Calling Brands, A New Global Brand Consultancy
Dave has joined forces with Engine’s Asian brand consultancy and together we have launched Calling Brands. Calling Brands will start with offices in London, Shanghai and Hong Kong, and a total of 70 employees.
We’re changing because the world is changing. From West to East. More connected, more complex. Less certain, less clear. Exhilarating and liberating.
Our clients need a brand consultancy that lives in the new world order. One that can help them discover where they fit, focus on what they’re good at, define where they’re going, and why they matter. One that can help define their Purpose.
In a world where narrow focus on shareholder value is bankrupt, Purpose guides long-term decisions. As everything speeds up, Purpose stabilises. When technology creates total transparency, Purpose keeps the whole business true. As your world becomes a tangled network of competitors, customer and collaborators, Purpose tells everyone where you fit.
Purpose is everything. If you’ve got it, you can change your world.
There’s been a big shift in the relationship between employees and the businesses they work for – just when businesses are relying on their people more than ever to deliver winning performance.
This shift is forcing a re-evaluation of many of the assumptions we’ve taken for granted about the psychological contract at work.More significantly it has revealed a powerful new driver of attraction, retention & productivity that very few are leveraging
That driver is Purpose: a deeper role that goes beyond satisfying commercial and operational goals, that helps businesses demonstrate exactly why they are valuable to all their stakeholders.
We’ve been discussing this with clients for some time now and decided to conduct a study to investigate the impact it has on employees. Having already reviewed a significant body of previously published papers we interviewed HR and Communications chiefs from large multinational organisations to get the business view first hand; then surveyed over 4,000 workers in Germany, the UK and the US to understand how employees see things.
We found that after pay, Purpose is the most important factor for employees when considering who to work for and is a very significant driver of discretionary effort and loyalty. For businesses with Purpose this converts into real competitive advantage. For those without, we show why it matters and how it’s harnessed.
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