Chip Walker
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Articles by Chip Walker
Cómo adaptar tu marca al nuevo mapa de valores del consumidor
Un día de 2009, justo después de la Gran Recesión, estaba haciendo una presentación ante la alta dirección de una gran empresa de belleza. El director de marketing me detuvo a la salida de la sala de reuniones, observando mi cinturón Hermès con la prominente hebilla H, y me dijo: “Deberías quitártelo; transmites el mensaje equivocado”. En ese momento, me di cuenta de que la cultura había cambiado radicalmente. El consumo ostentoso había pasado de moda, y la contención consciente estaba de moda.
The great 2020s values reset: Does your brand need to pivot?
One day in 2009—right after the Great Recession had hit—I was presenting to the C-suite of a large beauty company. The CMO stopped me outside the meeting room, eyeing my Hermes belt with the prominent H buckle, and said, “You should take that off; it sends the wrong message.” At that moment, I realized that culture had fundamentally shifted. “Conspicuous consumption” was out, and “conscious restraint” was in.
It’s time to un-bland your financial brand: Why 2024 is the year to escape the sea of sameness - Tearsheet
By Chip Walker, from New York-based StrawberryFrog, the creative agency that has collaborated with the world’s foremost banks and fintech brands to craft captivating narratives and purpose strategies. It’s an undeniable cultural truth in 2024: everything is starting to look like everything else. It’s been called “The age of average” in a well-read blog post by Adam Murrell, which cites examples of interiors, architecture, cars, people, media, and brands starting to look the same.
Op-ed | New York can expand medical cannabis access by empowering pharmacists to help patients enroll
New York’s cannabis industry is at a crossroads. The sluggish rollout of state-licensed adult-use dispensaries has allowed the illicit market to flourish, selling untested and potentially unsafe products to unsuspecting consumers. Meanwhile, the almost decade-old medical cannabis program is struggling, losing both patients and practitioners.
The Most Common Purpose Fails and How to Avoid Them in 2023
The evidence that Purpose pays continues to grow. In fact, reams of data from organizations such as McKinsey, Gallup, Deloitte, and EY have shown that Purpose-driven companies are preferred employers, that they have decreased employee turnover, attract more customers, and even outperform the market financially on EBITDA valuations and profitability. But this can't hide the fact that many companies seeking to be Purpose driven are failing at it.
Bridging the 'Purpose Gap' Between Executives and Workers
In the course of conducting this year’s Purpose Power Index study, which examines the level of purpose-guiding brands today, we added a new question. We asked employed respondents to rate their own company on higher purpose and whether they saw their company as being motivated by a purpose beyond profit. What we found was troubling.
Solving the "Purpose Gap" between Executives and Workers
The Purpose Power Index is a first-of-its-kind research study to empirically rank companies based on public perception of their brand purpose. This year's study, "The 2022 Purpose Power Index," builds on the research conducted in the 2019 and 2021 studies, examining a range of brands, both big and small, from a range of categories.
How B2B Brands Can Use Purpose to Win in the Marketplace
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Moving to Movement Thinking (SSIR)
In chapter 3 of Activate Brand Purpose: Leveraging the Power of Movements to Transform Your Company, we discuss how and why movements are important to bring about change not just in society at large, but in the world of businesses and brands. Movements isolate the cultural, racial, environmental, and socio-economic stressors that people are experiencing and speaking up about, which can present both risk and opportunities for a company.
Purpose vs. Mission: What's the Difference?
We recently helped a large company with its strategic planning process. Faced with the uncertainty of the pandemic world, the company's senior leadership needed a strategy framework for future growth. Before our work began, executives had already decided to develop new business, mission, brand, value prop, and purpose strategies. Even the most experienced business leaders can be left scratching their heads as to which element means what, and which they out to prioritize.
Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company
Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company Author: Scott Goodson & Chip Walker Review by: Dani Bacon There’s a lot of talk about organisational purpose and it can feel like a bandwagon many organisations have jumped on without much substance behind it. In fact, early on, this book quotes some research that found that whilst 82% of executives believe purpose is important only 42% said their company’s stated purpose had much effect.
New Data Shows How The Pandemic Disrupted Companies' Higher Purpose
The pandemic disrupted many areas, but one unlikely place? Brand purpose—or so the data suggest. Findings from the Purpose Power Index study reveal a brand purpose landscape that has changed dramatically from just a year prior, pre-pandemic. The new research, conducted in early 2021, compared U.S. consumers’ perceptions about purpose driven brands to an earlier wave of the same study conducted in late 2019.
Why Businesses Need a Purpose Beyond Being Profitable
Conservative media and some politicians are apoplectic that corporations are taking stands against what they perceive to be restrictive voting laws and other social issues. “My warning, if you will, to corporate America is to stay out of politics,” Senate Minority Leader Mitch McConnell stated after Coca-Cola and Delta Airlines criticized a Georgia law that instituted additional voting restrictions.
Activate Brand Purpose
How to Harness the Power of Movements to Transform Your Company Narrated by: Robert Fass Length: 8 hrs and 43 mins 4.8 out of 5 stars 4.8 (6 ratings) 1 title per month from Audible’s entire catalog of best sellers, and new releases. Access a growing selection of included Audible Originals, audiobooks and podcasts. You will get an email reminder before your trial ends. Your Premium Plus plan is $14.95 a month after 30 day trial. Cancel anytime.
Activating Brand Purpose
In Activate Brand Purpose, Scott Goodson and Chip Walker expose flaws in the prevailing thinking around purpose, and provide a new, deeply researched foundation and approach. It's essential reading for leaders seeking to boost their ability to drive positive change in their companies and the world. A look at what's inside: Higher purpose is the number one idea on the minds of top C-Suite leaders today, and for good reason.
How Does Your Brand Purpose Stand Up?
CEOs and other leaders have increasingly been focused on building brand purpose. Companies such as SY Partners, BCG, and StrawberryFrog are specialized in helping companies define brand purpose. But, until now, there has not been an empirical study of purpose brands. The Business Roundtable, with the signatures of 181 CEOs, committed to lead their companies with purpose for the benefit of all stakeholders -- customers, employees, suppliers, communities, and shareholders.
How to Lead Through Employee Mental Health Issues During Covid
Rarely has there been a more precarious time for employee mental health than the one we're experiencing in America right now. In just the past few weeks, employees' computer screens and social media accounts have been filled with traumatizing details of the tragic deaths of George Floyd, Ahmaud Arbery and Breonna Taylor. Fear and outrage about police brutality have become widespread as more people capture and share it on video.
Comfort with Fundamentals Makes Decisions on Service Equipment Purchase or Replacement Easier
“It might be time to think about adding to or replacing some of your service equipment. That means being comfortable with the fundamental questions of where to start and how to ascertain what equipment is really needed.” You checked the dealership closet and you are fresh out of wire hangers. This means your service manager has no tool left to fix that aging lift for the 40th time. Now what?
The Rise Of Cultural Movements
by Chip Walker , April 3, 2009 In 2007, I fielded a global quantitative study of Gen-Yers in 13 countries and was surprised to find the No. 1 attitude unifying the generation was: "I would fight for a cause I believe in." A large majority of global Gen-Yers agreed with it from among dozens of other attitudes. My colleagues and I were all puzzled by this finding and weren't quite sure what to do with it.
Five Surefire Ways to Boost Your B2B Marketing Content's Readership
Forestville: March 7, 2019 A father bear, mother bear, and their baby bear arrived home yesterday afternoon to find that a young girl had broken into their home and was sleeping in the baby bear's bed. Investigators said the girl, whose name they disclosed is Goldilocks, was last seen running from the site of the break-in after jumping out a bedroom window after having been awakened by the bears.
Introducing Movement Thinking: A simple framework for activating your brand’s purpose | WARC
Higher purpose tends to be lofty by nature, which can make it sound inspiring, but can leave people unsure how to action it. Brand identity & image Brand purpose Environmental & social issues Money & finance Brand management Strategy We’re living in a new social climate, a new age of consumer activism. It seems whatever consumers believe in, they’re more adamant about it than ever before, and more willing to act on their strongly held beliefs. A 2020 survey revealed that 70% of consumers...
The power of higher brand purpose: The five levers for growing purpose perception
Details a method for assessment – The Power Purpose Index (PPI) – for a brand’s purpose by assessing consumer sentiment against a specific criterion that analyzed consumers perceptions of a company’s sense of purpose. Brand purpose Cause-related marketing Corporate social responsibility Sustainability Consumer sentiment Strategy At StrawberryFrog, our strategic approach to building strong businesses and brands has always been about activating a brand’s purpose by sparking a movement.
The conflict of the conscious and unconscious mind
The conflict of the conscious and unconscious mind Professor Joel Weinberger and Chip Walker This article argues that measuring conscious reactions can be misleading as much of consumer feeling is unconscious, influenced by associations and emotion.
Resources for Becoming a Better Leader
In the article following this one, “Characteristics of the Most Successful Leaders,” Sean Wolfington notes one of the qualities leaders who are the most effective have is that they are “Addicted to Better,” meaning that they are never satisfied with their skill level. True leaders are always looking for ways to educate and train themselves, to hone and improve their talents. Here are some methods you might find useful in becoming the best leader you can be.
From Spend Shifters to Strategic Buyers: How Soon Will Climate Become a Reason to Purchase?
Fraser Brown Published 6 years ago. About a 5 minute read. Image: HowGood is a rating system that helps grocery shoppers identify the healthiest, most sustainable food products across a range of criteria | HowGood One of the highlights of Sustainable Brands ‘13 London was Chip Walker’s talk about The Shifting Landscape of Consumer Values and Implications for Your Brand’s Future.
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