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Business Imperative: Socializing Strategy

Business Imperative: Socializing Strategy

One of the first things we learn in business is the importance of “having a plan”. Preferably, it should be a Strategic Plan, complete with milestones, action items, KPIs, and other important measures. This is definitely true. You need to have a plan. As someone who’s been in the consulting game for many years, I can’t count the number of times I’ve sat down with new clients only to discover that while there may in fact be a carefully (and expensively) constructed Strategic Plan, it’s an unknown mystery to most employees. Chances are they learned about the Strategic Plan via an online WebEx,...
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Brand Relevance Is The New Differentiation

Brand Relevance Is The New Differentiation

We believe brands need to stand out, not just by being different, but by being both personally relevant and emotionally important to people. We came across this statement by Elliot Schreiber, Ph.D on his blog “Brand and Reputation” that sums up the key difference between “differentiation” and “relevance”: Relevance is More Important than Differentiation: Business strategists, Marketers and brand managers have been fixated on differentiation. Customers, however, are drawn to relevance – the things that “connect with them emotionally”. As I...
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On Creating Resonant Digital Brand Experiences Today

On Creating Resonant Digital Brand Experiences Today

Digital Brand Experiences We asked our design team about their point of view on building resonant digital brand experiences today. Here’s what they said. Historically, brands used to rely heavily on brand marketing and advertising for awareness of their products and services. But in the digital age, many brands are born solely online or as an app. In essence, screen only experience(s). What makes some of these brands good vs. great? Great digital brands are true utilities. Once you get into someone’s life and seamlessly integrate into their everyday, that’s when you find success as a...
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Healthcare Brands: In An Era of Transformation, Where Is Your Value?

Healthcare Brands: In An Era of Transformation, Where Is Your Value?

Healthcare Brands, A Time of Transformation The healthcare industry is undergoing a massive transformation – and it’s about time! As new players emerge in the market, they expose the cracks buried deep within our bureaucratic medical system. Upstarts shine a light on unmet consumer needs and are sparking a shift in focus from provider to patient. This forces the entire healthcare industry to begin to explore the need for a holistic patient experience instead of a messy set of siloed solutions. If patients focus on value, healthcare brands are wise to follow suit. Just because the...
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HR and Marketing: Building Your Employer Brand Together

HR and Marketing: Building Your Employer Brand Together

Finding the Right Fit: HR’s Number One Challenge HR and Marketing? The role of HR has evolved significantly in recent years. Attracting, engaging, and retaining top talent is a high priority for executives, and most companies place this responsibility on HR. According to PwC 18th Annual CEO survey, a full 73% of respondents are concerned about the availability of talent – a 10% increase from 2014. Executives worry that it’s getting harder to recruit and keep the people who are both skilled high-performers and ‘fit’ within their organization’s culture. And without top talent, maintaining a...
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Using Benchmarking Research to Track Growth and ROI

Using Benchmarking Research to Track Growth and ROI

Many of our clients count on their brand strategy to be a springboard for growth. Whether they’re falling short of ambitious goals or have truly hit a wall, brand strategy can help create the shifts they need to move ahead. But how do you measure success beyond hard numbers like revenue and inbound queries? How do you get insight into whether, how, and how much your brand strategy is fueling your growth – and what more it might be able to do? Brand perceptions, after all, are a squishier metric than dollars. Right? Benchmarking Research Demonstrates ROI Not necessarily. Brand perceptions can...
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Brand Growth in a Saturated, Competitive Market: Yes, It’s Possible

Brand Growth in a Saturated, Competitive Market: Yes, It’s Possible

Brand Growth Despite Growing Competition Brands saturate our world. They are all looking to innovate faster, compete harder, and disrupt bigger. Why? Competition is tough – from both emerging and established brands. This forces companies to always be on their toes. But competition isn’t always a bad thing. Competition is what gives brands the motivation to do better and be better. If your market is crowded, it doesn’t mean your employees must work 18-hour days or that you have to outspend on advertising. Instead, what you really need to do is work smarter. Here are some ways you can grow...
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User-Generated Content and Why You Want to Be a Usage Brand Today

User-Generated Content and Why You Want to Be a Usage Brand Today

Are Users the New Billboards? Historically, brands relied heavily on marketing and advertising to drive awareness of and engagement with products and services. But in an era of general mistrust of big corporations, ever-heightening consumer expectations, and a no bullsh** meter on unsubstantiated claims, even a killer-ad might not be enough to drive your brand forward. That’s why smart and strategic brands realize that their customers have the potential to be the biggest trust, credibility, and value builders (or destroyers) out there. And that nailing brand experience today means tapping...
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On Design, Branding, and Where the “Brand Magic” Happens: Interview with Emotive Brand Creative Director

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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Early Warning Signs You Need a Brand Refresh

Early Warning Signs You Need a Brand Refresh

Brand Presentation Counts Presentation is everything. It’s the way a gourmet meal looks on the plate, what you wear for a job interview, or the tidiness and odor of your hotel room when you open the door. The same rings true with a corporate brand. Your brand is who you are. When your brand presentation is clear, people understand who you are and what you stand for in the world. On the other hand, when your presentation doesn’t make a great first impression, you must prepare to deal with the fallout. This is why when we work with clients, we often need to stress that how you present your...
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