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Emotive Branding

Brand Evolution: Keeping Greatness, Adding Appeal

April 6, 2017 —

Brand Evolution: Keeping Greatness, Adding Appeal

What is brand evolution? I think I found a solid example. I recently came across these photos showing two models of the classic Porsche 911. 50 years separate the two models, yet the clarity of the design concept are obvious in both generations. It is a brand “evolved”. Emotive Brand is about taking what is good and great about your business and brand today, and evolving it for a new generation, a new audience, or for the addition of a new product. It is about transforming the presence and feeling of your brand to make it more relevant and appealing, given how the rest of the...
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If You Want a Meaningful Brand, Make a Meaningful Impact

April 4, 2017 —

If You Want a Meaningful Brand, Make a Meaningful Impact

Being a Meaningful Brand The data is in, and to be a meaningful brand, you must make meaningful impact. It is inescapable. The most powerful and profitable brands – regardless of sector – are brands that enhance well-being and enrich peoples’ lives. The Center for Positive Marketing at Fordham University recently published “The V-Positive Report,” which ranks brands according to how they affect consumers along seven dimensions of human needs and wants. The dimensions of the study span from basic physical function to the capacity for building relationships. The most “V-positive” brand in 2015...
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Rethink How Your Brand Makes People Feel

April 3, 2017 —

Rethink How Your Brand Makes People Feel

Emotions and feelings Right now your brand is making the people important to its success feel one thing or another. The question is, are those feelings a help or a hindrance? If sales are slipping, good employees are leaving, loyal customers are defecting, or it’s getting harder to recruit top talent, it’s time to rethink how your brand makes people feel. Feelings and emotions lie at the heart of emotive brand strategies. In our most recent white paper, “Transforming your brand into an emotive brand”, we explain that emotions and feelings are key drivers of our approach to brand...
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The Power of Creating a Compelling “Brand Vibe”

February 23, 2018 —

The Power of Creating a Compelling “Brand Vibe”

We humans are very proud of our ability to think rationally. This cognitive power not only lets us understand and use facts, it also helps us build elaborate creations and fantasies. We use our rational brains to conduct business. Cognition helps us sort stuff out, compare options, and rank priorities. Our rational, conscious brain is so “upfront” in our day-to-day work lives that we begin to believe it is our only way of thinking and acting at work. Yet, as neuroscience is finding, it is now clear that this cognitive ability is not a stand-alone factor in how we perceive, sense,...
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Stronger Brand Building: Why Emotions Matter

January 6, 2017 —

Stronger Brand Building: Why Emotions Matter

Our brains encode emotional memories more forcibly than other data. Looking for the keys to stronger brand building? Want people to remember your brand in deeper and more enduring ways? Wish they would act more deliberately on your brand’s behalf? According to brain science, emotion is the key. I’ve long been preaching the idea that brands should generate a specific emotional aura as part of their every day brand experiences. I have urged them to evoke these selected positive emotions across the many interactions they have with people. My thinking has been that by evoking emotions within the...
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Why Purpose-Led Brands Drive Business Results

September 12, 2016 —

Why Purpose-Led Brands Drive Business Results

At Emotive Brand, we believe that the root of many business problems is the gap between what the business requires (results) and what people desire (meaning). So when your brand matters to people, they are more likely to do what your brand needs them to do. Operating as a purpose-led brand, business issues become less of an issue because meaning drives results. Emotive Branding: A Bridge Through emotive branding, you build a bridge across that gap between results and meaning. And by better balancing the “give and take” of your relationships with people, they are more likely to be open to...
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Why Embrace The Squishy Idea Of Purpose?

September 6, 2016 —

Why Embrace The Squishy Idea Of Purpose?

Purpose does more than make brands appealing to people – it makes money for the businesses that embrace the concept. So claims the chairman of Deloitte, an active evangelist for the “squishy business attribute” called purpose. Why invest in an emotional and squishy idea like purpose? Won’t it be hard to get everyone in my organization and all my customers to understand and embrace it? What is it really beyond a set of words? What value does brand strategy deliver? It’s the question of the never-relenting ROI monster, “What’s in it for me?” Well, here’s the answer, from no one less than the...
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Brand Decisions: Rational, Emotional, or Both?

July 5, 2016 —

Brand Decisions: Rational, Emotional, or Both?

Brand decisions come down to neuroscience? Neuroscience is telling us that every “rational” decision is surrounded and influenced by emotions. So what does that mean for brands? Brand decisions are neither rational or emotional – they are invariably both. But how do you work with an insight like this? How do you bring an emotional dimension to your brand, especially if today it is emotionally neutral? How do you change the behavior of your brand – and the people behind it – so that every interaction is either striking, or responding to, a relevant emotional...
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March 28, 2016 —

The Role of Planning, An Interview with Emotive Brand’s Strategy Director

As Director of Strategy at Emotive Brand, Taylor works at the intersection of analytical rigor and creative inspiration. An account planner with a background in both research and creative strategy development, his work helps leaders and organizations discover and embrace positive change. In this post, he offers his thoughts on the significant role of planning when it comes to creating a meaningful brand strategy. What’s your best definition of planning? I spoke with a guy at NASCAR and when I asked him what he did he said: “I make the car go faster.” Simple as that. I would argue that...
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The Age of Meaning: Break Through the Commodity Barrier

March 15, 2016 —

The Age of Meaning: Break Through the Commodity Barrier

Moving Your Brand Into the Age of Meaning: It’s Not a Trend, It’s Survival The Age of Meaning has significant impact on business visions, brand management, and marketing execution. In today’s fast-changing and competitive marketplace, it is hard to maintain a distinct and meaningful difference in the hearts and minds of people. It seems that as soon as you make a product improvement or change your service offering, your competitors are there either matching you or upping you one. There is another playing field available for your brand; one that most brands are blind to. It’s the...
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