Topics

Empathy


A Deep Dive into Designing for Accessibility

A Deep Dive into Designing for Accessibility

Today’s blog is about our recent work with the Galt Foundation, an organization that provides, promotes, and expands employment opportunities for individuals with disabilities. You can view our full case study here. The following post is available as both a text and audio experience.   Designing for Accessibility Is a Duty, Not an Option As designers, we have the opportunity to create experiences that bring people together, but we also have a responsibility to create work which can be experienced by everyone, regardless of ability. That’s not to say that everyone will perceive or...
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Happy Holidays from Emotive Brand!

Happy Holidays from Emotive Brand!

Thanks for a Brilliant Year It’s the most wonderful time of the year. A time when our team frantically rushes to put the finishing touches on all our projects before taking a break to spend time with loved ones. It’s a time when our brainstorms are frenetic, our delivery is lightning fast, and the drinks are strong. So, really, it’s business as usual. We wanted to take a minute to thank our amazing clients for giving us the opportunity to transform their brands. We have the supreme privilege of working with some of the brightest, most driven, whip-smart people all over the...
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Transforming Business Through Empathy

Transforming Business Through Empathy

Empathy and Business? Some say no, we say yes. There are many factors that add meaning and purpose to a brand, and they all stem from a single source: empathy. Empathy is the ability to walk in another person’s shoes. That is, to see and experience the world from a perspective different from your own. Here we explore how empathy plays a vital role in shifting brands from a bland and vulnerable position to one that is robust in meaning and purpose. Empathy as a driver of brand strategy When you’re close-in to a business’s daily operations it’s hard to see how your brand is perceived by the...
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How Brand Strategy Can Uplevel Your Company’s EQ

How Brand Strategy Can Uplevel Your Company’s EQ

Emotional Intelligence (EI or EQ) may account for as much as 80% of peoples’ personal success – more than intellectual intelligence (IQ). At Emotive Brand, we believe EQ matters as much as smarts for brands too. So how does EQ apply to brands, and what can B2B CMOs do to uplevel their organizational emotional intelligence? EQ has five components: self-awareness, self-regulation, internal motivation, empathy, and social skills. All of these apply to businesses as well as people. And all of them can impact basic business strategy, from how to articulate your brand to who to hire and how to...
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How to Grow and Maximize Employee Engagement

How to Grow and Maximize Employee Engagement

Employee Engagement Is More Than an HR Benefit Since Gallup began tracking employee engagement in 2000, employee engagement averages haven’t budged. A recent Gallup survey shows that indeed, work could be more fulfilling for most Americans. The percentage of U.S. workers whom Gallup considers “engaged” in their jobs averaged 34.1% in March. As it stands today, over two-thirds of the American workforce is disengaged at work, and it appears that no amount of HR benefit, wellness programs, or incentives can make a dent in this number. So how does an organization build a culture of...
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What Is Brand Generosity Anyway?

What Is Brand Generosity Anyway?

Why so generous? Brand generosity is in. As consumers become increasingly connected to social media and exposed to marketing ploys and tricks, suspicions rise about the authenticity of brands. Many consumers are looking for a genuine social commitment from the brands they engage with. As a result, building a bond with the people that matter to your business is more important now than ever before. People are looking for brands that give more than what’s expected. They want to feel good about the brands they are buying into, and how those brands are giving back to the world at large. What is...
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Mastering the Art of Emotive Writing

Mastering the Art of Emotive Writing

Emotive branding works because it connects with people on a very real and personal level. But brands have multiple target audiences who are often very different from each other. They may be easily relatable, or they may not. So how does a brand speak in a way that truly resonates with each diverse audience? From an agency point of view, how do we at Emotive Brand approach emotive writing? This question relates mostly to messaging – communications aimed at key stakeholders who are very different people with different relationships to the brand. A typical audience mix might include employees,...
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New Opportunities for Insurance Brands Today: Disruption Plus Meaning

New Opportunities for Insurance Brands Today: Disruption Plus Meaning

The Force of Digital for Insurance Brands Today According to Network World, we touch our phones an average of 2,617 times a day. There is no underestimating the role of digital today. And with the proliferation of technology, consumers have come to expect a better insurance experience – one that is more meaningful, consistent, and trustworthy. Right now, trust is low and insurers are struggling to move away from the “unfair,” “horrible,” and “outdated” reputation that surrounds most providers today. This means not only embracing new, innovative tech, but using digital to power...
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Machine Learning Is the New, New Thing. But Can It Help CMOs Build Brands?

Machine Learning Is the New, New Thing. But Can It Help CMOs Build Brands?

Can big data build brands better? A few years ago, Big Data promised to radically transform the marketing landscape. CMOs were warned to master it or watch their brands get left behind. Artificial intelligence was the next new, new thing. Now the hot property is machine learning, the data-crunching tool that can find patterns in big data and make them actionable. Each of these innovations is truly transformative — and each has limitations. As machine learning gathers steam, let’s look at what it means for brands. Which challenges can machine learning tackle which still depend on human...
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Empathy Brings Leaders Closer to their Customers and Employees

Empathy Brings Leaders Closer to their Customers and Employees

Why is there so much talk about empathy in business? One of the great opportunities in business today is to reduce the distance between what your business needs, and what customers and employees seek emotionally from you. What does “being closer” mean for your business? It means people will think, feel, and act in more helpful ways, either in their purchasing behavior and loyalty, or in their commitment and dedication to their work. It means they will listen more to what you say, and care enough to act upon your suggestions. It means your offering will be more appealing and more...
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