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Laser-Focused Branding and the Sales Learning Curve

March 1, 2018 —

Laser-Focused Branding and the Sales Learning Curve

Not For the Masses Every company wants to climb the Sales Learning Curve — a model for establishing and ramping up a sales force and increasing sales yield — faster. But few focus on branding as a way to accomplish that. In fact, a laser-focused brand is a critical driver of your sales reps’ ramp-up and revenue growth. It sounds risky to create a brand and launch a product based on the needs of a very defined group. But it might just be a better approach to branding and marketing. The Laser-Focused Branding of PubMatic Take the company, PubMatic. Before contacting Emotive Brand, PubMatic had...
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On Design, Branding, and Where the “Brand Magic” Happens: Interview with Emotive Brand Creative Director

February 15, 2018 —

On Design, Branding, and Where the “Brand Magic” Happens: Interview with Emotive Brand Creative Director

Interview with Jane Brown, Creative Director Jane joins Emotive Brand with over 20 years of experience developing corporate and brand identities ranging from global corporations to startups – bringing both agency and client-side, as well as print and digital media expertise to the table. Jane has built a reputation around delivering high-level thinking and design systems that enable new brands to compete in crowded marketplaces and venerable brands to deepen their relevance. In this interview, Jane shares her point of view on branding challenges, client-agency relationships, collaboration,...
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Emotive Data: Designing Quantitative Research for Emotional Insight

February 13, 2018 —

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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Emotive Brand and Emotive Branding: Our Origin Story

February 6, 2018 —

Emotive Brand and Emotive Branding: Our Origin Story

Brands for the Better The idea of emotive branding – and the creation of our agency, Emotive Brand – flowed from our desire to make a positive difference in the way people and brands interacted with each other. These were our goals: Bridge the gap between commerce and civility. Create brands that people appreciate, respect, and actively seek out. Help employees of brands feel better about their jobs. Make partners and suppliers vie for the opportunity to work with our clients. See communities welcome our clients’ brands with open arms. As a result of all of this goodwill, our...
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Loyalty and Productivity: Using Innovative Benefits to Build Employer Brands

January 30, 2018 —

Loyalty and Productivity: Using Innovative Benefits to Build Employer Brands

A great employer brand story is important for recruiting and retaining employees – but it’s important to show workers the love and not just talk about it. Benefits are one of the best ways to demonstrate that a company values its employees’ well-being and not just their work. With a rising tide of innovative benefits, from in vitro fertilization to college tuition support to telemedicine, there’s more opportunity than ever to build a strong employer brand. HR leaders who innovate can boost their competitiveness while taking better care of their people. At Emotive Brand, we’re lucky to work...
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Brand Strategy Trends: What These Shifts Mean for Businesses and Brands

January 9, 2018 —

Brand Strategy Trends: What These Shifts Mean for Businesses and Brands

Looking Back, Looking Forward: 2018 B2B Brand Strategy Trends Any new year brings up the opportunity to reflect on the year that’s been – and what’s to come. As Emotive Brand’s Co-Founder and Chief Strategy Officer, I talk to individuals in different roles, at companies of every size and maturity. I am truly lucky – it puts me on the frontline as B2B brand strategy trends develop in real time. Here are some of the most interesting trends I observed in 2017 and what’s on my mind as we move into 2018: 1. Messaging That Can Flex Whether it’s short attention spans or Twitter’s influence, our...
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San Francisco Branding Agency Shares New Year’s Resolutions

January 4, 2018 —

San Francisco Branding Agency Shares New Year’s Resolutions

We promise to… Deliver Business Results Our clients hire us because they are looking to solve business problems. We know how to successfully enable growth by delivering positioning strategies that differentiate, brand campaigns that fulfill on marketing and sales goals, and deliver employer brand strategies that engage global employees around why the brand matters. Our work continues to drive business for our clients in a way that is transformative. We are focused on standing behind our work and delivering a strong ROI on every project. Continue to Lead with Purpose We stand behind the...
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Brand Identity. What’s Your Type?

December 19, 2017 —

Brand Identity. What’s Your Type?

Brand Identity, typography, typeface… it’s all part of your brand and its story A brand identity is critical to get right. A typeface helps shape the stories a brand tells. It sets the tone of a brand. Typography is in many ways the first impression and introduction to your audience. According to Sarah Hyndman, “Typography is like the clothes a person wears; it tells the world who they are and who they want to be.” Typography, in other words, is one of the most important aspects of your brand. A few things to consider when selecting a typeface for your brand: Align with brand...
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What Brands Need to Do Right to Nail Their Digital Strategy

December 13, 2017 —

What Brands Need to Do Right to Nail Their Digital Strategy

Emotive Brand Experts #5: Michael Beavers Continuing our Emotive Brand Experts series, we’re interviewing past and present Emotive Brand clients to discover what they do better than anybody else – and how that expertise can be used to embolden your brand today. Michael Beavers is a Silicon Valley-based digital strategist who works with leading technology enterprises, consumer brands, and startups. A veteran from both sides of the client and agency relationship, he’s worked with Google, Yahoo!, Intel, and many others. *** How do you define digital strategy? Digital strategy describes the...
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The Right Ad, Just When you Need It: Talking “Moment Marketing” with Randy Wootton

December 5, 2017 —

The Right Ad, Just When you Need It: Talking “Moment Marketing” with Randy Wootton

Randy Wootton and Moment Marketing  Continuing our Emotive Brand expert series, we’re interviewing past and present Emotive Brand clients to discover what they do better than anybody else – and how that expertise can be used to embolden your brand today. In this post, we speak with Randy Wootton, former CEO of Rocket Fuel, a past Emotive Brand client whose positioning project resulted in a major acquisition for the company. In this interview, we talk about the evolution of marketing and advertising today and why brands poised for success are focusing in on what Randy calls “Moment...
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