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On Design, Branding, and Where the “Brand Magic” Happens: Interview with Emotive Brand Creative Director

On Design, Branding, and Where the “Brand Magic” Happens: Interview with Emotive Brand Creative Director

Interview with Jane Brown, Creative Director Jane joins Emotive Brand with over 20 years of experience developing corporate and brand identities ranging from global corporations to startups – bringing both agency and client-side, as well as print and digital media expertise to the table. Jane has built a reputation around delivering high-level thinking and design systems that enable new brands to compete in crowded marketplaces and venerable brands to deepen their relevance. In this interview, Jane shares her point of view on branding challenges, client-agency relationships, collaboration, and what gives brands that extra “magic.” What drew you to Emotive...
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Emotive Data: Designing Quantitative Research for Emotional Insight

Emotive Data: Designing Quantitative Research for Emotional Insight

Emotive Brand may not seem like a green eyeshade kind of place. After all, we’re in the business of creating emotional connections between brands and people. You may ask, “Why use quantitative research at all? Isn’t qualitative better for emotional insight?” In fact, we find quantitative research very rich – and extremely useful for building our clients’ brands and businesses. Qualitative insight is important too, but whenever we can, we start with quant. It helps us move the needle on both functional and emotional measures. It also provides a baseline from which to measure change. We recently completed a...
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The Power of Debate in Meetings to Drive Business Forward

The Power of Debate in Meetings to Drive Business Forward

Meetings: Valuable or Valueless? What’s more frustrating than sitting through endless meetings and coming out on the other end asking: What was the point of those? As technology introduces even more ways to communicate offline, you would think we’d see the quantity of meetings decreasing. However, the opposite has been shown. Research shows meetings increasing in length and frequency. In the 1960s, executives spent less than 10 hours in meetings. Now, executives spend about 23 hours a week in them. And although no one loves a day jam-packed with meetings, what’s really at the heart of the frustration is...
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Emotive Brand and Emotive Branding: Our Origin Story

Emotive Brand and Emotive Branding: Our Origin Story

Brands for the Better The idea of emotive branding – and the creation of our agency, Emotive Brand – flowed from our desire to make a positive difference in the way people and brands interacted with each other. These were our goals: Bridge the gap between commerce and civility. Create brands that people appreciate, respect, and actively seek out. Help employees of brands feel better about their jobs. Make partners and suppliers vie for the opportunity to work with our clients. See communities welcome our clients’ brands with open arms. As a result of all of this goodwill, our...
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How Not to Fail in a Super Bowl Ad

How Not to Fail in a Super Bowl Ad

Ads Can Only Get You So Far Do you remember the ad for Mophie from a few Super Bowls back? Neither do I. What I do recall is a small, private company spending what seemed like a crazy amount – around $5M – on a Super Bowl ad. And while Mophie is still chugging along, it certainly isn’t conquering the world. Interestingly though, the mistake they made wasn’t spending too much on the ad. In fact, the 1-minute spot allowed the brand to reach hundreds of millions of potential buyers. The error they made was spending that kind of...
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Loyalty and Productivity: Using Innovative Benefits to Build Employer Brands

Loyalty and Productivity: Using Innovative Benefits to Build Employer Brands

A great employer brand story is important for recruiting and retaining employees – but it’s important to show workers the love and not just talk about it. Benefits are one of the best ways to demonstrate that a company values its employees’ well-being and not just their work. With a rising tide of innovative benefits, from in vitro fertilization to college tuition support to telemedicine, there’s more opportunity than ever to build a strong employer brand. HR leaders who innovate can boost their competitiveness while taking better care of their people. At Emotive Brand, we’re lucky to work with...
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To Every Marketing VP: How to Talk About Brand so Your CEO Will Listen

To Every Marketing VP: How to Talk About Brand so Your CEO Will Listen

The Role of VP of Marketing – It’s Not Easy Is VP of Marketing one of the hardest corporate jobs? We think so. As a Marketing VP, you have a set of responsibilities that varies dramatically day-to-day – and company to company. You touch every area of an organization and engage with almost every member of the leadership team to solve your business’s most pertinent problems. People look to you to drive demand gen campaigns, build awareness for products and the overall brand, support sales teams, support the company’s HR, and fuel recruitment efforts. And, of course, no technology...
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Brand, Purpose, Culture: The Triple Threat For Business Right Now

Brand, Purpose, Culture: The Triple Threat For Business Right Now

In Tandem We talk a lot about how businesses today need a strong brand, a clear purpose, and an inspired culture. Each of these brand components are playing a greater role in business success today. Sometimes it appears that if you just have one, you might be able to turn your business around. But this is no longer the case. Without all three – brand, purpose, culture – working together and driving one another, rising to the top is not a possibility. Simply embracing purpose is no longer enough to stand out. Even the most talented people aren’t going...
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Generation Z: A New Generation With New Challenges for Brands

Generation Z: A New Generation With New Challenges for Brands

Gen Z, Already? For the past several years the spotlight has been on one generation: yes, millennials – the most studied and arguably the most sought after (or talked about) generation by brands and businesses to date. We, for one, have discussed: what brands they love, where they put their money, where they put their loyalty, why where they work matters, if all the “millennial advertising” hype is even worth it… Now, it seems the focus is shifting. The internet, advertisers, and marketers today are starting to pay a little more attention to those millennials’ younger siblings: Gen Z....
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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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Business Imperative: Socializing Strategy

Business Imperative: Socializing Strategy

One of the first things we learn in business is the importance of “having a plan”. Preferably, it should be a Strategic Plan, complete with milestones, action items, KPIs, and other important measures. This is definitely true. You need to have a plan. As someone who’s been in the consulting game for many years, I can’t count the number of times I’ve sat down with new clients only to discover that while there may in fact be a carefully (and expensively) constructed Strategic Plan, it’s an unknown mystery to most employees. Chances are they learned about the Strategic Plan...
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Brand Strategy Trends: What These Shifts Mean for Businesses and Brands

Brand Strategy Trends: What These Shifts Mean for Businesses and Brands

Looking Back, Looking Forward: 2018 B2B Brand Strategy Trends Any new year brings up the opportunity to reflect on the year that’s been – and what’s to come. As Emotive Brand’s Co-Founder and Chief Strategy Officer, I talk to individuals in different roles, at companies of every size and maturity. I am truly lucky – it puts me on the frontline as B2B brand strategy trends develop in real time. Here are some of the most interesting trends I observed in 2017 and what’s on my mind as we move into 2018: 1. Messaging That Can Flex Whether it’s...
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San Francisco Branding Agency Shares New Year’s Resolutions

San Francisco Branding Agency Shares New Year’s Resolutions

We promise to… Deliver Business Results Our clients hire us because they are looking to solve business problems. We know how to successfully enable growth by delivering positioning strategies that differentiate, brand campaigns that fulfill on marketing and sales goals, and deliver employer brand strategies that engage global employees around why the brand matters. Our work continues to drive business for our clients in a way that is transformative. We are focused on standing behind our work and delivering a strong ROI on every project. Continue to Lead with Purpose We stand behind the belief that purpose is at...
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Early Warning Signs You Need a Brand Refresh

Early Warning Signs You Need a Brand Refresh

Brand Presentation Counts Presentation is everything. It’s the way a gourmet meal looks on the plate, what you wear for a job interview, or the tidiness and odor of your hotel room when you open the door. The same rings true with a corporate brand. Your brand is who you are. When your brand presentation is clear, people understand who you are and what you stand for in the world. On the other hand, when your presentation doesn’t make a great first impression, you must prepare to deal with the fallout. This is why when we work with clients,...
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How to Help Your Startup Thrive Internally

How to Help Your Startup Thrive Internally

Finding for the right strategies to help your startup thrive It’s an all too familiar startup sight. Your technical co-founder and engineering teams have their eyes glued to screens of scrolling code as their fingers fly across keyboards and music blasts through their earbuds. They are driving hard toward the launch date or new product release, losing themselves in their work and consuming Red Bull like there’s no tomorrow. Nikos Moraitakis, Founder & CEO of WorkableHR.com, sets the following as one of ten helpful tasks non-technical co-founders should undertake: “Nurture good spirit, keep everyone intellectually stimulated. Your technical co-founder...
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