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Blog Posts by Chris Ames


How to Attack and Other Strategy Lessons from the World of Cycling

How to Attack and Other Strategy Lessons from the World of Cycling

As a project manager at Emotive Brand, Shelby Tramel is known for two things. First, she brings clarity and expertise to every project she touches. And second, she often comes into the studio dressed head-to-toe in Lycra cycling gear, clutching some homemade drink that looks more like cement than a smoothie. We all knew she was a fierce competitor, but it wasn’t until recently that we learned just how elite she is. (Though it does explain why she often eats two or three breakfasts.) We sat down with Shelby to discuss her athleticism, future goals, and how lessons from...
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What Brands Need to Do Right to Nail Their Digital Strategy

What Brands Need to Do Right to Nail Their Digital Strategy

Emotive Brand Experts #5: Michael Beavers Continuing our Emotive Brand Experts series, we’re interviewing past and present Emotive Brand clients to discover what they do better than anybody else – and how that expertise can be used to embolden your brand today. Michael Beavers is a Silicon Valley-based digital strategist who works with leading technology enterprises, consumer brands, and startups. A veteran from both sides of the client and agency relationship, he’s worked with Google, Yahoo!, Intel, and many others. *** How do you define digital strategy? Digital strategy describes the intersection of business strategy, insights about the human beings who...
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Want Better, Faster Design? Bring Your Creatives to Strategy Meetings

Want Better, Faster Design? Bring Your Creatives to Strategy Meetings

Emotive Brand Expert #4: Eve Maidenberg Continuing our Emotive Brand Experts series, we’re interviewing past and present Emotive Brand clients to discover what they do better than anybody else – and how that expertise can be used to embolden your brand today. In this post, we speak with Eve Maidenberg, the Creative Services Director at Stitch Fix. Before that, she was a VP of Marketing at Marqeta. *** Left Brain vs. Right Brain Strategists and creatives are the left and right brains of a branding agency. In every project, you need the right mix of sequencing and imagination, linear...
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Reducing Stigma Through Branding: A Moral Dilemma

Reducing Stigma Through Branding: A Moral Dilemma

Anti-Stigma Campaigns Need Authenticity Inauthenticity is the Achilles heel of purposeful brands. More than ever, people gravitate toward companies that radiate transparency and accountability. We laud brands that shift our perception to break down stigmas. However, if these sensitive topics are clumsily handled, the backlash is harsh and swift. Failing to sell a luxury item is one thing. But misrepresenting a sensitive topic for financial gain? That’s another. Nowadays, it seems hardly a week goes by without a public apology in response to a tone-deaf branding effort. So, how does a brand discover if it’s equipped to tackle an...
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Secrets to a Great Employee Brand Story to Recruit Top Talent

Secrets to a Great Employee Brand Story to Recruit Top Talent

Your Employee Brand Is Your Talent Scout There’s a reason that great employees are so often referred to as “talent.” Workers are a dime a dozen, but true expertise is incredibly hard to come by. It’s the thing that propels businesses to their next level of funding, keeps the sales pipeline full, and boosts office morale high in times of unease. No matter how advanced your technology is, people are the backbone of a successful business. Great brands tell stories, and there are few narratives more important than your employee brand story. HR specialists and recruiters have been leading...
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