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B2B Brands


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...
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Differentiate Your Product With A “Why” vs. “What” Approach

Differentiate Your Product With A “Why” vs. “What” Approach

Are you looking for strategies to differentiate your product? There is one key shift you can make to change the way people think, feel, and talk about it. It’s only natural for you and your team to focus on the “what” of your business. After all, it’s your responsibility to ensure that your product is in the app store, on the shelves, online, and on the minds of consumers. You built the product. And you live your product every day. You know it inside out. You know exactly how it works. You know all the ways that your product is better than the others. The only trouble is...
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Time to Reconnect Your B2B Brand to Your Bottom Line

Time to Reconnect Your B2B Brand to Your Bottom Line

Is your B2B brand disconnected from your daily operations? Do your senior executives consider your brand as they make decisions, sell to clients, hire staff? Are your employees able to draw from your brand the inspiration and motivation they need to be effective and gratified in their work? Do your partners know enough about what your brand is trying to achieve to offer the best possible assistance? Are your investors believing that your brand is building value for them? Do your customers resonate with your brand in ways that distance you from your competition? If your brand is simply a logo...
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Doing Good Feels Good – Is Your Brand on Board?

Doing Good Feels Good – Is Your Brand on Board?

Action for Happiness is a movement for positive social change. We’re bringing together people from all walks of life who want to play a part in creating a happier society for everyone. This video from Action for Happiness spurred some thinking on brands and what people are looking for today. Let’s start by defining “happy”. It can be superficial – like what you feel as you watch a TV ad that makes you laugh or brings a tear to your eye. It can be profound – as in what you feel when you know that what you’re doing is doing good for others. We’ve...
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Fast Forward: Our New Offering for High-Growth Companies

Fast Forward: Our New Offering for High-Growth Companies

Developing Fast Forward, an agile marketing, branding, and business offering was the right thing for our team to develop for startups, to address the issues startups are facing right now. We have created Fast Forward designed for our high-growth clients that need to make strategic shifts to quickly address product, industry, competitive, alignment, and other issues. Fast Forward is an agile workshop approach that very quickly develops a strategically aligned and nuanced understanding of your business and brand’s current situation. We bring the most important issues to light — business...
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The Human Dimension of Law Firm Branding

The Human Dimension of Law Firm Branding

Law firm branding is not easy. I find it ironic that many of the most people-driven enterprises in our economy – law firms, architecture, consulting, and engineering firms – are often the most superficial with branding. For most professional service firms, “branding” is only about logos and color palettes. It seems branding’s only goal is to project a serious, professional, and trustworthy identity. Unfortunately, this limited view of branding leads most professional service firms to the same bland destination. Indeed, the Internet is littered with the drab, me-too,...
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How do you differentiate your startup in a crowded category?

How do you differentiate your startup in a crowded category?

Startups in crowded categories should lead with brand. There are many wake-up calls for the founders of startups. One of the more difficult realizations comes fairly early into your journey; the day you wake up and discover that despite your unique, disruptive offering, you have plenty of company. When you first started, when you made your investor pitch and got that angel round, you thought you were so far ahead, there was no category to contain you. But while you’ve been heads down, looking for funding, hiring people, grinding out product, and trying to get customers, a crowded category...
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B2B Brands Can Be Emotive and Should Be!

B2B Brands Can Be Emotive and Should Be!

We were talking with someone the other week about emotive branding and they said, “Sounds great for consumer brands, but I can’t see it working for a B2B brand.” Well, we begged to differ! Indeed, we believe B2B brands have tremendous opportunitites to differentiate and grow their businesses based on an emotive proposition. Note that we didn’t say an “emotional” proposition. Through “emotive” propositions we talk about B2B brands that reach out to people in a way that not only makes them think, but makes them feel something memorably...
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Top B2B Business Problems We are Asked to Solve

Top B2B Business Problems We are Asked to Solve

When you’re a brand strategy firm with a B2B technology focus, there’s no better place to be than the heart of the San Francisco Bay Area. Silicon Valley has extended everywhere the bay waters touch the shore, so our location on the Oakland waterfront puts Emotive Brand at the epicenter of the action. Living and working in the middle of this incomparable start-up mecca, we’re surrounded by some of the greatest technology companies ever built, with leading VCs and amazing entrepreneurs as friends and neighbors. For many years, we’ve used brand strategy to solve business problems. Since we...
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The “Best Places to Work” Aren’t Places at All

The “Best Places to Work” Aren’t Places at All

There’s a new trend in Silicon Valley with tech brands. Famous tech brands are building enormous headquarters designed by famous architects. They’re using the greenest, healthiest materials, the latest environmental technology, creating the most unusual, innovative workspaces, and bringing thousands of employees under one roof. What’s the goal? Some companies say to foster innovation. Others tout togetherness. Some have interior design strategies that force ad hoc employee interactions. Others describe the spontaneity that will happen in casual communal meeting places. But it turns out that...
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