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Thoughts on Creating a Strategic Narrative: Interview with Strategist Sara Gaviser Leslie

September 11, 2017 —

Thoughts on Creating a Strategic Narrative: Interview with Strategist Sara Gaviser Leslie

At Emotive Brand, we’re blessed with an incredibly diverse pool of talented individuals. Our team comes from the management consulting world, branding agencies, technology industry, advertising and everything in between. Each of these viewpoints brings something new to the table. In this post, Sara Gaviser Leslie discusses how her background as an analyst makes her a better writer and the importance of creating a strategic narrative  for brands. You’re a bestselling author, executive communications consultant, strategist, analyst, and storyteller all wrapped up in one. Can you walk us...
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Discourse Analysis: A Powerful Tool That Ensures Your Strategy’s Success

March 9, 2017 —

Discourse Analysis: A Powerful Tool That Ensures Your Strategy’s Success

Missing a Piece of the Picture A powerful brand strategy that drives business forward requires more than an understanding of what customers say motivates them to engage with your brand or your competitors. It requires understanding the larger cultural forces at play that shape those same motivations and comparisons. That’s where discourse analysis enters the conversation. For example, in our work with a major cyber security company, analyzing the discourses at play revealed shifts in the larger security conversations happening in our culture. We discovered we were moving from conversations...
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Building the Business Case for your Rebrand Project

November 8, 2016 —

Building the Business Case for your Rebrand Project

Recognizing the Need for a Change Why build a business case for your rebrand? You know when your business needs one. There are lots of warning signs that indicate the need for a new brand. Whether it’s new, high-performing competition, an outdated look and feel, uninspired employees, dropping engagement and productivity within the workplace, trouble recruiting or retaining top talent, or a brand that’s simply fallen behind its own positioning, you need a change. Often those in HR and marketing are the first to notice the need for a change. The current brand is just no longer doing the work...
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The Power of Good Research for B2C Businesses: Interview with Emotive Brand Strategy Director

July 19, 2016 —

The Power of Good Research for B2C Businesses: Interview with Emotive Brand Strategy Director

As Strategy Director, Taylor Standlee is an expert at identifying business challenges, creating strategic solutions, and driving business growth. Taylor offers thoughts on the changing landscape of good research for B2C businesses today. How is consumer research evolving? Businesses are constantly looking for new ways of understanding, reaching, and connecting with the people important to their success. This includes customers, consumers, investors, and employees. And we’ve never had so many tools or so much data at our fingertips. The challenge, as always, is to be smart about how we go...
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