Topics

brand behavior

Top Brand Strategy Firm Shares Thoughts on Brand Purpose

April 22, 2017 —

Top Brand Strategy Firm Shares Thoughts on Brand Purpose

A brand strategy firm perspective There’s been a lot of buzz lately around brand purpose – a concept that San Francisco’s Brand Strategy Firm, Emotive Brand has championed from our very beginning. Unfortunately, with buzz, comes confusion. It’s easy to get lost in the vernacular and repetitions and lose the answers to the key questions at hand. Tracy Lloyd, founding partner and Chief Strategy Officer of Emotive Brand, offers some clarity, opinions, and answers to questions surrounding the concept of purpose-led brands. 1. What does it mean to be a purpose-led brand? A purpose-led brand...
Read more >
Employer Branding on a Global Scale

March 28, 2016 —

Employer Branding on a Global Scale

Employer branding has gained more attention recently, however creating an employer brand that is meaningful and scales globally is no easy feat. “A company has a reputation in the market for its products and what it sells,” said Jason Seiden, Co-Founder and CEO of Brand Amper.  “But companies also have a reputation as employers.” In today’s world, most every business needs to attract and retain top talent. An employer brand strategy explains why anyone would want to join or work at your company. And your employer brand can be one of the most valuable assets of your company, if you...
Read more >
Making Everyone a Brand Champion

March 5, 2023 —

Making Everyone a Brand Champion

Developing brand champions is critical Good brand strategies don’t stop at defining why the brand matters. They go further to define the attitudes and behaviors that will define the brand experience in ways that truly matter. Behavior is best defined on two levels: brand and workplace. Brand behavior Brand behavior focuses on the tangible and controllable aspects of your brand. These include the brand’s visual identity and it’s voice in marketing and advertising. Brand behavior identifies the shifts that will generate the feelings with which the brand seeks to be...
Read more >
Brand Moments Matter More than You Think

July 9, 2015 —

Brand Moments Matter More than You Think

There are many “tangible” brand moments that are under direct control of a brand (the lobby people enter,  the ad campaign they see, the packaging on the product they open, etc.) However there are also many “intangible” moments that play an important part in defining the success of a brand. These are moments when employees of the brand interact with other employees, customers, partners, suppliers, distributor, investors, community leaders, and so on. Behind every great brand, there are great people talking with important people. When a brand seeks to move toward...
Read more >
The Importance of Brand Behavior in the Trust Economy

June 9, 2015 —

The Importance of Brand Behavior in the Trust Economy

The Trust Economy It’s no secret that we are living through a revolution in the delivery of products and services. Driven by the internet’s uncanny ability to match sellers and buyers, people all over the world are engaging in direct commerce with other individuals, brokered by branded platforms. Some people call it the sharing economy, collaborative consumption, on-demand services, or the peer-to-peer economy. Since all models depend on trusting that a virtual stranger will do what he or she promises, let’s call it the trust economy. The trust economy is transforming sectors like travel,...
Read more >