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brand strategy


Brand and Marketing? What’s the Difference?

Brand and Marketing? What’s the Difference?

Brand and Marketing? Leaders are sometimes confused about the difference between brand and marketing. This is not surprising, because they are not mutually exclusive ideas. They are interdependent strategic activities that feed, inform, and drive each other. The important distinction to make is in the intent – and desired outcome – of each area. Brand Strategy Brand strategy defines how people should ideally feel about your business and products. It strives to find how to optimize belief in what you do offer, and what you stand for in the world. It is an abstract idea held in the hearts and...
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The CEO Challenge – Turning Corporate Vision Into Reality

The CEO Challenge – Turning Corporate Vision Into Reality

The corporate vision statement We’ve written before about the gaps between what business leaders believe and what their employees think when it comes to the company’s corporate vision and values. Today we’d like to explore another gap.This is the gap between what the CEO sees as the company’s vision, and what employees are doing to help achieve that vision – often referred to as the Corporate Vision Statement. In some cases, the gap exists simply because employees haven’t been informed of the vision. As such, they are left to their own devices, pulling the...
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Make Purposeful Brand Resolutions in 2016

Make Purposeful Brand Resolutions in 2016

The New Year is the perfect time to step back and create impassioned and attainable brand resolutions. What do you want to achieve in 2016? Look back on 2015 and reflect on your business. What were your greatest successes and biggest challenges? How can you live your brand promise in 2016? How can you build your brand to flourish? Emotive Brand wants to add some inspiration and purpose to the start of your 2016. We’ve asked top business executives across varying industries to share one piece of advice about managing a brand and driving business. Our advice: read up. “Managing your brand is a...
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Is Your Brand Ready for 2016?

Is Your Brand Ready for 2016?

The New Year is the perfect time to reflect and renew your brand’s focus. It’s not about resolutions. It’s about looking back on this past year of business and checking the alignment of your brand and business strategy. What things should you focus on in order to ready your brand for 2016? We want to offer some purpose-led inspiration and advice on preparing your brand for success in the New Year. Here are three focus points to consider before you take the year by storm: 1. Make Meaningful Measurements Take a moment to consider what you’re measuring and why. Ask yourself, do existing...
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Is it Time for Your Business to Embrace the Purpose Economy?

Is it Time for Your Business to Embrace the Purpose Economy?

According to Aaron Hurst, we’ve moved from the Information Economy to the Purpose Economy. He states that this is a natural evolution, which is taking us from the first levels of human organization, the hoe-and-plow Agrarian Economy, through the smokestacks of the Industrial Economy, to the data farms of the Information Economy, and now to the human-centric Purpose Economy. Each of these economies been built on top of the proceeding, and represent evolutions more than revolutions. In his book, Hurst states: “When I say purpose, I mean more than serving others and the planet. Service is...
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