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A Learning Culture Can Bring New Value to your Business

A Learning Culture Can Bring New Value to your Business

Expertise in Learning? Starting a new job or entering a new industry always entails a learning curve. People understand they have to learn quickly in order to survive. It’s the key to their success. When people work closely in a business or specific industry, as experience builds and time accumulates they often forget this sense of voracious learning. It becomes more and more difficult to see things in a new light. And some top leaders are stuck thinking in a silo. Some call this ‘the paradox of expertise.’ As expertise increases, people struggle to notice possibilities, discern novel patterns,...
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Your Business Issues Just Might Have A Brand Solution

Your Business Issues Just Might Have A Brand Solution

Top-of-Mind Business Issues for the C-Suite When you spend a lot of time working with people in the C-suite, you’re exposed to C-sized business issues. And those larger strategic problems can’t be solved by the CEO alone, or often times by existing resources. When changes in your industry push you to shift business strategy, it’s a sign that your brand strategy needs to shift in a synchronized way in order to reposition for success. We’ve surveyed C-level executives about the number one desire they have for their brand strategy.  Know what they want? Differentiation. A competitive advantage. A defensible...
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Why Bring in an Outside Branding Agency?

Why Bring in an Outside Branding Agency?

In-House Mentality The age old question of determining if you need to bring in an external branding agency is still relevant today. Whether it’s because of tight budgets, a hesitation about letting outsiders inside your business, or a general ‘we can just do it ourselves’ mentality, many companies look internally to tackle even their largest branding projects. But whether it’s a repositioning, a new visual identity, or an all-around brand turnaround, this might be a mistake for businesses who really want to position themselves to thrive in a fast-paced, highly-competitive market. What Value Can a Branding Agency Bring? There...
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Defining What a Brand Is: Why Is It So Hard?

Defining What a Brand Is: Why Is It So Hard?

This is the first post in our series: Brand Strategy 101. Keep posted for more. The History of Brand A lot of people – even those in branding – struggle with answering the question: So what’s a brand, anyways? The term “brand” first emerged more than half a century ago. Then, brands were a way for cattle ranchers to identify what animals were theirs.  Then in the late 1880’s, packaged goods like Coca-Cola took their rise. As a result, businesses wanted to mark their products as brands to help differentiate them from the generic competition. But as branding progressed,...
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Readying Your Marketing Budget for 2017

Readying Your Marketing Budget for 2017

Now is the time where being strategic about your marketing budget for 2017 is critical. For most companies Q4 is a time of strategic planning and budget planning for the upcoming year. Questions You Want to be Asking It’s important for businesses to start the new year with a strategic framework that sets them up for success. Look beyond your marketing department for alignment within the rest of your organization to help refine and define your marketing objectives for planning purposes. What are the strategic initiatives for your business? What are your top marketing priorities from these strategic initiatives? What...
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Why Purpose-Led Brands Drive Business Results

Why Purpose-Led Brands Drive Business Results

At Emotive Brand, we believe that the root of many business problems is the gap between what the business requires (results) and what people desire (meaning). So when your brand matters to people, they are more likely to do what your brand needs them to do. Operating as a purpose-led brand, business issues become less of an issue because meaning drives results. Emotive Branding: A Bridge Through emotive branding, you build a bridge across that gap between results and meaning. And by better balancing the “give and take” of your relationships with people, they are more likely to be...
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What Makes a Great Strategist?

What Makes a Great Strategist?

A Team of Strategists Lots of businesses use the title of strategist for roles within their organization. For us at Emotive Brand, we have a very clear and defined view of what makes a good brand strategist. We carefully curate our project teams of strategists with a focus on selecting the skill sets and experience that are best suited for our clients and our projects. The Need for a Great Strategist In today’s hyper competitive, interconnected, always shifting world businesses need great strategists to really drive their business and brand forward. When recruiting and hiring strategists at our agency, there...
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Purpose-led: The Never-Ending Market for Something to Believe In

Purpose-led: The Never-Ending Market for Something to Believe In

Purpose-led branding is hot topic in 2016. Cartoonist Hugh McLeod addresses this topic in his post, “Meaning Scales, People Don’t”. By this he means that the size of an endeavor doesn’t matter as much as how meaningful it becomes to you. This is a reminder to purpose-led brands that they don’t have to be the complete answer to everyone’s problems. They simply need to ensure that the small, modest and in-the-scheme-of-things, insignificant things they may do for people should resonate with as much meaning as possible. If you want your purpose-led brand to evoke its true reason for being and...
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Why Embrace The Squishy Idea Of Purpose?

Why Embrace The Squishy Idea Of Purpose?

Purpose does more than make brands appealing to people – it makes money for the businesses that embrace the concept. So claims the chairman of Deloitte, an active evangelist for the “squishy business attribute” called purpose. Why invest in an emotional and squishy idea like purpose? Won’t it be hard to get everyone in my organization and all my customers to understand and embrace it? What is it really beyond a set of words? What value does brand strategy deliver? It’s the question of the never-relenting ROI monster, “What’s in it for me?” Well, here’s the answer, from no...
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Why Good Listening Matters in Business

Why Good Listening Matters in Business

Listen Up There are a lot of differing opinions about what good listening really means, let alone what it can do for your business. In one camp, good listening simply means not speaking over others when they are talking. While others think listening is about verbal acknowledgement.  And there are those who wait until the speaker is done, then promptly repeat everything back to them. But are any of these really impactful, productive ways of listening? Falling Short This kind of one-dimensional listening falls short for many reasons. It isn’t what great listeners are actually doing – good listening is more than a one-way exchange. Saying “I understand” sometimes...
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Why Your Brand Needs To Be On Its Best Digital Behavior

Why Your Brand Needs To Be On Its Best Digital Behavior

Behaving Amidst Change The ways people experience a brands digital behavior have deepened and become more complex, and the digital landscape of today is constantly expanding. As a result, there are seemingly infinite brand touch-points that can strengthen your brand. But on the flip side, brands have to be careful to behave in a way that doesn’t fragment or dilute their brand, but instead helps to build a more powerful, impactful, and engaging experience that rings true across all platforms – digital and non-digital alike. Behaving in Line with Your Brand Because the digital landscape is shifting at the...
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Business Strategy for Brand Strategy

Business Strategy for Brand Strategy

Planning for Tomorrow Every brand strategy project we embark on at Emotive Brand – from positioning to messaging to designing a new website – includes an RFI for a business plan. But regardless of whether our client is an early-stage start-up, a high-growth company, or an established global brand, clients don’t usually see the value of handing over their business plan to an agency. In some scenarios, this is because there simply isn’t a written business plan. The CEO has a vision, but hasn’t been able to articulate it on paper. In other cases, the company may be in...
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Mistakes to Avoid When Activating Strategy

Mistakes to Avoid When Activating Strategy

At Emotive Brand, we think of activating strategy as an integral part of moving your brand and business forward. Your brand strategy is a road map for success that positions your business for the future. It’s the set of tools meant to bring your brand to life and move your business forward. Activating strategy means you need a strong go-to-market plan in the hands of a motivated, aligned marketing team to steer how the brand looks, behaves, and speaks – inside and outside your business walls. Strategy is Set. So, What’s next?  The value of a strong strategy can’t be fully realized...
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Use Your Brand to Cultivate Customer Engagement and Reap the ROI

Use Your Brand to Cultivate Customer Engagement and Reap the ROI

Customer Engagement, More Complicated Than That When it comes to customer engagement, not all engagement is created equal. And despite some misconceptions, engagement is never a simple question of engaged vs. unengaged. In fact, customer engagement can’t be dictated by a single engaged or unengaged behavior. Understanding the value of a customer’s engagement can’t be boiled down to a  ‘like’ or a single purchase. We define customer engagement as a set of behaviors. This means customer engagement is about the relationship between a customer.  So when fostered, the relationship can progress, develop, deepen, become more complex, and in turn,...
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Is it Time for a Brand Refresh?

Is it Time for a Brand Refresh?

What Got You Here Sometimes it’s hard to recognize that it’s time for a brand refresh. Why embark on a brand refresh if your business is successfully growing? Many high-growth companies grow organically, without any strategic direction. Things takeoff. Your team expands. New offices open. Your product line multiplies. And growth mode may happen without making plans for how the brand will accommodate and flex as the business develops. Amidst a growth mode, decisions are often made that help an internal team manage change. In many cases, this means that some of the key brand components end up holding greater...
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