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Emotive Branding


The Human Dimension of Law Firm Branding

The Human Dimension of Law Firm Branding

Law firm branding is not easy. I find it ironic that many of the most people-driven enterprises in our economy – law firms, architecture, consulting, and engineering firms – are often the most superficial with branding. For most professional service firms, “branding” is only about logos and color palettes. It seems branding’s only goal is to project a serious, professional, and trustworthy identity. Unfortunately, this limited view of branding leads most professional service firms to the same bland destination. Indeed, the Internet is littered with the drab, me-too,...
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Your Emotions Are Shaping Your Thoughts

Your Emotions Are Shaping Your Thoughts

I can imagine two ways you might be feeling as you read this. If you’ve never before heard about, or experienced, the thinking of Emotive Brand, you may feel a tad skeptical as you read this. After all, you have no reason to trust what you’re about to read. On the other hand, if you do know about us, and have perhaps worked with us in the past, you probably feel more comfortable as you read. Deep down you probably have some expectations about what this experience will be like, and the hope that the connection you feel will be strengthen as a result of the time you invest with us...
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Wishing You a Lite & Brite Holiday Season

This holiday season, we wanted to shed light (or in this case, lite) on our abundant holiday spirit and illuminate all that we hold dear – playfulness, bold design, teamwork, creativity, and a desire to make all brands glow with promise and purpose. We hope this video adds a bit of brightness to your day. Call us lite-brite fanatics or nostalgic kids, but we believe in the little bit of promise held in each single peg. The promise of light, of building something new, of fresh beginnings. This holiday, the world is yours. Dance in the light. Blast music. Build things. Play games. The holidays...
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Humanize Your Brand

Humanize Your Brand

We are constantly communicating. One generation ago, when my father left the house in the morning he did not communicate with my mother until he returned home in the evening – now we text all day. There’s a constant stream of information flooding into pocket via our smart phones. This has changed how a product or service promotes itself. How it gets attention and how organizations engage with people. If you’re not in people’s newsfeed, you don’t exist. This means brands must shift from talking at you to conversing with you. It means being louder, bigger and in your way more often, doesn’t...
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Investing in Brand Management?

Investing in Brand Management?

A brand strategy can take what people know and believe about your business to new levels. Active brand management takes a valuable asset that may now be largely underused, and turns it into a powerful competitive weapon. Regardless of how sophisticated your current approach to branding is, your business has a “brand” today, though you may have acquired it by default. Simply by being active in the marketplace, your business will have accrued a reputation, a level of fame, and a degree of notoriety (for better or worse) with your customers, and within your industry. A brand strategy will take...
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Brand Moments Matter More than You Think

Brand Moments Matter More than You Think

There are many “tangible” brand moments that are under direct control of a brand (the lobby people enter,  the ad campaign they see, the packaging on the product they open, etc.) However there are also many “intangible” moments that play an important part in defining the success of a brand. These are moments when employees of the brand interact with other employees, customers, partners, suppliers, distributor, investors, community leaders, and so on. Behind every great brand, there are great people talking with important people. When a brand seeks to move toward...
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The Value of Hiring a Brand Strategy Firm

The Value of Hiring a Brand Strategy Firm

When might you need a brand strategy firm? Your business is an intricate machine that leverages people and processes to generate profits. Until now, your way of doing this has been satisfactory to both you and your shareholders. But obviously there is something in the wind telling you that some changes are needed. This has you thinking about how to best deal with this situation, and to determine what partners, if any, you need to make these necessary changes. What drives your need to change? There are many reasons why a company would need to change what it’s doing. Maybe competition...
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Could Your Brand Ever Command as Much Loyalty as a Sports Team?

Could Your Brand Ever Command as Much Loyalty as a Sports Team?

Sports Fan Loyalty Brand Loyalty – a strong feeling of support or allegiance. At least once a year, my good friend wears the 40 year-old T-shirt of his favorite sports team. It’s too small. It’s faded and threadbare in places. It’s garish color looks terrible on him. It has a hole in the shoulder. But he loves it. It represents something that matters to him. His team. 40 years ago they won an NBA championship. Who knew at the time that it would take 40 years to get another chance? Over the decades, even though the team had highs and low, he still held out the hope that they could be...
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What is a Brand Promise and Why You Need One

What is a Brand Promise and Why You Need One

There’s a lot of talk about the concept of a brand promise. But, what is it? Why does my business need one? How would it make my business stronger? How does it relate to my brand strategy? Here we explore the answers to these pressing questions.  And perhaps more important, what kind of a brand promise does your business need in today’s world to have an impact? A brand is a promised delivered. A contemporary brand promise articulates an idea that goes beyond the rational benefits that worked in the past, and extols a higher-order emotional reward. A brand promise is not a slogan or...
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Top B2B Business Problems We are Asked to Solve

Top B2B Business Problems We are Asked to Solve

When you’re a brand strategy firm with a B2B technology focus, there’s no better place to be than the heart of the San Francisco Bay Area. Silicon Valley has extended everywhere the bay waters touch the shore, so our location on the Oakland waterfront puts Emotive Brand at the epicenter of the action. Living and working in the middle of this incomparable start-up mecca, we’re surrounded by some of the greatest technology companies ever built, with leading VCs and amazing entrepreneurs as friends and neighbors. For many years, we’ve used brand strategy to solve business problems. Since we...
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