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branding


On Design, Branding, and Where the “Brand Magic” Happens: Interview with Emotive Brand Creative Director

On Design, Branding, and Where the “Brand Magic” Happens: Interview with Emotive Brand Creative Director

Interview with Jane Brown, Creative Director Jane joins Emotive Brand with over 20 years of experience developing corporate and brand identities ranging from global corporations to startups – bringing both agency and client-side, as well as print and digital media expertise to the table. Jane has built a reputation around delivering high-level thinking and design systems that enable new brands to compete in crowded marketplaces and venerable brands to deepen their relevance. In this interview, Jane shares her point of view on branding challenges, client-agency relationships, collaboration,...
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Why Hire a Brand Strategy Agency?

Why Hire a Brand Strategy Agency?

Your business is an intricate machine that leverages people and processes to generate profits. Until now, your way of doing this has been satisfactory to both you and your shareholders. But obviously there is something in the wind telling you that some changes are needed. This has you thinking about how to best deal with this situation, and to determine what partners, if any, you need to make these necessary changes. What drives your need to change? There are many reasons why a company would need to change what it’s doing. Maybe competition and disruption are inhibiting the growth...
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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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