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b2b brands

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

January 29, 2019 —

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?

September 11, 2018 —

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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Enabler Brands Are Inspiring, Too!

August 30, 2018 —

Enabler Brands Are Inspiring, Too!

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...
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Branding Is the Heart of Demand Generation

August 17, 2017 —

Branding Is the Heart of Demand Generation

Demand Generation for B2B Marketers In the dark old days of 2012, the process of tracking a lead through a sales cycle was a slow, manual process. With the rise of automation platforms and integrated CRMs like Salesforce and HubSpot, our pipelines are now routinely filled with promising leads. The only problem? Everyone else has access to the same toolkit. What might have been considered a competitive advantage is now table stakes. Demand generation might fill the barrel with fish, but it’s the strength of a brand that hooks the lead.  Refresh Your Brand According to Forrester Research, 68...
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Storytelling Is the Best Bridge Between Customers and Solutions

June 14, 2018 —

Storytelling Is the Best Bridge Between Customers and Solutions

Once Upon a Sales Deck Salespeople want to sell. This much we know. Often, in our conversations with clients or in our perusing of sales decks, we hear a similar refrain. How do we cut to the chase and get to the meat? We don’t blame them. In today’s millennial-influenced age of purpose, you could sit through a narrative, a manifesto, a history lesson, a personal testimony, and a video on corporate social responsibility all before learning what someone is actually selling you. That’s the balancing act. You’re only as strong as your story — but if your story goes on too long, meanders, or...
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