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Top Ten Sustainability Acronyms

Top Ten Sustainability Acronyms

Several years ago, I got a new assignment at work and suddenly found myself immersed in sustainability reporting. As I set out to learn my new job, I discovered an alphabet soup of sustainability acronyms that made my head spin on a daily basis. I tried to make sense of what the experts were saying, but the language seemed to barely resemble English. So, one of my first orders of business was to learn the key acronyms of this new discipline. It was clear to me that if I didn’t understand these, I would continue to be lost and...
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Corporate Brand Narrative : The New Origin Story

Corporate Brand Narrative : The New Origin Story

Is Your Origin Story Enough to Make Your Business Stand Out? Origin stories have been embedded into modern marketing’s rulebook for as long as we can remember. And for good reason. Historically, they did help companies stand out. Origin stories have traditionally been the place where a brand explains what business ventures meant to their leaders and for the greater world – personally, historically, economically, and culturally. They helped make brands more human and emotive. People could empathize with stories embedded in the American Dream and felt connected to self-starters, underdogs, and garage-to-riches tales. Now, many startups and new...
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How to Make Meaningful Connections with Customers

How to Make Meaningful Connections with Customers

Meaningful Connections Even the most complex brands need to make meaningful connections with customers. At Emotive Brand, we work with a lot of brands that have complicated technology, products, or services. As we dive into these brands, we often find that even company founders struggle to clearly explain what their brand does and why it matters in a way that truly resonates with customers. Oftentimes they use a metaphor to describe their offering. Metaphors are powerful communication devices. They help us consider new ideas or concepts in a relatable way. They help us move away from talking about features...
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Business Growth: Steps to Success

Business Growth: Steps to Success

Leveraging new data about business growth from the National Center for the Middle Market, Emotive Brand identifies three key factors that make all the difference. Growth is always good. But sustained, consistent growth is always better. Data from the National Center for the Middle Market shows that the best indicator of company’s financial future is not how fast it grows, but how often it grows. Those that expand incrementally are more apt to survive, thrive, and outperform. Companies that grow consistently are more adept at aligning their organizations’ people and practices around what can seem to be competing priorities:...
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Breaking Through Writing Anxiety

Breaking Through Writing Anxiety

Writing Anxiety Unless your name is Stephen King or Karl Ove Knausgård or Aaron Sorkin, writing anxiety can feel like an integral component of the writing process – and a hugely toxic, paralyzing one at that. I know I feel it. Most new writing projects come with a sense of challenge, the promise of reward – and an unhealthy dose of torment. Which is, frankly, a little weird. I’ve been writing professionally since I graduated from college in the early 1980s. You might think I’d be well past feeling even a hint of anxiety in facing the brutal starkness...
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Purpose-Led Brand Strategy Optimizes Business

Purpose-Led Brand Strategy Optimizes Business

Purpose-led Brand Strategy that Masters the Intangibles, Masters Markets A purpose-led brand strategy has the power to optimize the present and future value of your business. When your brand actively embodies all the true and meaningful aspects of your corporate decisions, policies, and actions, it not only brings new energy to your current competitive efforts, it also signals a brighter and more energizing future to the people vital to your company’s success. Your brand houses your company’s intangible value Everyone knows there’s a link between the perceived value of your “intangible assets” and the market value of your company....
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TV Wars: Linear vs. Digital, A Brand Relevancy Battle

TV Wars: Linear vs. Digital, A Brand Relevancy Battle

A Brand Relevancy Battle It’s a big week for TV broadcast networks as they unveil their new lineup and advertisers strategize where to invest valuable dollars. With all the buzz around the hot shows on air, we’re captivated by the parallel conversations around how linear TV is fighting to keep up with digital TV. Because on-demand television has taken over as the norm, the quest for traditional networks to maintain brand relevancy is paramount. In just a few years, the ritual of sitting down to watch your favorite program at its scheduled time has all but disappeared from American...
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Mid-Market: Is Your Company Primed for Sustained Growth?

Mid-Market: Is Your Company Primed for Sustained Growth?

Growth is always good. But sustained growth is always better. It’s not just a matter of a stronger will or more ambition. Sustained growth companies are more agile, more resilient, and more innovative. Our work with a group of mid-market clients, along with a growing body of academic research, indicates the companies who enjoy sustained growth have embraced their purpose, and have built a culture and a set of practices that “live it”. Purpose sharpens vision, inspires teams, and empowers people. Purpose helps every person find fresh ways to think differently, to see how market dynamics can be used...
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Nostalgic Brands are Capturing Hearts and Minds

Nostalgic Brands are Capturing Hearts and Minds

A Nostalgic Age As technologies continue to innovate and find new modes of connection, businesses need to move faster than the speed of light. But while moving forward is key to business success, many brands are looking backwards…and with success. Nostalgia is, no doubt, in. Bath & Body Works just announced the reintroduction of the old scents of the ’90s. The Sacramento Kings have embraced nostalgia with a new logo. Urban Outfitter’s is full of Polaroids, records, and retro cassette players. TV networks are bringing back ’90s favorites like Boy Meets World and Full House, which remind viewers of...
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Strategy for the Strategy

Strategy for the Strategy

Strategy from a strategist. When I started my career, I had some mentors who warned me that my world was going to be different from theirs. The main change was that due to downsizing, client companies no longer had people on staff to manage creative agencies. Instead of working with people who knew communications and branding, I would be working directly with vice presidents of marketing or human resources who had only vague ideas about how they work. That was good advice. But it missed an even bigger change. My mentors believed the clients would have a strategy, and...
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Return on Meaning and What it Means for Brands

Return on Meaning and What it Means for Brands

Brands rooted in meaning win big. Return on meaning for businesses and brands is a compelling notion. In today’s competitive world, it’s hard to stand out in ways that matter to people. This is why savvy leaders are taking a different approach to brand strategy. They are embracing the ideals of purpose and meaning. They are creating newer, deeper, and more enduring connections with the people vital to their brand’s success, both within and outside their organizations. In this approach, the keys to the success re honesty and authenticity. In other words, the meaningful claims your business makes make...
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Brand Building: Why Emotions Matter

Brand Building: Why Emotions Matter

Our brains encode emotional memories more forcibly than other data. Looking for the keys to stronger brand building? Want people to remember your brand in deeper and more enduring ways? Wish they would act more deliberately on your brand’s behalf? According to brain science, emotion is the key. I’ve long been preaching the idea that brands should generate a specific emotional aura as part of their presence. I have urged them to evoke these selected emotions across the many interactions they have with people. My thinking has been that by evoking positive emotions within the brand’s “moments of truth”,...
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Digital Health: What it Means to Millennials

Digital Health: What it Means to Millennials

At Emotive Brand, our work with purpose-led healthcare companies has expanded our vision of how digital health can change people’s relationship with how they manage their health. Today, most patients, across all generations, still depend on long-established ways of connecting with healthcare providers. According to Salesforce’s report, “2015 State of the Connected Patient”, 76% of people call to set up appointments, 62% rely on a doctor to keep track of personal health data, and 40% review the data with their physician in person. However, this is changing rapidly and the future of health looks different. Infusing technology into healthcare...
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Purpose-led Brands and the Role of the CEO

Purpose-led Brands and the Role of the CEO

Purpose-led leaders lead thriving businesses. If you are faced with the task of re-branding or leading a brand strategy for your purpose-led business, think about the person most influential to its success. Ask yourself: Who has the greatest insight into where your business needs to go? Who can make sure that the company’s brand strategy embodies, and brings to life, this vision? Who sees how the people, processes and policies of the business need to evolve to address future issues and opportunities? Who is the best person to lead the organization forward in a focused, unified and purposeful manner?...
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Why Digital Health Brands Need a B2B2C Strategy

Why Digital Health Brands Need a B2B2C Strategy

B2B Digital Health Brands Healthcare brands can never be too sensitive, too thoughtful, or too careful. B2B digital health brands need a brand strategy that addresses the needs and challenges of real people with real health challenges. It’s important to remember that no matter what your company offers, in B2B there’s still a person at the end of the line, not a faceless entity. As consumers have more and more information about healthcare through mobile applications and online resources, the demand for people-centric health brands is becoming stronger by the minute. A B2B2C strategy will make your brand more...
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