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Brands

Brand Belonging, Essential to Building Better Brands

April 19, 2018 —

Brand Belonging, Essential to Building Better Brands

A Belonging Deficit We all want to belong. It’s part of what makes us human. The need for belonging isn’t new, but how we connect with others has changed, and not necessarily for the better. We have shorter attention spans. We glance from screen to screen so we often don’t feel completely part of any given experience. Not surprisingly, studies show feelings of anxiety, loneliness, and disengagement increasing, especially amongst younger generations. Many people blame this sense of isolation solely on technology. But there are other fragmenting factors in addition – decreasing levels of trust...
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Emotive Brand and Emotive Branding: Our Origin Story

February 6, 2018 —

Emotive Brand and Emotive Branding: Our Origin Story

Brands for the Better The idea of emotive branding – and the creation of our agency, Emotive Brand – flowed from our desire to make a positive difference in the way people and brands interacted with each other. These were our goals: Bridge the gap between commerce and civility. Create brands that people appreciate, respect, and actively seek out. Help employees of brands feel better about their jobs. Make partners and suppliers vie for the opportunity to work with our clients. See communities welcome our clients’ brands with open arms. As a result of all of this goodwill, our...
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Machine Learning Is the New, New Thing. But Can It Help CMOs Build Brands?

October 23, 2017 —

Machine Learning Is the New, New Thing. But Can It Help CMOs Build Brands?

Can big data build brands better? A few years ago, Big Data promised to radically transform the marketing landscape. CMOs were warned to master it or watch their brands get left behind. Artificial intelligence was the next new, new thing. Now the hot property is machine learning, the data-crunching tool that can find patterns in big data and make them actionable. Each of these innovations is truly transformative — and each has limitations. As machine learning gathers steam, let’s look at what it means for brands. Which challenges can machine learning tackle which still depend on human...
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Thoughts on Creating a Strategic Narrative: Interview with Strategist Sara Gaviser Leslie

September 11, 2017 —

Thoughts on Creating a Strategic Narrative: Interview with Strategist Sara Gaviser Leslie

At Emotive Brand, we’re blessed with an incredibly diverse pool of talented individuals. Our team comes from the management consulting world, branding agencies, technology industry, advertising and everything in between. Each of these viewpoints brings something new to the table. In this post, Sara Gaviser Leslie discusses how her background as an analyst makes her a better writer and the importance of creating a strategic narrative  for brands. You’re a bestselling author, executive communications consultant, strategist, analyst, and storyteller all wrapped up in one. Can you walk us...
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VR: Gaining Momentum as We Enter 2017

December 8, 2016 —

VR: Gaining Momentum as We Enter 2017

Rising Normalcy in 2016 2016 was a big year for virtual reality. Facebook’s Oculus Rift and Oculus Touch released this week. HTC’s Vive and Sony’s PlayStation VR made a splash. Google’s Cardboard and Samsung’s Gear VR kept progressing in mobile. And although there are bigger years to come, this year indicated a rising normalcy around VR. Deloitte Global predicts VR will reach a billion dollars in profits by the end of the year, and by 2020 the VR industry is expected to have shipped 30 million headsets globally. VR dominated the discussion at SXSW this year – indicating that virtual reality...
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Six Secrets of Thriving Brands

September 29, 2016 —

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 the Best Brands Act Like Tech Companies

August 18, 2016 —

Why the Best Brands Act Like Tech Companies

Everyone’s in Tech Today, it’s not a question of tech vs. non-tech. At the end of the day, every company is a technology company.  This means it’s time to throw away preconceived notions about what tech companies are, what they do, or where they do it. Technology companies don’t only thrive in Silicon Valley. Technology companies aren’t all as big as Google. In fact, you don’t even need to sell technology to be a technology company. It’s not always about the product. It’s about how you do business, how you compete, and how you offer the most meaningful value to customers. It’s about...
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Companies with a Culture of Health Outperform

August 16, 2016 —

Companies with a Culture of Health Outperform

A Culture of Health Can Fuel Your Business At Emotive Brand, we understand first-hand that a culture of health leads to a high performing brand and business. As a result, we embed eating healthy, living an active and safe lifestyle, and proactively managing levels of stress and overall wellness into the way we do business. It’s who we are. And we know this impacts our workplace environment, our brand, and our business. Why’s that? In the end, healthy, safe, energized people are more able to do their work. In fact, studies indicate that companies that focus on the well-being and safety of...
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Brand Campaigns Talk to the Heart During Olympics

August 11, 2016 —

Brand Campaigns Talk to the Heart During Olympics

We are an athletic bunch here at Emotive Brand – we are triathletes, marathoners and mountain bikers, just to name a few. So it’s not surprising when we gather round the lunch table each day that we’re talking about the Olympic games. And the inspiring accomplishments of the world’s best athletes. But aside from our passion for sport – and competition – we haven’t lost sight that we are in the branding business. And we’ve been paying close attention to the Olympics-inspired brand campaigns and the emotional themes that are resonating during the Games. The landscape has changed...
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How Do You Create a New Brand Category?

July 27, 2016 —

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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