Tag Archives: Coca Cola

Why Business Leaders With a Higher Purpose Have More Engaged Employees

engage employees-304H.R. Strategist Shares 3 Tips for Firing Up Your Workplace

How many employees roll their eyes during meetings to discuss new initiatives?

How often do they scramble to complete a task not because they love it, but because they’re afraid of the consequences if they don’t?

How many mutter “not in my job description” when asked to assume a new responsibility?

“These are examples of people whose work is providing them with nothing more than a paycheck,” says Trevor Wilson, human resources strategist, CEO of TWI Inc., and author of “The Human Equity Advantage,” (

“And even though that’s ostensibly why we go to work, it’s not what gets us excited and enthusiastic about what we do.”

The solution, he says starts with business leaders and managers. If their work is not fulfilling any higher purpose for them than making money, they’re lacking one of the essential qualities necessary for helping their employees become engaged – and for keeping engaged employees enthusiastic.

“You need to step back and assess your own situation,” Wilson says. “Are you driven more by your fears – of not being able to pay your bills, of losing your job, of failing? Or are you driven by the knowledge that you, like every one of us, have the capacity to do amazing things?”

Business leaders who are striving to create something that will leave the world a better place are not only more engaged themselves, they’re more likely to do the things that help their employees engage, Wilson says.

“Our search for happiness is our search for our purpose, and we achieve both by bringing all of our skills and talents – our human equity – to the job,” he says.

He offers these tips for fostering a culture in which employees are actively engaged:

• Use performance evaluations to learn more about your employees’ strengths, interests and goals. Each employee has strengths and talents that often go unrecognized — and untapped — in the workplace. Helping them to identify these and use them at work contributes to their feeling that their work has purpose and results in more engaged, productive employees. “People want to bring all their talents to what they’re doing – we’re happiest when we’re doing what we’re good at it,” Wilson says. “In order to know what those skills, talents, even personality traits are, managers must get to know their individual employees.”

• Do not treat all employees equally. All employees are not equal and treating them as if they were leaves engaged, enthusiastic employees feeling shortchanged and disengaged employees feeling entitled, Wilson says. “Acknowledge and reward employees who are going the extra mile and point out the ways they’re contributing that may not be quantifiable or part of their ‘job description.’ The successful salesman who routinely coaches less successful colleagues is displaying a strength that won’t show up on his sales sheet but is, nonetheless, a valuable contribution to the company.”

• Recognize and reward employees’ demonstration of strong values. Values are part of the human equity that all of us bring to work in varying degrees. Honesty, integrity, compassion, work ethic – our best employees usually have these and other strong, positive values.  Business leaders may unconsciously recognize them, for instance, by giving a very honest employee their trust, but they should make a point of acknowledging them publicly as well. “Our values are the foundation of our purpose and an expression of our true selves,” Wilson says. “Employees who are both able to demonstrate their values at work, and rewarded for doing so, having a greater sense of purpose.”

About Trevor Wilson

Trevor Wilson is the CEO of TWI Inc. and creator of the human equity management model. He is the global diversity, inclusion and human equity strategist who regularly speaks at corporate functions. TWI’s clients include some of the most progressive global employers in the world, including Coca-Cola, Ernst & Young, BNP Paribas and Home Depot. TWI’s trademarked human equity approach was instrumental in catapulting Coca-Cola’s South Africa division to the top performing division worldwide.



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The Top 5 Most Successful Promotional Campaigns Of All Time

tom-keene-editor-at-large-for-bloomberg-news-and-host-of-bloomberg-surveillanceAdvertising has one central goal: to either sell a product, or remain memorable in one’s mind. The industry itself has become a blossoming business, and many ads have captivated us over the decades. Some remain more striking than others, however. Provided by Ad Authority, here is a list of the five most successful ads of all time.

1. “Think Small” by Doyle Dane Bernbach

Across the ages, every company has measured the success of its advertising campaign against the Think Small campaign. Designed by Bernbach, Volkswagen hired the designer to introduce the Beetle to American audiences. The German auto company was competing against other American vehicles more popular in the U.S., so VW knew they had to develop a thoughtful, strategic plan. The Think Small campaign aimed to connect with audiences, and indeed, VW ads have forever since captivated television audiences.

2. “The Pause That Refreshes” by D’Arcy Co.

Though Coca Cola had virtually no trouble selling Coke during the summer, winter months were stagnant. In an effort to boots seasonal sales, D’Arcy Co. created “Thirst Knows No Season,” and it worked very well. More Coke was sold during the winter than it was during summer months. After a time, however, Coca-Cola realized the best way to increase profits was to provide people a break from their hustle-bustle lives with Coca-Cola. Sales plunged upward yet again, and Coca-Cola sealed its place in advertising history.

3. “The Marlboro Man” by Leo Burnett Co.

In 1949, Burnett was inspired by an ad in Life magazine to advertise the company’s products using masculinity. With nothing more than a cowboy smoking a cigarette, the Marlboro Man campaign was invented. It is still considered to be one of the most brilliant strokes of all time. While it stood the test of time, the company ran into issues with lung cancer and regulations on smoking.

4. “Just Do It” by Wieden & Kennedy

In the late 1970s, Reebok sold far better than Nike’s line of products. In the late 80’s, Nike and WK executives designed the “Just Do It” phrase. Nike connected itself with humorous, intellectual, and made workout clothes cool to wear when one wasn’t being active. The effort certainly worked – Nike’s market share shot from 18 percent – 43 percent, with over $9.2 billion in 1998.

5. “You Deserve a Break Today” by Needham, Harper & Steers

In the early 1970’s, McDonald’s hired NHS to attract various audiences with a sing-and-dance routine. The musicians sang the song, and afterward, the jingle stuck throughout history. Even now, consumers can see the reference line “You deserve a break today.”

These captivating ads have stuck in the minds of consumers for decades. Their memorable images, quirky jingles, and excellent campaign ideas have proved not only lucrative, but also key to the public’s opinion of these companies. Indeed, without these promotional ads, these companies might not be the advertising giants they are today.

Sally writes for Fluid Branding the promotional products specialist. Fluid Branding have thousands of promotional products in stock from promotional USB to umbrellas.



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