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Challenger Brands: Design that Disrupts

Challenger Brands: Design that Disrupts

Challenger Creative This post is the last in our three-part series on challenger brands. You can read a general primer to challenger brands or a deep dive into B2B challengers right here. Previously, we chatted about the power of adopting a challenger mindset, how to compete against your category, and what the B2B world can learn from B2C disruptors. In these examples, most of the strategies were internal. It was a question of knowing how to recognize the pressure for change, creating a shared vision, having the capacity to execute, and building out a realistic work plan. But still, the...
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Feeling the Holiday Spirit: Introducing Emotive Feels

Feeling the Holiday Spirit: Introducing Emotive Feels

Emotion Is Everything For brands to make an impact on the outside world, they must explore inner worlds. In our line of work, emotion is everything. The most successful brands are those that evoke feeling—that ignite new ways of thinking about the world and our unique place in it At Emotive Brand, naturally, we’re obsessed with emotion. We believe every company can perform better if its brand connects with people on an emotional level. A brand that’s emotive triggers feelings, inspires action, earns loyalty, and lifts spirits. In the overcrowded business world, your brand must resonate...
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Non-Business Books to Improve Your Brain and Brand

Non-Business Books to Improve Your Brain and Brand

When I worked in a bookstore, I would often help young businesspeople find the books their bosses wanted them to read. This assignment was to help them expand their thinking, get a new perspective, and stand out from the crowd. But invariably, they would always ask for “How to Win Friends and Influence People,” “The 7 Habits of Highly Effective People,” or if they were in sales, “The Art of War.” To be clear, there’s nothing wrong with these titles! But in the words of Haruki Murakami, “If you only read the books that everyone else is reading, you can only think what everyone else is...
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Introducing the Art of Symbols: How Ancient Symbols Inform Brand Design

Introducing the Art of Symbols: How Ancient Symbols Inform Brand Design

After successfully completing the #100DayProject, Emotive Brand is thrilled to launch the Art of Symbols, a website exploring how ancient symbols inform contemporary brand design. Check it out! The Art of Symbols As previously discussed, the 100DayProject is a free art project started by Lindsay Thomson that takes place online. Every spring, thousands of people all around the world commit to 100 days of exploring their creativity. “It’s a lot to commit to, 100 variations on a theme,” said Jonathan Haggard, Senior Designer. “Just like creating anything, the first 90 are the expected and...
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The Super Tough Brands of Fragile Masculinity

The Super Tough Brands of Fragile Masculinity

Last week, the world was given two small wonders: War Paint, a hyper-aggressive makeup brand exclusively for men, and Liquid Death, canned water designed to look like beer. Two “wellness” brands aimed at men, cloaked in the visual language of skulls, tattoos, and violence. What can these two bizarre companies teach us about the role of gender in branding? And is breaking down male stigma in the wellness space simply a design problem? Branding … For Him! Let’s start with War Paint. Their 13-second ad features a heavily tattooed man using various products, flexing his pecs, and adorning...
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