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Feel the Shift: The Rational Strategy for Emotional Transformation

Humans are hard-wired to resist change. You can’t achieve transformation simply by enforcing new systems or strategies. You have to move people—employees, customers, and leaders—toward something greater. Something they can feel and believe in.

That’s why Emotive Brand embraces emotion as an ultra-potent tool for driving change and growth at every level. And this isn’t a hunch. The data is clear: emotionally resonant brands deliver 306% greater customer lifetime value.

Emotion is more than just a fleeting feeling. It’s a life force. It’s the spark that drives decision-making and forges loyalty. It’s how employees evolve into passionate advocates, how customers become lifelong champions, and how ideas turn into movements that redefine industries.

Yet, for many leaders, emotion remains ethereal—untethered and unquantifiable–due to a lack of the emotion-based metrics that, finally, more and more companies are using to reshape and reimagine performance. It’s all too easy to fall back into the comfort of the status quo: familiar tools of logic, data, and process.

By pulling these familiar levers, you may sustain performance in the short term, but you’ll rarely–if ever–ignite transformation.

By contrast, when you add emotion to the change management process:

  • Decisions resonate and inspire alignment.
  • Cultures thrive, not just function.
  • Brands forge deeper, longer-lasting connections.

We work with Visionary Reinventors—leaders who understand that emotion has the power to inspire action, build belief, and catalyze growth. Whether it’s redefining categories, aligning culture to accelerate ambition, or creating brands that matter, our mission is to amplify their impact by harnessing emotion.

True transformation is the outcome of bridging reason and passion, human and brand, in ways that resonate so deeply that people are moved to action.

If you’re ready to transform, we welcome you to read our guide, The Unstoppable Rise of Emotion, and discover how to leverage emotion as your most rational—and powerful—strategy.  Download it today.

Going Beyond the Obvious Emotional Power of Your Brand

Some brands are built around products or ideas that are inherently emotional.

But true emotional resonance happens when these brands recognize that their competitors own the same emotional space.

Brands seeking to rise above the fray dig deeper into the well of positive emotions that bond brands and people.

They build upon, complement, and extend that innate emotional “kick” they deliver with a set of ancillary feelings chosen to support the brand’s purpose beyond profit.

Continue reading “Going Beyond the Obvious Emotional Power of Your Brand”

Rational vs Emotional: With Brands, It’s Not “Either/Or” It’s “Both/And”

Neuroscience is telling us that every “rational” decision is surrounded and influenced by emotions.

As such, brand decisions are neither rational or emotional – they are invariably both.

But how do you work with an insight like this?

How do you bring an emotional dimension to your brand, especially if today it is emotionally neutral?

Continue reading “Rational vs Emotional: With Brands, It’s Not “Either/Or” It’s “Both/And””

Brand Strategy: How To Escape Commodity-Ville Through Emotions & Meaning

We spotted a nytimes.com report that highlighted the fact that cars today – across the board – are more dependable than ever before.

To quote David Sargent, spokesman of J.D. Power and Associates, “There are no really bad vehicles anymore.”

This hasn’t always been the case.

Ask anyone over 40 and they’ll probably know this definition of “Ford”: Fix Or Repair Daily.

But, as with so many things, it’s getting easier and easier for competitors to level the playing field.

Standing out today is harder than ever.

Welcome to Commodity-Ville, next stop oblivion.

This is why we encourage our clients to find ways to differentiate through emotions and meaning.

All things being otherwise equal (to a great extent, anyway), the brand that makes people feel something unique and special will win the race.

But don’t assume a slick and “emotional” advertising campaign will do the trick.

Meaning isn’t a superficial notion, it needs to run deep.

It is created when brands engage around the beliefs, values, interests and aspirations of the people important to their success, inside and outside the brand. Continue reading “Brand Strategy: How To Escape Commodity-Ville Through Emotions & Meaning”