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Brand Strategy

September 11, 2018 — Sara Gaviser Leslie

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...

August 30, 2018 — Chris Ames

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...

August 28, 2018 — Carol Emert

How Brand Strategy Can Uplevel Your Company’s EQ

Emotional Intelligence (EI or EQ) may account for as much as 80% of peoples’ personal success – more than intellectual intelligence (IQ). At Emotive Brand, we believe EQ matters as much as smarts for brands too. So how does EQ apply to brands, and what can B2B CMOs do to uplevel their organizational emotional intelligence? EQ has five components: self-awareness, self-regulation, internal motivation, empathy, and social skills. All of these apply to businesses as well as people. And all of them can impact basic business strategy, from how to articulate your brand to who to hire and how to...

August 13, 2018 — Tracy Lloyd

Aligning Business Strategy to Brand Strategy for Long-term Growth

Planning for Tomorrow We’ve written a lot about the importance of aligning brand and business strategy. But many leaders dismiss the business strategy as something necessary for the brand strategy. However, without understanding where the business is going, the brand can’t help the business grow in strategic ways. Aligning Leadership It’s obvious to work with the marketing team when developing a brand strategy. But gaining clarity on the business strategy can’t happen in a silo. You can’t develop a coherent brand strategy without internal alignment around the business strategy. That means...

July 31, 2018 — Tracy Lloyd

Is it Time for a Brand Refresh?

What Got You Here Sometimes it’s hard to recognize that it’s time for a brand refresh. Why embark on a brand refresh if your business is successfully growing? Many high-growth companies grow organically, without any strategic direction. Things takeoff. Your team expands. New offices open. Your product line multiplies. And growth mode may happen without making plans for how the brand will accommodate and flex as the business develops. At these times, decisions are often made that help an internal team manage change. In many cases, this means that some of the key brand components end up...

July 26, 2018 — Sara Gaviser Leslie

To Every Marketing VP: How to Talk About Brand so Your CEO Will Listen

The Role of VP of Marketing – It’s Not Easy Is VP of Marketing one of the hardest corporate jobs? We think so. As a Marketing VP, you have a set of responsibilities that varies dramatically day-to-day – and company to company. You touch every area of an organization and engage with almost every member of the leadership team to solve your business’s most pertinent problems. People look to you to drive demand gen campaigns, build awareness for products and the overall brand, support sales teams, support the company’s HR, and fuel recruitment efforts. And, of course, no technology marketing job...

June 19, 2018 — Carol Emert

Using Benchmarking Research to Track Growth and ROI

Many of our clients count on their brand strategy to be a springboard for growth. Whether they’re falling short of ambitious goals or have truly hit a wall, brand strategy can help create the shifts they need to move ahead. But how do you measure success beyond hard numbers like revenue and inbound queries? How do you get insight into whether, how, and how much your brand strategy is fueling your growth – and what more it might be able to do? Brand perceptions, after all, are a squishier metric than dollars. Right? Benchmarking Research Demonstrates ROI Not necessarily. Brand perceptions can...

April 23, 2018 — Tracy Lloyd

Investing in Corporate Narrative During Transition: Essential Tool for CEOs

Transformations and Transitions The corporate narrative is an essential tool for CEOs. Persuading them to invest in one is hard sometimes. Competitive pressures on businesses today are stronger than ever. And as a result, many companies are taking new directions, which are leaving CEOs to reevaluate their position, redirect employees, and build new identities and strategies that are going to fuel business forward amidst important transitions and transformations. As many businesses today shift and flex to changing market demands, it’s easy for a large transformation or transitional period to...

February 21, 2018 — Chris Ames

How CMOs Can Control Their Brand Message in the Age of Digital Sprawl

The New CMO What does a CMO do? Just a few years ago, that was an easy question to answer. You focused on building a brand. You managed your channels: press, radio, a TV spot, maybe even an outdoor installation if you were feeling ambitious. Like a conductor, you could orchestrate your brand message with Mozart-like precision. Marketing, itself, was a pure sport, clearly defined. Flash forward to today, and the blurred lines between technology, marketing, and sales are harder to discern than ever. Fluency in digital transformation has gone from a specialty to a requirement. CMOs need to be...

January 9, 2018 — Tracy Lloyd

Brand Strategy Trends: What These Shifts Mean for Businesses and Brands

Looking Back, Looking Forward: 2018 B2B Brand Strategy Trends Any new year brings up the opportunity to reflect on the year that’s been – and what’s to come. As Emotive Brand’s Co-Founder and Chief Strategy Officer, I talk to individuals in different roles, at companies of every size and maturity. I am truly lucky – it puts me on the frontline as B2B brand strategy trends develop in real time. Here are some of the most interesting trends I observed in 2017 and what’s on my mind as we move into 2018: 1. Messaging That Can Flex Whether it’s short attention spans or Twitter’s influence, our...

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