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Brand Narrative


Do a Company’s Vision and Mission Statements Have Expiration Dates?

Do a Company’s Vision and Mission Statements Have Expiration Dates?

Vision and Mission We probably don’t need to convince anyone that having a vision and mission matters. They give you a North Star, help you focus on a goal, and act as a check for your strategic decisions. But how long should a vision and mission stay intact? At what point should you change your mission and vision? Like many brand strategy decisions, it depends. At Emotive Brand, we believe a company should update their mission when it doesn’t match their strategy. Few would argue with this point, right? What’s more difficult than deciding if you should change your mission, though, is how it...
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Enabler Brands Are Inspiring, Too!

Enabler Brands Are Inspiring, Too!

Disruptor vs. Enabler Brands These days, disruptor brands get all the attention. Companies like Airbnb, Netflix, and Uber have each skyrocketed into popularity by rattling the industries they came from. We get it. There’s something inherently inciting, even American, about the idea of taking down the big guys with your off-kilter vision of the future. It’s easy to root for. But here’s the thing about trailblazers — if everyone blazes their own unique trail, customers are faced with a dizzying network of singular (and often incompatible) solutions. In the course of one day, a person might...
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Storytelling Is the Best Bridge Between Customers and Solutions

Storytelling Is the Best Bridge Between Customers and Solutions

Once Upon a Sales Deck Salespeople want to sell. This much we know. Often, in our conversations with clients or in our perusing of sales decks, we hear a similar refrain. How do we cut to the chase and get to the meat? We don’t blame them. In today’s millennial-influenced age of purpose, you could sit through a narrative, a manifesto, a history lesson, a personal testimony, and a video on corporate social responsibility all before learning what someone is actually selling you. That’s the balancing act. You’re only as strong as your story — but if your story goes on too long, meanders, or...
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Secrets to a Great Employee Brand Story to Recruit Top Talent

Secrets to a Great Employee Brand Story to Recruit Top Talent

Your Employee Brand Is Your Talent Scout There’s a reason that great employees are so often referred to as “talent.” Workers are a dime a dozen, but true expertise is incredibly hard to come by. It’s the thing that propels businesses to their next level of funding, keeps the sales pipeline full, and boosts office morale high in times of unease. No matter how advanced your technology is, people are the backbone of a successful business. Great brands tell stories, and there are few narratives more important than your employee brand story. HR specialists and recruiters have been leading this...
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Nothing Sells Itself: Why Storytelling Should Drive Demand Generation

Nothing Sells Itself: Why Storytelling Should Drive Demand Generation

Emotive Brand Expert #1: Greg Howard As a brand strategy and design agency, we have the privilege of being able to visit innovative companies from a myriad of fields. From global law firms to burgeoning start-ups, we get to pull back the curtain and observe how brands are built, from the inside out. Drawing on our ever-growing network, we’re excited to launch our Emotive Brand Experts series. In these posts, 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. In this...
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Thoughts on Creating a Strategic Narrative: Interview with Strategist Sara Gaviser Leslie

Thoughts on Creating a Strategic Narrative: Interview with Strategist Sara Gaviser Leslie

At Emotive Brand, we’re blessed with an incredibly diverse pool of talented individuals. Our team comes from the management consulting world, branding agencies, technology industry, advertising and everything in between. Each of these viewpoints brings something new to the table. In this post, Sara Gaviser Leslie discusses how her background as an analyst makes her a better writer and the importance of creating a strategic narrative  for brands. You’re a bestselling author, executive communications consultant, strategist, analyst, and storyteller all wrapped up in one. Can you walk us...
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