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brand strategy


How Is Coaching Like Brand Strategy?

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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How Do You Create a New Brand Category?

How Do You Create a New Brand Category?

All Signs Point to a New Brand Category Traditional wisdom suggests that creating a new brand category is a massive undertaking. In our recent post on category change, we wrote about when it’s time to consider creating a new category. In that post we were clear: undergoing a category change is not something for the faint of heart. If you’re leading the effort, you’ll need thick skin, an iron will, and if you don’t have deep pockets, you’ll need to be extra resourceful. Creating a new brand category requires big ideas that literally think outside the box — that’s the whole point. You’ll...
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Brand Decisions: Rational, Emotional, or Both?

Brand Decisions: Rational, Emotional, or Both?

Brand decisions come down to neuroscience? Neuroscience is telling us that every “rational” decision is surrounded and influenced by emotions. So what does that mean for brands? Brand decisions are neither rational or emotional – they are invariably both. But how do you work with an insight like this? How do you bring an emotional dimension to your brand, especially if today it is emotionally neutral? How do you change the behavior of your brand – and the people behind it – so that every interaction is either striking, or responding to, a relevant emotional...
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Is Your Brand Working to Positive or Negative Energy?

Is Your Brand Working to Positive or Negative Energy?

Strategies for addressing the energy of your business in good times and bad: We came across this interesting insight by John P. Kotter in his post entitled “To Create Healthy Urgency, Focus on a Big Opportunity” on the Harvard Business Review blog. “There are two basic kinds of energy in organizations. Energy triggered by a big opportunity, can create momentum in the right direction and sustain it over time. Energy based on fear or anxiety, might overcome complacency for a time, but it does not build any momentum or maintain it. Instead it can create a panic, with all the obvious negative...
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Emotional and Meaningful Brand Connections

Emotional and Meaningful Brand Connections

Emotion and Meaning Emotive brands forge emotional and meaningful brand connections by caring deeply about people, and aligning their actions and communications to the deep-rooted human needs, desires, and aspirations of all those important to the brand. The keystones of such connections are empathy, compassion, and mindfulness. In our recent white paper, “Transforming your brand,” we introduce these key drivers of thinking in this way: “Emotive brand strategies use empathy to better understand and address the needs, values, interests and aspirations of people, both within...
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