Topics

business


The Meaning Gap and What it Means for Your Business

The Meaning Gap and What it Means for Your Business

Your business’s performance suffers when people don’t do what your business needs them to do. So why aren’t they doing what you need them to do? The meaning gap represents the distance that’s growing between your business and the people vital to it’s success. As your business becomes more sophisticated, measured, and managed – in other words, less human – it moves one way. As people, acting as customers, employees, social media users, and citizens, become more mindful, concerned, and discerning – in other words, more human – they move in a different way....
Read more >

Business Success is All About Building a Meaningful Workplace Culture

Business Success is All About Building a Meaningful Workplace Culture

“If people are good only because they fear punishment, and hope for reward, then we are a sorry lot indeed.” – Albert Einstein A business’ fate is determined in large part by its culture. A business culture is the reality created by how people act, react, and interact with each other based on their attitudes, beliefs, and ambitions. The most damaging business cultures are those in which aggression, neglect, and punishment leave employees feeling they have no reason to commit their energies and skills, share their ideas, or help the company advance. Wanted: A culture that unites and connects...
Read more >

Your Business Problems Might Have a Brand Strategy Solution

Your Business Problems Might Have a Brand Strategy Solution

When you spend a lot of time working with people in the C-suite, you’re exposed to C-sized business problems. Those larger strategic issues that can’t be solved by the CEO alone, or by existing resources. When changes in your industry push you to shift business strategy, it’s a sign that your brand strategy needs to shift in a synchronized way to reposition for success. Example: We’ve surveyed C-level executives about the number one desire they have for their brand strategy. Know what they want? Differentiation. A competitive advantage. A defensible position. Differentiation is tough. When...
Read more >

Top B2B Business Problems We are Asked to Solve

Top B2B Business Problems We are Asked to Solve

When you’re a brand strategy firm with a B2B technology focus, there’s no better place to be than the heart of the San Francisco Bay Area. Silicon Valley has extended everywhere the bay waters touch the shore, so our location on the Oakland waterfront puts Emotive Brand at the epicenter of the action. Living and working in the middle of this incomparable start-up mecca, we’re surrounded by some of the greatest technology companies ever built, with leading VCs and amazing entrepreneurs as friends and neighbors. For many years, we’ve used brand strategy to solve business problems. Since we...
Read more >

Meaningful Brands Are Led by Meaningful Leaders

Meaningful Brands Are Led by Meaningful Leaders

The key to meaning is empathy: the ability to step outside one’s own life and see the world from another’s perspective. In both branding and leadership, the value of this ability cannot be underestimated. Both areas depend upon engaged followers. Engagement only comes when followers see leaders connect the dots between their personal needs and desires, the goals of the business, and the greater good. Brands and leaders that are inward-focused and self-absorbed fail to connect with people who are increasingly attuned to the needs of humanity and the planet. This puts them in a precarious...
Read more >