LEAD STORY
Messaging Framework Refresh: When's the Right Time?
by Douglas Spencer
Back in the days before next-day delivery, my parents had a schtick when they went out to dinner. (At least it should have been a schtick. It was probably just bickering.) Inevitably, my mother would ask the waitperson, “Is the fish fresh?” And inevitably, my father would say, “Good god, woman. You’re in Ohio. Of course, the Alaska King Crab legs are not fresh.”
We always put a premium on freshness, especially when it comes to food (and even more so when it comes to seafood). We do not, however, always apply the same standards to our message. Although the consequences are distinctly different, they are consequences all the same.
Inconsistency, I’ve been known to say, is Enemy #1 of a strong brand. Messages must be consistently authentic, compelling, and memorable. Over time, however, the message can lose its freshness rendering its consistency irrelevant. But how do you know? It’s not as if you can taste it or deduce that, because you’re in Ohio, it is not.
Crafting a message is not a one-and-done activity. Even the best of the best need to make brand changes from time to time. Here are eight signs suggesting it’s time for you to act:
Is B Corp Status Right for You?
by Samuel Awe
Many believe that traditional, publicly-held organizations prioritize profit above all else and are often associated with corporate greed and corruption. As a result, society tends to be skeptical of these corporations, even if their intentions are good. However, a relatively new classification of organizations known as “B Corps” or “Benefit Corporations” has emerged and can change this perception.
The B Corp status allows organizations to mix shareholder demands with social consciousness and factor in their bottom line and the public good when making decisions. However, while B Corp’s label and process can be valuable for for-profits pursuing the public interest, it’s expensive and might only be suitable for some. Here are some of the pros and cons of becoming B Corp Certified to see if it’s right for you.
MISSION DRIVERS
From Bored 2 Board
In this recurring feature of Focal Point, we profile people and organizations on a mission! If you have someone to suggest, let us know!
From Bored 2 Board brings together individuals who want to find a Board of Director’s role that meets their interests and qualifications and organizations seeking the opportunity to meet with new, prospective Board Members. Both Individuals and Organizations can post their qualifications and needs on the site, to help facilitate outreach and connection. Learn more here.
Blog Posts You May Have Missed
Well Said
"Every decision you make reflects your evaluation of who you are.”
—Marianne Williamson
Marianne Deborah Williamson is an American author, spiritual leader, and political activist. A frequent guest on The Oprah Winfrey Show, she is the author of fourteen books, including four New York Times number one bestsellers in the “Advice, How To, and Miscellaneous” category. She is also the founder of Project Angel Food, a volunteer food delivery program that serves home-bound people with HIV/AIDS and life-threatening illnesses, as well as the co-founder of the Peace Alliance, a nonprofit education and advocacy organization.
