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positioning


Brand Strategy Trends: What These Shifts Mean for Businesses and Brands

Brand Strategy Trends: What These Shifts Mean for Businesses and Brands

Looking Back, Looking Forward: 2018 B2B Brand Strategy Trends Any new year brings up the opportunity to reflect on the year that’s been – and what’s to come. As Emotive Brand’s Co-Founder and Chief Strategy Officer, I talk to individuals in different roles, at companies of every size and maturity. I am truly lucky – it puts me on the frontline as B2B brand strategy trends develop in real time. Here are some of the most interesting trends I observed in 2017 and what’s on my mind as we move into 2018: 1. Messaging That Can Flex Whether it’s...
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Brand Positioning: Why Now?

Brand Positioning: Why Now?

Reasons to Invest in Brand Positioning There are many reasons why a brand might need to invest in brand positioning. In our work, we see businesses thinking about repositioning for many reasons. Sales might be declining. Your target audience may have shifted. You may have realized you’re targeting the wrong people. Your product roadmap has evolved. Competitors may have entered your space and you can’t seem to differentiate your value. Maybe, customers even perceive your brand as outdated or irrelevant. Over the past few years, we’ve seen a number of ecosystems overcrowding. As a result, it’s almost impossible to...
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Is it Time for a Brand Refresh?

Is it Time for a Brand Refresh?

What Got You Here Sometimes it’s hard to recognize that it’s time for a brand refresh. Why embark on a brand refresh if your business is successfully growing? Many high-growth companies grow organically, without any strategic direction. Things takeoff. Your team expands. New offices open. Your product line multiplies. And growth mode may happen without making plans for how the brand will accommodate and flex as the business develops. At these times, decisions are often made that help an internal team manage change. In many cases, this means that some of the key brand components end up holding greater meaning...
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2018 Marketing Budget Planning: Questions to Help You Get Started

2018 Marketing Budget Planning: Questions to Help You Get Started

It’s That Time: 2018 Marketing Budget Planning Budget season is nobody’s favorite time of year. But it’s inevitable. Like clockwork each year, it’s here. As an agency immersed in helping businesses deliver the results they need to thrive, we understand first-hand that marketing budget planning can be overwhelming and taxing. Knowing what to include to deliver the results needed seems nearly impossible for many VPs of Marketing looking to drive growth, build brand, drive lead gen, and fuel revenue. We know CFOs can be tough audiences. In fact, many VPs of Marketing that we know or work with express...
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Branding Is the Heart of Demand Generation

Branding Is the Heart of Demand Generation

Demand Generation for B2B Marketers In the dark old days of 2012, the process of tracking a lead through a sales cycle was a slow, manual process. With the rise of automation platforms and integrated CRMs like Salesforce and HubSpot, our pipelines are now routinely filled with promising leads. The only problem? Everyone else has access to the same toolkit. What might have been considered a competitive advantage is now table stakes. Demand generation might fill the barrel with fish, but it’s the strength of a brand that hooks the lead.  Refresh Your Brand According to Forrester Research, 68...
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