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branding


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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The Role of Digital Behavior in Brand Building

The Role of Digital Behavior in Brand Building

The Role of Digital Behavior The ways people experience a brand’s digital behavior have deepened and become more complex as the digital landscape expands. As a result, there are seemingly infinite brand touch points that can strengthen a brand. On the flip side, businesses have to be careful to behave in a way that doesn’t fragment or dilute their brand, but instead helps to build a more powerful, impactful, and engaging experience that rings true across all platforms – digital and non-digital alike. Behaving in Line with Your Brand Because the digital landscape is shifting at...
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Checking In: One Month of Strategic Writing at Emotive Brand

Checking In: One Month of Strategic Writing at Emotive Brand

Chris Ames has now officially been with Emotive Brand for one month – who knew he’d make it this long?– and as a new writer in the branding world, we wanted to see what he’s learned thus far. In this post, Chris talks about the importance of strategic writing and shares some advice that he’d give to other young creatives looking to break through in marketing and branding. What has been your biggest surprise so far? The sheer amount of strategy, planning, and forethought that takes place before even a single external word is written has been impressive and humbling. As a writer, I tend to...
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Why It’s Frickin’ Hard for Organizations to Brand Themselves

Why It’s Frickin’ Hard for Organizations to Brand Themselves

The need for a branding agency is hard to determine sometimes. Many of Emotive Brand’s clients come to us after failed attempts to develop their own brand strategy. Just last week, a client sent us some themes they’d identified in an internal brand survey, along with a frustrated note: “We’ve gotten this far. We’re stuck. Can you help?” Why is it so hard for organizations to brand themselves from the inside? Aren’t the people who live and breathe a brand every day the most obvious choice to articulate it? That’s a logical conclusion, and clients who have tried often feel frustrated that they...
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