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Discourse Analysis: A Powerful Tool That Ensures Your Strategy’s Success

Discourse Analysis: A Powerful Tool That Ensures Your Strategy’s Success

Missing a Piece of the Picture A powerful brand strategy that drives business forward requires more than an understanding of what customers say motivates them to engage with your brand or your competitors. It requires understanding the larger cultural forces at play that shape those same motivations and comparisons. That’s where discourse analysis enters the conversation. For example, in our work with a major cyber security company, analyzing the discourses at play revealed shifts in the larger security conversations happening in our culture. We discovered we were moving from conversations...
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The Benefits of Purpose-Led Company Cultures

The Benefits of Purpose-Led Company Cultures

Purpose-led Company Cultures What happens when all the people in your organization feel better about the work they do? When they know they’re helping others achieve greater well-being? When they have a shared belief and feel a kindred spirit with their co-workers? For your business, the benefits are multifold. There’s more alignment, engagement, and motivation in play. Collaboration and innovation become more natural and prevalent. So everything runs more smoothly. New ideas are popping up all the time. Blank, confused, and dispirited faces are replaced by purpose-driven looks of...
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Emotive Brand Happy Hour: Kyla Discusses Her Inspiration

Emotive Brand Happy Hour: Kyla Discusses Her Inspiration

Emotive Brand Happy Hour! Today, our Studio Manager, Catrina Morbidelli, sat down with our Director of Operations, Kyla Grant​, to learn more about what drives and inspires her. If you checked out the Facebook video, read the full interview below. What is your biggest motivation to keep working in this field? The work we do at Emotive Brand is never the same. Companies of every size, from industries I never knew of, come to EB to solve their problems – and the solutions are always different. That’s what’s interesting. We are constantly learning, constantly evolving, and constantly moving at...
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Workplace Behavior Helps Brands Compete

Workplace Behavior Helps Brands Compete

Brand strategy that is not activated meaningfully within an organization can fall flat. The best way to ensure employees know how to bring a new brand strategy to life and live its brand promise is to develop a strategy for addresing workplace behavior. When we set out to build our methodology for brand strategy, we had two bold objectives in mind: 1. Reduce the emotional distance between people and brands, to make lives more meaningful, and brands more successful. 2. Go beyond simply stating a meaningful ambition for brands, by showing the executive team, the management, and every employee...
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Embrace Agile Learning and Set Your Business Up For Success

Embrace Agile Learning and Set Your Business Up For Success

Learning as a Competitive Advantage More and more, a workforce’s capacity for learning is becoming a competitive advantage for businesses and brands today. Staying relevant, fresh, innovative, and creative hinges on a culture’s openness to new perspectives, ability to embrace of different ideas, and willingness to take risks. As businesses look for new ways to compete, stay agile, and move business forward amidst new challenges and fast-paced changes, having agile learners leading and fueling your business matters now more than ever. Without Learning, You Risk Losing Relevancy Research has...
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Autonomy and Accountability: A Balancing Act That Fuels Innovation

Autonomy and Accountability: A Balancing Act That Fuels Innovation

Higher Demands for Innovation Today Across industries today, businesses and brands are realizing the need to embrace an innovative mindset in order to compete. In today’s shifting times, agility has never had so much value. And brands who want to be positioned to thrive need to be able to move fast and smart enough to stay ahead of the competition. This hinges on having motivated, inspired, and productive people behind you. Innovative businesses today are fueled by people who believe in their purpose, are given the freedom they need to experiment, take calculated risks, and work creatively...
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The Value of Mapping Business Strategy to Brand Strategy

The Value of Mapping Business Strategy to Brand Strategy

Business strategy and brand strategy should be closely linked There’s a perception among many executives that business strategy is strategic, and 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...
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Rethink How Your Brand Makes People Feel

Rethink How Your Brand Makes People Feel

Emotions and feelings Right now your brand is making the people important to its success feel one thing or another. The question is, are those feelings a help or a hindrance? If sales are slipping, good employees are leaving, loyal customers are defecting, or it’s getting harder to recruit top talent, it’s time to rethink how your brand makes people feel. Feelings and emotions lie at the heart of emotive brand strategies. In our most recent white paper, “Transforming your brand into an emotive brand”, we explain that emotions and feelings are key drivers of our approach to brand...
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Going Global for Inspiration: Unfamiliar Spaces Yield a Fresh Design Perspective

Going Global for Inspiration: Unfamiliar Spaces Yield a Fresh Design Perspective

A Design Perspective on Finding New Inspiration As a designer working at a fast-paced agency, it’s easy to feel tethered to the computer. It’s easy to get stuck in the same patterns of designing, looking at the same sources of inspiration, and working from the same perspective each time. But what many people forget about is the value of altering your surroundings – seeing something new, changing your pace, looking elsewhere for inspiration, or just widening your lens of seeing. Being truly creative, inspired, and innovative – as the top designers, business leaders, and brands today need to...
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Digital Health: A Future With Millennials

Digital Health: A Future With Millennials

Digital Health At Emotive Brand, our work with purpose-led healthcare companies has expanded our vision of how digital health can change people’s relationship with how they manage their health. Today, most patients, across all generations, still depend on long-established ways of connecting with healthcare providers. According to Salesforce’s report, “2015 State of the Connected Patient”, 76% of people call to set up appointments, 62% rely on a doctor to keep track of personal health data, and 40% review the data with their physician in person. However, this is changing rapidly and the...
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Minimalism: Not a Passing Trend

Minimalism: Not a Passing Trend

Trendy Business Design can be a trendy business. It’s easy to fall into the trap of following what others deem exciting – moving with the grain rather than against it. However, there’s a problem with trendy design: it gets old. Recently, there has been a resurgence of simple geometric forms in branding: simple color blocks of type in packaging, white book covers, and clear lines. And it may seem like this minimalist way of designing is a new-ish trend, popularized via Behance or famous design blogs, when it actually is just a reach back into a real movement etched in art history books. So...
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Brand Purpose Drives Trust

Brand Purpose Drives Trust

Brand Purpose Drives Trust How does brand purpose play into building trust? As customers become more connected, more involved, and more engaged than ever before, it becomes more and more difficult for brands to earn their trust. And this trust is key to successful business today. High-trust companies “are more than 2 ½ times more likely to be high performing revenue organizations” than lower-trust companies. One of the strongest drivers of trust today is purpose. People want the brands they buy from and the businesses they support to work in line with their values, goals, and greater...
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Leading a Digital Transformation: The Requirements of Today

Leading a Digital Transformation: The Requirements of Today

The Strength of Digital Today Across the globe, digital innovations are disrupting industries at lightning speed. And brands who want to be positioned to thrive, need to move fast enough to stay ahead. As a result, businesses leading digital transformations today are digitally innovating, digitally connecting, and digitally disrupting at record paces. Moving Digital Forward Accelerating into the future at this speed and competing in a landscape where every touchpoint is interconnected is hard work. Many CEOs are under a lot of pressure to locate and install the right technology as fast as...
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Creativity: The New Competitive Advantage for Businesses Today

Creativity: The New Competitive Advantage for Businesses Today

The Rising Demand for Creativity at Top Businesses Today Over the last couple of years, top companies have shifted their mindset about creativity and its value. It’s now clear that creativity drives business success today, and brands who want to stay ahead, foster innovation, and stand out in a competitive marketplace need creativity to fuel their business forward. As a result, creative people are more in demand than ever before. However, what it means to be creative is hard to define. It’s a wide spectrum. People stay creative and approach creativity in unique ways. And being consistently...
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Negotiating the Competitive Social Media Landscape of 2017

Negotiating the Competitive Social Media Landscape of 2017

A Changing Social Media Landscape In November of 2007, brands and businesses were given the opportunity to have an official Facebook presence. The same day, Pages for companies launched and 100,000 companies joined the social conversation. Established brand names, new businesses, local companies – they all felt ready and fired-up about social media and the magical aura that surrounded its impact for businesses at the time. As we enter 2017, social media – for many – feels like it has lost a bit of its magic. What were once feelings of excitement that surrounded the influx of platforms,...
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