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brand strategy

Creating Meaningful Brand Connections

June 29, 2017 —

Creating Meaningful Brand Connections

Creating Meaning by creating more meaningful brand connections In our latest white paper, “Transforming your brand into an emotive brand”, we introduce a number of key drivers of our thinking, including the notion of “Meaning/meaningful brand connections”. In our white paper we top-line this key driver in this way: Emotive and meaningful brands strive to operate at a higher level than conventional brands. They act, interact, and react in ways that make every moment emotionally meaningful. Your customers and employees are left feeling more secure and connected. They...
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5 Things Executives Need to Know When Embarking on Brand Strategy

June 5, 2017 —

5 Things Executives Need to Know When Embarking on Brand Strategy

Investing in brand strategy is a big decision for executives to make today.  Plunging into an ocean of the emotional, strategic, and intellectual dimensions and depths of your brand is not what executives often want to spend time and budget on. Preconceived notions about ROI, doubts about the actual value of it, and the more obvious budget concerns to evaluate brand strategy are hugely challenging. Many companies don’t even make it to this place – the place where they accept and understand they actually do need to invest in the brand to address their business problems. But for those that do,...
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Why a Startup Should Invest in the Brand Quickly

May 24, 2015 —

Why a Startup Should Invest in the Brand Quickly

Why we believe founders need to rethink their investment in their startup brand There’s the startup rush. That undeniable startup rush. That adrenaline flow that starts the moment you have an idea worth sharing. An idea that you’re willing to ask perfect strangers to fund. It’s a rush when someone says yes, and another rush when that first check shows up. The one that rents the homely first office and gets you going. After that it gets harder. The technology component of the idea might be easy for you. After all, it’s what you were trained to do. But for many startup founders, the hard part...
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Marketing vs. Brand? Do You Know the Difference?

May 15, 2016 —

Marketing vs. Brand? Do You Know the Difference?

Marketing vs. Brand People are sometimes confused about the difference between marketing vs. brand strategy. 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 Brand 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 minds of people...
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The Role of Insights in Brand Strategy

May 12, 2017 —

The Role of Insights in Brand Strategy

The Role of Insights As a strategist at Emotive Brand, Carol Emert leads client engagements with a focus on close collaboration, deep insights, and compelling storytelling. Her passion is to deeply understand the unique truths of each client – their goals and vision, challenges and opportunities, people and purpose – and create strategy that propels them toward their highest aspirations. In this post, she offers her thoughts on the powerful role of insight when it comes to creating a resonant and meaningful brand strategy. What’s your best definition of an insight?   Insight is, by its...
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