Topics

brand campaign


Bridging the False Divide Between B2B and B2C

Bridging the False Divide Between B2B and B2C

Business is made of people trying to sell each other things. That’s it. And yet, there is still this massive gulf between business-to-business (B2B) and business-to-consumer (B2C). You feel it immediately in the design and language used. You don’t need a branding vocabulary to know when you’re seeing a B2B ad, because it will probably feature code, a weird bar chart, and copy like, “Adding code coverage with Slather to Zendesk’s iOS SDK build.” Here’s what I want to know: high-level B2B decision-makers are still people – people with hearts, minds, and feelings who make decisions based on...
Read more >

The Next Frontier for Employer Brands: Healthy Behavior Change

The Next Frontier for Employer Brands: Healthy Behavior Change

At Emotive Brand, we’ve seen a jump over the last year in clients seeking help with employee behavior change. Better brand behavior isn’t the focus. Instead, organizations are actually trying to help their people live happier and healthier work and personal lives. It’s exciting to see companies living out their employer brands through a greater commitment to their people, and to see them authentically rewarded with more trust and loyalty. Several trends have brought us to this point, starting with greater competitiveness in recruiting – especially in Silicon Valley, which seems to be...
Read more >

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...
Read more >

Brand Campaign: Emotional vs. Emotive Brands – What’s the Difference?

Brand Campaign: Emotional vs. Emotive Brands – What’s the Difference?

The Power of an Emotional Brand Campaign Have you seen a brand campaign lately that made you laugh? Cry? Smile? There are a lot of campaigns out there that pull at people’s heartstrings. And often the most shared campaigns are the ones that rely heavily on emotional content. As a result, a lot of brands today are hyper-focused on creating emotional advertisements. People rely quite heavily on emotions to make decisions. Anyone in branding today knows this, but just because your brand produces one emotional campaign, doesn’t mean it’s positioned for long-term success. Today, to really connect...
Read more >