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Branding


Brand Strategy: What is the Role of B2B Branding?

Brand Strategy: What is the Role of B2B Branding?

What is the role of B2B branding? How is it different from sales and marketing? Why should B2B enterprises be adopting purpose-driven brand strategies? What benefits will they accrue by adapting themselves to the changing requirements of the Purpose Economy? It’s no longer business-as-usual in the B2B marketplace. Long-held beliefs are giving way to new opportunities. Many of the reliable tools of the past are no longer as effective as they used to be. All of this is prompting more and more B2B leaders to explore the idea of transforming their businesses into purpose-driven enterprises....
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Six Secrets of Thriving Brands

Six Secrets of Thriving Brands

This is the second post in our “Brand Strategy 101” series. Last time, we discussed why a brand is so difficult to define. While a brand might mean different things to different people and different businesses, at Emotive Brand, we think of brand as a driver of business. When a brand connects with the people who matter to your business, the business is positioned to thrive. But, for a brand to connect with people, some important factors come into play. We have identified six of the most powerful attributes that thriving brands and businesses have in common:   1. Meaning Every moment a brand...
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Why Bring in an Outside Branding Agency?

Why Bring in an Outside Branding Agency?

In-House Mentality The age old question of determining if you need to bring in an external branding agency is still relevant today. Whether it’s because of tight budgets, a hesitation about letting outsiders inside your business, or a general ‘we can just do it ourselves’ mentality, many companies look internally to tackle even their largest branding projects. But whether it’s a repositioning, a new visual identity, or an all-around brand turnaround, this might be a mistake for businesses who really want to position themselves to thrive in a fast-paced, highly-competitive market. What Value...
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The Look and Feel of Your Office Space Matters

The Look and Feel of Your Office Space Matters

Your Office Space Reflects Your Brand The office space of workplace is part of a complex mosaic of opportunities for your brand to reach out and touch people in meaningful ways. Take a moment to reflect on what your office decor signals about your brand. What are these signals are saying and how do they resonate with the people who matter to your business? An Organized Office Space Shows Dependability When a visitor walks into your office that is tidy and has a clear system of organization, studies show that the visitor tends to feel more at ease. Because of this, they are more likely to do...
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How Is Coaching Like Brand Strategy?

How Is Coaching Like Brand Strategy?

Coaching and Brand Strategy: Parallels in Action We are an active bunch at Emotive Brand. Because our team is filled with athletes, it seems only natural to draw a parallel between the impact of coaching and brand strategy. Bella Banbury, co-founder and CEO at Emotive Brand, is a Triathlete. Bella is the first to say that her growth in the sport is thanks not only to dedicated hours spent on her bike, on the trails, and swimming in the San Francisco Bay, but thanks to the support of her coaches. Coaching keeps her on track, focused, injury free, and the fittest, fastest, and strongest she...
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How Do You Create a New Brand Category?

How Do You Create a New Brand Category?

All Signs Point to a New Brand Category Traditional wisdom suggests that creating a new brand category is a massive undertaking. In our recent post on category change, we wrote about when it’s time to consider creating a new category. In that post we were clear: undergoing a category change is not something for the faint of heart. If you’re leading the effort, you’ll need thick skin, an iron will, and if you don’t have deep pockets, you’ll need to be extra resourceful. Creating a new brand category requires big ideas that literally think outside the box — that’s the whole point. You’ll...
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5 Common Mistakes in Brand Design Today

5 Common Mistakes in Brand Design Today

The Brand Design Journey If you’re looking for a brand design or redesign, you’ll need more than a logo or a new website. Brand design is bigger than that. Designing a brand entails designing every moment and experience people have with your brand. It’s about every touchpoint, and these days nothing goes unnoticed. Brand design reflects how your brand looks and how it feels. This means colors, graphic language, typeface, photography, and your logo. In the end, brand design is what brings the brand to life. It’s what makes your brand recognizable and powerful to the people that matter...
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Strategy for the Strategy

Strategy for the Strategy

Strategy from a strategist. When I started my career, I had some mentors who warned me that my world was going to be different from theirs. The main change was that due to downsizing, client companies no longer had people on staff to manage creative agencies. Instead of working with people who knew communications and branding, I would be working directly with vice presidents of marketing or human resources who had only vague ideas about how they work. That was good advice. But it missed an even bigger change. My mentors believed the clients would have a strategy, and it would be my job to...
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Launching a Global Re-Brand: Interview with Brand Strategy Firm, Emotive Brand

Launching a Global Re-Brand: Interview with Brand Strategy Firm, Emotive Brand

As an Account Strategist at Emotive Brand, Sarah plays a pivotal role in helping us transform global brands in to more empathetic, purpose-led, and meaningful companies. Her ability to connect the worlds of writing, research, strategy, and design make her the perfect point person for tackling the nuances and challenges of bringing a new brand strategy to life. In this post, Sarah shares her thoughts on why a global brand rollout can be tricky, gives guidelines on how to tackle obstacles that might arise, and execute a successful maximum-impact launch. A global re-brand is a large...
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Branding Isn’t Static – Call Off the Brand Police!

Branding Isn’t Static – Call Off the Brand Police!

How to create a coherent brand and engage the “brand police” Many people strive for “consistency” when managing brands. But that presents the risk of being dull, repetitive and predictable. A better goal is to achieve a “coherent” brand presence. I recently re-watched a video of Simon Manchipp of SomeOne, London in which he advised brands to be “coherent, not consistent”. He talked about people’s desire for stimulation and the need to stay current because, “time changes – branding isn’t static”. The same colorful mix and match elements are always creating new stories Most...
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