Topics

Growth

How Do You Orient Your Team When Everything Seems Uncertain?

March 21, 2023 —

How Do You Orient Your Team When Everything Seems Uncertain?

The old axiom about uncertainty being the only certainty in business seems quaint given today’s headlines: Historically low unemployment. Hiring shortages one day and hiring freezes the next. Creeping inflation. Shaky markets. Unexpected layoffs. It’s whiplash inducing. And it’s the world we live in. As the economy shifts and shudders, leaders are challenged to make strategic decisions with increasingly limited foresight. And employees? They’re left feeling disoriented, confused, and vulnerable. It’s a recipe for getting stuck. People become less willing to make mistakes, to stick their...
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How Do You Get Your Team Excited About an Uncertain Future?

February 10, 2023 —

How Do You Get Your Team Excited About an Uncertain Future?

How Do You Get Your Team Excited About an Uncertain Future? The old axiom about uncertainty being the only certainty in business seems quaint given today’s headlines: Historically low unemployment. Hiring shortages one day and hiring freezes the next. Creeping inflation. Unexpected layoffs. It’s whiplash inducing. And it’s the world we live in. As the economy shifts and shudders, leaders are challenged to make strategic decisions with increasingly limited foresight. And employees? They’re left feeling disoriented, confused, and vulnerable. It’s a recipe for getting stuck. People become less...
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Entering Your Growth Stage: Position Your Brand, Not Your Product

March 18, 2021 —

Entering Your Growth Stage: Position Your Brand, Not Your Product

You just closed your Series A and you’re ready to share your story with the world. You built revolutionary technology that will be better, faster, cheaper—or all three—than anything else in the market. Now you need to hire top talent, build brand awareness, and equip your sales team to drive revenue. You know how innovative your technology is and you’re ready to create a new category. With customers in beta and limited clear competitors, you’re likely tempted to focus solely on your product and how much better your product is than anything else on the market. But a strong product vision,...
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Investing in Brand: It’s Never Too Early

March 4, 2021 —

Investing in Brand: It’s Never Too Early

Many of our clients call us after they’ve got a working product or once they embark on a sales effort in earnest. They see branding as an expensive and time-consuming exercise that they’d rather postpone. In almost every case, we wish they’d reached out sooner. Branding is not a one-time exercise; your brand is a muscle that you strengthen over time. Most high-growth tech companies go through several brand iterations over their life cycle. Knowing that, we believe it’s never too early to invest in your brand. In fact, when you invest in branding early in the life of your company, you’ll tap...
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B2B Brands Can Be Emotive and Should Be!

January 14, 2021 —

B2B Brands Can Be Emotive and Should Be!

B2B brands deserve the same level of effort as their B2C counterparts We were talking with someone the other week about emotive branding and they said, “Sounds great for consumer brands, but I can’t see it working for a B2B brand.” Well, we begged to differ! Indeed, we believe B2B brands have tremendous opportunities to differentiate and grow their businesses based on an emotive proposition. Note that we didn’t say an “emotional” proposition. Through “emotive” propositions we talk about B2B brands that reach out to people in a way that not only...
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Challenger Brands: B2B Challengers

November 25, 2020 —

Challenger Brands: B2B Challengers

Continuing the Challenge This post is the second in our three-part series on challenger brands. You can read part one, “Challenger Brands: A Primer,” right here. Previously, we spoke about adopting a challenger mindset. It’s one defined by ambition, agility, and a willingness to take risks. Most importantly, we noted how businesses are no longer competing against each other – they are competing against the category they are in and the expectations of what a customer experience feels like. At a glance, these personality traits naturally lend themselves to the B2C world. Ask anyone to rattle...
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Adopt a Growth Mindset to Drive Business

November 9, 2022 —

Adopt a Growth Mindset to Drive Business

Growth vs. Fixed MindsetWe believe an organization that adopts a growth mindset can position itself to thrive. But what exactly defines a growth mindset?At Emotive Brand, we define a growth mindset as a set of attitudes and behaviors that reflect the belief that an individual’s talent is not set in stone. Talent can be developed. Intelligence can be fostered. Creativity and innovation can be strengthened. Leaders can emerge. People hold potential.This means every employee within an organization has to have the ability to develop, grow, and learn. And organizations who believe this seek out...
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The Value of Investing in Your Brand to Drive Long-Term Growth


January 8, 2019 —

The Value of Investing in Your Brand to Drive Long-Term Growth


Attention Span Is Dead, Long Live Attention Span For years, we’ve been told that our attention spans are shrinking. There is so much information, so many channels and devices vying for our attention, that we couldn’t possibly focus on anything for too long. Combine that with economic pressures, shareholder expectations, and the race to keep up in the digital age, and you get something called short-termism. Fueled by our fixation on metrics, short-termism is a concentration on quick wins to move the needle. It posits an immediate, attention-grabbing impact over strategically driven,...
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The Pros and Cons of Launching a New Category

November 20, 2018 —

The Pros and Cons of Launching a New Category

What’s Old Is New Again People have been drinking coffee, listening to music, and shopping for groceries forever. But if you peered into the modern household, chances are these common operations would look completely foreign to someone ten years ago. One might load a coffee pod while streaming an album from their phone, then ask their voice assistant to add something to their online cart. This is the brave new world of brand category creation, and it’s something that we’ve written about extensively. The reason we spend so many words on this topic is that it’s absolutely paramount to...
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Integrating Company Cultures After a Merger or Acquisition

October 22, 2018 —

Integrating Company Cultures After a Merger or Acquisition

High M&A Activity Mergers and acquisitions are at an all time high, with $4.7 trillion of global deals signed last year according to a recent M&A report by KMPG. And although the payoff of a successful M&A is great, these are high risk deals. It’s not just about the financial gains. Reputations are on the line. Stakeholders observe nervously. And in order to ensure the expected return on investment is delivered, a great deal of planning around integrating company culture must go into the preparation. Cultural Integration Issues After an acquisition, the merger is a difficult...
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