Topics

Brand

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

October 25, 2018 —

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

October 22, 2018 —

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

September 19, 2018 —

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

July 26, 2018 —

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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Redefining What It Means to Be a Sustainable Brand in 2018

July 19, 2018 —

Redefining What It Means to Be a Sustainable Brand in 2018

An Interesting Time for Sustainability We’ve reached an important pivot in sustainability – one that puts a bit more pressure on businesses and brands to step up and fuel change. As the world sees the negative effects of climate change, water scarcity, species extinction, etc. play out in real time, brands have the opportunity to play a huge role in actively championing better policies, transforming markets, and changing consumer behavior at scale. And many are stepping up to the plate. For example, over 1,200 companies are now calling for a price on carbon, and many, including Unilever, are...
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Educate, Activate, Accelerate: Three Tips for Bringing Design to Life

July 3, 2018 —

Educate, Activate, Accelerate: Three Tips for Bringing Design to Life

Working on a brand project can feel a lot like being back in school. You do your homework, you research, you drink coffee late into the evening. And just like graduating, there comes a crucial moment at the end of the journey where the agency hands off the assets. This hard-earned diploma might be a new visual identity, a new website, or even just a new logo. As far as the SOW is concerned, the “work” is over — but of course, this is where the real work begins: activation. Sure, you may have a framed degree on the wall, but if you’re not taking active steps to bring those lessons to life,...
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Unrealized Business Value? Build It With Brand

June 26, 2018 —

Unrealized Business Value? Build It With Brand

Unrealized Business Value If you’re feeling thwarted by business value that’s falling short of its potential, the answer may well lie in your brand. It’s true that brand lives under marketing, not finance. But a sharp, well-aimed brand strategy can address critical business results from lagging market capitalization to margins. At Emotive Brand, we believe that brand isn’t just about what you say. It’s also about how you behave, how you serve each of your audiences, and, fundamentally, what you believe. That means your brand strategy is a foundation you can use to build value holistically,...
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Brand Is the Best Foundation for Growth

May 8, 2018 —

Brand Is the Best Foundation for Growth

Emotive Brand Experts #6: Kelly Morgan 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. Kelly Morgan is Head of Marketing at Lyra, a startup that’s transforming behavioral healthcare. We’ve been working with Kelly to rebrand Lyra, and they just launched their new brand last week. In addition, they’ve secured their next series of funding! Kelly spoke with us to discuss key learnings from the rebranding process. What was the...
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Brand Belonging, Essential to Building Better Brands

April 19, 2018 —

Brand Belonging, Essential to Building Better Brands

A Belonging Deficit We all want to belong. It’s part of what makes us human. The need for belonging isn’t new, but how we connect with others has changed, and not necessarily for the better. We have shorter attention spans. We glance from screen to screen so we often don’t feel completely part of any given experience. Not surprisingly, studies show feelings of anxiety, loneliness, and disengagement increasing, especially amongst younger generations. Many people blame this sense of isolation solely on technology. But there are other fragmenting factors in addition – decreasing levels of trust...
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Marketing Strategy That Fuels Growth

April 10, 2018 —

Marketing Strategy That Fuels Growth

More than ever, CMOs are being looked to as the primary growth drivers of their companies. But what if you seem to be doing everything right and growth is still falling short? You have a strong brand strategy in place, a good sales team, and your marketing strategy is being executed on time and on budget. What then? Chances are good that, if you’re experiencing a disconnect like this, the problem lies in the connection between your brand and your target audience. You may be reaching them. But how successfully are you really connecting with them? How can you identify the problem? And what can...
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