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Business Growth Strategies for a Brand Turnaround

Business Growth Strategies for a Brand Turnaround

Business Growth Won’t Last Forever Business growth should never be taken for granted. Even when things look promising, your business could still be at risk for falling into a slump, or worse, taking a dive. It’s impossible to deny that the market is volatile and unpredictable. Competition is abundant, and all businesses lose market share at some point. When revenue hits a speed bump, it’s common for leaders to anxiously ride it out. But when business growth really slows down, denial isn’t going to get you out of the rut. Leadership may react with a mad scramble to redirect the sinking ship:...
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Business Growth: Steps to Success for the Mid-Market

Business Growth: Steps to Success for the Mid-Market

Leveraging new data about business growth from the National Center for the Middle Market, Emotive Brand identifies three key factors that make all the difference. Business growth is always good. But sustained, consistent growth is always better. Data from the National Center for the Middle Market shows that the best indicator of company’s financial future is not how fast it grows, but how often it grows. Those that expand incrementally are more apt to survive, thrive, and outperform. Companies that grow consistently are more adept at aligning their organizations’ people and practices around...
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Aligning Business Strategy to Brand Strategy for Long-term Growth

Aligning Business Strategy to Brand Strategy for Long-term Growth

Planning for Tomorrow We’ve written a lot about the importance of aligning brand and business strategy. But many leaders dismiss the business strategy as something necessary for the brand strategy. However, without understanding where the business is going, the brand can’t help the business grow in strategic ways. Aligning Leadership It’s obvious to work with the marketing team when developing a brand strategy. But gaining clarity on the business strategy can’t happen in a silo. You can’t develop a coherent brand strategy without internal alignment around the business strategy. That means...
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Unrealized Business Value? Build It With Brand

Unrealized Business Value? Build It With Brand

Unrealized Business Value If you’re feeling thwarted by business value that’s falling short of its potential, the answer may well lie in your brand. It’s true that brand lives under marketing, not finance. But a sharp, well-aimed brand strategy can address critical business results from lagging market capitalization to margins. At Emotive Brand, we believe that brand isn’t just about what you say. It’s also about how you behave, how you serve each of your audiences, and, fundamentally, what you believe. That means your brand strategy is a foundation you can use to build value holistically,...
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The Power of Debate in Meetings to Drive Business Forward

The Power of Debate in Meetings to Drive Business Forward

Meetings: Valuable or Valueless? What’s more frustrating than sitting through endless meetings and coming out on the other end asking: What was the point of those? As technology introduces even more ways to communicate offline, you would think we’d see the quantity of meetings decreasing. However, the opposite has been shown. Research shows meetings increasing in length and frequency. In the 1960s, executives spent less than 10 hours in meetings. Now, executives spend about 23 hours a week in them. And although no one loves a day jam-packed with meetings, what’s really at the heart of the...
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The Role of B2B Messaging and How to Get it Right

The Role of B2B Messaging and How to Get it Right

Disruptive and Transformational Technologies Technology is advancing like never before. With disruptive technology advancements in AI, machine learning, iOT, analytics, and so much more, it’s becoming more and more difficult for businesses to keep pace. Industries are being transformed and the world we live in is changing before our eyes. So how can you develop more compelling and differentiated B2B messaging for marketing and sales teams? As an agency, we work with many tech clients who are in the midst of this change – racing the clock to get to market before the competition....
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Marketing Strategy That Fuels Growth

Marketing Strategy That Fuels Growth

More than ever, CMOs are being looked to as the primary growth drivers of their companies. But what if you seem to be doing everything right and growth is still falling short? You have a strong brand strategy in place, a good sales team, and your marketing strategy is being executed on time and on budget. What then? Chances are good that, if you’re experiencing a disconnect like this, the problem lies in the connection between your brand and your target audience. You may be reaching them. But how successfully are you really connecting with them? How can you identify the problem? And what can...
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Business Transformation: How to Drive Successful Change

Business Transformation: How to Drive Successful Change

The Need for Change Management There are many reasons why an organization might come face to face with the need for a business transformation. Increasing competition, new seemingly unattainable prospects, large growth goals, or not meeting the expected return on investment are among many of the most common we see. These reasons and warning signs are by no means mutually exclusive. A business transformation generally involves large shifts that dictate change at every level of the business and brand – small and large scale. And managing a change of this scale is no easy task for businesses or...
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Why Have a Purpose Beyond Profit?

Why Have a Purpose Beyond Profit?

Why have a purpose beyond profit business strategy? Developing a purpose beyond profit business strategy has been gaining momentum in the business world, with both positive and negative attention. For decades, enterprises have had “mission statements”, “vision statements”, and  “values”. Check almost any corporate website and you’ll find these “drivers” of the business buried deep down and many clicks away from the surface. Despite having taken on these important steps to say what their business is all about, there’s often a big...
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Naming a New Brand Category is Harder Than it Looks

Naming a New Brand Category is Harder Than it Looks

Failed category labels are laughable. Before there were snowboards, there was snurfers. PDA phones preempted smartphones. Charga-plates rolled out before credit cards took their place. It seems obvious now why each current category name is so much stronger than its predecessor. But missing the mark with category naming is a mistake that’s easy to make. In our last post about how to define a new category, we left off with what is most commonly considered the fun part of strategy: naming. If you’ve gotten this far, you’ve identified that your existing category isn’t serving your brand’s needs....
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