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b2b brands


Bridging the False Divide Between B2B and B2C

Bridging the False Divide Between B2B and B2C

Business is made of people trying to sell each other things. That’s it. And yet, there is still this massive gulf between business-to-business (B2B) and business-to-consumer (B2C). You feel it immediately in the design and language used. You don’t need a branding vocabulary to know when you’re seeing a B2B ad, because it will probably feature code, a weird bar chart, and copy like, “Adding code coverage with Slather to Zendesk’s iOS SDK build.” Here’s what I want to know: high-level B2B decision-makers are still people – people with hearts, minds, and feelings who make decisions based on...
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Why Do Billion-Dollar Companies Use Stock Photography?

Why Do Billion-Dollar Companies Use Stock Photography?

The following pictures are from the websites of Fortune 100 tech companies in the year 2019. I did not edit or manipulate them in any way, and most of them are only one click away from the landing page. To reiterate, these are companies that drive billions of dollars in revenue, and often spend years crafting their identity. Three business professionals inexplicably working on one computer, eleven people smiling into the same void, a hand with the power to emit data-point holograms – this is the visual language of stock photography for enterprises. When it comes to the subject matter, there...
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What Does the Agency of the Future Look Like?

What Does the Agency of the Future Look Like?

Last week, Emotive Brand celebrated its ten-year anniversary. Naturally, the milestone has led all of us here to reflect on the last decade and ask what it will take to continue to be successful moving forward. Today, Founding Partner and Chief Strategy Officer Tracy Lloyd and Creative Director Thomas Hutchings tackle that very question. What does the agency of the future look like? How does it behave? And how do we continue to push the envelope of what’s possible? How have you seen the agency space shift over time? Thomas Hutchings: Gone are the days of real arrogance, where an agency could...
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The Surreal World of Brands, Social Media, and Millennial Humor

The Surreal World of Brands, Social Media, and Millennial Humor

Battle of the Brands Even for people who spend most of their time online, there are still those moments that remind you just how surreal our current technological moment is. Earlier this month, while mindlessly browsing, I suddenly realized I was six comments deep into a Twitter argument between the social media managers of Wendy’s and Steak-umm. Participating in #NationalRoastDay – an annual tradition of lightly making fun of people and brands – the playful hashtag game quickly turned aggressive when the two companies started vehemently attacking each other’s brand voice and products. Just...
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Do a Company’s Vision and Mission Statements Have Expiration Dates?

Do a Company’s Vision and Mission Statements Have Expiration Dates?

Vision and Mission We probably don’t need to convince anyone that having a vision and mission matters. They give you a North Star, help you focus on a goal, and act as a check for your strategic decisions. But how long should a vision and mission stay intact? At what point should you change your mission and vision? Like many brand strategy decisions, it depends. At Emotive Brand, we believe a company should update their mission when it doesn’t match their strategy. Few would argue with this point, right? What’s more difficult than deciding if you should change your mission, though, is how it...
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