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brand strategy

Product Design and Brand Strategy?

January 17, 2017 —

Product Design and Brand Strategy?

Product Design and Brand Strategy? Too often marketers and product developers don’t see the connection between product design and brand strategy. We’ve noticed this trend, especially with technology companies. Products can suffer growing pains if they are conceived, gestated, and born into the world without the guiding hand of the brand. On the flipside, brand strategy can have an enormously reassuring influence on the design of a product. In fact, our brand strategies exert positive influences on the product designs of most of our clients, in direct and indirect ways. Here’s how....
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Why Embrace The Squishy Idea Of Purpose?

September 6, 2016 —

Why Embrace The Squishy Idea Of Purpose?

Purpose does more than make brands appealing to people – it makes money for the businesses that embrace the concept. So claims the chairman of Deloitte, an active evangelist for the “squishy business attribute” called purpose. Why invest in an emotional and squishy idea like purpose? Won’t it be hard to get everyone in my organization and all my customers to understand and embrace it? What is it really beyond a set of words? What value does brand strategy deliver? It’s the question of the never-relenting ROI monster, “What’s in it for me?” Well, here’s the answer, from no one less than the...
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When Is the Best Time to Revisit Your Brand Strategy?

August 15, 2016 —

When Is the Best Time to Revisit Your Brand Strategy?

There are many triggers for evaluating when is the right time to revisit your brand strategy reevaluation. These can include: When there’s a shift in corporate strategy When it’s been a long time since you’ve evaluated your brand When you’re in the midst of a growth spurt When “what you’ve got won’t get you there” Brand strategy can and usually does address many business problems that result when brand strategy is left “for later”. The brand becomes irrelevant and static, and this has a negative impact on the organization: Corporate...
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Sparking Innovation Through a Purpose-Driven Vision

August 8, 2016 —

Sparking Innovation Through a Purpose-Driven Vision

Innovation. Everyone wants it. But what is it? Where does it come from? What’s the best way to shape a culture of innovation? What best aligns, inspires, and motivates people to innovate? What role could a new brand strategy play in transforming your organization into an innovative powerhouse? The new innovation As the leading global consulting firm PWC points out, “It’s no longer just a case of pushing products out of labs but, rather, of creating value for customers by personalizing the entire customer experience. So, forging an organizational culture that promotes innovation, getting...
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How Is Coaching Like Brand Strategy?

July 29, 2016 —

How Is Coaching Like Brand Strategy?

Coaching and Brand Strategy: Parallels in Action We are an active bunch at Emotive Brand. Because our team is filled with athletes, it seems only natural to draw a parallel between the impact of coaching and brand strategy. Bella Banbury, co-founder and CEO at Emotive Brand, is a Triathlete. Bella is the first to say that her growth in the sport is thanks not only to dedicated hours spent on her bike, on the trails, and swimming in the San Francisco Bay, but thanks to the support of her coaches. Coaching keeps her on track, focused, injury free, and the fittest, fastest, and strongest she...
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