The Wills Group
The Wills Group has enjoyed 90 years of growth and success in the Mid-Atlantic region. As with many successful and long-lived businesses, they found themselves at an inflection point in their history. Long-held assumptions had shifted; new entrants had entered their core markets and the mix of tools and talent they needed to be successful has changed significantly.
Dash In Food Stores
When Dash In first came to us, they had a thriving convenience store / gas station business of over 450 stores; and yet that business largely operated under the "umbrella" of other people's brands. Their prominent use of the brands of several major oil companies meant that many customers were unaware that they were at a "Dash In" at all.
With significant investments made in the emerging market for wearable technology, the team at Intel Corporation wanted to better understand the customer journey for Wearable Technology purchases in order to increase the rate of adoption and provide a better buying and usage experience for new adopters.
Since our founding, the demand for transformative change has only increased. As more and more industries get disrupted by technology, there is a dawning realization that traditional approaches to the theory and practice of brand management no longer apply.
Savvy companies are questioning long-held assumptions and entering uncharted waters in response to novel threats and opportunities. The savviest among them realizing that "the obstacle is the way" and that they must fully embrace the changes which threaten legacy business models, as opportunities for transformative value creation.
Emotif helps clients navigate these waters by using the brand as a tool for engineering new relationships between companies and their customers, employees and suppliers. Rather than be swept passively along, our clients are able to re-imagine their brands as an organizing framework: to get on the front foot, engaging productively with changing times, markets and expectations.
In order to be effective in this role, we have a bias towards tangible outputs and cross-discipline integration. Our goal is to better align our clients' vision and purpose with what they actually deliver to customers. We call this approach "brands that deliver". This mindset allows us to combine how a business looks and sounds (the typical arena of branding firms and agencies) with the fundamentals of designing products, services and customer interactions, in both physical and digital spaces.
We work across disciplines, because we believe this is table stakes for making a difference, and we stick around to help breathe life into exciting ideas because selling a vision you can't execute means selling a vision that nobody can execute. We practice iterative design because nobody can predict the future.
You can read what our clients have to say about working with us here.