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Strategy


The Pros and Cons of Launching a New Category

The Pros and Cons of Launching a New Category

What’s Old Is New Again People have been drinking coffee, listening to music, and shopping for groceries forever. But if you peered into the modern household, chances are these common operations would look completely foreign to someone ten years ago. One might load a coffee pod while streaming an album from their phone, then ask their voice assistant to add something to their online cart. This is the brave new world of brand category creation, and it’s something that we’ve written about extensively. The reason we spend so many words on this topic is that it’s absolutely paramount to...
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The Role of Company Culture in Business Success

The Role of Company Culture in Business Success

The Corporate World is Restructuring Company Culture Your company culture matters more than ever. Deloitte’s Global Human Capital Trends 2016 survey, “The new organization: Different by design,” maps and draws connections between the talent, leadership, and competitiveness challenges organizations around the world face. This year’s data indicates a shift: CEOs and HR leaders are more focused on culture as a source of competitive advantage than ever, and they are turning to restructuring their organizations to increase employee engagement and retention, improve leadership, and build the...
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How Brand Strategy Can Uplevel Your Company’s EQ

How Brand Strategy Can Uplevel Your Company’s EQ

Emotional Intelligence (EI or EQ) may account for as much as 80% of peoples’ personal success – more than intellectual intelligence (IQ). At Emotive Brand, we believe EQ matters as much as smarts for brands too. So how does EQ apply to brands, and what can B2B CMOs do to uplevel their organizational emotional intelligence? EQ has five components: self-awareness, self-regulation, internal motivation, empathy, and social skills. All of these apply to businesses as well as people. And all of them can impact basic business strategy, from how to articulate your brand to who to hire and how to...
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Aligning Business Strategy to Brand Strategy for Long-term Growth

Aligning Business Strategy to Brand Strategy for Long-term Growth

Planning for Tomorrow We’ve written a lot about the importance of aligning brand and business strategy. But many leaders dismiss the business strategy as something necessary for the brand strategy. However, without understanding where the business is going, the brand can’t help the business grow in strategic ways. Aligning Leadership It’s obvious to work with the marketing team when developing a brand strategy. But gaining clarity on the business strategy can’t happen in a silo. You can’t develop a coherent brand strategy without internal alignment around the business strategy. That means...
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The Balancing Act of Creative Direction

The Balancing Act of Creative Direction

The Journey Is the Destination When I was studying fiction at San Francisco State University, I had a professor that used to say, “If you know exactly what you want to write about, then why are you writing it?” It was a soft-ball criticism aimed at a particular kind of writer. Those that came in overconfident, inflexible, and usually with their entire story already mapped out beat for beat. In their rigid defense of what they thought the story should be, they missed the opportunity to truly discover what it is or what it could be. If there’s no journey of discovery, no unanswered questions...
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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 found...
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