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Emotive Branding

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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Getting Employees to Respond Positively

January 20, 2016 —

Getting Employees to Respond Positively

Getting Employees to Respond Positively is the second in a series on Meaningful Workplaces. Meaningful Workplaces are built by companies that aim to produce a more meaningful outcome from, and for, their people. To become meaningful, these companies adopt a new stance vis-à-vis their relationship with their employees. They strive to reduce the distance that’s been imposed through organization structures and prevailing attitudes. They seek stronger emotional connections up, down, and across their enterprise. They see their task as making their company fit for the future by making it fit for...
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Does Your Brand Exude Meaning?

January 12, 2016 —

Does Your Brand Exude Meaning?

An emotive brand can’t simply advertise its way into being meaningful. It has to exude meaning at every opportunity. All too often brands seeking to appear more meaningful rely purely on tactical communications like an ad campaign. We are as likely as anyone to say, “that’s nice” after viewing an emotional commercial or a touching video on a company website. There’s nothing wrong with that, is there? Well, there can be. Sadly, these brands often come off as being superficial. They wear their feelings on their sleeves. And they use advertising to claim to be something...
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The Human Dimension of Law Firm Branding

January 11, 2016 —

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

January 4, 2016 —

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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December 16, 2015 —

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

September 21, 2015 —

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?

August 5, 2015 —

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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