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Brand


Wishing You a Lite & Brite Holiday Season

This holiday season, we wanted to shed light (or in this case, lite) on our abundant holiday spirit and illuminate all that we hold dear – playfulness, bold design, teamwork, creativity, and a desire to make all brands glow with promise and purpose. We hope this video adds a bit of brightness to your day. Call us lite-brite fanatics or nostalgic kids, but we believe in the little bit of promise held in each single peg. The promise of light, of building something new, of fresh beginnings. This holiday, the world is yours. Dance in the light. Blast music. Build things. Play games. The holidays...
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Inspiration from Purpose-Led CEO of Givesurance, Jennifer Rasiah

Inspiration from Purpose-Led CEO of Givesurance, Jennifer Rasiah

We had the pleasure of sitting down and speaking with Jennifer Rasiah, founder of Givesurance and the Emotive Brand epitome of a purpose-led leader. Starting as a claims evaluator at Prudential Financial and working her way up to Senior Executive at Hub International, Jennifer had 15 years of experience in the insurance industry under her belt when she decided to make a change. A meaningful change. She wanted to make a real difference in the world and saw an opportunity to leverage her deep knowledge of the insurance industry and her innate desire to give back. So, Jennifer created...
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The Meaning Gap and What it Means for Your Business

The Meaning Gap and What it Means for Your Business

Your business’s performance suffers when people don’t do what your business needs them to do. So why aren’t they doing what you need them to do? The meaning gap represents the distance that’s growing between your business and the people vital to it’s success. As your business becomes more sophisticated, measured, and managed – in other words, less human – it moves one way. As people, acting as customers, employees, social media users, and citizens, become more mindful, concerned, and discerning – in other words, more human – they move in a different way....
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Getting Employees to Live Company Values

“People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.” – Maya Angelou. The goal of employee engagement is to drive employee attitudes, behavior, morality, and ethics in such a way as to improve their productivity, morale, satisfaction, and usefulness within the organization. However, many companies have struggled with converting their proclaimed values into compelling, work-changing experiences for their employees that reach through to their brand strategy. Often, the problems have been that the values are typically expressed...
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Where Does Brand End and Reputation Begin?

Where Does Brand End and Reputation Begin?

Confusing Branding Terms It seems so many ” branding terms ” are being rendered meaningless these days and we tend to blur the difference between them. We use specific words in a broader context than originally intended. Often, we use words as umbrellas to bring together a multitude of ideas. But, among us, we’re not consistent in the way these words are used. As a result, if you ask three business people what a particular word means, you’ll get no fewer than five answers. Take these two words as examples: “Brand” and “Reputation” What does...
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Bridging the Meaning Gap

Bridging the Meaning Gap

A great post by Tom Fishburne talks about the risks of going too far in your efforts to matter to people. He cites the example of the “Dove Campaign For Real Beauty”, a notable example of a meaningful brand presence, which started as a concept many steps up the brand ladder. When those “too grandiose” ideas were shot down by real people (formerly known as consumers), the focus turned to building meaning from the product up. The lesson: in your pursuit to bridge the meaning gap, and to create more meaning around your business, product, service or brand (a smart thing...
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Human Friendly Brands

Human Friendly Brands

Should brands be more like humans? Or is the real goal to be “human-friendly” in form, behavior, and function? It’s something worth thinking about. Most of us in the advertising/marketing/branding biz tend to anthropomorphize brands. We think and write about them as if they were living, breathing people. However, in a thought-provoking piece, “The Human Paradox”, Gareth Kaye, Chief Strategy Officer of Goodby, Silverstein & Partners, questions if that is the right approach: “I’ve come to believe that this failure of brands is down to us blindly believing that brands that are more human...
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Should You Aspire to Have a Meaningful Brand?

Should You Aspire to Have a Meaningful Brand?

The idea o a  “meaningful brand” is taking industry by storm as more and more enterprises look for ways to prevail in the 21st Century, a time of great change and innovation. Should you join this bandwagon? Not before you fully understand what it means to be a meaningful brand, what it entails from an organizational change point of view, and what it can do for your business. Here, we provide top-line answers to a few of the most commonly asked questions. What is a meaningful brand? A brand transcends the market when it decides to look beyond the profit agenda and see its business...
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The Eighth Deadly Sin of Marketing

The Eighth Deadly Sin of Marketing

Image by Tom Fishbourne. The eighth deadly sin is “indifference”. Indifference to the changing values, needs, interests and aspirations of the people formerly known as consumers. Indifference to their need to be connected to meaningful ideas. Indifference to their desire to do meaningful things.Indifference to the fact that people matter more than budgets, promotions, social media, etc., etc. In our paper, “The Meaning Gap”, we explore how the interests of businesses, and the people formerly known as employees, are going in separate directions. We also explore the consequences...
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