the power to elevate and inspire their members.

When a benign cult is centered around a brand, we call it a Cult Brand. Read More

December 30, 2021
0

TV Advertising Is Usually Not Worth It

By | ISDose | No Comments

Companies spend vast sums on commercials, but it’s been difficult to gauge their effectiveness. A new study offers a more reliable method—and some bad news for many brands.

Organizations pour a huge amount of money into running ads on traditional TV networks—about $66 billion in 2019, according to one estimate. They must believe that such costly marketing efforts are driving sales. Are they right? Read More

December 28, 2021
0

Why marketers are now in the Era of Unintended Consequences

By | ISDose | No Comments

unintended consequences

 

The people of the world have been whacked out by the fear, grief, and upheaval of a pandemic. Some of the consequences are obvious. We’ve learned new ways to work, shop, learn, connect, date, work out, and entertain ourselves, to name a few. But perhaps our marketing future will be determined by unintended consequences we can’t fathom at the moment.

It is going to take a long time to sort out what goes back to normal and what new norms transcend the pandemic. I’d like to want to share a weird little story that illustrates a much more subtle, and perhaps profoundly more important, business consideration as we emerge from our suffering. It starts with a playful child.

Read More

December 25, 2021
0

Avoiding the Pitfalls of Reactive Marketing (Article 3 of 3)

By | ISDose | No Comments

image-hil

Now that digital is disrupting every industry and job function, it is no wonder marketing has become agile.

Annual plans have given way to quarterly plans that usually end up getting scrapped for whatever is happening at the moment. Every marketing team is practicing some form of agile or reactive marketing.

In fact, today, a marketing team that can turn on a dime is critical to an organization’s growth. Read More