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authentic brands

When Your Values Aren’t Really Values

March 1, 2023 —

When Your Values Aren’t Really Values

Beware of Generic Values In the inboxes and Slack channels at Emotive Brand, there is a video that often gets shared before we embark on a brand video. It’s called “This Is a Generic Brand Video, by Dissolve,” and it’s a hilarious satire of when you try to make your brand stand for everything, it ends up standing for nothing. “Equality, innovation, honesty, and advancement,” the narrator says, in a salt-of-the-earth grumble, “are all words we chose from a list.” Company values not only shape the external identity of your organization, they act as an internal compass for your current and...
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Authentic Brands Just Feel Right: Inject Purpose and Feeling

June 5, 2017 —

Authentic Brands Just Feel Right: Inject Purpose and Feeling

Everyone’s Claiming Authenticity Where are all the authentic brands? In today’s world, where curation is everywhere, vacuous claims are made left and right by brands, and people are inundated with meaningless media content, authenticity is a hard feeling to come by. You can’t visit a website or see an ad where you don’t see brands declaring that they are, in fact, “the most genuine and the most trustworthy.” The problem is, with so many choices and so much available content, people see right through brand claims that don’t ring true. And because declarations of “authenticity” don’t always...
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Embracing Authenticity

June 21, 2016 —

Embracing Authenticity

Authenticity Is In “If you’re willing to tell me about the bad, then I will trust you when you tell me the good.” In an increasingly staged, contrived, and media-saturated world, people are seeking meaning and authenticity in every facet of their lives. From the employers they work for to the businesses they buy from and the brands they support. Authentic Business Globalization and technology have created a new level of consumer awareness. According to a 2014 survey by Cohn & Wolfe, when consumers rated more than 1,600 brands on authenticity, the three key attributes listed were:...
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