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Strategy


A Corporate Narrative: Convincing the Skeptics

A Corporate Narrative: Convincing the Skeptics

The Case for a Corporate Narrative CEOs often doubt the necessity of a corporate narrative. As a marketing or sales person, you see messaging and storytelling as strategic tools. But what if they’re only fluffy buzzwords to whomever signs the consultant’s check? How do you convince someone who sees the world in revenue and profit to invest in a positioning process? You speak their language and you support your arguments with numbers. We’ve listed some quantified benefits of a corporate narrative to convince even your toughest negotiators: 1. Drive Corporate Value McKinsey & Company...
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The Power of Debate in Meetings to Drive Business Forward

The Power of Debate in Meetings to Drive Business Forward

Meetings: Valuable or Valueless? What’s more frustrating than sitting through endless meetings and coming out on the other end asking: What was the point of those? As technology introduces even more ways to communicate offline, you would think we’d see the quantity of meetings decreasing. However, the opposite has been shown. Research shows meetings increasing in length and frequency. In the 1960s, executives spent less than 10 hours in meetings. Now, executives spend about 23 hours a week in them. And although no one loves a day jam-packed with meetings, what’s really at the heart of the...
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Mistakes to Avoid When Activating Strategy

Mistakes to Avoid When Activating Strategy

Activating strategy is an integral part of moving your brand and business forward. Your brand strategy is a road map for success that positions your business for the future. It’s the set of tools meant to bring your brand to life and move your business forward. Activating strategy means you need a strong go-to-market plan in the hands of a motivated, aligned marketing team to steer how the brand looks, behaves, and speaks – inside and outside your business walls. Strategy is Set. So, What’s next?  The value of a strong strategy can’t be fully realized until the strategy comes into real life...
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How to Get the Most Out of Strategic Messaging

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...
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Why Strong Positioning is Critical to Sustained Growth

Why Strong Positioning is Critical to Sustained Growth

The Power of Brand Positioning Strong brand positioning has a great impact on the success of your business. But many high-growth companies struggle with how best to position themselves and communicate why they matter. Getting this right is hard, but critical. And if you fail at this, your customers won’t know whether to buy from you or your competitors. In short, positioning is the process of distinguishing your brand from your competitors in meaningful ways. It’s about what you offer, what value you deliver, and what place you hold in your target audience’s mind. Defining...
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Emotive Brand Co-Founder on Evolving a Business and the Challenge of Change

Emotive Brand Co-Founder on Evolving a Business and the Challenge of Change

A little over nine years ago, Bella Banbury and I started Emotive Brand on a bit of a whim. Now, almost 10 years later, we have 20 people in our company. We’re recognized as a top agency in the strategy and branding world. CEOs of companies seek us out to achieve transformative shifts in their business. People hire us because they’ve been reading our content for years. Agencies around the world cite our content as smart and forward thinking. We didn’t expect all of this. We just started our agency and that was that. The cobbler’s children DO have shoes As we reach our double-digits, we’re...
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