Disruptor vs. Enabler Brands These days, disruptor brands get all the attention. Companies like Airbnb, Netflix, and Uber have each skyrocketed into popularity by rattling the industries they came from. We get it. There’s something inherently inciting, even American, about the idea of taking down the big guys with your off-kilter vision of the future. It’s easy to root for. But here’s the thing about trailblazers — if everyone blazes their own unique trail, customers are faced with a dizzying network of singular (and often incompatible) solutions. In the course of one day, a person might...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 >
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...Read more >
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:...Read more >