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Creating a brand that resonates: 3 Grammy-worthy lessons from Tracy Chapman’s “Fast Car.”

Creating a brand that resonates: 3 Grammy-worthy lessons from Tracy Chapman’s “Fast Car.”

Is your brand telling a story for now or a story forever? Take a lesson from pop music and learn how to create a brand that lets your customers feel like they “can be someone.” Imagine a slightly different 2024 Grammy Awards. In this one, there’s still a comeback performance from a reclusive 1980s star, but instead of Tracy Chapman singing “Fast Car” alongside Luke Combs, it’s Billy Ocean singing “Get Outta My Dreams, Get into My Car.” Can you picture Taylor Swift singing along rapturously to his lyric: “Lady driver, let me take the wheel”? Probably not, but why? Both “Fast Car,” and...
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Rebranding in 2024? Move fast to go slow.

Rebranding in 2024? Move fast to go slow.

As 2023 winds down, odds are you’ve already set your goals for 2024 and are taking these last couple of weeks to tie up loose ends and get ready to take a running leap into Q1. But before you turn out the lights on the year, we have one piece of advice: if a rebrand is something you’re considering before the end of Q2, the time to start is now. “Starting now” doesn’t mean kicking off the project. But it does mean you need to socialize the endeavor with your leadership team, clarify the goals, secure budget, identify internal teams and resources, define the brief or create an RFP, find the...
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How to Prepare for Successful Business Transformations

How to Prepare for Successful Business Transformations

There’s a well-worn saying in business that the only certainty is change, and these past few years have proven that to be true by exponential levels. Entire industries have found themselves faced with the need to plan and transform their businesses in the face of tremendous unknowns including COVID-19, rising inflation, and a troubled economy. Now, as we enter September of 2022, with the world still in flux, what does it mean to look ahead, and begin planning for the future? Business transformation matters now more than ever and agility and forward-thinking scenario planning have never been...
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How to Hire the Right Branding Agency

How to Hire the Right Branding Agency

The Business Case for Hiring a Branding Agency In all the years of working with tech companies, we have heard the same story time and time again about the trials and tribulations of VPs and marketing executives trying to secure a budget to invest in hiring a branding agency with limited success. On top of that, how to hire the right agency can be just as confusing. We hear about them making strong and compelling business cases to invest in the brand to leadership teams and hitting a wall. It happens at every budget cycle, management meeting, and discussion around disappointment in growth,...
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The Role of B2B Messaging and How to Get it Right

The Role of B2B Messaging and How to Get it Right

Disruptive and Transformational Technologies Technology is advancing like never before. With disruptive technology advancements in AI, machine learning, iOT, analytics, and so much more, it’s becoming more and more difficult for businesses to keep pace. Industries are being transformed and the world we live in is changing before our eyes. So how can you develop more compelling and differentiated B2B messaging for marketing and sales teams? As an agency, we work with many tech clients who are in the midst of this change – racing the clock to get to market before the competition....
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Laser-Focused Branding and the Sales Learning Curve

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

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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How Client-Side Experience Informs Agency-Side Strategy: Interview with Emotive Brand Creative Director

How Client-Side Experience Informs Agency-Side Strategy: Interview with Emotive Brand Creative Director

Interview with Skott Bennett, Creative Director As Creative Director of Emotive Brand, Skott puts his client-side experience to work. An expert at creating meaningful solutions that meet the unique needs of both our customers and clients, Skott offers thoughts on how his years inside companies much like many of our clients inform his work agency-side today. What drew you to agency work? I always tried to bring an agency approach to my client-side experiences. And where I found this approach really worked was with brand-related projects. Identifying and defining the true purpose behind an...
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Consider This Before Developing Your Go-To-Market Strategy

Consider This Before Developing Your Go-To-Market Strategy

Preparing to Develop Go-To-Market Strategy Developing a strong go-to-market strategy (GTM) is hard to get right – especially for any startup in high-growth mode. The right GTM requires bringing together all of the strategic assets that address your business and growth strategy: sales, marketing, product, channel, brand, and vision. The benefits of developing this kind of strategy are huge, but a lot of pieces have to come together in order to properly prepare and ready your organization for investing in it. Bringing in experts to help create a GTM strategy brings both a strategic and a...
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