Emotive branding works because it connects with people on a very real and personal level. But brands have multiple target audiences who are often very different from each other. They may be easily relatable, or they may not. So how does a brand speak in a way that truly resonates with each diverse audience? From an agency point of view, how do we at Emotive Brand approach emotive writing? This question relates mostly to messaging – communications aimed at key stakeholders who are very different people with different relationships to the brand. A typical audience mix might include employees,...Read more >
At Emotive Brand, we’re blessed with an incredibly diverse pool of talented individuals. Our team comes from the management consulting world, branding agencies, technology industry, advertising and everything in between. Each of these viewpoints brings something new to the table. In this post, Sara Gaviser Leslie discusses how her background as an analyst makes her a better writer and the importance of creating a strategic narrative for brands. You’re a bestselling author, executive communications consultant, strategist, analyst, and storyteller all wrapped up in one. Can you walk us...Read more >
Chris Ames has now officially been with Emotive Brand for one month – who knew he’d make it this long?– and as a new writer in the branding world, we wanted to see what he’s learned thus far. In this post, Chris talks about the importance of strategic writing and shares some advice that he’d give to other young creatives looking to break through in marketing and branding. What has been your biggest surprise so far? The sheer amount of strategy, planning, and forethought that takes place before even a single external word is written has been impressive and humbling. As a writer, I tend to...Read more >
Resonant Experiences and Authentic Stories: What Does Brand Journalism Mean in a World of Sponsored Content?
Brand Journalism As a Writer at Emotive Brand, Chris Ames comes to EB with a creative background in fiction, journalism, illustration, and bookselling. When approaching storytelling for companies, he strives to eschew some of the pitfalls of traditional branding – stale scripts, hired actors, stock photography – and instead employ a journalistic technique to create a more resonant, human experience. In this post, he offers his thoughts on the power and inherent risks of authentic storytelling in the brave new world of sponsored content. What is “brand journalism” exactly and why do you feel...Read more >
Step #1 to writing better: Chuck your first draft. Step #2 to writing better: Start over. The next time you write something, at that exact moment when give yourself a figurative pat on the back for “finishing” a first draft, close the document, drag it to the trash bin, and empty the trash. Seriously. Then take a much-deserved break and forget about that piece of writing for awhile. When you’re ready to try again, open a new document with its proverbial clean slate. And start anew: rewrite from scratch. You will soon notice this reality: You won’t be rewriting from scratch. The document may...Read more >
Everyone’s a Writing Critic: Dealing with Comments and Corrections when Receiving Writing Feedback Writing a solid first draft of something is genuinely difficult. It’s a herculean triumph of creativity and endurance over self-doubt (and procrastination – though the strategies I set forth in the first two posts in this series can make it easier to start writing and plow through to the first draft). Unfortunately, “a solid first draft” is not the same as a finished, publishable piece. You have bosses, reviewers, and editors to deal with before your ultimate audience reads your deathless...Read more >