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Enterprise

Why Brand Positioning is Critical to Sustained Growth

January 28, 2021 —

Why Brand Positioning is Critical to Sustained Growth

The Power of Brand Positioning Strong brand positioning has a great impact on the success of your business. But many high-growth companies struggle with how best to position themselves and communicate why they matter. Getting this right is hard, but critical. And if you fail at this, your customers won’t know whether to buy from you or your competitors. In short, positioning is the process of distinguishing your brand from your competitors in meaningful ways. It’s about what you offer, what value you deliver, and what place you hold in your target audience’s mind. Defining...
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The Value of a Sales-Led Brand Strategy For High-Growth Companies

August 1, 2016 —

The Value of a Sales-Led Brand Strategy For High-Growth Companies

A Sales Perspective Tracy Lloyd, founding partner and Chief Strategy Officer of Emotive Brand, shares how her sales background informs her work today, and offers insights on the true value of bringing sales to the strategy table. Tell us about your sales background. I have an interesting background that has led me to the agency world, and on to brand strategy. Initially, I got my start in non-profit fundraising and development. A start-up CEO bought an expensive table from me to attend a gala event I was hosting. Throughout the sales process of getting that deal done, he said to me that I...
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How Global Enterprise Tech Companies Can Re-brand

July 1, 2015 —

How Global Enterprise Tech Companies Can Re-brand

In the San Francisco Bay Area, it’s impossible to escape the blinding pace of technology. Ideas, innovations, and companies emerge like skyrockets, lighting up the sky and sometimes the world. We’re used to the speed because we live here, and because many of our clients are start-ups. We build meaningful brands to guide their stratospheric growth. Then there are companies that have been around for a while. Venerable tech brands that have stood the test of time. Some dating back to the days when Silicon Valley was populated not by software geeks on corporate campuses, but by apricot and prune...
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