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Entrepreneurs — Why You Need to Talk About “Why” in Your Next VC Pitch

Entrepreneurs — Why You Need to Talk About “Why” in Your Next VC Pitch

Every day, in offices up and down Sand Hill Road, founders meet with venture capitalists to make their pitch. For entrepreneurs, these aren’t mere meetings. They are defining moments, perhaps life-changing ones. Only the truly clueless would be unprepared for meetings of this magnitude. Rock-solid business plan? Check. Technology road map? Check. Go-to-market strategy? Market analyses? Financial projections? Check. Check. Check. And yet…despite all that exhaustive effort, many entrepreneurs are not truly ready for what might one of the most important meetings of their career. They aren’t prepared with an answer to the most basic question of all: Why?...
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Meaningful Millennials: A New Age of Payment

Meaningful Millennials: A New Age of Payment

Today we are launching a new weekly series entitled “Meaningful Millennials”, where we will interview millennials on a variety of different subjects. At Emotive Brand, because of current client work and upcoming pitches, we have FinTech on the brain. So our first week’s focus is “Payments.” Our question: What makes payment brands meaningful to and successful with millennials? We surveyed twelve millennials and here’s what we learned. FinTech brands can’t just be convenient. If your brand wants to be meaningful to and successful with millennials, you need to instill confidence and emote feelings of trust and security – all...
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Uber rational.

Uber rational.

Yesterday, Uber launched a new brand identity, and it has sparked a lot of media attention. It’s amazing that an app icon update and a new website can create so much buzz, attention, and debate, but it got us thinking: What’s the real impact of changing an already established brand identity? We believe brands need to consider both rational and emotional needs when embarking on telling their story. Uber’s new identity focuses on telling a rational story about what they do. But it lacks the emotional impact of why they do it and why consumers flock to it. ‘Why’...
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The CEO Challenge — Turning Vision Into Reality

The CEO Challenge — Turning Vision Into Reality

We’ve written before about the gaps between what business leaders believe and what their employees think when it comes to the company’s  corporate values. Today we’d like to explore another gap.This is the gap between what the CEO sees as the company’s vision, and what employees are doing to help achieve that vision — often referred to as the Corporate Vision Statement. In some cases, the gap exists simply because employees haven’t been informed of the vision. As such, they are left to their own devices, pulling the company and its brand strategy apart because they don’t know how...
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The Meaningful Workplace: Why Workplaces Aren’t Meaningful Now

The Meaningful Workplace: Why Workplaces Aren’t Meaningful Now

Third in a series. Disillusioned by the age of conspicuous consumption, worried by the state of the planet and its people, rocked by war, corruption, and financial crises, and immersed in a swirl of information, news, opinion, and gossip, people are searching for meaning in their lives. Today they feel a need to align with people, ideas, and companies that make them feel they’re part of something bigger than themselves. People are seeking a sense of purpose, a reason for being, and the answer to the question, “Why is this good?” Today their idea of good is shaped by an...
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If You Want a Meaningful Brand, Make a Meaningful Impact

If You Want a Meaningful Brand, Make a Meaningful Impact

The data is in, and it is inescapable. The most powerful and profitable brands – regardless of sector – are brands that enhance well-being and enrich peoples’ lives. The Center for Positive Marketing at Fordham University recently published “The V-Positive Report,” which ranks brands according to how they affect consumers along seven dimensions of human needs and wants. The dimensions of the study span from basic physical function to the capacity for building relationships. The most “V-positive” brand in 2015 was Google, and every member of the top 10 were household names –brands you would recognize as leaders. According...
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Emotive Brand Develops New Offering for High-Growth Startups

Emotive Brand Develops New Offering for High-Growth Startups

We have created a new offering designed for our high-growth startup clients that need to make strategic shifts to quickly address product, industry, competitive, alignment, and other issues. Fast Forward is an agile workshop approach that very quickly develops a strategically aligned and nuanced understanding of your business and brand’s current situation. We bring the most important issues to light — business obstacles that your people and the Emotive Brand team must address head-on to maximize impact. Fast Forward is a 3-week process built for impact and speed. Week one includes five days of on-site workshops; weeks two and...
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Make Purposeful Brand Resolutions in 2016

Make Purposeful Brand Resolutions in 2016

The New Year is the perfect time to step back and create impassioned and attainable brand resolutions. What do you want to achieve in 2016? Look back on 2015 and reflect on your business. What were your greatest successes and biggest challenges? How can you live your brand promise in 2016? How can you build your brand to flourish? Emotive Brand wants to add some inspiration and purpose to the start of your 2016. We’ve asked top business executives across varying industries to share one piece of advice about managing a brand and driving business. Our advice: read up....
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Brand Relevance Is The New Differentiation

Brand Relevance Is The New Differentiation

We believe brands need to stand out, not just by being different, but by being both personally relevant and emotionally important to people. We came across this statement by Elliot Schreiber, Ph.D on his blog “Brand and Reputation” that sums up the key difference between “differentiation” and “relevance”: Relevance is More Important than Differentiation: Business strategists, Marketers and brand managers have been fixated on differentiation. Customers, however, are drawn to relevance – the things that “connect with them emotionally”. As I explain to my students, differentiation is all the people you date; relevance is the one you marry because you cannot...
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Getting Employees to Respond Positively

Getting Employees to Respond Positively

Second in a series. Meaningful Workplaces are built by companies that aim to produce a more meaningful outcome from, and for, their people. To become meaningful, these companies adopt a new stance vis-à-vis their relationship with their employees. They strive to reduce the distance that’s been imposed through organization structures and prevailing attitudes. They seek stronger emotional connections up, down, and across their enterprise. They see their task as making their company fit for the future by making it fit for humans. They create a Meaningful Workplace master plan that defines their compelling reason for being, identifies how they want to...
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Overcome Startup Competition in a Crowded Eco-system

Overcome Startup Competition in a Crowded Eco-system

Startup competition is tough. People used to think that consumers have mind-space for only three brands in any given category: the leader, the challenger, and the one other company lucky enough (or hard-working enough) to be noticed and considered. The rule of three may still be true, but the sheer proliferation of brands flooding a truly congested sector can starve every brand for oxygen and make it difficult for any brand to stand out. We deal with a lot of clients in crowded, complex ecosystems: technology companies, software companies, professional services companies, media companies, etc. B2B companies rarely have...
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Is Your Brand Ready for 2016?

Is Your Brand Ready for 2016?

The New Year is the perfect time to reflect and renew your brand’s focus. It’s not about resolutions. It’s about looking back on this past year of business and checking the alignment of your brand and business strategy. What things should you focus on in order to ready your brand for 2016? We want to offer some purpose-led inspiration and advice on preparing your brand for success in the New Year. Here are three focus points to consider before you take the year by storm: 1. Make Meaningful Measurements Take a moment to consider what you’re measuring and why....
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Being Meaningful: It’s The Key To Better Engaging Your Employees

Being Meaningful: It’s The Key To Better Engaging Your Employees

First in a series. The workplace is in crisis. Workers are not engaged. Productivity is down. Morale is low. Many employees obviously don’t see the point of what they, or their employer, are doing. How can a business turn the tide of employee dissonance? How can it become fit for a future that’s bound to be more competitive, complex, and commoditized? How can it connect with people who are no longer blindly accepting corporate propaganda — people who are more “we” than “me” focused? People who are more discerning about the ideas, products, and brands they buy into, the...
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Does Your Brand Exude Meaning?

Does Your Brand Exude Meaning?

An emotive brand can’t simply advertise its way into being meaningful. It has to exude meaning at every opportunity. All too often brands seeking to appear more meaningful rely purely on tactical communications like an ad campaign. We are as likely as anyone to say, “that’s nice” after viewing an emotional commercial or a touching video on a company website. There’s nothing wrong with that, is there? Well, there can be. Sadly, these brands often come off as being superficial. They wear their feelings on their sleeves. And they use advertising to claim to be something meaningful. However, they...
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Capitalizing on the Human Dimension of Law Firm Branding

Capitalizing on the Human Dimension of Law Firm Branding

I find it ironic that many of the most people-driven enterprises in our economy – law firms, architecture, consulting, and engineering firms – are often the most superficial with branding. For most professional service firms, “branding” is only about logos and color palettes. It seems branding’s only goal is to project a serious, professional, and trustworthy identity. Unfortunately, this limited view of branding leads most professional service firms to the same bland destination. Indeed, the Internet is littered with the drab, me-too, institutional websites of professional service firms. Flipping from site to site, one has a hard time distinguishing...
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