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Brand

Brand Naming: Bodega Startup Sparks Major Backlash. Here’s Why.

September 15, 2017 —

Brand Naming: Bodega Startup Sparks Major Backlash. Here’s Why.

Bodega is not your new bodega. The online world is angry with Silicon Valley startup Bodega, which has chosen a brand name that equates itself with the beloved New York corner store. The brand articulates its value as “everyday essentials, instantly.” It offers large vending machines / minibars / mini-shops  – whatever best fits the environment – all contained within a box. The brand calls the boxes Bodegas. Bodegas use the latest technology to create cashless, card-less experiences. Gym-goers can buy new headphones when they forget them. College students can purchase last-minute detergent...
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The Role of Digital Behavior in Brand Building

September 6, 2017 —

The Role of Digital Behavior in Brand Building

The Role of Digital Behavior The ways people experience a brand’s digital behavior have deepened and become more complex as the digital landscape expands. As a result, there are seemingly infinite brand touch points that can strengthen a brand. On the flip side, businesses have to be careful to behave in a way that doesn’t fragment or dilute their brand, but instead helps to build a more powerful, impactful, and engaging experience that rings true across all platforms – digital and non-digital alike. Behaving in Line with Your Brand Because the digital landscape is shifting at...
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Making Your Brand an Intuitive Choice

August 3, 2017 —

Making Your Brand an Intuitive Choice

The power of intuition We can all easily recognize our own powers of intuition. They are there whenever something immediately makes sense to you – think of children playing with iPads. You also feel these powers every time your social radar sends alarms – think of all the times you’ve meet someone and immediately had a foreboding feeling. Some people are more intuitive than others. Some don’t trust their intuitions (until they back them up with “proof”). But we all have them, and they play a dominating part in our decision making, including our decisions about brands. How do you get your...
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Resonant Experiences and Authentic Stories: What Does Brand Journalism Mean in a World of Sponsored Content?

July 27, 2017 —

Resonant Experiences and Authentic Stories: What Does Brand Journalism Mean in a World of Sponsored Content?

Brand Journalism As a Writer at Emotive Brand, Chris Ames comes to EB with a creative background in fiction, journalism, illustration, and bookselling. When approaching storytelling for companies, he strives to eschew some of the pitfalls of traditional branding – stale scripts, hired actors, stock photography – and instead employ a journalistic technique to create a more resonant, human experience. In this post, he offers his thoughts on the power and inherent risks of authentic storytelling in the brave new world of sponsored content. What is “brand journalism” exactly and why do you feel...
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Building a Brand Awareness Campaign: How to Get It Right

July 26, 2017 —

Building a Brand Awareness Campaign: How to Get It Right

Big-Fish-Eat-Little-Fish World? The brand world follows the food chain – little fish look up to the big fish, everyone wants to be on top, and low visibility is often equated with eventual extinction. Every brand wants to be the next Nike or Apple, right? The thing is that those big brands – those top-of-mind, always relevant brands that even your grandma knows about – are rare. And if you’re a brand that’s still trying to build awareness, simply imitating what they do isn’t always the right strategy. Brand Awareness Issues At Emotive Brand, we’ve worked with a lot of brands who share a...
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Why It’s Frickin’ Hard for Organizations to Brand Themselves

July 22, 2017 —

Why It’s Frickin’ Hard for Organizations to Brand Themselves

The need for a branding agency is hard to determine sometimes. Many of Emotive Brand’s clients come to us after failed attempts to develop their own brand strategy. Just last week, a client sent us some themes they’d identified in an internal brand survey, along with a frustrated note: “We’ve gotten this far. We’re stuck. Can you help?” Why is it so hard for organizations to brand themselves from the inside? Aren’t the people who live and breathe a brand every day the most obvious choice to articulate it? That’s a logical conclusion, and clients who have tried often feel frustrated that they...
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Creating Meaningful Brand Connections

June 29, 2017 —

Creating Meaningful Brand Connections

Creating Meaning by creating more meaningful brand connections In our latest white paper, “Transforming your brand into an emotive brand”, we introduce a number of key drivers of our thinking, including the notion of “Meaning/meaningful brand connections”. In our white paper we top-line this key driver in this way: Emotive and meaningful brands strive to operate at a higher level than conventional brands. They act, interact, and react in ways that make every moment emotionally meaningful. Your customers and employees are left feeling more secure and connected. They...
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Nostalgic Brands are Capturing Hearts and Minds

June 19, 2017 —

Nostalgic Brands are Capturing Hearts and Minds

A Nostalgic Age As technologies continue to innovate and find new modes of connection, businesses need to move faster than the speed of light. But while moving forward is key to business success, many brands are looking backwards…and with success. Nostalgia is, no doubt, in. Bath & Body Works just announced the reintroduction of the old scents of the ’90s. The Sacramento Kings have embraced nostalgia with a new logo. Urban Outfitter’s is full of Polaroids, records, and retro cassette players. TV networks are bringing back ’90s favorites like Boy Meets World and...
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Feel the “Good Burn” of a Strategy that Surprises

June 13, 2017 —

Feel the “Good Burn” of a Strategy that Surprises

Get out of Your Comfort Zone How do you feel about the brand strategies your agency is producing? Good? Comfortable? If that’s the case, those strategies may not be doing as much for you as they can. Staying in your comfort zone strategically is about as impactful as staying in your comfort zone at the gym. If excellence is your aim, you’ll only get there by feeling the burn. Of course, a bad strategy will make you uncomfortable too. So how do you know when a strategy is pushing your brand uncomfortably toward excellence? Here Are Three Components of a Feel-The-Burn Strategy: 1. Information...
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