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startup

Is an Agile Strategy the Right Approach for Brand Strategy?

October 27, 2017 —

Is an Agile Strategy the Right Approach for Brand Strategy?

Dynamic Times Require Agile Strategy We have seen a a large rise of requests for our proprietary agile strategy methodology for brand strategy. More than ever, sudden market changes, disruptive business models, rapid-paced technology, and ever-evolving competition demand agility. As customers change, new competition enters and new categories emerge, so businesses must be able to flex and adapt with the times. Without Agility, Less Impact Agility is becoming more and more of an expectation. And being agile doesn’t mean being hasty or impulsive. In fact, it’s the opposite. Agile strategy...
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Your Startup’s Growth Strategy Starts with Brand Strategy

September 28, 2017 —

Your Startup’s Growth Strategy Starts with Brand Strategy

You’re running a startup. When should you invest in brand strategy? Put another way, when do you need to grow? When do you need to acquire new customers, build your culture and recruit the right people? For a startup whose primary job is growth, brand strategy can be a critical tool. So the answer to the question about when you need brand strategy is: Not at the very beginning, but probably earlier than you think. We recently branded a stealth-mode software startup whose CEO is a highly successful serial entrepreneur. He has worked with Emotive Brand several times. This time, he brought us...
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Disruptive Technology: Paving Cow Paths or Breaking New Ground?

August 22, 2017 —

Disruptive Technology: Paving Cow Paths or Breaking New Ground?

What is disruptive? Is it the company that reinvents a category, or the one that creates an entirely new category? In the case of cities, London’s road system was based on paving ancient pathways, while Washington D.C.’s grid was laid out in advance of breaking ground. Both are great cities today, but their structures came from entirely different ways of thinking. The same is true of companies and brands. Innovation is swirling around the financial sector today with companies reinventing ways to buy, sell, get paid, lend or borrow money, and finance companies. But for the most part, they are...
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Why a Startup Should Invest in the Brand Quickly

May 24, 2015 —

Why a Startup Should Invest in the Brand Quickly

Why we believe founders need to rethink their investment in their startup brand There’s the startup rush. That undeniable startup rush. That adrenaline flow that starts the moment you have an idea worth sharing. An idea that you’re willing to ask perfect strangers to fund. It’s a rush when someone says yes, and another rush when that first check shows up. The one that rents the homely first office and gets you going. After that it gets harder. The technology component of the idea might be easy for you. After all, it’s what you were trained to do. But for many startup founders, the hard part...
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Consider This Before Developing Your Go-To-Market Strategy

April 20, 2017 —

Consider This Before Developing Your Go-To-Market Strategy

Preparing to Develop Go-To-Market Strategy Developing a strong go-to-market strategy (GTM) is hard to get right – especially for any startup in high-growth mode. The right GTM requires bringing together all of the strategic assets that address your business and growth strategy: sales, marketing, product, channel, brand, and vision. The benefits of developing this kind of strategy are huge, but a lot of pieces have to come together in order to properly prepare and ready your organization for investing in it. Bringing in experts to help create a GTM strategy brings both a strategic and a...
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