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Emotive Branding


Branding Agency, Emotive Brand, Turns 10 Years Old: An Interview with Bella Banbury

Branding Agency, Emotive Brand, Turns 10 Years Old: An Interview with Bella Banbury

Last week, Emotive Brand, Oakland-based branding agency celebrated its ten-year anniversary. To mark the occasion, we sat down with Co-Founder Bella Banbury to discuss her experience starting a business with her best friend, the importance of culture, and what it will take to be successful moving forward. What accomplishments are you most proud of? Ten years ago, Tracy Lloyd and I were working together at another agency that abruptly closed its doors. We found ourselves unexpectedly without jobs and we needed a plan. So, on the first day of our newfound freedom, we met for breakfast at the W...
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Embracing an Agile Workflow to Yield an Agile Brand

Embracing an Agile Workflow to Yield an Agile Brand

A lot of branding firms talk about the importance of incorporating agility into their clients’ brands. The best brands have to stand for something distinct and meaningful – and at the same time, be ready to acknowledge what is happening out in the marketplace so they can adapt and adjust to maintain their edge. There is less discussion about the process of branding and the need to imbue it with a degree of agility as well. Speed is a given – we’ve all been schooled on how clients no longer have time for long, drawn-out branding processes that will yield a new brand in the market within 12-18...
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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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The Key Difference Between Graphic Design and Branding


The Key Difference Between Graphic Design and Branding


Graphic Design vs. Branding Brand is a dirty word. It’s misunderstood and misused by people in and out of the industry. Some people think it means a new logo. Others, an advertisement. And as a company that has “Brand” in its very name, we spend a fair amount of time educating exactly what this word means. Today, we dive into a key distinction: the difference between graphic design and branding. That may seem basic, but you’d be surprised by how many projects are stymied by this lack of clarification. Understanding this distinction is a crucial first step in creating a visual identity that...
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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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Renaming Your Business? Here’s the Low-Down on Emotive Naming

Renaming Your Business? Here’s the Low-Down on Emotive Naming

The first time a shopping buddy suggested I visit Pottery Barn, I declined – imagining a rustic space filled with hippies and rust-colored earthenware. Why would my friend recommend such a place? I wondered. Pottery Barn – as if! Pottery Barn is lucky. It succeeded with a name that’s disconnected from both the functional and emotional truths of its brand. The experience of the brand – beautiful stores, upscale products – dominates brand perceptions. Nobody even thinks about the name bespeaking a cow shed with a kiln in the corner. For companies considering a name change today, few, if any,...
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Enabler Brands Are Inspiring, Too!

Enabler Brands Are Inspiring, Too!

Disruptor vs. Enabler Brands These days, disruptor brands get all the attention. Companies like Airbnb, Netflix, and Uber have each skyrocketed into popularity by rattling the industries they came from. We get it. There’s something inherently inciting, even American, about the idea of taking down the big guys with your off-kilter vision of the future. It’s easy to root for. But here’s the thing about trailblazers — if everyone blazes their own unique trail, customers are faced with a dizzying network of singular (and often incompatible) solutions. In the course of one day, a person might...
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How Brand Strategy Can Uplevel Your Company’s EQ

How Brand Strategy Can Uplevel Your Company’s EQ

Emotional Intelligence (EI or EQ) may account for as much as 80% of peoples’ personal success – more than intellectual intelligence (IQ). At Emotive Brand, we believe EQ matters as much as smarts for brands too. So how does EQ apply to brands, and what can B2B CMOs do to uplevel their organizational emotional intelligence? EQ has five components: self-awareness, self-regulation, internal motivation, empathy, and social skills. All of these apply to businesses as well as people. And all of them can impact basic business strategy, from how to articulate your brand to who to hire and how to...
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Enduring Brand Lessons from the Worlds of Retail, Restaurants, and Other First Jobs

Enduring Brand Lessons from the Worlds of Retail, Restaurants, and Other First Jobs

Is there anything as formative as our first jobs? It’s a magical time when the newfound autonomy of getting a paycheck is immediately countered by an ugly truth: making money is hard work. For many of us, first jobs start in the worlds of retail, restaurants, and other seemingly unglamorous customer service gigs. There are, by definition, entry-level positions, but don’t let that fool you. Any job that puts you in front of people — people with highly-specific desires, big expectations, and virtually no patience — requires a herculean amount of smarts and emotional intelligence. There is a...
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