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brand persona

Cultivating Empathy: Essential in Uncertain Times

March 24, 2020 —

Cultivating Empathy: Essential in Uncertain Times

Empathy in Uncertain Times These days, everything feels unsettled. We’ve watched travel discontinue, lively offices expeditiously shift to remote work, restaurants and small businesses shut their doors, cities still and quiet, as the landscape of our global economy shifts on a daily basis. Recognition that this COVID-19 state of living, working, and doing business will not be ephemeral is settling in. We’re seeing first hand as our clients are forced to quickly adapt—make swift decisions, innovate new solutions, and reimagine the way they’ve always done business. It’s clear that the weight...
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What Brands Need to Do Right to Nail Their Digital Strategy

December 13, 2017 —

What Brands Need to Do Right to Nail Their Digital Strategy

Emotive Brand Experts #5: Michael Beavers Continuing our Emotive Brand Experts series, we’re interviewing past and present Emotive Brand clients to discover what they do better than anybody else – and how that expertise can be used to embolden your brand today. Michael Beavers is a Silicon Valley-based digital strategist who works with leading technology enterprises, consumer brands, and startups. A veteran from both sides of the client and agency relationship, he’s worked with Google, Yahoo!, Intel, and many others. *** How do you define digital strategy? Digital strategy describes the...
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Brand Persona: Know Your Audience, Know Yourself

March 13, 2015 —

Brand Persona: Know Your Audience, Know Yourself

Do you know your target audience? We mean, not just whom you need to reach, but what they need, want, and feel? Do you know what makes them anxious, alarmed, or scared? Do you have any idea what they think? What fires them up? What they’ve tried before and liked, or completely failed? What makes them assured, calm, trusting, or confident and bold? Hmmm. Maybe you don’t know your target audience. At least not well enough to connect on a meaningful level. We recently read an enlightening blog post from Paul Graham, one of the founders of Y Combinator, the renowned start-up incubator. In the...
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