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Branding


Uber Rational: A New Brand

Uber Rational: A New Brand

Yesterday, Uber launched a new brand identity, and it has sparked a lot of media attention. It’s amazing that an app icon update and a new website can create so much buzz, attention, and debate, but it got us thinking: What’s the real impact of changing an already established brand identity? We believe brands need to consider both rational and emotional needs when embarking on telling their story. Uber’s new identity focuses on telling a rational story about what they do. But it lacks the emotional impact of why they do it and why consumers flock to it. ‘Why’ is critical because...
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Make Purposeful Brand Resolutions in 2016

Make Purposeful Brand Resolutions in 2016

The New Year is the perfect time to step back and create impassioned and attainable brand resolutions. What do you want to achieve in 2016? Look back on 2015 and reflect on your business. What were your greatest successes and biggest challenges? How can you live your brand promise in 2016? How can you build your brand to flourish? Emotive Brand wants to add some inspiration and purpose to the start of your 2016. We’ve asked top business executives across varying industries to share one piece of advice about managing a brand and driving business. Our advice: read up. “Managing your brand is a...
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The Human Dimension of Law Firm Branding

The Human Dimension of Law Firm Branding

Law firm branding is not easy. I find it ironic that many of the most people-driven enterprises in our economy – law firms, architecture, consulting, and engineering firms – are often the most superficial with branding. For most professional service firms, “branding” is only about logos and color palettes. It seems branding’s only goal is to project a serious, professional, and trustworthy identity. Unfortunately, this limited view of branding leads most professional service firms to the same bland destination. Indeed, the Internet is littered with the drab, me-too,...
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When the “Brand Department” Inhibits the Brand

When the “Brand Department” Inhibits the Brand

We recently spoke with someone who works for a well-known company in the telecommunications industry. Our friend was bemoaning the internal battle going on between the “brand” team and the “product marketing” team. It seems the brand team was trying to take more and more tasks from the product marketing team so as to “align them to the brand”. Sounds to us like the brand team should be spending more time making sure everyone in the company – including the product marketing team – is aligned to the brand. That way, the actions of the product marketing team and indeed those of every employee...
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