Brand Planning Archives

April 5, 2017 — Tracy Lloyd

The New Measurements of a Successful Business

What does it mean to be a successful business? In the new age of meaningful business, it’s time for more inclusive forms of value. It’s no longer enough to measure financial impact. Companies, brands, investors, entrepreneurs, and consumers are asking: what’s the social impact of your business? What’s your environmental impact? Your emotional impact? In other words, people are asking: Why should I care? Why does it matter? And they are also wondering, can you communicate the value of these impacts to me quantitatively? In any successful business, there is value outside the actual venture....

September 14, 2016 — Tracy Lloyd

Readying Your Marketing Budget

For most companies, Q4 is a time of strategic planning and where every CMO and VP of Marketing prepares for marketing budget planning for the upcoming year. Questions You Want to be Asking It’s important for businesses to start the new year with a strategic framework that sets them up for success. Look beyond your marketing department for alignment within the rest of your organization to help refine and define your marketing objectives for planning purposes. What are the strategic initiatives for your business? What are your top marketing priorities from these strategic initiatives? What mix...

July 29, 2016 — Tracy Lloyd

How Is Coaching Like Brand Strategy?

Coaching and Brand Strategy: Parallels in Action We are an active bunch at Emotive Brand. Because our team is filled with athletes, it seems only natural to draw a parallel between the impact of coaching and brand strategy. Bella Banbury, co-founder and CEO at Emotive Brand, is a Triathlete. Bella is the first to say that her growth in the sport is thanks not only to dedicated hours spent on her bike, on the trails, and swimming in the San Francisco Bay, but thanks to the support of her coaches. Coaching keeps her on track, focused, injury free, and the fittest, fastest, and strongest she...

May 3, 2016 — Tracy Lloyd

Launching a Global Re-Brand: Interview with Brand Strategy Firm, Emotive Brand

As an Account Strategist at Emotive Brand, Sarah plays a pivotal role in helping us transform global brands in to more empathetic, purpose-led, and meaningful companies. Her ability to connect the worlds of writing, research, strategy, and design make her the perfect point person for tackling the nuances and challenges of bringing a new brand strategy to life. In this post, Sarah shares her thoughts on why a global brand rollout can be tricky, gives guidelines on how to tackle obstacles that might arise, and execute a successful maximum-impact launch. A global re-brand is a large...

March 2, 2016 — Tracy Lloyd

Meaningful Workplace: Master Plans Create Employee Alliance

Creating employee alliance Seventh in a series. A Meaningful Workplace is built from the company’s master plan – a strategic platform used exclusively by senior management – that defines the three core elements of ambition (purpose), feelings (values), and behavior (building a culture). This master plan drives all subsequent activities, which include: Macro Plans – how the business itself will be evolved; Group Plans – how groups of employees will be engaged; Solo Plans – how individual employees will be personally engaged. Building something great and enduring Macro Planning puts the...

July 11, 2016 — Tracy Lloyd

Implementing Brand Strategy

Investing in Brand Strategy Is Only Step One Creating a brand strategy that maps precisely to your business strategy demands resources. Money, of course, but also time — the valuable time of your senior executives. But the best and most meaningful strategy in the world can only make a positive impact on your business if it’s implemented thoughtfully and effectively. Don’t waste your precious resources developing a brand strategy if you don’t have a strategy for a proper roll-out. Building a brand strategy is, of course, hugely valuable. Companies do it because they recognize the impact it...

January 25, 2016 — Tracy Lloyd

Make Purposeful Brand Resolutions in 2016

The New Year is the perfect time to step back and create impassioned and attainable brand resolutions. What do you want to achieve in 2016? Look back on 2015 and reflect on your business. What were your greatest successes and biggest challenges? How can you live your brand promise in 2016? How can you build your brand to flourish? Emotive Brand wants to add some inspiration and purpose to the start of your 2016. We’ve asked top business executives across varying industries to share one piece of advice about managing a brand and driving business. Our advice: read up. “Managing your brand is a...

January 14, 2016 — Tracy Lloyd

Is Your Brand Ready for 2016?

The New Year is the perfect time to reflect and renew your brand’s focus. It’s not about resolutions. It’s about looking back on this past year of business and checking the alignment of your brand and business strategy. What things should you focus on in order to ready your brand for 2016? We want to offer some purpose-led inspiration and advice on preparing your brand for success in the New Year. Here are three focus points to consider before you take the year by storm: 1. Make Meaningful Measurements Take a moment to consider what you’re measuring and why. Ask yourself, do existing...

December 10, 2013 — Tracy Lloyd

What Is Your Brand’s Future State?

Why talk about the future state of your brand? Look ahead and dream about what would make your brand a kick-ass success. Now start planning for it. What if you could turn the clock back 5 years? Thinking about the state of your brand and business today, what would you have done to make your brand either stronger today, or more fit for the future it faces? If we had this magical power, we would be able to go back and pull the strings, turn the dials, and change the gears of our complex brand workings. With the power of hindsight, we’d be able to avert many of the business problems that plague...

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Brand Planning