Topics

Emotive Branding

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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Brand Moments Matter More than You Think

July 9, 2015 —

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

June 18, 2015 —

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?

June 19, 2017 —

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

September 26, 2016 —

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

April 14, 2015 —

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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When Your Employees Are Your Advertising Campaign

March 17, 2015 —

When Your Employees Are Your Advertising Campaign

I’ve been reading a number of books on branding written by people from advertising agencies. They invariably regard advertising – most often citing TV ads – as the most potent vehicle for branding. They have a case. Television is an excellent vehicle for emotional storytelling. These experts point to ads we all know (and love?) as proof of its power. From cars to sugar water to potato chips, TV advertising has driven brands to success by making even the most prosaic product features resonate with emotional importance. But what about all the (big) brands in this world that...
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Should Your Business Embrace a Purpose-led Brand Strategy?

March 11, 2015 —

Should Your Business Embrace a Purpose-led Brand Strategy?

Purpose-led The notion of purpose-led  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 a woolly, 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? These are the questions I often confront as a proponent of empathy, purpose, and emotion....
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Is Your Brand Holding Back Your Business?

March 4, 2015 —

Is Your Brand Holding Back Your Business?

There’s a price to pay when your brand simply languishes. It’s the cost of lost opportunities. Are you missing the opportunity to change the way people feel about your brand, and hence, what they can do to make your brand more successful. By people, we mean customers, employees, partners, investors, communities, influencers, and so on…. Indeed, we mean all the people who are vital to your brand’s succcess. It’s their decisions and actions that determine your fate. They think and act based on what they feel. If your brand doesn’t make them feel something,...
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A Brand Strategy that Focuses on “Truths”

February 24, 2015 —

A Brand Strategy that Focuses on “Truths”

In our latest white paper we list five fundamental principles that drive our efforts to help your brand thrive in the 21st century. Here, we explore one of our drivers: “truth, authenticity, and credibility.”Here’s an explanatory extract from the white paper: “Emotive brand strategies are built out of what is already true about your brand. As such, the new purpose and behaviors we propose are authentic to what your brand is, and are welcomed by customers and employees as credible offerings from your brand.” But exactly what “truth” are we seeking?...
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