Discvoer the Growth Manifesto The job of a brand is to drive growth. And the better individuals in your organization understand your brand and the role they play in bringing it to life (and yes, everyone has a role), the more easily you’ll be able to move the needle. When…

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 building blocks of brands-the ideas, emotions, aspirations, values, and promises that create value and differentiation-emerge from the…

Re-Imagining and Evolving Your Enterprise Brand for Its Next Phase of Growth There comes a time in most companies’ growth cycle when they realize they’ve evolved from a company into an enterprise -and that the brand positioning and messaging that got them to where they are today isn’t going to allow them to make the transformation to where they need to be…

If you’re a startup CEO/Founder/Marketer, you might have read that headline and thought, “What do you mean I shouldn’t care about the Magic Quadrant? I’ll take a Vendor Briefing call on vacation if I have to!” Sure, tech companies strive for a mention in Gartner’s Magic Quadrant-or better yet-placement in…

You just closed your Series A and you’re ready to share your story with the world. You built revolutionary technology that will be better, faster, cheaper-or all three-than anything else in the market. Now you need to hire top talent, build brand awareness, and equip your sales team to drive…

Breaking the Conventional Wisdom of Creativity Creativity is often idealized as something that flourishes within a boundless environment and thrives under a lack of regulation. As creative thinkers ourselves, we’ve often fallen into the trap of dreaming of empty days with nothing to do but create, no person or particular task or restriction to attend to…

Logo Spotting A great logo hits hard. It has a solid impact with the impression of an untouchable work of art that stays with you whether you like it or not. …

Silicon Valley loves the idea of failure. In the world of tech startups, messing up is practically a religion. People wield that Samuel Beckett quote — try again, fail again, fail better — like it’s a Louisville Slugger. As Adrian Daub writes, “People take jobs and lose them, and go…

When the Emotive Brand design team creates a brand system, we design it to last for many years. In order for a brand system to last that long, it needs to be consistent with a specific core idea, yet flexible enough to grow over time in order to accommodate changes…