Topics

Growth


Marketing Strategy That Fuels Growth

Marketing Strategy That Fuels Growth

More than ever, CMOs are being looked to as the primary growth drivers of their companies. But what if you seem to be doing everything right and growth is still falling short? You have a strong brand strategy in place, a good sales team, and your marketing strategy is being executed on time and on budget. What then? Chances are good that, if you’re experiencing a disconnect like this, the problem lies in the connection between your brand and your target audience. You may be reaching them. But how successfully are you really connecting with them? How can you identify the problem? And what can...
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Why A Growth Mindset Drives Business

Why A Growth Mindset Drives Business

Growth vs. Fixed Mindset We believe an organization that adapts 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 the ability to develop, grow, and learn. And organizations who believe this seek out...
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How to Bring in a Branding Agency (And Still Thrive as a Creative Director)

How to Bring in a Branding Agency (And Still Thrive as a Creative Director)

Agency or Enemy? If you’re a Creative Director, chances are you’re some lovely mix of imagination, diplomacy, market knowledge, and damn good design sense. You bring focus to every project. You know how to communicate across disciplines and departments. After all, that’s why you were hired. So why in God’s name would you ever need to bring in an outside branding agency? And if by some cruel twist of fate you’re forced into this position, how do you avoid effectively hiring your replacement? If You’re Reading This Creative Brief, We’re Already Behind Schedule...
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B2B Brands Can Be Emotive and Should Be!

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 opportunitites 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...
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How CMOs Can Control Their Brand Message in the Age of Digital Sprawl

How CMOs Can Control Their Brand Message in the Age of Digital Sprawl

The New CMO What does a CMO do? Just a few years ago, that was an easy question to answer. You focused on building a brand. You managed your channels: press, radio, a TV spot, maybe even an outdoor installation if you were feeling ambitious. Like a conductor, you could orchestrate your brand message with Mozart-like precision. Marketing, itself, was a pure sport, clearly defined. Flash forward to today, and the blurred lines between technology, marketing, and sales are harder to discern than ever. Fluency in digital transformation has gone from a specialty to a requirement. CMOs need to be...
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Emotive Data: Designing Quantitative Research for Emotional Insight

Emotive Data: Designing Quantitative Research for Emotional Insight

Emotive Brand may not seem like a green eyeshade kind of place. After all, we’re in the business of creating emotional connections between brands and people. You may ask, “Why use quantitative research at all? Isn’t qualitative better for emotional insight?” In fact, we find quantitative research very rich – and extremely useful for building our clients’ brands and businesses. Qualitative insight is important too, but whenever we can, we start with quant. It helps us move the needle on both functional and emotional measures. It also provides a baseline from which to measure change. We...
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