Topics

Brands

May 1, 2023 — Robert Saywitz

Infusing a brand with big heart begins with big thinking: How small design cues can generate great big feels

“We need to make our brand feel human. It needs to reflect our people and our customers. We need to tell a human, emotive story.” This is how a lot of our conversations about brand design begin. If we were designing for packaged goods that sit on a shelf and give people a tangible representation of your brand, we’d have a well defined experience to address. But most of our work takes place behind the scenes in the B2B and tech space. There are no shelves or stores mediating the process, no physical objects or packaging. There’s sparse or no direct interaction with the end-user. And the...

June 3, 2021 — Saja Chodosh

Is What You Offer In Evolution? Adopt A Progressive Brand Positioning Strategy

Brand Positioning, While In Evolution Our studio works with a diversity of clients, but most come to us in evolution: at pivotal points in their growth, maturation, and offering. For instance, we’ve worked with Series A companies that want to go to market with a compelling brand but don’t yet have a fully realized product, companies looking to emerge out of stealth who have a big vision for tomorrow but want to focus on their current product to prove results today, and maturing organizations at pivotal points in their trajectory who are facing existential decisions about how to evolve their...

November 5, 2020 — Dominique Smith

What Generation Z Values From Brands

Just a few years ago, Millennials were the hottest and most talked about generational cohort on the block, driving consumer behavior and value trends in the market. But in 2020, Generation Z has noticeably taken the wheel, accelerating actions and demanding accountability for brands to live and breathe diversity & inclusion, authenticity, and social responsibility. Who is Gen Z and why are they so influential? Gen Z, ages 8-23 today, are true digital natives. The first generation to be fully foreign to life before the digital landscape, Gen Z accounts for 20.46% of the total U.S....

September 24, 2020 — Imri Larsen

Branding for Internal Alignment

Much has been written about the power of brand and its role in successful businesses. Brands can help a business build relevance and loyalty, but the process of brand building has value in and of itself. One of the most overlooked advantages of the process is how it can create internal alignment along the way. Uncovering Difficult Truths Whether we are creating a new brand or refreshing an existing one, our first step is to gain a deep understanding of its dynamics among both internal and external audiences. We examine the various perspectives that exist within an organization through...

February 25, 2020 — Giovanna Blackston

Do You Guys Do Messaging?

Do You Guys Do Messaging? When clients ask us to share our ‘typical’ brand strategy process, we are careful to respond that there is no typical process as all client needs truly are different. The right-for-this-client scope of work comes as a result of a deep process of inquiry into our clients’ circumstances, budget tolerance, depth and expertise of team, and an assessment of what we think they will need to really make their brand perform in the market. Invariably, the question comes, “what about messaging, do you guys do that?” Indeed, what about messaging? A classic component of the...

January 28, 2020 — Jonathan Haggard

When Designers and Developers Collaborate, Everyone Wins

A great developer recognizes and enhances design decisions. A great designer understands the technology they are designing for. Both developers and designers need to have an intimate understanding of each other’s fields in order to produce better experiences for brands. In order to deliver a bespoke experience for a brand, a collaborative environment needs to be fostered. How to Actually Collaborate A key element to facilitating design and developer collaboration is reshaping the reviewing process. The traditional way is to do a bunch of design work upfront, get client approval, polish the...

January 21, 2020 — Joanna Schull

Igniting Growth and Pushing the Envelope for SaaS Brands

SaaS Brands These days, it’s a SaaS world and we’re just living in it. From infrastructure and identity to platforms and productivity, Everything-as-a-Service continues to reign supreme. But what does it take to succeed and become one of the SaaS brands that can achieve the annual recurring revenue (ARR) required to drive predictable growth in an ever-crowding market? According to Gartner, worldwide public cloud services are predicted to grow by 17% this year, from $227.8 billion in 2019 to $266.4 billion in 2020, with revenue forecasts for SaaS brands (cloud application services) expected...

November 22, 2018 — Chris Ames

We’re Grateful for Our Amazing Clients

Here in the U.S., it’s Thanksgiving. Which means it’s a perfect time to pause and reflect on what we’re grateful for. We’re grateful for strong coffee. We’re grateful for stronger cocktails. We’re grateful for the passionate, creative, curious people who come to Emotive Brand every day to make brands matter more to people. And of course, we’re incredibly grateful for our growing list of clients that give us their time, expertise, and trust to help them transform their brands. We couldn’t do it without them. As we sign off for the rest of the week, we wanted to do a quick roundup of some of...

November 1, 2018 — Saja Chodosh

Generation Z: A New Generation With New Challenges for Brands

Gen Z, Already? For the past several years the spotlight has been on one generation: yes, millennials – the most studied and arguably the most sought after (or talked about) generation by brands and businesses to date. We, for one, have discussed: what brands they love, where they put their money, where they put their loyalty, why where they work matters, if all the “millennial advertising” hype is even worth it… Now, it seems the focus is shifting. The internet, advertisers, and marketers today are starting to pay a little more attention to those millennials’ younger siblings:...

May 22, 2018 — Saja Chodosh

Brand Affinity: The Discipline of Choosing Who Loves Your Brand

Want Everyone to Love Your Brand? Think Again. Don’t build a brand for everyone. Build a brand for the people who will become your most loyal and loving customers. You can’t be a match for everyone – especially if you’re at the earlier stages of growth. You don’t have the time, energy, or resources to successfully connect with such large, indistinct groups. A “let’s-make-everyone-love-us” mindset will only dilute what some people could really love about your brand. When we work with clients on developing target audiences, they often want to become like Nike or Apple – a brand that...

Topics

Brands

Top Posts

White Papers

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper

White Paper