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branding


The Cost of Branding = Transformative Value

The Cost of Branding = Transformative Value

Oftentimes, branding is seen as just another expense. Another project that needs budgeting. Another to-do to check of the list. Additionally, a brand’s visual identity and its implementation are often seen the same way – but they shouldn’t be. Branding is only costly to a company if the company doesn’t fully tap into the brand’s value. Likewise, if you leave your brand’s visual identity to flounder in a presentation deck, it remains an untapped value. Understanding the value of your brand and what its visual identity means is key to shifting the conversation from a business cost to its...
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Emotive Branding: Becoming a Global Movement? A Fellow Agency Share Its Thoughts

Emotive Branding: Becoming a Global Movement? A Fellow Agency Share Its Thoughts

Kindred Agencies Building More Meaningful Brands At Emotive Brand, we work to build meaningful brands that can change the trajectory of a business. Purpose and feelings sit at the heart of what makes our approach different. The awesome thing about sharing our unique methodology of emotive branding with the world is discovering like-minded people and agencies. Throughout our 8+ years, we’ve connected with agencies from across the world. From Amsterdam to South Africa, there are others who believe what we believe about brands – emotive brands drive business. Recently, a kindred-spirit agency...
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Reducing Stigma Through Branding: A Moral Dilemma

Reducing Stigma Through Branding: A Moral Dilemma

Anti-Stigma Campaigns Need Authenticity Inauthenticity is the Achilles heel of purposeful brands. More than ever, people gravitate toward companies that radiate transparency and accountability. We laud brands that shift our perception to break down stigmas. However, if these sensitive topics are clumsily handled, the backlash is harsh and swift. Failing to sell a luxury item is one thing. But misrepresenting a sensitive topic for financial gain? That’s another. Nowadays, it seems hardly a week goes by without a public apology in response to a tone-deaf branding effort. So, how does a...
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Looking to Design Better Brand Experiences? Consider the Potential of Experience Design

Looking to Design Better Brand Experiences? Consider the Potential of Experience Design

Big Challenges in Branding As a brand strategy and design agency, we’re deeply immersed with what’s happening in the brand world. Sometimes, we are so focused on building the best solutions for our clients that we have to remind ourselves to take a step back and assess the big-picture challenges facing brands today. Recently, David Scott, Design Leader at Emotive Brand, did just this and attended the Design Gurus Summit and the Digital Design & Web Innovation Summit in San Francisco. Four days, many talks, panels, and iPad notes later, here’s what David learned: Nailing experience design...
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Brand Naming: Bodega Startup Sparks Major Backlash. Here’s Why.

Brand Naming: Bodega Startup Sparks Major Backlash. Here’s Why.

Bodega is not your new bodega. The online world is angry with Silicon Valley startup Bodega, which has chosen a brand name that equates itself with the beloved New York corner store. The brand articulates its value as “everyday essentials, instantly.” It offers large vending machines / minibars / mini-shops  – whatever best fits the environment – all contained within a box. The brand calls the boxes Bodegas. Bodegas use the latest technology to create cashless, card-less experiences. Gym-goers can buy new headphones when they forget them. College students can purchase last-minute detergent...
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