Lessons from our research project on what makes a brand inspiring. Over 1700 respondents provided input making for a very relevant and robust report. First published in Forbes on May 27, 2010.

1. Creating Employee & Customer Advocates for Your Company Enlisting, Engaging, and Empowering Employees and Customers for your Company’s Mission. This webinar will be recorded and available for review.

3. Terry Barber, Chief Inspiration Officer Hosted by: Carol Chapman & Suzanne Tulien The Brand Ascension Group Founder, Inspiration Blvd., LLC Author of: The Inspiration Factor , How to Revitalize Your Company Culture in 12 Weeks Personal Mission – to help organizations enlist, equip, and empower employees and customers to be passionate evangelists for their mission . www.InspirationBlvd.com

12. The greatest RO-I… Every Most Inspiring Company™ had the ability to enlist and unleash a cadre of enthusiastic high-value advocates (HVA’s) to carry out the organizational mission.

15. Do-gooders Make the world a better place. Dreamers Aspirational and tap into the dreams of others. Lovers Deep affection for their employees who in turn love their customers. Heroes Made difficult decisions based on values. Four Categories of Most Inspiring Companies

16. Associates feel engaged and connected to the mission by using the principle of “story.” Do-gooder

17. How Tom’s Uses Social Media Do-gooder

18. Do-gooder Values-led 3-part mission statement: Product; Economic; Social Practicing Principle of Vision

19. Taps into the aspirations of its employees/customers through Genius clinics. Practices principle of affirmation. Dreamer

20. Taps into the aspirations of its stakeholders. Dreamer

21. Employees sense a genuine commitment from corp. leadership. Example: Culture Committee Lover

22. Lover Source: Southwest.com

23. Southwest Inspires through Social Media Lover Source: Southwest.com

24. Only B2B Company here. Employees are the exclusive channel for community outreach. Lover

25. Stood by their conviction . Hero

26. How Ford is Leveraging Inspiration with Social Media

28. Closed on Sundays so employees can spend it with their families. Hero

30. Guiding Principles as You Implement Do-gooders Embed your cause into the fabric of your Culture. Dreamers Become customer- Centric versus org- Centric. Lovers Make room for lots of autonomy and utilize social tools for affirmation. Heroes Find a single value and drive a stake in the ground.

31. Drivers of Inspiration

33. QUESTIONS & ANSWERS