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Maury Giles Answers Your Question in “Ask the Expert”

Maury Giles Answers Your Question in “Ask the Expert”

SVP and Partner Maury Giles is featured in the July/August 2020 Quirk’s Media “Ask the Expert” column. In this column, Maury responds to this question:

How can brands provide leadership in polarized times?

Maury discusses the challenges of finding a common path forward when stakeholders are divided and polarized, and puts forth a solution of how to bring these disparate parties together in a constructive and productive way.

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Insights on the State of Sports Betting Available!

With 23 states and Washington D.C. having now legalized sports betting, and more legislation on the table for 2020 and beyond, the sports betting industry is poised for exponential growth.

Heart+Mind Strategies has partnered with Horowitz Research to conduct a groundbreaking study on the emerging sports betting market. A full report of our findings and leading-edge insights on one of today’s fastest growing and most lucrative industries is available for you to purchase!

Topics covered in the deep dive report include:

  • Sizing and Profiling the Sports Betting Opportunity
  • Online Sports Betting: Driving Segment Growth
  • Betting Opportunities by Sport/League
  • Casino Betting: Behaviors and Attitudes
  • Sports Bettors and the Media Industry, including:
    • Subscription and Usage Profiles
    • Sources Used for Sports Betting Information
    • The Impact of Sports Betting on Media Consumption and Fan Engagement
    • Interest in Sports Betting Features and Interactivity for Cable TV and Online Streaming
  • Opportunities for the Travel Industry

Also included are Hispanic, Black, and Asian supplements providing detailed insights into these key opportunity markets.

To purchase the full report or for more information, contact us:

Mike Dabadie
Heart+Mind Strategies
CEO and Managing Partner
mdabadie@heartandmindstrategies.com

Adriana Waterston
Horowitz Research
SVP, Insights & Strategy
adrianaw@horowitzresearch.com

Sneak Peak of Full Report | FREE DOWNLOAD

This high level overview includes some key findings from the report, such as key opportunities for sports leagues, sports marketers, the casino and travel industry, online sportsbooks, the media industry, and multicultural markets.

DOWNLOAD E-BOOK

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About our research partner:

Horowitz Research is a leading provider of consumer insights and market research specializing in media content, services, and technology. Well-known for their expertise conducting Hispanic and multicultural research, Horowitz provides cutting-edge perspective on America’s black, Latino, Asian, LGBTQ and disabled consumers, among others.

Cindi Jones is featured in the December 2019 Quirk’s “Ask the Expert”!

Our colleague, Cindi Jones is featured in the December 2019 Quirk’s “Ask the Expert” column.  In the column, Cindi responds to this question:

Today’s marketing world is ever-changing – how prepared are you for these new realities and consumer expectations?

Cindi talks about how marketers can address 5 new marketing realities:

  • “Small is big”
  • “It’s personal and it’s a segment of one”
  • “Sustainability is an expectation, really.”
  • “AI,AR,VR.  It’s all here. Now.”
Click Here For Article

More Questions (and Answers) About Corporate Purpose

Since conducting a webinar on Corporate Purpose back in 4th quarter of 2019, we received many follow up questions.  Here are a few of the more common, along with our perspective from Carol Gstalder, Corporate Brand & Reputation Strategy.

Q: It seems like every time you pick up a newspaper or listen to CNBC someone is talking about Corporate Purpose.    If you had to weigh comments in favor of vs against the idea of Corporate Purpose, where would you say it’s falling right now?

A: As of today, momentum is leaning towards giving the Business Roundtable companies the benefit of doubt that their pledge to run their businesses in the interest of a broader set of stakeholders (employees, customers, suppliers, communities and shareholders) is truly genuine.   Establishing comprehensive KPI’s and measuring long term actions and outcomes will ultimately reveal the extent to which board and company behaviors align with this pledge.

Q: Should individual brands have their own purpose, or should companies reach for an overarching “house of brands” purpose?

A: It’s important to have an overarching and clear core purpose for the entire company.   However, the ways in which a company activates a core purpose and brings it to life can and should reflect each brand’s unique reason for being.   This recognition of the brands’ uniqueness will differentiate each of the brands in the corporate portfolio and help define how the company can make a difference to its stakeholders.

Q: This all sounds very interesting, but it sounds like it requires a whole realignment of a company.  Is there a way to do this in stages and how long would it take?

A: A pledge towards stakeholder value and purpose is only meaningful if it is followed up with true commitments and actions like:

  • Turning their values into action,
  • Authentically connecting with important stakeholder concerns,
  • Operationalizing across their business.

A lack of authenticity risks using purpose as a shallow badge with little to nothing behind it – creating business risk.

Key stages involve:

  1. Defining the corporate purpose,
  2. Building internal alignment,
  3. Activating purpose and long-term measurement and continuous improvement,
  • Identifying various ways to stage alignment and activation
  • Recognizing what for the business.

Q: In working with clients on this issue, what challenges, if any, have they mentioned around communicating it internally?

A: Identifying how purpose is personally relevant to employees across various functional areas, businesses and brands is a common challenge companies experience.

In defining purpose, is critical to understand employees’ values, what is driving their behaviors and the end states they are trying to achieve.

  • What do your internal stakeholders expect?
  • What is it unique about your company and what it does that truly motivates employees and connects to both their hearts and minds.
  • How do you take that central purpose and build buy-in and engagement, beginning to lead from your head and heart as you illuminate your reason for being across stakeholders?

This is an area of challenge for some companies as they work to uncover that internal relevance and human story that conveys their purpose and builds internal alignment.

Q: What methods can possibly be used for measurement?

A: Establishing KPI’s and measuring performance on specific stakeholder behaviors through primary custom research helps companies to assess their progress.  Typical questions you would want to measure for include:

  • Are employees more deeply engaged?
  • Are you attracting top talent to your company?
  • Do communities welcome your operations and give you license to operate?
  • Are you fulfilling promises to your customers and suppliers?

Companies are also increasingly adopting relevant universal goals, such as the United Nations Sustainable Development Goals, to measure their own progress against broader societal goals.

View original webinar HERE

Dr. Brooke Edge Joins Heart+Mind Strategies as Solutions Director, Brand, Systems+Journey Solutions Team

Heart+Mind Strategies, a leading research-based strategic consultancy, welcomes Dr. Brooke Edge as Solutions Director on the Brand, Systems+Journey team.

Prior to joining Heart+Mind Strategies, Brooke was most recently Director of Research & Strategy at WPI agency priceweber out of Louisville and she was responsible for the design, execution, and analysis of research projects for a variety of clients, including a focus on guiding strategy development.

In her position with Heart+Mind Strategies, Brooke will be responsible for designing research projects and overseeing their deployment for and interactions with key clients on the Brand, Systems+Journey team, and providing insights-based guidance with the goal of helping clients build their businesses.

Brooke has experience with a wide variety of categories including, CPG, Healthcare, Financial Services, Family Entertainment, Nonprofit, Transportation and the Energy sectors.

Brooke completed her PhD in Communication and Media Studies at the University of Colorado at Boulder and her MA in Cinema Studies at NYU. Brooke’s undergraduate degree is in English from Davidson College.

FREE WEBINAR: Is “Corporate Purpose” a Real Opportunity or Just a Marketing Fad?

Recently the Business Roundtable, a group of nearly 200 U.S. chief executive officers, issued a new statement on the purpose of a corporation. How are companies that embrace this concept articulating, activating and enabling Purpose? To what extent is it deepening stakeholder relationships and impacting business performance?

This webinar delivers what you need to know about this new way of looking at the value generated by companies, including:

  • How companies find an area of purpose that makes sense for their brand,
  • How they ensure their Purpose fits with stakeholder expectations,
  • How they drive a sense of purpose through their organizations.

Our panel of experts provides rich case studies to illustrate how companies implement purpose for business results.

VIEW WEBINAR

Kendra Schuchard, Healthcare Industry Expert, Joins Heart+Mind Strategies

Reston, Virginia, October 15, 2019:  Heart+Mind Strategies, a leading research-based strategic consultancy, welcomes Kendra Schuchard as Senior Solutions Consultant to its Healthcare Team.

Kendra has worked on both the client and consulting sides of the healthcare industry, most recently as a Senior Vice President with Escalent.  Her experience spans the industry, including insurance organizations, pharmaceutical companies, OTC and device manufacturers.

Her particular expertise is in Customer Experience/Voice of the Customer and brand equity, segmentation, marketing and communications design and testing and product demand/optimization.  Consistent with Heart+Mind Strategies’ focus on understanding both rational and emotional motivations, Kendra is skilled in the use of methods like ethnography, designed to deeply probe the roots of human decision-making.

“As Heart+Mind Strategies expands its Healthcare team, we are pleased to welcome professionals like Kendra, whose experience and leadership will help us broaden our offerings to clients across the industry spectrum,” said Shawn Wade, Senior Vice President and leader of the healthcare team.


About Heart+Mind Strategies:  We are a research-led consulting firm that uncovers how people think, feel and make decisions, and uses that knowledge to help clients achieve their specific goals. Our scientific approach to understanding how individual and societal values influence decision-making is why many leading global brands and organizations work with us. For more information: heartandmindstrategies.com

 

The Latest Trend in Charitable Giving? Eons-old Human Values.

While many people might think Americans are giving less, that’s actually not true.  We’re still motivated by good, old-fashioned values that continue to motivate us to help those in need.

Our Quiet Trendsetters study points up some of the top reasons people make charitable donations.

Read Full Article

FREE WEBINAR:  What’s Missing from Customer Decision Journey Work?

WATCH FREE WEBINAR HERE: https://drive.google.com/file/d/1XvyqjvomcneCJiYNBAYo3PuRaQ6zJjdh/view

In the last decade we’ve seen an explosion of interest in the Customer Journey.  Why? Digital and social media have dramatically changed the path to decision-making, the size and diversity of influences and channels, and the experience customers expect. At the same time, AI and machine learning improvements promise marketers personalization tools like never before possible.

The problem? Old, linear models are still at play to inform cutting edge solutions being deployed today. Messaging, channel/touchpoint planning, and CX delivery today must ALL be about the right experience, in the right place, at the right time. But this requires understanding how human systems operate and interact with the resources around them when a customer, consumer, voter, employee, stakeholder, or partner makes a decision.

Our approach is to leverage systems thinking when unpacking the decision-making journey.  

  1. We know the path is shaped and behaviors influenced by the brand and life systems in which people make their decisions.
  2. We identify the rational and emotional drivers of the decision at each stage of the process to showcase what is most relevant at different points in the journey.
  3. This involves mapping the discrete behaviors, interactions, and feedback loops that revolve around the needs, wants, and realities of your most important audience – mapping the system.
  4. Our Journey Map allows you to capture a holistic view of decision dynamics while also providing the detailed view you will need.

When you understand how these systems work, you uncover the role(s) you need to play in context of everything else.   Our outputs make the findings actionable to guide comms planning, inform CX design, inspire product/service innovation, and/or better train AI tools to optimize the human experience.

Bottom line: clear imperatives for brand success.

In this webinar you’ll learn key  principles to make your next Customer Decision Journey study a home run.  Sharpen your knowledge of:

  • How many Customer Decision Journey studies fall short
  • The lessons we can learn from Systems thinking to improve these studies
  • How mapping in this way better informs an array of strategic planning needs

Heart+Mind Strategies’ Brand, Systems+Journey team leader, Maury Giles, will use riveting case studies to show you a different way of thinking about the decision Journey.  Mr. Giles is a serial entrepreneur and innovation expert who’s known as a high energy, entertaining speaker.    He’ll inspire you and lead you to a new way of thinking about the Customer Decision Journey.

What You Must Do To Break Through And (Re)Connect With Today’s CPG Consumer – FREE WEBINAR: June 19, 2019

Understanding and responding to the changing needs of consumers has always been at the core of what we do in the CPG industry.

But today’s always-on, always-connected, always-searching, getting smaller, never-stop world has created a new dynamic in consumer desire. They not only want more…they EXPECT more out of the CPG brands they choose. Real, lasting benefits. Personalized experiences. An authentic story. Full transparency. Sustainability. They want it all. And they want it all NOW (as in 2-hour delivery).

So how do we attract and (re)connect with consumers in this world of almost-constant disruption?

Join a panel of experts from Heart+Mind Strategies as they share their ideas for and experiences with creating meaningful, human connections with today’s CPG consumer. The panel will share their perspectives and case studies on…

  • Understanding how a consumer’s values – the emotional criteria people use to determine importance and give purpose to their decisions – play into the brand and experiences they ultimately choose as their own.
  • Today’s consumer is a responsible citizen of the world. So how does a brand’s or company’s reputation and behaviors factor into his or her brand choices?
  • How is decision-making impacted by emotions and high expectations along the Customer Decision-Making Journey in the CPG landscape?

You will come away from this webinar with concrete ideas for ways you can better connect with today’s in-charge CPG consumer.

CLICK HERE TO VIEW WEBINAR

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