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Emotive Branding


How Your “Brand Vibe” Can Change Your Brand’s Fortunes

How Your “Brand Vibe” Can Change Your Brand’s Fortunes

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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Five Key Differences Between Emotional and Emotive Brands

Five Key Differences Between Emotional and Emotive Brands

It’s not too hard to spot an emotional brand. It uses emotions tactically to either make people laugh or to gently tug at their heartstrings. These brands typically only do this through their advertising. Emotive brands are far more rare. These are brands that forge meaningful – and valuable – emotional connections through everything they do. So while someone may happily buy a brand based on its emotional advertising, they are likely to be left bemused when dealing with the emotional brand’s crass customer service people. The resulting brand dissonance will, no doubt, prompt them...
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San Francisco Brand Strategy Firm Celebrates Anniversary

San Francisco Brand Strategy Firm Celebrates Anniversary

This month San Francisco Brand Strategy firm, Emotive Brand celebrated our fifth birthday. We wanted to say THANK YOU to each and every customer, prospect, partner, friend and everyone who shares our beliefs about how to help brands matter more! We started Emotive Brand as a way to approach brand strategy in a different way. • To help transform how brands reach out to people. • To encourage our clients to embrace the idea of Purpose Beyond Profit. • To push the belief that emotionally meaningful brands drive business results. Five years later, it is gratifying to see research by Deloitte,...
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Which Comes First? A Strong Corporate Culture or a Meaningful Workplace?

Which Comes First? A Strong Corporate Culture or a Meaningful Workplace?

There’s a virtual cornucopia of so-called “culture decks” finding its way across the web today. These glitzy slideshows present the values that supposedly drive each respective company’s workforce.  A quick scan of these decks shows that many of the companies are mimicking another. They are using clever language to make things sound really sexy. And of course they employ design that makes your mouth water. These cultural displays are all well and good, however one has to question them on several levels:  To what extent are they honest, credible and accurate...
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What Really Matters to your Brand’s Success? Empathy.

What Really Matters to your Brand’s Success? Empathy.

If I asked you what really matters to your brand’s success, you would probably only talk about things that can be explained rationally and measured empirically. Nothing wrong with that, after all that’s the way we think and talk as business people. However, if I asked you what really matters to you as a human being, I bet you would find yourself talking about things that are hard to explain rationally and virtually impossible to measure. You know, messy things like the need for safety, the desire for connectedness, and the joys of love and beauty. What really matters to your brand’s...
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The Goal is to Align Employees – But the Key Question is Not “How?”

The Goal is to Align Employees – But the Key Question is Not “How?”

Nothing slows down an enterprise more than a workforce that is working at cross purposes, unmotivated and uncaring. And nothing dims the prospects of an enterprise more than having a workforce that fails to innovate, isn’t inspired to be creative, and which just checks in and checks out day after day. The eternal question is “how” to align employees to what the business needs and there are many methods, tools and professionals devoted to getting employees to shift their attitudes and behaviors. But, even these efforts are not producing the desired result. We believe this is...
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Turn Your Brand Around Through Emotionally Meaningful Behavior

Turn Your Brand Around Through Emotionally Meaningful Behavior

Turn target audience members into hot prospects Turn hot prospects into customers Turn customers into regular users Turn regular users into loyal customers Turn loyal customers into brand advisors Turn brand advisors into brand recruiters Purpose: Do it by embracing a purposeful intent for your brand – a high order idea about how your brand makes life better for individuals, society and/or the planet. Empathy: Do it by taking on an empathetic attitude to all the people vital to your brand’s success – see the world through their eyes, walk a mile in their shoes, come to understand what...
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Emotional is Not Necessarily Emotive

Emotional is Not Necessarily Emotive

If you haven’t already heard the buzz about the new Johnson & Johnson ad campaign, you will. And after May 10, it will find its way to a page or screen near you. Thirty million bucks buys a lot of exposure. What caught our attention is the emotive premise of the campaign, which is called “For All You Love.” With a name like that, you can guess it’s going straight for your heartstrings. The teaser image on the J&J home page suggests we’ll see lots of loving parents applying Band-Aids® and baby soap. This is not just because the company wants to play off how much we love our kids. It’s...
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Meaningful Brand Strategies: The Consumers Perspective

Meaningful Brand Strategies: The Consumers Perspective

Consumers are expecting a lot from businesses, according to the 2013 Cone Communications/Echo Global CSR Study. Consider these findings relative to the role of a business’s social responsibility: “As global citizens become increasingly aware of businesses’ behaviors and CSR initiatives – in part because of social 
media, they are also becoming more astute about both corporate and consumer impacts. Around the world, the majority 
of consumers feel both individuals and corporations are having some degree of positive influence on social and environmental issues; however, just one-quarter feels...
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Good Leadership Character Leads to Good Brand Strategy

Good Leadership Character Leads to Good Brand Strategy

An excellent post at IMD.org speaks to two attributes that the writers, Professors Stewart Black and Allen Morrison, believe are necessary for leaders of global organizations today: emotional connections and integrity. I think this advice is great for any business leader, not only those operating at the “global” level. Here’s the section on emotional connections that talks about being sincerely interested in others, genuinely listening to others, and understanding different viewpoints. Emotional connections Global leaders need to establish personal, empathetic relationships...
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