Topics

Meaningful Brands


Rethink How Your Brand Makes People Feel

Rethink How Your Brand Makes People Feel

Emotions and feelings Right now your brand is making the people important to its success feel one thing or another. The question is, are those feelings a help or a hindrance? If sales are slipping, good employees are leaving, loyal customers are defecting, or it’s getting harder to recruit top talent, it’s time to rethink how your brand makes people feel. Feelings and emotions lie at the heart of emotive brand strategies. In our most recent white paper, “Transforming your brand into an emotive brand”, we explain that emotions and feelings are key drivers of our approach to brand...
Read more >

Why Purpose-Led Brands Drive Business Results

Why Purpose-Led Brands Drive Business Results

At Emotive Brand, we believe that the root of many business problems is the gap between what the business requires (results) and what people desire (meaning). So when your brand matters to people, they are more likely to do what your brand needs them to do. Operating as a purpose-led brand, business issues become less of an issue because meaning drives results. Emotive Branding: A Bridge Through emotive branding, you build a bridge across that gap between results and meaning. And by better balancing the “give and take” of your relationships with people, they are more likely to be open to...
Read more >

Embracing Authenticity

Embracing Authenticity

Authenticity Is In “If you’re willing to tell me about the bad, then I will trust you when you tell me the good.” In an increasingly staged, contrived, and media-saturated world, people are seeking meaning and authenticity in every facet of their lives. From the employers they work for to the businesses they buy from and the brands they support. Authentic Business Globalization and technology have created a new level of consumer awareness. According to a 2014 survey by Cohn & Wolfe, when consumers rated more than 1,600 brands on authenticity, the three key attributes listed were:...
Read more >

The Modern Workplace Requires a Revamp

The Modern Workplace Requires a Revamp

The modern workplace requires new ways to connect, inspire, engage, and bond with employees like never before. Over the past few years there has been quite a lot of research and stories on worker happiness (and the startling lack thereof). One talked about the story of an employee who, after two decades of service to a financial institution, decided he couldn’t take it any more: “I felt like no one cared about me as a person there, and finally decided to extricate myself from the grind. I know many of you feel the same way now in your jobs…trapped and unappreciated.” The modern...
Read more >

Building the Employee Experience

Building the Employee Experience

It’s no secret that the employee experience with HR has developed a bad rep. The reality is that most people associate HR with two things: hiring and firing. For many organizations, HR is rule enforcement, the behavior police, gliding in when the people problems arise. And even when employees do have a positive experience with HR, it’s often limited to the brief experience of onboarding. Building Responsibility We’ve mentioned that attracting, engaging, and retaining top talent is the top priority for executives today. And for most businesses, this responsibility falls on HR. It’s no...
Read more >

Purpose-Led Brand Strategy Optimizes Business

Purpose-Led Brand Strategy Optimizes Business

Purpose-led Brand Strategy that Masters the Intangibles, Masters Markets A purpose-led brand strategy has the power to optimize the present and future value of your business. When your brand actively embodies all the true and meaningful aspects of your corporate decisions, policies, and actions, it not only brings new energy to your current competitive efforts, it also signals a brighter and more energizing future to the people vital to your company’s success. Your brand houses your company’s intangible value Everyone knows there’s a link between the perceived value of your...
Read more >

Why We Believe in “Business Unusual”

Why We Believe in “Business Unusual”

Business as usual. Or business Unusual? Hugh McLeod gives us reasons to discuss. Image by Hugh MacLeod. Left to its own devices, a business becomes increasingly inward focused, process driven and obsessed with metrics. In the meantime, that business becomes less personally relevant and emotionally important to people who are vital to its success. To add to the problem, all this happens in a highly dynamic, fast advancing and quick changing environment. Which is why we agree with Hugh MacLeod: “business as usual is an oxymoron”. We urge our clients to look outward and into the...
Read more >

How Being a B-Corp Truly Matters in Business

How Being a B-Corp Truly Matters in Business

Is their value in evaluating the idea of your business becoming a B-Corp? A B-Corp is a newer breed of businesses that is founded on an amazing set of principles. B Corps are for-profit companies certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. Today, there is a growing community of more than 1,600 Certified B Corps from 42 countries and over 120 industries working together toward 1 unifying goal: to redefine success in business. “The B Corp movement is one of the most important of our lifetime, built...
Read more >

Are You in a State of Brand Delusion?

Are You in a State of Brand Delusion?

“If what you want your brand to be and what others experience and see do not match, you are in a state of brand delusion. This is the most expensive form of marketing madness, an idiosyncratic belief or impression that is firmly maintained despite being contradicted by what is generally accepted and experienced as reality by your customer segment.” Joan Koerber-Walker We believe this problem goes well beyond a mismatch between what a brand wishes and the actual experience of the brand’s “customer” segment. Brand delusion is real for many brands. We believe...
Read more >

The Age of Meaning: Break Through the Commodity Barrier

The Age of Meaning: Break Through the Commodity Barrier

Moving Your Brand Into the Age of Meaning: It’s Not a Trend, It’s Survival The Age of Meaning has significant impact on business visions, brand management, and marketing execution. In today’s fast-changing and competitive marketplace, it is hard to maintain a distinct and meaningful difference in the hearts and minds of people. It seems that as soon as you make a product improvement or change your service offering, your competitors are there either matching you or upping you one. There is another playing field available for your brand; one that most brands are blind to. It’s the...
Read more >