Why Emotive Branding Prompts Tension – And Why That’s Good

emotive branding

The process of emotive branding takes our clients to a new and unexpected place.

It’s a real eye-opener.

Our clients suddenly see new possibilities for themselves, their colleagues, their customers and their brand.

At the same time, they feel tense.

And that is good.


Consider this extract from Viktor Frankl’s book, “Man’s Search For Meaning”:

“What man actually needs is not a tensionless state but rather the striving and struggling for a worthwile goal, a freely chosen task…i.e., the existential dynamics in a polar field of tension where one pole is represented by a meaning that has to be fulfilled and the other pole by the man who has to fulfill it.”

Much of traditional branding seems to be focused on defining precisely “what is”.

Emotive branding goes further by taking “what is” and casting its against “what could be”.

It doesn’t demand that brands totally reinvent themselves.

It simply says, “Look, there’s more potential here than you’re aware of, more of the good stuff that will truly matter to people.”

Let’s take that and make it our focus… let’s “strive and struggle” for a worthwhile goal.

Then, through subtle changes in the way the brand reaches out to people, it slowly reinvents itself and emerges as something far more meaningful and valuable. Meaningful work is not found, it’s made.

To read more on meaningful work and emotive branding check out our white paper ‘Emotive Brands Drive Business Results’,

Download White Paper

Emotive Brand is a San Francisco brand strategy firm.

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