Brand Archives

June 29, 2017 — Tracy Lloyd

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...

June 25, 2017 — Paulina McFarland

Changing Your Logo: What Works?

A Logo Redesign and A Flood of Reactions The introduction of a logo redesign is controversial. Look back to some of the most talked about rebrands of the past years. When Instagram released it’s new logo, everyone had an opinion. Similarly, Uber’s new brand identity created endless buzz, attention, and debate. When Tropicana abandoned their old, trusted look, sales plunged 20% in one month. Sometimes, it seems like a lose-lose situation. Consider one of the most recent, buzzing rebrands in the news: MasterCard. On one hand, MasterCard’s new logo has been commended for keeping a low profile....

June 19, 2017 — Paige Lansing Valle

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...

June 13, 2017 — Carol Emert

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...

June 5, 2017 — Saja Chodosh

Authentic Brands Just Feel Right: Inject Purpose and Feeling

Everyone’s Claiming Authenticity Where are all the authentic brands? In today’s world, where curation is everywhere, vacuous claims are made left and right by brands, and people are inundated with meaningless media content, authenticity is a hard feeling to come by. You can’t visit a website or see an ad where you don’t see brands declaring that they are, in fact, “the most genuine and the most trustworthy.” The problem is, with so many choices and so much available content, people see right through brand claims that don’t ring true. And because declarations of “authenticity” don’t always...

June 1, 2017 — Tracy Lloyd

Disruptive Brands: How to Challenge the Status Quo and Succeed

Disruptive Brands Are In We’ve talked some about disruptive brands, why challenging the status quo and presenting information in a fresh way is an important driver of successful businesses today. Millennials value disruption more than any generation before. Many brands and businesses today are thriving because they aren’t afraid to do something new and make a splash. Companies everywhere are trying to figure out how to be the next Uber, AirBnB, or Amazon of their industry – innovating faster than their competition, hiring the most creative people out there, and doing something that’s never...

May 15, 2016 — Tracy Lloyd

Marketing vs. Brand? Do You Know the Difference?

Marketing vs. Brand People are sometimes confused about the difference between marketing vs. brand strategy. This is not surprising, because they are not mutually exclusive ideas. They are interdependent strategic activities that feed, inform, and drive each other. The important distinction to make is in the intent and desired outcome of each area. Brand Brand defines how people should ideally feel about your business and products. It strives to find how to optimize belief in what you do offer and what you stand for in the world. It is an abstract idea held in the hearts and minds of people...

April 19, 2017 — Catrina Morbidelli

Why Brand/Artist Collaborations Are Taking Center Stage

Brand/Artist Collaborations In the Spotlight The rise of brand/artist collaborations in recent years says a lot about where branding is headed. What were once two separate playing fields are now overlapping more than ever before. And for brands and artists alike, it’s a powerful joining of forces. The list of recent brand/artist collaborations is ongoing. French visual artist, Ludo, collaborated with cutting-edge fashion brand MINOTAUR to create a capsule collection that tied the brand to Ludo’s unique, hybrid style of juxtaposing the natural world with technology – helping MINOTAUR live up...

March 22, 2017 — Tracy Lloyd

Entrepreneurs — Why You Need This Advice for Your Next VC Pitch

The Entrepreneur Pitch Every day, in offices up and down Sand Hill Road, founders meet with venture capitalists to make their pitch. For entrepreneurs, these aren’t mere meetings. They are defining moments, perhaps life-changing ones. Only the truly clueless would be unprepared for meetings of this magnitude. Rock-solid business plan? Check. Technology road map? Check. Go-to-market strategy? Market analyses? Financial projections? Check. Check. Check. And yet…despite all that exhaustive effort, many entrepreneurs are not truly ready for what might one of the most important meetings of their...

January 4, 2017 — Saja Chodosh

Fresh Perspectives: Refresh & Energize in 2017

2017, A Different Year Each new year marks a new opportunity for reflection, change, and asserting goals and objectives. 2016, like many years in reflection, was a whirlwind of ups and downs, successes and challenges, learning and progress. By stepping away from the office and our workflow for the holidays, we gained distance from the happenings of 2016. And at Emotive Brand, we believe this space and time away is critical to gaining the clarity we need to take 2017 by storm. There is great impact and value in stepping back in order to see things with a fresh perspective. Everything comes...

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