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Blog Posts by Sara Gaviser Leslie

To Every Marketing VP: How to Talk About Brand so Your CEO Will Listen

July 26, 2018 —

To Every Marketing VP: How to Talk About Brand so Your CEO Will Listen

The Role of VP of Marketing – It’s Not Easy Is VP of Marketing one of the hardest corporate jobs? We think so. As a Marketing VP, you have a set of responsibilities that varies dramatically day-to-day – and company to company. You touch every area of an organization and engage with almost every member of the leadership team to solve your business’s most pertinent problems. People look to you to drive demand gen campaigns, build awareness for products and the overall brand, support sales teams, support the company’s HR, and fuel recruitment efforts. And, of course, no technology marketing job...
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A Corporate Narrative: Convincing the Skeptics

July 17, 2018 —

A Corporate Narrative: Convincing the Skeptics

The Case for a Corporate Narrative CEOs often doubt the necessity of a corporate narrative. As a marketing or salesperson, you see messaging and storytelling as strategic tools. But what if they’re only fluffy buzzwords to whomever signs the consultant’s check? How do you convince someone who sees the world in revenue and profit to invest in a positioning process? You speak their language and you support your arguments with numbers. We’ve listed some quantified benefits of a corporate narrative to convince even your toughest negotiators: 1. Drive Corporate Value McKinsey & Company found...
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Laser-Focused Branding and the Sales Learning Curve

March 1, 2018 —

Laser-Focused Branding and the Sales Learning Curve

Not For the Masses Every company wants to climb the Sales Learning Curve — a model for establishing and ramping up a sales force and increasing sales yield — faster. But few focus on branding as a way to accomplish that. In fact, a laser-focused brand is a critical driver of your sales reps’ ramp-up and revenue growth. It sounds risky to create a brand and launch a product based on the needs of a very defined group. But it might just be a better approach to branding and marketing. The Laser-Focused Branding of PubMatic Take the company, PubMatic. Before contacting Emotive Brand, PubMatic had...
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How Not to Fail in a Super Bowl Ad

February 1, 2018 —

How Not to Fail in a Super Bowl Ad

Ads Can Only Get You So Far Do you remember the ad for Mophie from a few Super Bowls back? Neither do I. What I do recall is a small, private company spending what seemed like a crazy amount – around $5M – on a Super Bowl ad. And while Mophie is still chugging along, it certainly isn’t conquering the world. Interestingly though, the mistake they made wasn’t spending too much on the ad. In fact, the 1-minute spot allowed the brand to reach hundreds of millions of potential buyers. The error they made was spending that kind of money on advertising when they hadn’t yet built and...
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Early Warning Signs You Need a Brand Refresh

January 3, 2018 —

Early Warning Signs You Need a Brand Refresh

Brand Presentation Counts Presentation is everything. It’s the way a gourmet meal looks on the plate, what you wear for a job interview, or the tidiness and odor of your hotel room when you open the door. The same rings true with a corporate brand. Your brand is who you are. When your brand presentation is clear, people understand who you are and what you stand for in the world. On the other hand, when your presentation doesn’t make a great first impression, you must prepare to deal with the fallout. This is why when we work with clients, we often need to stress that how you present your...
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