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Challenger Brands: A Primer

Challenger Brands: A Primer

Are you up to the challenge? Starting today, we’re launching a three-part series on challenger brands — who they are, how they behave, and why your brand could benefit from adopting their disruptive mindset. As this is the first blog in the series, let’s start with the basics. The beginning, as they say, is always a good place to start. What is a challenger brand? “A challenger brand is defined, primarily, by a mindset — it has business ambitions bigger than its conventional resources, and is prepared to do something bold, usually against the existing conventions or codes of the category, to...
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Talking Purposeful, Global Leadership in a COVID-19 World: Interview with Emily Chang, Senior Executive

Talking Purposeful, Global Leadership in a COVID-19 World: Interview with Emily Chang, Senior Executive

An Interview with Senior Executive, Emily Chang: Purpose and Profit, Meaningful Global Leadership, Commercialization, Innovation, and Mentorship in a COVID-19 World We sat down with Emily Chang, a Senior Executive with 20 years of global experience in Customer Experience, Business Strategy, Cross-Cultural Team Leadership, Change Management & Organizational Renewal, and Brand Building at enterprise organizations such as P&G, Apple, IHG, and Starbucks. Emily is in the midst of writing a book that focuses on ideas of purposeful leadership, community, and culture. In this interview, she...
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Emotional and Meaningful Brand Connections Matter Right Now

Emotional and Meaningful Brand Connections Matter Right Now

The Time for Emotion and Meaning Is Now Battling the arduous winds of COVID-19 will take more than a shift in your communications. It will require a real change in behavior. Right now, people are experiencing a whole slew of complex and contradictory emotions. Some of these feelings are ephemeral and are changing every day; others like uncertainty are staying around for the time being. So to truly connect with people where they are, you have to speak their emotional language. That’s why having your brand behave in a more emotionally charged way and putting the focus on building truly...
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Igniting Growth and Pushing the Envelope for SaaS Brands

Igniting Growth and Pushing the Envelope for SaaS Brands

These days, it’s a SaaS world and we’re just living in it. From infrastructure and identity to platforms and productivity, Everything-as-a-Service continues to reign supreme. But what does it take to succeed and become one of the SaaS brands that can achieve the annual recurring revenue (ARR) required to drive predictable growth in an ever-crowding market? According to Gartner, worldwide public cloud services are predicted to grow by 17% this year, from $227.8 billion in 2019 to $266.4 billion in 2020, with revenue forecasts for SaaS brands (cloud application services) expected to reach over...
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What Does the Agency of the Future Look Like?

What Does the Agency of the Future Look Like?

Last week, Emotive Brand celebrated its ten-year anniversary. Naturally, the milestone has led all of us here to reflect on the last decade and ask what it will take to continue to be successful moving forward. Today, Founding Partner and Chief Strategy Officer Tracy Lloyd and Creative Director Thomas Hutchings tackle that very question. What does the agency of the future look like? How does it behave? And how do we continue to push the envelope of what’s possible? How have you seen the agency space shift over time? Thomas Hutchings: Gone are the days of real arrogance, where an agency could...
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How to Launch a New Brand Category

How to Launch a New Brand Category

Launching A New Brand Category The decision to join an existing category, or to launch a new brand category is not an easy decision. Evaluating your product maturity, the product roadmap, and overall market maturity is critical. Once the decision is made, the strategy shifts to creating the right budget and plan to launch the new brand category. Building momentum is paramount to both the category’s success, and by proxy, your own brand’s position as the category leader. As we’ve previously discussed, timing is critical for launch. You need to consider factors of competition, messaging,...
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An Audience-Centric Approach to Communications

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...
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Making the Case for a Rebrand

Making the Case for a Rebrand

Rebrands are for Firebrands Not everything in the branding world is relatable. For the average person, chatting about go-to-market strategies or employer brands isn’t exactly scintillating dinner party conversation. But there is one thing that ignites fiery debate and criticism, even from those without any skin in the game, and that is the curious case of the rebrand. I’ve had multiple conversations with people who, though they have never expressed an interest in any other aspect of branding before, suddenly discuss the latest logo change, mission rewrite, or app redesign with a passion...
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Design Trends for 2019

Design Trends for 2019

Friction Builds Character Friction is one of those words you see in Silicon Valley all the time. Specifically, in technology’s promise to remove it. A frictionless experience is instantly digestible, seamless, clean. The only problem is that in desperately trying to remove the friction from every experience, you can remove the experience altogether. A little friction, intrigue, or mystery is not always a bad thing – especially when it comes to design. As we look forward to 2019, we have talked about trends for employer branding and overcoming strategic challenges. Today, we turn our sights...
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Employer Branding Trends for 2019

Employer Branding Trends for 2019

Fun Work vs. Fulfilling Work How we hire changes every year. Is there any page on a company’s website more volatile than its careers tab? At the start of the decade, it seemed like a place for plucky young startups to showcase almost everything besides what the organizations actually did. You’d have to scroll through two ping pong tables and at least one company dog before you got to any open positions. But at the end of the day, fun will only get you so far. Why We Work Now, the tech scene has largely outgrown its dorm room aesthetic. Prospective hires are looking for far more than bean...
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