Topics

Mid-Market


Brand Strategy for Turbulent Times

Brand Strategy for Turbulent Times

Business Is in Flux Brand strategy matters now more than ever. Many businesses that we’re working with feel uneasy about the economic prospects of 2016. Financial markets are showing symptoms of waning and there is a general sense of slowdown. With dipping confidence and in anticipation of a burst in the “unicorn” bubble, VCs are shifting their funding to newer, lower cost ventures. It’s easy to get lost in a sea of ever-accumulating startups and it’s no longer a buyer’s market, and industries must adjust. Even outside of more volatile technology world, companies are rebranding and repositioning as a...
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Business Growth: Steps to Success

Business Growth: Steps to Success

Leveraging new data about business growth from the National Center for the Middle Market, Emotive Brand identifies three key factors that make all the difference. Growth is always good. But sustained, consistent growth is always better. Data from the National Center for the Middle Market shows that the best indicator of company’s financial future is not how fast it grows, but how often it grows. Those that expand incrementally are more apt to survive, thrive, and outperform. Companies that grow consistently are more adept at aligning their organizations’ people and practices around what can seem to be competing priorities:...
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Mid-Market: Is Your Company Primed for Sustained Growth?

Mid-Market: Is Your Company Primed for Sustained Growth?

Growth is always good. But sustained growth is always better. It’s not just a matter of a stronger will or more ambition. Sustained growth companies are more agile, more resilient, and more innovative. Our work with a group of mid-market clients, along with a growing body of academic research, indicates the companies who enjoy sustained growth have embraced their purpose, and have built a culture and a set of practices that “live it”. Purpose sharpens vision, inspires teams, and empowers people. Purpose helps every person find fresh ways to think differently, to see how market dynamics can be used...
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Purpose-led Brands and the Role of the CEO

Purpose-led Brands and the Role of the CEO

Purpose-led leaders lead thriving businesses. If you are faced with the task of re-branding or leading a brand strategy for your purpose-led business, think about the person most influential to its success. Ask yourself: Who has the greatest insight into where your business needs to go? Who can make sure that the company’s brand strategy embodies, and brings to life, this vision? Who sees how the people, processes and policies of the business need to evolve to address future issues and opportunities? Who is the best person to lead the organization forward in a focused, unified and purposeful manner?...
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Fast Forward Your Startup: Agile Strategy for High-Growth Companies

Fast Forward Your Startup: Agile Strategy for High-Growth Companies

A new approach for supporting high-growth companies 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 on high-growth companies and brands to evolve and implement strategies in shorter and shorter time frames. As a brand strategy firm, we discovered that many of our high-growth companies, especially those operating in crowded, in-flux categories, needed a much more agile approach to addressing the changing dynamics reshaping their markets and business. To...
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Brand and Marketing? What’s the Difference?

Brand and Marketing? What’s the Difference?

Brand and Marketing? Leaders are sometimes confused about the difference between brand and marketing. This is not surprising, because they are not mutually exclusive ideas. They are interdependent strategic activities that feed, inform, and drive each other. The important distinction to make is in the intent – and desired outcome – of each area. Brand Strategy Brand strategy defines how people should ideally feel about your business and products. It strives to find how to optimize belief in what you do offer, and what you stand for in the world. It is an abstract idea held in the hearts...
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