Future Brand Winners Are Brandful
Top Brandful Companies Coming Summer 2015
Leaders work long and hard to build winning brands. The challenge is to constantly and meaningfully engage customers and employees as their interests change quickly. Is your corporate success going to last? Some of the top brands of today may not be around tomorrow. But brandful brands just might be.
Since launching the Brandful Workforce – a roadmap for getting employees behind the brand, not against it – we began to see that brandful also has incredible value for others. Not just employees, but customers, vendors, contractors, investors and others can get actively behind the brand. And that’s what a brandful company is all about. The concept is simple: Every organization wants folks to love and promote what they’re all about. If you agree with that, then you agree that every organization should be brandful.
Some companies that have been named in focus groups as brandful include: Apple, Google, Costco, Tesla, Patagonia, Zappos and smaller brands like the optical company, Warby Parker or Union Square Hospital Group (founders of Union Square Café and Shake Shack, which just had a successful IPO.). But are they really brandful? What value does this bring? Who else could be added to this list? Look out for our upcoming social media research that is reviewing hundreds of brands to score and rank them according to the level of overall brand advocacy. We will be reporting the top scores and reporting what makes these companies brandful and how the measures can introduce unique insights into current and future business success.
Some believe that companies that make the Top Brandful Companies list may be the same names on other lists. But that won’t be the case. The differentiator here is that brandful companies are not just about engaging the customer or employee, but they involve everyone connecting meaningfully with the brand. This is not only about being a top place to work, or having the best customer service or most engaged audience – it’s a combination of all of it. When a company is brandful- there is a contagious passion for what the company offers and what the company stands for. Brandful companies have both employee and customer brand fans actively spreading positive messages.
Yes, it’s a high hurdle, but hey- it’s 2015. It means you have to get everything right. Not just your external branding, advertising positioning, but your internal operations, leadership and culture. It’s a holistic approach that is timely because our millennial generation is already onboard with it. They want more transparency, authenticity and meaning as both consumers and employees. Brandful companies provide that. They also drive real content. http://brandfulworkforce.com/top-brandful-companies/ http://brandfulworkforce.com/top-brandful-companies/ http://brandfulworkforce.com/top-brandful-companies/ http://brandfulworkforce.com/top-brandful-companies/ http://brandfulworkforce.com/top-brandful-companies/ http://brandfulworkforce.com/top-brandful-companies/ http://brandfulworkforce.com/top-brandful-companies/You don’t have to make up the advertising stories, when you can use the real ones. When I worked in the airline industry, we used to joke that television drama was nothing compared to real life.
Launching Top Brandful Companies
Top Brandful Companies will be live this summer. After the launch, our proprietary tool can be used to score almost any kind of organization at any point in time. The insights from the results can help identify barriers as well as actions to becoming brandful.
Want to know if your company is brandful? Read more.