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Marketing strategy

December 13, 2023 — Bella Banbury

Rebranding in 2024? Move fast to go slow.

As 2023 winds down, odds are you’ve already set your goals for 2024 and are taking these last couple of weeks to tie up loose ends and get ready to take a running leap into Q1. But before you turn out the lights on the year, we have one piece of advice: if a rebrand is something you’re considering before the end of Q2, the time to start is now. “Starting now” doesn’t mean kicking off the project. But it does mean you need to socialize the endeavor with your leadership team, clarify the goals, secure budget, identify internal teams and resources, define the brief or create an RFP, find the...

April 26, 2021 — Tracy Lloyd

Navigating the New Norm: Fast Forward for Efficient Growth and Strategic Stability

We work and compete in a fast-moving world, driven by an accelerating pace of technological and social change. The markets we compete in shift quickly, competition intensifies, and expectations rise. Flux is the new normal. This increases the pressure to enhance efficiency, sharpen competitiveness, and improve profitability—all at the speed your business demands. As a brand strategy firm, we understand that many of our clients, especially those operating in crowded, in-flux categories, need a much more agile approach to address the changing dynamics reshaping their markets and business. To...

April 22, 2021 — Sara Gaviser Leslie

Move On: The Magic Quadrant Should Not Guide Your Brand

If you’re a startup CEO/Founder/Marketer, you might have read that headline and thought, “What do you mean I shouldn’t care about the Magic Quadrant? I’ll take a Vendor Briefing call on vacation if I have to!” Sure, tech companies strive for a mention in Gartner’s Magic Quadrant—or better yet—placement in the top right corner as a “Leader”. Gartner’s Magic Quadrant will tell you who’s product sits on the cutting edge of the technology, identify the ankle biters, show who’s falling behind, and identify the leaders in a category. That recognition matters as you develop your product. But, the...

February 4, 2021 — Sara Gaviser Leslie

How to Get the Most Out of Strategic Messaging

Traditional Messaging Isn’t Working For as long as people have communicated, we’ve had messaging. Many of the most well-known messengers are religious figures — the usual suspects like Moses, Muhammad, and Jesus. In business, messaging has always been part of some corporate function like marketing, communications, or investor relations. Messaging is not going away. What’s changed is the way we communicate. We and other agencies have for years delivered messaging in a one-page, multilevel framework. While still useful, these one-page grids are no longer valuable tools on their own. So we’re...

November 25, 2020 — Chris Ames

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...

September 13, 2022 — Joanna Schull

How to Prepare for Successful Business Transformations

There’s a well-worn saying in business that the only certainty is change, and these past few years have proven that to be true by exponential levels. Entire industries have found themselves faced with the need to plan and transform their businesses in the face of tremendous unknowns including COVID-19, rising inflation, and a troubled economy. Now, as we enter September of 2022, with the world still in flux, what does it mean to look ahead, and begin planning for the future? Business transformation matters now more than ever and agility and forward-thinking scenario planning have never been...

September 19, 2019 — Chris Ames

Stop Worrying About Getting Attention and Start Paying Attention

The most valuable currency in the world is the fact you’re reading this right now. Your attention is like a scarce mineral and companies will blast mountains with dynamite for the tiniest trace element of it. It’s safe to say we live in the attention economy. In exchange for everything being “free,” we have transitioned from being customers to the product. The phrase “time is money” has always rung true, but never before has it been so monetized or measured. As a result, naturally, brands desperately want to know one thing above all else: how do we get attention? How do we differentiate, go...

March 7, 2023 — Chris Ames

The Latest, Greatest Thing in Digital Is Print

Print Is Dead, Long Live Print Every year, we hear print is dead. And every year, it proves us dead wrong. The fact is, digital transformation has its upper limits. There are some analog experiences – like the genuine discovery and delight of wandering through a great bookstore – that technology is currently incapable of replicating. Between 2009 and 2015, what’s known as the Amazon-fueled “retail apocalypse,” independent bookstores grew by 35 percent. Perhaps it’s the tenacity and resilience of print that has led many companies to start publishing their own magazines. Uber, Airbnb, Casper,...

February 5, 2019 — Chris Ames

An Audience-Centric Approach to Communications

The Curse of Knowledge When you work in the business of ideas, things are bound to get complicated. At Emotive Brand, we mainly work with high-growth, B2B tech companies. Our clients are experts at building big, technical, complex systems that solve real human problems. What they aren’t always experts at, however, is explaining those ideas in a way that feels human and approachable. We don’t blame them. It’s something that’s often called “the curse of knowledge.” It’s when you’re so immersed in the universe of your product that you have a hard time remembering the rest of the world hasn’t...

January 8, 2019 — Chris Ames

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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