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"To lead the people, walk behind them." - Lao Tzu.

As we've said before, emotive branding is not a campaign, it is a way of being.

It is about culture...

As we've said before, emotive branding is not a campaign, it is a way of being.

It is about culture change driven by a clear reason for being, a desire to make people feel something special and a quest to become truly meaningful in everything the brand does.

Culture change flows from new behaviors, new styles of interaction and a new internal spirit.

Rather than being a campaign, a dictate or a revolution, emotive branding is like a gentle hand guiding the enterprise from behind.

Emotive branding works when people are inspired by ideas and ideals. 

It works when those ideas and ideals are personally relevant and carefully aligned to peoples needs, beliefs, interests and aspirations.

With this inspiration, people find their own way to be emotive and they make interactions with others more meaningful.

Indeed, emotive branding has the potential to transform the way people see - and perform - their jobs.

This is not "business as usual".

This is trusting in people, believing in ideas and ideals and behaving in a meaningful way.