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Brand


Maintaining Brand Relevance in a Fast-Paced World

Maintaining Brand Relevance in a Fast-Paced World

Brand Relevance Amidst New Expectations In a time of constant change and heightened customer expectations, the greatest danger facing most brands today is loss of brand relevance. People are ultra-connected. Markets constantly shift. New trends emerge. Competitors enter and shake things up. And customers expect more from the brands they buy from. As a result, many businesses struggle to stay relevant – trying to get ahead of competition, adapt fast enough, and maintain their position in the market. In order to survive, brands need to evolve in a way that differentiates them from their...
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Challenger Brands: Design that Disrupts

Challenger Brands: Design that Disrupts

Challenger Creative This post is the last in our three-part series on challenger brands. You can read a general primer to challenger brands or a deep dive into B2B challengers right here. Previously, we chatted about the power of adopting a challenger mindset, how to compete against your category, and what the B2B world can learn from B2C disruptors. In these examples, most of the strategies were internal. It was a question of knowing how to recognize the pressure for change, creating a shared vision, having the capacity to execute, and building out a realistic work plan. But still, the...
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Happy Holidays from Emotive Brand!

Happy Holidays from Emotive Brand!

Thanks for a Brilliant Year It’s the most wonderful time of the year. A time when our team frantically rushes to put the finishing touches on all our projects before taking a break to spend time with loved ones. It’s a time when our brainstorms are frenetic, our delivery is lightning fast, and the drinks are strong. So, really, it’s business as usual. We wanted to take a minute to thank our amazing clients for giving us the opportunity to transform their brands. We have the supreme privilege of working with some of the brightest, most driven, whip-smart people all over the...
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Brand Writing Trends for 2019

Brand Writing Trends for 2019

There’s a good reason why it’s said we consume content. Because content, like other treasured objects of consumption, can make you queasy if not served properly. Continuing our preview of 2019, today we’re examining the crucial content trends your brand needs to master heading into the new year. If you’re looking to overcome challenges, build a stronger employer brand, or disrupt your visual design, you can start there. Authenticity Over Everything Whenever we discuss how a brand expresses itself, we must always ground ourselves in embracing authenticity. Trust is the yardstick by which all...
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We’re Grateful for Our Amazing Clients

We’re Grateful for Our Amazing Clients

Here in the U.S., it’s Thanksgiving. Which means it’s a perfect time to pause and reflect on what we’re grateful for. We’re grateful for strong coffee. We’re grateful for stronger cocktails. We’re grateful for the passionate, creative, curious people who come to Emotive Brand every day to make brands matter more to people. And of course, we’re incredibly grateful for our growing list of clients that give us their time, expertise, and trust to help them transform their brands. We couldn’t do it without them. As we sign off for the rest of the week, we wanted to do a quick roundup of some of...
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Generation Z: A New Generation With New Challenges for Brands

Generation Z: A New Generation With New Challenges for Brands

Gen Z, Already? For the past several years the spotlight has been on one generation: yes, millennials – the most studied and arguably the most sought after (or talked about) generation by brands and businesses to date. We, for one, have discussed: what brands they love, where they put their money, where they put their loyalty, why where they work matters, if all the “millennial advertising” hype is even worth it… Now, it seems the focus is shifting. The internet, advertisers, and marketers today are starting to pay a little more attention to those millennials’ younger siblings:...
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Sales: The Critical Element of a Growth Company’s Brand

Sales: The Critical Element of a Growth Company’s Brand

Sales and Brand: A Connection Worthy of Discussion Sales teams exist to grow revenue and keep customers happy. They’re also brand builders and the face of the brand to many customers. They hear what customers want and keep a pulse on the market. When it’s easy for sales to share their observations with product development and marketing, their feedback spurs product improvements, brand definition, and growth. The first step in this process, though, is for sales to provide a clear explanation of the problem their product solves. Recently we caught up with Pier Barattolo, a sales leader with...
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Integrating Company Cultures After a Merger or Acquisition

Integrating Company Cultures After a Merger or Acquisition

High M&A Activity Mergers and acquisitions are at an all time high, with $4.7 trillion of global deals signed last year according to a recent M&A report by KMPG. And although the payoff of a successful M&A is great, these are high risk deals. It’s not just about the financial gains. Reputations are on the line. Stakeholders observe nervously. And in order to ensure the expected return on investment is delivered, a great deal of planning around integrating company culture must go into the preparation. Cultural Integration Issues After an acquisition, the merger is a difficult...
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Personalization Can Drive Meaning For Brands

Personalization Can Drive Meaning For Brands

What helps create a truly meaningful brand? A flawlessly articulated purpose? A killer logo? A leadership team that really understands the value of brand? Complete internal alignment? Oftentimes, the interplay of many different brand elements work together to create cohesive and lasting meaning. But one element that is gaining value in the world of branding is personalization. Right now, personalization is “in” with brands. Mass consumption and mass production are becoming things of the past. These days, brands that matter and resonate with people are the ones that feel like they’re...
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To Every Marketing VP: How to Talk About Brand so Your CEO Will Listen

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...
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