Topics

Differentiation


Disruptive Brands: How to Challenge the Status Quo and Succeed

Disruptive Brands: How to Challenge the Status Quo and Succeed

Disruptive Brands Are In We’ve talked some about disruptive brands, why challenging the status quo and presenting information in a fresh way is an important driver of successful businesses today. Millennials value disruption more than any generation before. Many brands and businesses today are thriving because they aren’t afraid to do something new and make a splash. Companies everywhere are trying to figure out how to be the next Uber, AirBnB, or Amazon of their industry – innovating faster than their competition, hiring the most creative people out there, and doing something that’s never...
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Using Metaphors to Communicate on Behalf of Your Brand

Using Metaphors to Communicate on Behalf of Your Brand

Meaningful Connections Even the most complex brands need to make meaningful connections with customers. At Emotive Brand, we work with a lot of brands that have complicated technology, products, or services. As we dive into these brands, we often find that even company founders struggle to clearly explain what their brand does and why it matters in a way that truly resonates with customers. Oftentimes they use a metaphor to describe their offering. Metaphors are powerful communication devices. They help us consider new ideas or concepts in a relatable way. They help us move away from talking...
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Time to Reconnect Your B2B Brand to Your Bottom Line

Time to Reconnect Your B2B Brand to Your Bottom Line

Is your B2B brand disconnected from your daily operations? Do your senior executives consider your brand as they make decisions, sell to clients, hire staff? Are your employees able to draw from your brand the inspiration and motivation they need to be effective and gratified in their work? Do your partners know enough about what your brand is trying to achieve to offer the best possible assistance? Are your investors believing that your brand is building value for them? Do your customers resonate with your brand in ways that distance you from your competition? If your brand is simply a logo...
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