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Differentiation


Maintaining Brand Relevance in a Fast-Paced World

Maintaining Brand Relevance in a Fast-Paced World

Brand Relevance Amidst New Expectations In a time of constant change and heightened customer expectations, the greatest danger facing most brands today is loss of brand relevance. People are ultra-connected. Markets constantly shift. New trends emerge. Competitors enter and shake things up. And customers expect more from the brands they buy from. As a result, many businesses struggle to stay relevant – trying to get ahead of competition, adapt fast enough, and maintain their position in the market. In order to survive, brands need to evolve in a way that differentiates them from their...
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Why Brand Positioning is Critical to Sustained Growth

Why Brand Positioning is Critical to Sustained Growth

The Power of Brand Positioning Strong brand positioning has a great impact on the success of your business. But many high-growth companies struggle with how best to position themselves and communicate why they matter. Getting this right is hard, but critical. And if you fail at this, your customers won’t know whether to buy from you or your competitors. In short, positioning is the process of distinguishing your brand from your competitors in meaningful ways. It’s about what you offer, what value you deliver, and what place you hold in your target audience’s mind. Defining...
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Brand Salience Is the Lifeline Between You and Your Customers

Brand Salience Is the Lifeline Between You and Your Customers

How Are Purchase Decisions Actually Made? Let’s say you need to buy a toilet brush. You’re at the store with your partner, and they say, “The brushes are just down that aisle, do you mind grabbing one?” Suddenly, you find yourself in front of a wall of toilet brushes. Never in your life have you actively thought about toilet brushes, toilet brush brands, or the state of the toilet brush market. But now, somehow, you find yourself in the position of trying to form an emotional connection to an object that arguably has the worst job in your house. Do you grab the cheapest one? Or maybe just...
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Branding in Motion: A Roundtable with the Emotive Brand Design Team

Branding in Motion: A Roundtable with the Emotive Brand Design Team

In 2019, everything is alive. We communicate in GIFs, message effects, and video chats. Billboards are digital, bus ads are responsive, push notifications are synchronized. Give a glossy magazine to any child under five and chances are they will try to “scroll down” the page with one index finger. The most forward-thinking companies are using motion – whether through kinetic type, animation, or mixed reality like AR and VR – to broaden the emotional impact of their brand. I sat down with the creative team at Emotive Brand to discuss the link between motion and emotion, and how B2B brands...
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Challenger Brands: Design that Disrupts

Challenger Brands: Design that Disrupts

Challenger Creative This post is the last in our three-part series on challenger brands. You can read a general primer to challenger brands or a deep dive into B2B challengers right here. Previously, we chatted about the power of adopting a challenger mindset, how to compete against your category, and what the B2B world can learn from B2C disruptors. In these examples, most of the strategies were internal. It was a question of knowing how to recognize the pressure for change, creating a shared vision, having the capacity to execute, and building out a realistic work plan. But still, the...
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Making the Case for a Rebrand

Making the Case for a Rebrand

Rebrands are for Firebrands Not everything in the branding world is relatable. For the average person, chatting about go-to-market strategies or employer brands isn’t exactly scintillating dinner party conversation. But there is one thing that ignites fiery debate and criticism, even from those without any skin in the game, and that is the curious case of the rebrand. I’ve had multiple conversations with people who, though they have never expressed an interest in any other aspect of branding before, suddenly discuss the latest logo change, mission rewrite, or app redesign with a passion...
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Five Challenges Brands Must Overcome in 2019

Five Challenges Brands Must Overcome in 2019

As 2018 comes to a close, we at Emotive Brand can’t help but reflect on the trends and forces that defined the year. The Golden Age of subscription services continued to shine brightly, bringing personalized eureka moments to thousands of people. Politics seeped into everything, with brands either choosing to walk the line or pick a side. And our data, once seen as merely a byproduct of business, has continued to become the engine of business itself. Looking ahead to 2019, we examine five challenges that brands are facing right now – and how to overcome them using a transformational business...
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The Role of Company Culture in Business Success

The Role of Company Culture in Business Success

The Corporate World is Restructuring Company Culture Your company culture matters more than ever. Deloitte’s Global Human Capital Trends 2016 survey, “The new organization: Different by design,” maps and draws connections between the talent, leadership, and competitiveness challenges organizations around the world face. This year’s data indicates a shift: CEOs and HR leaders are more focused on culture as a source of competitive advantage than ever, and they are turning to restructuring their organizations to increase employee engagement and retention, improve leadership, and build the...
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Personalization Can Drive Meaning For Brands

Personalization Can Drive Meaning For Brands

What helps create a truly meaningful brand? A flawlessly articulated purpose? A killer logo? A leadership team that really understands the value of brand? Complete internal alignment? Oftentimes, the interplay of many different brand elements work together to create cohesive and lasting meaning. But one element that is gaining value in the world of branding is personalization. Right now, personalization is “in” with brands. Mass consumption and mass production are becoming things of the past. These days, brands that matter and resonate with people are the ones that feel like they’re...
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Challenger Brands: A Primer

Challenger Brands: A Primer

Are you up to the challenge? Starting today, we’re launching a three-part series on challenger brands — who they are, how they behave, and why your brand could benefit from adopting their disruptive mindset. As this is the first blog in the series, let’s start with the basics. The beginning, as they say, is always a good place to start. What is a challenger brand? “A challenger brand is defined, primarily, by a mindset — it has business ambitions bigger than its conventional resources, and is prepared to do something bold, usually against the existing conventions or codes of the category, to...
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