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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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An Emotive Holiday: Happy Holidays from Emotive Brand

An Emotive Holiday: Happy Holidays from Emotive Brand

An Emotive Holiday  By now, you’ve most likely seen our holiday card. We fit all the balloons, confetti, and sparkle we could into our card – because what’s an epic holiday card without that? This year’s holiday card is all about celebration. 2017 had its ups and downs and we wanted to take a moment to share joy, togetherness, and the many personalities that make up our amazing team. This year’s holiday card is also our way of saying thank you to all of you. Thank you for reading our blog.  Thank you for sharing our thoughts and believing in our purpose. Thank you for moving our brand and...
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