🔦 The world that Brands operate in has changed in the blink of an eye. In order to thrive, Brands need an accurate map of the new territory that they're operating in. Our Action Checklist provides 8 things to do now, to build that map so you can adapt quickly and effectively to a new reality.
Read More🌎 We are all dealing with a lot of uncertainty at the moment. Given how bizarre and unpredictable COVID-19 has been as a disease, trying to plan a business based on what the virus may, or may not, do, could well be an exercise in futility. Read on to learn key principles for business and brand management during these unprecedented times.
Read More🗣A lot of companies treat their brands as "stories to be told". In this post we explain how this framing makes brands overly reliant on third parties, typically media companies, to keep them in the public eye. We also show why this approach is so damaging to long-term brand health, and propose a different way of understanding your brand that can lead to long-term growth and success.
Read More⏳The so-called Shirky Principle states that institutions only survive by NOT solving the problems that they set out to solve. In this post we explore what this means for brands. Specifically, we look at how framing a brand promise that's forever slightly out of reach might well be the best path to success for a business.
Read More💾 The inexorable march of the software industry across the global economy continues unabated. Incumbent and after incumbent goes from skepticism, to panic, to obsolescence. It's now apparent to everyone not living in a bunker that the level of disruption, great as it has been, will only increase. There will be no more "status quo", at least, not for the rest of my life, or yours. What's a business to do?
Read More📈 Traditional brand metrics are too slow, internet era brand metrics are too superficial; brand managers need a third type of metric for a complete and actionable view of brand health.
Read More❤️A lot of ink has been spilled (and money spent) on trying to convince companies that the goal of having a brand is to get people to fall in love with your business. While nobody's going to argue that having customers who love you is a bad thing, too much focus on this from the outset could distract brands from more important work that creates more enduring sources of value for customers and the companies that serve them.
Read More📣Having points of difference is the lifeblood of branding. Without it, you're a commodity. Finding those points is the easy part, the hard part is finding ones that others are unwilling or unable to imitate. Differentiation is exponentially harder in professional services, where the barriers to entry and imitation are almost non-existent. One of the ways we have achieved differentiation in this market is through a greater willingness to stick our necks out in an industry that's notoriously risk-averse.
Read More📉 In almost every category of business, the current approach leads to managers seeking to squeeze a few more percentage points of revenue out of business practices that they have already optimized, over and over again, in many cases going back decades. Managers end up ignoring bigger opportunities because they don't fit neatly into the established paradigms implied by existing measurement systems. Put simply, the needs of the measurement system start to outweigh the broader need of the business (to grow, to add value, to win).
Read More📱Many brand managers are happy to talk about disruption. Talk, as the saying goes, is cheap; too often, actions fail to keep pace with good intentions. Until more brand managers embrace the transformational opportunities of mobile, social and the emerging Internet of things, the future will remain unevenly distributed.
Read More⌚️Highlights from a MillennialTalk wearable tech panel featuring Emotif's Managing Partner, Simon Pearce, and ECD, Mary Elise Chavez.
Read More🍎Emotif’s Simon Pearce caught up with IBM's Sandy Carter at this year's SXSW Interactive conference to talk about the ROI of social media, overcoming the social "fear factor" in the boardroom and what it takes for an enterprise to be ready for social.
Read More📈 This astounding chart shows what happened to referral traffic to Buzzfeed network in the past two years. If this is not an isolated incident (and there’s reason to believe that it is not) then we may be witnessing social’s coming of age as the dominant paradigm for how content is organized and discovered on the web. The implications are profound…
Read More🔮 The veneer of perfection that once separated the world of marketing from the everyday customer experience has cracked. Internet transparency is breaking down the artificial barrier between collective aspiration and personal experience. The best brands don't fight this inevitable tide of history, they embrace it.
Read More💻 Digital media represents a huge challenge to the theory and practice of branding. Some have even questioned if brands are now "dying". We don't think so, but we do think that many tactics used for brand-building are being rapidly replaced by new approaches. The way forward is about more than just adopting the latest digital tools, it requires a new way of thinking about, and managing, brand value. The following article explores this topic in depth.
Read More🏃🏻♀️ The web is disrupting the historical dynamics of customer loyalty; merely adopting new social media tools is not enough to resolve this issue. In order for brands to adapt successfully, the use of social media tools must be accompanied by a stronger customer experience orientation. This slide show lays out the challenge and offers some suggestions for future focus.
Read More🍵 This weekend, we paid a visit to the Canadian upstart brand “David’s Tea” in New York City. Since it’s founding in Toronto in 2008, David’s Tea has grown rapidly in Canada, and now in the United States. There are lots of reasons to love David's Tea, here are our top six.
Read More⏰ It goes without saying that we’re living in interesting times. One of the things that I’ve noticed about living through a period of significant change in business and culture is that concepts that feel counter-intuitive one day (because they are new, unfamiliar and sometimes downright strange) can turn out to be self-evident the next day.
Read More📲 We are living in a new era for brand-building. Digital technologies are making "Word of Mouth" more important than ever. In this presentation, find out about the implications of all of this change for your brand as well as some examples of how leading-edge brands are thriving under the new rules of branding.
Read More⚡️Getting your brand to awesome. A slideshow about how to create a winning brand in the digital age. Includes helpful data and case studies, by Simon Pearce, Managing Partner of Emotif.
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