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brand voice

The Surreal World of Brands, Social Media, and Millennial Humor

January 29, 2019 —

The Surreal World of Brands, Social Media, and Millennial Humor

Battle of the Brands Even for people who spend most of their time online, there are still those moments that remind you just how surreal our current technological moment is. Earlier this month, while mindlessly browsing, I suddenly realized I was six comments deep into a Twitter argument between the social media managers of Wendy’s and Steak-umm. Participating in #NationalRoastDay – an annual tradition of lightly making fun of people and brands – the playful hashtag game quickly turned aggressive when the two companies started vehemently attacking each other’s brand voice and products. Just...
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Enabler Brands Are Inspiring, Too!

August 30, 2018 —

Enabler Brands Are Inspiring, Too!

Disruptor vs. Enabler Brands These days, disruptor brands get all the attention. Companies like Airbnb, Netflix, and Uber have each skyrocketed into popularity by rattling the industries they came from. We get it. There’s something inherently inciting, even American, about the idea of taking down the big guys with your off-kilter vision of the future. It’s easy to root for. But here’s the thing about trailblazers — if everyone blazes their own unique trail, customers are faced with a dizzying network of singular (and often incompatible) solutions. In the course of one day, a person might...
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Product Design and Brand Strategy?

January 17, 2017 —

Product Design and Brand Strategy?

Product Design and Brand Strategy? Too often marketers and product developers don’t see the connection between product design and brand strategy. We’ve noticed this trend, especially with technology companies. Products can suffer growing pains if they are conceived, gestated, and born into the world without the guiding hand of the brand. On the flipside, brand strategy can have an enormously reassuring influence on the design of a product. In fact, our brand strategies exert positive influences on the product designs of most of our clients, in direct and indirect ways. Here’s how....
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Building a Brand Voice: An Interview with Emotive Brand’s Account Strategist

April 26, 2016 —

Building a Brand Voice: An Interview with Emotive Brand’s Account Strategist

Building a Brand Voice: An Interview with Emotive Brand’s Account Strategist As an Account Strategist at Emotive Brand, Paige has helped many brands come to life. In addition to her role, Paige is also our go-to expert when it comes to crafting and developing a brand’s voice. She understands and deeply believes in the value of a well-articulated, emotionally impactful brand voice, and there’s nothing more rewarding for her than seeing a brand embrace their new voice and see the positive impact it has on the business. In this post, Paige shares her thoughts on the importance of a cohesive...
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How Brand Strategy Can Meaningfully Improve Product Design

May 14, 2015 —

How Brand Strategy Can Meaningfully Improve Product Design

We’ve noticed a product trend, especially with technology companies. Products can suffer growing pains if they are conceived, gestated, and born into the world without the guiding hand of the brand. On the flipside, brand strategy can have an enormously reassuring influence on the design of a product. In fact, our brand strategies exert positive influences on the product designs of most of our clients, in direct and indirect ways. Here’s how. Empathy Brand strategy always starts with a thorough study of target audiences, which means understanding what makes them tick. Their needs,...
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