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brand strategy 101


Kick the Door Down with Your Brand Manifesto

Kick the Door Down with Your Brand Manifesto

Building a successful brand can feel like building a ship in a bottle. There are so many delicate and interlocking pieces to monitor and keep safe within a defined system. It’s a process that rewards research, meticulousness, measuring twice, and cutting once. Yet in nearly every project I’ve been part of, there comes a time when the kid’s gloves come off. People get restless, get sick of being extra careful, and want to kick the door down with their idea. Maybe everything feels technically right, but nothing is resonating in an impactful way. The fact is, when it’s time to go to market,...
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Defining What a Brand Is: Why Is It So Hard?

Defining What a Brand Is: Why Is It So Hard?

The History of Brand A lot of people – even those in branding – struggle with answering the question: So what’s a brand, anyway? The term “brand” first emerged more than half a century ago as a way for cattle ranchers to identify their animals. In the late 1880s, packaged goods like Coca-Cola started taking off. Brands were used to differentiate them from the generic competition. But as branding progressed, marketers realized there was more to the brand of Coca-Cola than just a non-generic name. David Ogilvy, the “Father of Advertising,” defined brand as “the intangible sum of a product’s...
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Six Secrets of Thriving Brands

Six Secrets of Thriving Brands

This is the second post in our “Brand Strategy 101” series. Last time, we discussed why a brand is so difficult to define. While a brand might mean different things to different people and different businesses, at Emotive Brand, we think of brand as a driver of business. When a brand connects with the people who matter to your business, the business is positioned to thrive. But, for a brand to connect with people, some important factors come into play. We have identified six of the most powerful attributes that thriving brands and businesses have in common:   1. Meaning Every moment a brand...
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