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Brand Launch

Rebranding in 2024? Move fast to go slow.

December 13, 2023 —

Rebranding in 2024? Move fast to go slow.

As 2023 winds down, odds are you’ve already set your goals for 2024 and are taking these last couple of weeks to tie up loose ends and get ready to take a running leap into Q1. But before you turn out the lights on the year, we have one piece of advice: if a rebrand is something you’re considering before the end of Q2, the time to start is now. “Starting now” doesn’t mean kicking off the project. But it does mean you need to socialize the endeavor with your leadership team, clarify the goals, secure budget, identify internal teams and resources, define the brief or create an RFP, find the...
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Q&A with Eric Futoran of Embrace about Building a Brand to Lead the Mobile Revolution

July 20, 2023 —

Q&A with Eric Futoran of Embrace about Building a Brand to Lead the Mobile Revolution

Embrace is a company dedicated to unlocking the potential of mobile technology. As companies envision new ways that mobile can transform the ways people live, work, and play, they are asking their mobile teams to deliver mission-critical experiences that are increasingly bold and ambitious. Developers need help managing the growing complexity of what they build—so they can dream bigger about the role mobile plays in their future—which is what Embrace helps them do. Emotive worked with Embrace Co-Founder and CEO Eric Futoran and his team to redefine their brand and align their organization on...
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Is What You Offer In Evolution? Adopt A Progressive Brand Positioning Strategy

June 3, 2021 —

Is What You Offer In Evolution? Adopt A Progressive Brand Positioning Strategy

Brand Positioning, While In Evolution Our studio works with a diversity of clients, but most come to us in evolution: at pivotal points in their growth, maturation, and offering. For instance, we’ve worked with Series A companies that want to go to market with a compelling brand but don’t yet have a fully realized product, companies looking to emerge out of stealth who have a big vision for tomorrow but want to focus on their current product to prove results today, and maturing organizations at pivotal points in their trajectory who are facing existential decisions about how to evolve their...
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From Strategy to Storytelling: Realizing the Bay Area of 2070

May 13, 2021 —

From Strategy to Storytelling: Realizing the Bay Area of 2070

In our line of work, we’re constantly thinking about the future. What’s the vision? What’s the ceiling? How does it scale? But seldom do we get the opportunity to engage with the future on a deeply human level. How will the Bay Area — this complex region we call home — actually look, feel, move, and grow over the next 50 years? In the Spring of 2020, SPUR, a non-profit public policy organization based in San Francisco, had just completed their Regional Strategy research. The body of work was a 50-year horizon project that proposed ideas and actions on everything from revamping our...
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Business Imperative: Socializing Strategy

August 27, 2019 —

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, and you need to be socializing strategy. 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 a mystery to most employees. Chances are, they learned...
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How to Launch a New Brand Category

March 4, 2019 —

How to Launch a New Brand Category

Launching A New Brand Category The decision to join an existing category, or to launch a new brand category is not an easy decision. Evaluating your product maturity, the product roadmap, and overall market maturity is critical. Once the decision is made, the strategy shifts to creating the right budget and plan to launch the new brand category. Building momentum is paramount to both the category’s success, and by proxy, your own brand’s position as the category leader. As we’ve previously discussed, timing is critical for launch. You need to consider factors of competition, messaging,...
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The Pros and Cons of Launching a New Category

November 20, 2018 —

The Pros and Cons of Launching a New Category

What’s Old Is New Again People have been drinking coffee, listening to music, and shopping for groceries forever. But if you peered into the modern household, chances are these common operations would look completely foreign to someone ten years ago. One might load a coffee pod while streaming an album from their phone, then ask their voice assistant to add something to their online cart. This is the brave new world of brand category creation, and it’s something that we’ve written about extensively. The reason we spend so many words on this topic is that it’s absolutely paramount to...
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Brand Is the Best Foundation for Growth

May 8, 2018 —

Brand Is the Best Foundation for Growth

Emotive Brand Experts #6: Kelly Morgan 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. Kelly Morgan is Head of Marketing at Lyra, a startup that’s transforming behavioral healthcare. We’ve been working with Kelly to rebrand Lyra, and they just launched their new brand last week. In addition, they’ve secured their next series of funding! Kelly spoke with us to discuss key learnings from the rebranding process. What was the...
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Changing Minds in an Industry Made Murky With Mistrust: The Launch of Sia

February 23, 2018 —

Changing Minds in an Industry Made Murky With Mistrust: The Launch of Sia

Cryptocurrency: Mistrust and Darkness “Bitcoin” was one of the most googled phrases this past year. Everyone rushed to figure out what it was, how it worked, and how to get in on the action. We’re living in a “Bitcoin Boom”;  Initial Coin Offerings (ICOs) raised more than$4 billion in 2017. Last year, the average number of bitcoin transactions was estimated at 12,000 / hour. And interest and investment in bitcoin and cryptocurrency are only increasing. While the world was chattering, regulators globally expressed concern. Words like “threat,” “heist,” “misleading,” “deceptive,” “criminal,”...
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How to Make a Business and Brand Transformation Successful

May 2, 2017 —

How to Make a Business and Brand Transformation Successful

Emotive Brand hinges itself on the power of business transformation through brand strategy, and brand strategist, Jo Schull adds a honed strategic mind to our team. By working directly with clients to help understand the true essence of their business, she uncovers the necessary internal and external strategies needed to transform the potential of their brand into a reality. In this interview, Jo offers her thoughts and expertise on how to make a brand and business transformation successful. People are always talking about business transformation – what does that mean? Business...
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