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Interview

How to Make a Business and Brand Transformation Successful

May 2, 2017 —

How to Make a Business and Brand Transformation Successful

Emotive Brand hinges itself on the power of business transformation through brand strategy, and brand strategist, Jo Schull adds a honed strategic mind to our team. By working directly with clients to help understand the true essence of their business, she uncovers the necessary internal and external strategies needed to transform the potential of their brand into a reality. In this interview, Jo offers her thoughts and expertise on how to make a brand and business transformation successful. People are always talking about business transformation – what does that mean? Business...
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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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Brand Guidelines: An Interview with Emotive Brand Senior Designer

June 29, 2016 —

Brand Guidelines: An Interview with Emotive Brand Senior Designer

The Importance of Brand Guidelines Emotive Brand hinges itself on the ability to transform businesses through brand strategy and strategically informed design. Miguel, a senior designer in the studio, works to bring brands to life by creating clear, inspired, and emotive brand identities. In this interview, Miguel discusses a process of branding that is often overlooked: building brand guidelines. Read to learn more about the importance of having a roadmap for your brand and how it should be used to create maximum impact. Why might businesses overlook the importance of brand guidelines? They...
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CEO’s Perspective on The Value of Branding and Strategy

April 6, 2016 —

CEO’s Perspective on The Value of Branding and Strategy

A CEO’s perspective on the value of branding and strategy At first glance, “empathy” feels like a strange word to use in connection with a business like Central Valley, a building and agricultural supply company serving Northern California’s wine country and surrounding areas. But in recent years, building a culture based on empathy ­– the ability to relate to customers and to one another – has been a cornerstone of the Central Valley strategy under the leadership of third-generation owner and CEO Steve Patterson. Steve has worked at the family business since the mid-1990s, shortly...
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Top Brand Strategy Firm Shares Thoughts on Brand Purpose

April 22, 2017 —

Top Brand Strategy Firm Shares Thoughts on Brand Purpose

A brand strategy firm perspective There’s been a lot of buzz lately around brand purpose – a concept that San Francisco’s Brand Strategy Firm, Emotive Brand has championed from our very beginning. Unfortunately, with buzz, comes confusion. It’s easy to get lost in the vernacular and repetitions and lose the answers to the key questions at hand. Tracy Lloyd, founding partner and Chief Strategy Officer of Emotive Brand, offers some clarity, opinions, and answers to questions surrounding the concept of purpose-led brands. 1. What does it mean to be a purpose-led brand? A purpose-led brand...
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