Topics

Brand Positioning


Five Challenges Brands Must Overcome in 2019

Five Challenges Brands Must Overcome in 2019

As 2018 comes to a close, we at Emotive Brand can’t help but reflect on the trends and forces that defined the year. The Golden Age of subscription services continued to shine brightly, bringing personalized eureka moments to thousands of people. Politics seeped into everything, with brands either choosing to walk the line or pick a side. And our data, once seen as merely a byproduct of business, has continued to become the engine of business itself. Looking ahead to 2019, we examine five challenges that brands are facing right now – and how to overcome them using a transformational business...
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Challenger Brands: A Primer

Challenger Brands: A Primer

Are you up to the challenge? Starting today, we’re launching a three-part series on challenger brands — who they are, how they behave, and why your brand could benefit from adopting their disruptive mindset. As this is the first blog in the series, let’s start with the basics. The beginning, as they say, is always a good place to start. What is a challenger brand? “A challenger brand is defined, primarily, by a mindset — it has business ambitions bigger than its conventional resources, and is prepared to do something bold, usually against the existing conventions or codes of the category, to...
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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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Why Strong Positioning is Critical to Sustained Growth

Why Strong Positioning is Critical to Sustained Growth

The Power of Brand Positioning Strong brand positioning has a great impact on the success of your business. But many high-growth companies struggle with how best to position themselves and communicate why they matter. Getting this right is hard, but critical. And if you fail at this, your customers won’t know whether to buy from you or your competitors. In short, positioning is the process of distinguishing your brand from your competitors in meaningful ways. It’s about what you offer, what value you deliver, and what place you hold in your target audience’s mind. Defining...
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Emotive Brand Co-Founder on Evolving a Business and the Challenge of Change

Emotive Brand Co-Founder on Evolving a Business and the Challenge of Change

A little over nine years ago, Bella Banbury and I started Emotive Brand on a bit of a whim. Now, almost 10 years later, we have 20 people in our company. We’re recognized as a top agency in the strategy and branding world. CEOs of companies seek us out to achieve transformative shifts in their business. People hire us because they’ve been reading our content for years. Agencies around the world cite our content as smart and forward thinking. We didn’t expect all of this. We just started our agency and that was that. The cobbler’s children DO have shoes As we reach our double-digits, we’re...
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Timing a Positioning Project: How to Set Yourself up for Success

Timing a Positioning Project: How to Set Yourself up for Success

When Considering a Positioning Project: Timing Is Everything A positioning project requires a serious commitment of time and attention from your team, as well as a financial investment. Whether you do it yourself or partner with a firm, you’ll (hopefully) end up with a positioning you can own that differentiates you in the marketplace. The most successful positioning projects we’ve run have three things in common: time, attention, and urgency. So how do you figure out the best time to start a positioning project? We’ve seen positioning projects thrive when: Your business, sales, or...
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