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Let’s Get Political: Can Brands Stand for More Than Profit?

Let’s Get Political: Can Brands Stand for More Than Profit?

These days, when you see a brand trending on Twitter, it can only mean one thing: they got political. Brands aligning themselves with a cause is no new thing, but there’s something about the social media age that makes it electric. Even a low-risk cause, like suggesting that men should aim to be the best versions of themselves, is enough to start hashtag boycotts and video challenges of people destroying their own property. For better or worse, we’re in an era where if people don’t like a particular cause you’ve supported, they will actively search and destroy your ad partnerships. The...
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An Audience-Centric Approach to Communications

An Audience-Centric Approach to Communications

The Curse of Knowledge When you work in the business of ideas, things are bound to get complicated. At Emotive Brand, we mainly work with high-growth, B2B tech companies. Our clients are experts at building big, technical, complex systems that solve real human problems. What they aren’t always experts at, however, is explaining those ideas in a way that feels human and approachable. We don’t blame them. It’s something that’s often called “the curse of knowledge.” It’s when you’re so immersed in the universe of your product that you have a hard time remembering the rest of the world hasn’t...
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Challenger Brands: B2B Challengers

Challenger Brands: B2B Challengers

Continuing the Challenge This post is the second in our three-part series on challenger brands. You can read part one, “Challenger Brands: A Primer,” right here. Previously, we spoke about adopting a challenger mindset. It’s one defined by ambition, agility, and a willingness to take risks. Most importantly, we noted how businesses are no longer competing against each other – they are competing against the category they are in and the expectations of what a customer experience feels like. At a glance, these personality traits naturally lend themselves to the B2C world. Ask anyone to rattle...
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