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Emotive Branding


Brand Campaign: Emotional vs. Emotive Brands – What’s the Difference?

Brand Campaign: Emotional vs. Emotive Brands – What’s the Difference?

The Power of an Emotional Brand Campaign Have you seen a brand campaign lately that made you laugh? Cry? Smile? There are a lot of campaigns out there that pull at people’s heartstrings. And often the most shared campaigns are the ones that rely heavily on emotional content. As a result, a lot of brands today are hyper-focused on creating emotional advertisements. People rely quite heavily on emotions to make decisions. Anyone in branding today knows this, but just because your brand produces one emotional campaign, doesn’t mean it’s positioned for long-term success. Today, to really connect...
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The Case for Supreme Honesty as a Precursor to Killer Brand Strategy

The Case for Supreme Honesty as a Precursor to Killer Brand Strategy

Like anybody who’s worked in the industry for longer than two decades, I’ve enjoyed my share of deeply satisfying client engagements across multiple industries. There is one engagement in particular, however, that I will never forget, and not for the right reasons. It will actually go down in the books as one of my worst professional experiences. And this is why. We got fired for being dishonest. Let me explain. I was working for a large branding firm at the time. The kind of branding firm that everyone in the business knows and respects. Not one that often gets fired. We engaged with...
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Return on Meaning: Five Evaluation Criteria for Your Business

Return on Meaning: Five Evaluation Criteria for Your Business

Brands Rooted in Meaning Win Big Return on meaning for businesses and brands is a compelling notion. In today’s world, it’s important to reconsider the ways you matter to people that are authentic to your brand’s purpose in the larger world. Now is the time to return to core human needs and evaluate where your brand fits in. This is why savvy leaders are taking a different approach to brand strategy. They are embracing the ideals of purpose, empathy, and meaning. They are creating newer, deeper, and more enduring connections with the people vital to their brand’s...
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Emotional and Meaningful Brand Connections Matter Right Now

Emotional and Meaningful Brand Connections Matter Right Now

The Time for Emotion and Meaning Is Now Battling the arduous winds of COVID-19 will take more than a shift in your communications. It will require a real change in behavior. Right now, people are experiencing a whole slew of complex and contradictory emotions. Some of these feelings are ephemeral and are changing every day; others like uncertainty are staying around for the time being. So to truly connect with people where they are, you have to speak their emotional language. That’s why having your brand behave in a more emotionally charged way and putting the focus on building truly...
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Cultivating Empathy: Essential in Uncertain Times

Cultivating Empathy: Essential in Uncertain Times

Empathy in Uncertain Times These days, everything feels unsettled. We’ve watched travel discontinue, lively offices expeditiously shift to remote work, restaurants and small businesses shut their doors, cities still and quiet, as the landscape of our global economy shifts on a daily basis. Recognition that this COVID-19 state of living, working, and doing business will not be ephemeral is settling in. We’re seeing first hand as our clients are forced to quickly adapt—make swift decisions, innovate new solutions, and reimagine the way they’ve always done business. It’s clear that the weight...
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Introducing the Art of Symbols: How Ancient Symbols Inform Brand Design

Introducing the Art of Symbols: How Ancient Symbols Inform Brand Design

After successfully completing the #100DayProject, Emotive Brand is thrilled to launch the Art of Symbols, a website exploring how ancient symbols inform contemporary brand design. Check it out! The Art of Symbols As previously discussed, the 100DayProject is a free art project started by Lindsay Thomson that takes place online. Every spring, thousands of people all around the world commit to 100 days of exploring their creativity. “It’s a lot to commit to, 100 variations on a theme,” said Jonathan Haggard, Senior Designer. “Just like creating anything, the first 90 are the expected and...
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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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