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Brand Strategy


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

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

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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San Francisco Branding Agency Shares New Year’s Resolutions

San Francisco Branding Agency Shares New Year’s Resolutions

We promise to… Deliver Business Results Our clients hire us because they are looking to solve business problems. We know how to successfully enable growth by delivering positioning strategies that differentiate, brand campaigns that fulfill on marketing and sales goals, and deliver employer brand strategies that engage global employees around why the brand matters. Our work continues to drive business for our clients in a way that is transformative. We are focused on standing behind our work and delivering a strong ROI on every project. Continue to Lead with Purpose We stand behind the...
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How to Help Your Startup Thrive Internally

How to Help Your Startup Thrive Internally

Finding for the right strategies to help your startup thrive It’s an all too familiar startup sight. Your technical co-founder and engineering teams have their eyes glued to screens of scrolling code as their fingers fly across keyboards and music blasts through their earbuds. They are driving hard toward the launch date or new product release, losing themselves in their work and consuming Red Bull like there’s no tomorrow. Nikos Moraitakis, Founder & CEO of WorkableHR.com, sets the following as one of ten helpful tasks non-technical co-founders should undertake:...
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Why Hire a Brand Strategy Agency?

Why Hire a Brand Strategy Agency?

Your business is an intricate machine that leverages people and processes to generate profits. Until now, your way of doing this has been satisfactory to both you and your shareholders. But obviously there is something in the wind telling you that some changes are needed. This has you thinking about how to best deal with this situation, and to determine what partners, if any, you need to make these necessary changes. What drives your need to change? There are many reasons why a company would need to change what it’s doing. Maybe competition and disruption are inhibiting the growth...
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The Cost of Branding = Transformative Value

The Cost of Branding = Transformative Value

Oftentimes, branding is seen as just another expense. Another project that needs budgeting. Another to-do to check of the list. Additionally, a brand’s visual identity and its implementation are often seen the same way – but they shouldn’t be. Branding is only costly to a company if the company doesn’t fully tap into the brand’s value. Likewise, if you leave your brand’s visual identity to flounder in a presentation deck, it remains an untapped value. Understanding the value of your brand and what its visual identity means is key to shifting the conversation from a business cost to its...
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What Brands Need to Do Right to Nail Their Digital Strategy

What Brands Need to Do Right to Nail Their Digital Strategy

Emotive Brand Experts #5: Michael Beavers Continuing our Emotive Brand Experts series, 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. Michael Beavers is a Silicon Valley-based digital strategist who works with leading technology enterprises, consumer brands, and startups. A veteran from both sides of the client and agency relationship, he’s worked with Google, Yahoo!, Intel, and many others. *** How do you define digital strategy? Digital strategy describes the...
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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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Is an Agile Strategy the Right Approach for Brand Strategy?

Is an Agile Strategy the Right Approach for Brand Strategy?

Dynamic Times Require Agile Strategy We have seen a a large rise of requests for our proprietary agile strategy methodology for brand strategy. More than ever, sudden market changes, disruptive business models, rapid-paced technology, and ever-evolving competition demand agility. As customers change, new competition enters and new categories emerge, so businesses must be able to flex and adapt with the times. Without Agility, Less Impact Agility is becoming more and more of an expectation. And being agile doesn’t mean being hasty or impulsive. In fact, it’s the opposite. Agile strategy...
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Machine Learning Is the New, New Thing. But Can It Help CMOs Build Brands?

Machine Learning Is the New, New Thing. But Can It Help CMOs Build Brands?

Can big data build brands better? A few years ago, Big Data promised to radically transform the marketing landscape. CMOs were warned to master it or watch their brands get left behind. Artificial intelligence was the next new, new thing. Now the hot property is machine learning, the data-crunching tool that can find patterns in big data and make them actionable. Each of these innovations is truly transformative — and each has limitations. As machine learning gathers steam, let’s look at what it means for brands. Which challenges can machine learning tackle which still depend on human...
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