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Is Your Business Strategy Aligned With Your Brand Strategy?

Is Your Business Strategy Aligned With Your Brand Strategy?

Brand strategy and business strategy should be closely linked There’s a perception among many executives that brand strategy is a marketing tool – and not a strategic asset. As a result, businesses set ambitious goals, but don’t consider how investing in and developing a brand strategy could help get them there. As a brand strategy agency, we rely heavily on our client’s full disclosure of their business strategy – their goals and objectives, pitch decks, revenue reports, exit strategy – to build a meaningful, emotive brand that will transform their business, drive revenue, enable them to hire top talent,...
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Building a Brand Voice: An Interview with Emotive Brand’s Account Strategist

Building a Brand Voice: An Interview with Emotive Brand’s Account Strategist

Building a Brand Voice: An Interview with Emotive Brand’s Account Strategist As an Account Strategist at Emotive Brand, Paige has helped many brands come to life. In addition to her role, Paige is also our go-to expert when it comes to crafting and developing a brand’s voice. She understands and deeply believes in the value of a well-articulated, emotionally impactful brand voice, and there’s nothing more rewarding for her than seeing a brand embrace their new voice and see the positive impact it has on the business. In this post, Paige shares her thoughts on the importance of a...
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Why We Believe in “Business Unusual”

Why We Believe in “Business Unusual”

Business as usual. Or business Unusual? Hugh McLeod gives us reasons to discuss. Image by Hugh MacLeod. Left to its own devices, a business becomes increasingly inward focused, process driven and obsessed with metrics. In the meantime, that business becomes less personally relevant and emotionally important to people who are vital to its success. To add to the problem, all this happens in a highly dynamic, fast advancing and quick changing environment. Which is why we agree with Hugh MacLeod: “business as usual is an oxymoron”. We urge our clients to look outward and into the future. We show...
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Why Consulting Firms Need Brand Strategy

Why Consulting Firms Need Brand Strategy

Within professional services, there’s very little that distinguishes one brand from another. Practice areas and services all lead with the same claims: excellent client service, tailored solutions, and global reach. So much similarity makes all consulting firms blend together. Taglines echo. Logos mirror each other. Marketing copy follows the same jargon. Ultimately, they become indistinguishable. As the shift to a buyer’s market solidifies, competitive rivalries intensify. It’s no longer enough for a firm’s identity to be solely linked to overall profitability or arbitrary rankings. In order to truly compete, more attention needs to be paid to differentiation of values,...
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The Power of Fast for High-Growth Companies

The Power of Fast for High-Growth Companies

A new approach for supporting high-growth companies We work and compete in a fast-moving world, driven by an accelerating pace of technological and social change. The markets we compete in shift quickly, competition intensifies, and expectations rise. Flux is the new normal. This increases the pressure on businesses and brands to evolve and implement strategies in shorter and shorter time frames. As a brand strategy firm, we discovered that many of our high-growth companies, especially those operating in crowded, in-flux categories, needed a much more agile approach to addressing the changing dynamics reshaping their markets and business. To meet...
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Brand Strategy Case Study for a High-Growth Tech Brand

Brand Strategy Case Study for a High-Growth Tech Brand

PubMatic Brand Strategy Case Study “The PubMatic rebrand has had an impact on our business results including improved costumer satisfaction, product marketing, and go-to market strategies.” – Matt Wolfrom, PubMatic VP Corporate Communications. High-growth businesses need a strong brand story in order to retain and recruit top talent. When PubMatic came to us with serious hiring ambitions, it was clear they needed an employer brand. Marketing technology is a highly competitive space and PubMatic had to figure out a way to stand out as a great place to work. But, as it so often happens, in trying to align...
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Emotion is Key to Driving Brand Loyalty

Emotion is Key to Driving Brand Loyalty

Brand Loyalty is deeply tied to emotional significance between people and brands. We all have products we use with little thought or consideration. In fact, truth be told, we have little feeling for most of the products we use every day. Indeed, if we were unable to find one of the meaningless brands we regularly buy, we would be more than happy to settle for another brand. After all, as far as we are concerned, very little separates one from the other. For some, there is no alternative But for some of the products in our lives, there is...
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Transforming Business Through Empathy

Transforming Business Through Empathy

They key to transforming business Empathy and Business? Some say no, we say yes. There are many factors that add meaning and purpose to a brand, and they all stem from a single source: empathy. Empathy is the ability to walk in another person’s shoes. That is, to see and experience the world from a perspective different from your own. Here we explore how empathy plays a vital role in shifting brands from a bland and vulnerable position to one that is robust in meaning and purpose. Empathy as a driver of brand strategy When you’re close-in to a...
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Startup Brands Should Follow This Strategy to Authentically Differentiate

Startup Brands Should Follow This Strategy to Authentically Differentiate

Startup brands stop leading with features and benefits! Convincing minds by capturing hearts: the new brand-building approach. What comes first? The rational decision to take the next step on the path to purchase, or the emotional trigger that gets them started on that path? Aren’t we humans cool? We pride ourselves on our cognitive skills, our ability to weigh pros and cons, and our decision-making power. After all, these factors separate us from other life forms. We also prefer to emphasize our thoughts because we are able to talk about them, explain them, and defend them. However, what is...
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How Being a B-Corp Truly Matters in Business

How Being a B-Corp Truly Matters in Business

Is their value in evaluating the idea of your business becoming a B-Corp? A B-Corp is a newer breed of businesses that is founded on an amazing set of principles. B Corps are for-profit companies certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. Today, there is a growing community of more than 1,600 Certified B Corps from 42 countries and over 120 industries working together toward 1 unifying goal: to redefine success in business. “The B Corp movement is one of the most important of our lifetime, built on...
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Meaningful Millennials: Collaboration and Teamwork

Meaningful Millennials: Collaboration and Teamwork

This is the fifth installment of “Meaningful Millennials,” our ongoing series where we interview millennials on a variety of different subjects that are top of mind for us in the studio. At Emotive Brand, we believe that successful collaboration and teamwork in the workplace are not only key to brand’s success, but to building an overall meaningful, sustainable, and inspiring work environment. At EB, we rely on teamwork for creativity, innovation, and alignment. We strive to build and foster successful collaborative environments with all of our clients, so we understand firsthand how difficult building the perfect team really is....
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Credit Union Brands are Ripe for Transformation

Credit Union Brands are Ripe for Transformation

Credit Union brands take note. There is a huge opportunity for credit unions to invest in a brand transformation initiative to more meaningfully connect with people and communities. According to Gallup more than 70% of people are customers of a bank, yet only 30% have confidence in banks. The key question comes down to why? Perhaps it’s because we feel like we’re just a customer at a bank. And banks make profit from their customers. Profit is their purpose — the answer to the question of why they exist. The mission of credit unions is different. The purpose of...
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CEO’s Perspective on The Value of Branding and Strategy

CEO’s Perspective on The Value of Branding and Strategy

A CEO’s perspective on the value of branding and strategy At first glance, “empathy” feels like a strange word to use in connection with a business like Central Valley, a building and agricultural supply company serving Northern California’s wine country and surrounding areas. But in recent years, building a culture based on empathy ­– the ability to relate to customers and to one another – has been a cornerstone of the Central Valley strategy under the leadership of third-generation owner and CEO Steve Patterson. Steve has worked at the family business since the mid-1990s, shortly after his father passed...
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Is Your B2B Brand Talking to the Wall?

Is Your B2B Brand Talking to the Wall?

We believe B2B brand owners need to rethink how their brand behaves in the marketplace. While we appreciate the humor of Hugh MacLeod’s cartoon, we actually think some brands talk in a way that leaves people feeling numb. This is especially true of B2B brands which seem to think that business buyers are robots, that it is dangerous to have a personality and that buzzwords and cliches are poetry. Perhaps the reason why so many B2B brands are so unadverturous is because they haven’t yet realized the value of connecting meaningfully with the people to whom they are selling (you know,...
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Brand Strategy Firm, Emotive Brand, Co-Founder Shares Thoughts on Purpose

Brand Strategy Firm, Emotive Brand, Co-Founder Shares Thoughts on Purpose

There’s been a lot of buzz lately around purpose-led brands – a concept that San Francisco’s Brand Strategy Firm, Emotive Brand has championed from our very beginning. Unfortunately, with buzz, comes confusion. It’s easy to get lost in the vernacular and repetitions and lose the answers to the key questions at hand. Tracy Lloyd, founding partner and Chief Strategy Officer of Emotive Brand, offers some clarity, opinions, and answers to questions surrounding the concept of purpose-led brands. 1. What does it mean to be a purpose-led brand? A purpose-led brand is a brand that is driven by a shared...
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