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A Floor to Ceiling Look at Naming Architecture
The other day I was researching printers. After narrowing my search based on the features that mattered, I landed on the Canon’s LBP623Cdw. I’m familiar with Canon from the cameras, the rest of the...
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Designing for Emotion
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou. For many people, brand design is an exercise...
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Verbal Branding: Because Words Matter
If you were to open up a brand and look inside, beneath the logo and colors and typefaces, the images and illustrations, the interactions and experiences, you’d find language. It’s because the basic...
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Telling Your Story of Growth: The Power of a Strategic Narrative
One of the most important goals of a brand is to drive growth. Focusing a start-up on carving out market share. Positioning a fast-growing tech company to lead its category. Providing a foundation for...
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Maintaining Brand Focus in December 2022: Some Brass Tacks Advice.
The economy is shaky. Inflation is looming. A recession in late 2023 is a real possibility. Like the CEOs of the largest global companies, we’re concerned but not panicked. We’ve seen this movie...
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A New Offering from Emotive: A Six-Week Diagnostic Engagement
It’s a new year. Hopes are high, goals lofty, and expectations never greater. Is your team aligned with your vision? Are employees ready to execute as you hope they will? Are customers clear about...
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Market Insights That Come from the Heart
Asking different questions can reveal new insights about your market. No matter what your company sells, the markets where you operate change constantly. One day the sun is (metaphorically) shining,...
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Business and Brand Strategy: Separated at Birth
Peanut butter and jelly. Abbott and Costello. Disco and dancing. Some things in this world simply go together. So why is it that business strategy and brand strategy don’t always get invited to the...
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Welcome to the Generative Generation
Generative AI is all the rage these days. While it feels like something brand new, this technology has been in the works since machine learning’s generative models emerged in the late 2000s. The use of...
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Q&A with Sarah Cincotta of Aperian About Rethinking the Brand of a DEI Pioneer
As the DEI category grows larger and new entrants fight for attention, it can be hard for companies to identify the right partner for their journey of creating an inclusive workplace. Founded in 1991,...
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