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Brand Strategy


The Need for Trust and Transparency with your Employees

The Need for Trust and Transparency with your Employees

Demands of Transparency In many ways, we live in a time of extreme transparency. From product reviews and political opinions to knowing exactly what your coworker ate for dinner – not much is hidden. But with so much out there, people are more skeptical and less trusting, constantly questioning: What’s real and who can I trust? As a result, people are demanding more from the businesses they work for and the brands they buy from. People don’t want a sea of information and opinions. They want real, honest, authentic, and transparent brands that ring true at every moment. The Need for...
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Brand Decisions: Rational, Emotional, or Both?

Brand Decisions: Rational, Emotional, or Both?

Brand decisions come down to neuroscience? Neuroscience is telling us that every “rational” decision is surrounded and influenced by emotions. So what does that mean for brands? Brand decisions are neither rational or emotional – they are invariably both. But how do you work with an insight like this? How do you bring an emotional dimension to your brand, especially if today it is emotionally neutral? How do you change the behavior of your brand – and the people behind it – so that every interaction is either striking, or responding to, a relevant emotional...
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Agile Brands Break Through

Agile Brands Break Through

Agile Brands are the New Norm More than ever before, people expect brands to evolve around their needs, anticipate their desires, and cater to the ways they want to connect with the world. The expectation to keep up with market innovations and business trends translates into a demand for agile brands. Customer behavior is always shifting, and values are changing faster than most companies can keep up with. Consequently, people dismiss brand communications that are behind the consumer curve. For businesses, this mean it’s often hard to keep up. Fittingly, Wired calls this an ear of...
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Is Your Brand Working to Positive or Negative Energy?

Is Your Brand Working to Positive or Negative Energy?

Strategies for addressing the energy of your business in good times and bad: We came across this interesting insight by John P. Kotter in his post entitled “To Create Healthy Urgency, Focus on a Big Opportunity” on the Harvard Business Review blog. “There are two basic kinds of energy in organizations. Energy triggered by a big opportunity, can create momentum in the right direction and sustain it over time. Energy based on fear or anxiety, might overcome complacency for a time, but it does not build any momentum or maintain it. Instead it can create a panic, with all the obvious negative...
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Building the Employee Experience

Building the Employee Experience

It’s no secret that the employee experience with HR has developed a bad rep. The reality is that most people associate HR with two things: hiring and firing. For many organizations, HR is rule enforcement, the behavior police, gliding in when the people problems arise. And even when employees do have a positive experience with HR, it’s often limited to the brief experience of onboarding. Building Responsibility We’ve mentioned that attracting, engaging, and retaining top talent is the top priority for executives today. And for most businesses, this responsibility falls on HR. It’s no...
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Using Metaphors to Communicate on Behalf of Your Brand

Using Metaphors to Communicate on Behalf of Your Brand

Meaningful Connections Even the most complex brands need to make meaningful connections with customers. At Emotive Brand, we work with a lot of brands that have complicated technology, products, or services. As we dive into these brands, we often find that even company founders struggle to clearly explain what their brand does and why it matters in a way that truly resonates with customers. Oftentimes they use a metaphor to describe their offering. Metaphors are powerful communication devices. They help us consider new ideas or concepts in a relatable way. They help us move away from talking...
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Is Your Company Primed for Sustained Growth?

Is Your Company Primed for Sustained Growth?

Growth is always good. But sustained growth is always better. It’s not just a matter of a stronger will or more ambition. Sustained growth companies are more agile, more resilient, and more innovative. Our work with a group of mid-market clients, along with a growing body of academic research, indicates the companies who enjoy sustained growth have embraced their purpose, and have built a culture and a set of practices that “live it”. Purpose sharpens vision, inspires teams, and empowers people. Purpose helps every person find fresh ways to think differently, to see how market dynamics can...
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Purpose-led Brands and the Role of the CEO

Purpose-led Brands and the Role of the CEO

Purpose-led leaders lead thriving businesses. If you are a marketer faced with the task of re-branding or leading a brand strategy for your business, think about the person most influential to its success. Wondering who is essential to be part of the team? Ask yourself: Who has the greatest insight into where your business needs to go? Who can make sure that the company’s brand strategy embodies, and brings to life, this vision? Who sees how the people, processes and policies of the business need to evolve to address future issues and opportunities? Who is the best person to lead the...
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Purpose-Led Brand Strategy Optimizes Business

Purpose-Led Brand Strategy Optimizes Business

Purpose-led Brand Strategy that Masters the Intangibles, Masters Markets A purpose-led brand strategy has the power to optimize the present and future value of your business. When your brand actively embodies all the true and meaningful aspects of your corporate decisions, policies, and actions, it not only brings new energy to your current competitive efforts, it also signals a brighter and more energizing future to the people vital to your company’s success. Your brand houses your company’s intangible value Everyone knows there’s a link between the perceived value of your...
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Why Law Firms Need Brand Strategy

Why Law Firms Need Brand Strategy

Consulting Firms are brands too Within professional services and consulting firms, there’s very little that distinguishes one brand from another. Practice areas and services all lead with the same claims: excellent client service, tailored solutions, and global reach. So much similarity makes all consulting firms blend together. Taglines echo. Logos mirror each other. Marketing copy follows the same jargon. Ultimately, they become indistinguishable. As the shift to a buyer’s market solidifies, competitive rivalries intensify. It’s no longer enough for a firm’s identity to be solely linked to...
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