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emotive brand


How I See Our Culture – David Ogilvy

How I See Our Culture – David Ogilvy

I worked for Ogilvy and Mather for nine years. At the beginning of my time there, it was still a privately-held company – though within a few years of my tenure, it was absorbed (and changed forever) by WPP. I came across this piece written by David Ogilvy (whom I had the pleasure of meeting once), about the culture of Ogilvy back in the day. I think all leaders should use it as a culture check-list for their companies. From The Unpublished David Ogilvy. Here is how I see our culture. A NICE PLACE TO WORK Some of our people spend their entire working lives in our agency. We do our damnedest...
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Brand Strategy: Why Are Purpose and Feelings so Important Now?

Brand Strategy: Why Are Purpose and Feelings so Important Now?

Brand Strategy: Why are purpose and feelings so important now? An emotive brand is the persona-driven presence and experience of an organization that has proactively decided to orient itself around a meaningful and purposeful promise. Such brands do so with the intent of emotionally connecting to people on a deep level, by addressing core human needs. Most significant, an emotive brand strives to forge these attitude and behavior changing connections both inside and outside their organizations. To summarize, an emotive brand is:  – Proactively meaningful across all its actions  –...
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The Meaningful Workplace – Help Them Create Good

The Meaningful Workplace – Help Them Create Good

Disillusioned by the age of conspicuous consumption, worried by the state of the planet and its people, rocked by war, corruption and financial crises, and immersed in a swirl of information, news, opinion, and gossip, people are searching for meaning in their lives. Today they feel a need to align with people, ideas and companies that make them feel they’re part of something bigger than themselves. People are seeking a sense of purpose, a reason for being and the answer to the questions, “Why is this good?” Today their idea of “good” is shaped by an increased awareness of their own needs,...
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Why Brand Strategy Needs to Start in the C-Suite

Why Brand Strategy Needs to Start in the C-Suite

For brand strategies to have any real traction, they need to be born – at least in spirit – in the C-suite. Here are three reasons why: 1.  Capture and reflect vision The leadership team sets the vision for the enterprise. This vision informs the tone and spirit of the brand strategy. 2.  Engage senior management ownership A new brand strategy is a moment of transformation for the company. As active participants in the development of the brand strategy, senior leadership takes an ownership position in this change process. 3.  Signal senior management buy-in When it is well known...
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San Francisco Brand Strategy Firm Celebrates Anniversary

San Francisco Brand Strategy Firm Celebrates Anniversary

This month San Francisco Brand Strategy firm, Emotive Brand celebrated our fifth birthday. We wanted to say THANK YOU to each and every customer, prospect, partner, friend and everyone who shares our beliefs about how to help brands matter more! We started Emotive Brand as a way to approach brand strategy in a different way. • To help transform how brands reach out to people. • To encourage our clients to embrace the idea of Purpose Beyond Profit. • To push the belief that emotionally meaningful brands drive business results. Five years later, it is gratifying to see research by Deloitte,...
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