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Brand Strategy Trends: What These Shifts Mean for Businesses and Brands

Brand Strategy Trends: What These Shifts Mean for Businesses and Brands

Looking Back, Looking Forward: 2018 B2B Brand Strategy Trends Any new year brings up the opportunity to reflect on the year that’s been – and what’s to come. As Emotive Brand’s Co-Founder and Chief Strategy Officer, I talk to individuals in different roles, at companies of every size and maturity. I am truly lucky – it puts me on the frontline as B2B brand strategy trends develop in real time. Here are some of the most interesting trends I observed in 2017 and what’s on my mind as we move into 2018: 1. Messaging That Can Flex Whether it’s short attention spans or Twitter’s influence, our...
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Machine Learning Is the New, New Thing. But Can It Help CMOs Build Brands?

Machine Learning Is the New, New Thing. But Can It Help CMOs Build Brands?

Can big data build brands better? A few years ago, Big Data promised to radically transform the marketing landscape. CMOs were warned to master it or watch their brands get left behind. Artificial intelligence was the next new, new thing. Now the hot property is machine learning, the data-crunching tool that can find patterns in big data and make them actionable. Each of these innovations is truly transformative — and each has limitations. As machine learning gathers steam, let’s look at what it means for brands. Which challenges can machine learning tackle which still depend on human...
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Marketing vs. Brand? Do You Know the Difference?

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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Why Brand/Artist Collaborations Are Taking Center Stage

Why Brand/Artist Collaborations Are Taking Center Stage

Brand/Artist Collaborations In the Spotlight The rise of brand/artist collaborations in recent years says a lot about where branding is headed. What were once two separate playing fields are now overlapping more than ever before. And for brands and artists alike, it’s a powerful joining of forces. The list of recent brand/artist collaborations is ongoing. French visual artist, Ludo, collaborated with cutting-edge fashion brand MINOTAUR to create a capsule collection that tied the brand to Ludo’s unique, hybrid style of juxtaposing the natural world with technology – helping MINOTAUR live up...
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Digital Health: A Future With Millennials

Digital Health: A Future With Millennials

Digital Health At Emotive Brand, our work with purpose-led healthcare companies has expanded our vision of how digital health can change people’s relationship with how they manage their health. Today, most patients, across all generations, still depend on long-established ways of connecting with healthcare providers. According to Salesforce’s report, “2015 State of the Connected Patient”, 76% of people call to set up appointments, 62% rely on a doctor to keep track of personal health data, and 40% review the data with their physician in person. However, this is changing rapidly and the...
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