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Root + River

a beliefs-based branding strategic consulting team

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Your audience is practicing attention curation. Are you?

June 24, 2020 By Emily + Justin

Unless you intentionally live in a self-created bubble, everyone and everything is trying to get your attention at all times.  Therefore, we don’t give our attention for any length of time to just anything. Our attention must be earned.  It’s something we call attention curation, and it works two ways.  For individuals, attention curation is the disciplined practice of consciously ...

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Why should we come back to you?

May 14, 2020 By Emily + Justin

Soon, people will be making decisions. The decisions will be about what work they choose to do, what schools they will send their children back to, what places they want to eat at and shop at and gather at.  They will be deciding how to re-engage with the world.  Will they be re-engaging with you and your brand? The decision-making filter that existed before the pandemic, which would have ...

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Will Marketing Still Matter?

April 1, 2020 By Emily + Justin

No.  And yes.  Crisis reveals pretense. So the days of hardcore, tone-deaf, insistent and interruptive marketing are over. That kind of marketing does not matter now.  It doesn’t matter to the extent that marketing with old ways in this new world will do more harm to a brand than not marketing at all. By harm we mean: if you market with pretense, with disregard for human beings, with a ...

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Don’t Go Dark

March 23, 2020 By Emily + Justin

In times like these, there is a tendency to hunker down and wait for it to blow over, to get mired in fear over what to say and say nothing. We beg you, please don’t do that. The world needs your voice and spirit.  The ability to communicate is a great gift, one of the most profound ever unwrapped by humankind.  The ability to communicate in a crisis connects the gap between great gain and ...

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Our Love Challenge for You

March 23, 2020 By Emily + Justin

When our team of four met in a charming Austin bungalow on our summer retreat of 2016, we decided it was time to reevaluate our values. Which ones still resonated deep within our core? Which ones now felt off or needed revisiting? It’s a practice we do often, and we recommend for any business: revisit your values often to make sure they continue to hit you in the heart. In that season of Root + ...

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A Word, Please

March 16, 2020 By Emily + Justin

This is not another post about COVID-19.  This is about you. It’s to issue a clear and kind “hello” to your soul in the midst of chaos and uncertainty. We see you! We feel you. We love you.  These are kooky times to be living in, aren’t they? You likely feel wobbly and concerned and fearful. And all of this unknowing! When will it end? What’s going to happen next? Am I safe? Are my loved ...

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Your beliefs are NOT separate from the business

March 9, 2020 By Emily + Justin

Beliefs, as a component of brands, are one of those good news/bad news stories.  Good news: as business leaders, we’ve evolved. We recognize a business needs a deeper set of values to help it withstand the test of time. Beliefs help us grow as leaders, grow revenue and grow our teams in the ways that serve the business. As a result of this dawning awareness, it is now common practice for ...

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How Do I Do Big Marketing With A Small Team?

December 13, 2019 By Emily

As the director of marketing, you are one person. You are one person who acts as the chief mouthpiece, the brilliant broadcaster and the tenacious town crier for your big organization. With limited resources, it’s up to you to manage publicity, message, brand voice, campaigns, digital, visuals, and video, all while vetting new marketing advice and services, newfangled technology and CEOs who ...

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The Future of Your Brand Starts Now

September 24, 2019 By Emily

By Emily Soccorsy and Justin Foster One of the downsides of being an engaged leader in a company is that you really want the company to succeed.  You want the profitable business venture that leads to you and your team getting paid, furthering your cause, enjoying accomplishments to succeed. Badly, day-in and day-out. And as fast as possible. You want it to succeed so much it creates ...

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What Fear Does to Your Brand

July 16, 2019 By Emily

  In our work as brand excavators and strategists, we are not working to shoehorn your brand or business into a pre-set market position that we’ve deemed advantageous. That’s Old World branding. What we are ultimately working to do is to inspire you to overcome your fear.  Fear is the main dynamic that keeps you from truly becoming a brand. The fears you have may feel monstrous ...

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Co-Founder @emilyatlarge was recently asked about ...

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Co-Founder @emilyatlarge was recently asked about intentions.“No words came to me,” she writes. “Instead, my heart filled, my mind flooded with emotional visuals, forms and feelings blending seamlessly into one another. (This is how most important ideas begin within me.)”Read more about why she doesn’t do resolutions and her unique process for setting intentions. Link in bio

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In the years I spent as part of a fundamentalist ...

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In the years I spent as part of a fundamentalist church, “Grow where you’re planted” was a common trope. It was typically used as an admonishment to someone’s complaining about their circumstances, writes @fosterthinking.The phrase is an adapted relic of survival. While its roots are in hope, it’s usage in contemporary times encourages hopelessness, he continues.Visit the link in bio to read Justin’s three tips if you’re stuck in a survival situation or mindset.

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For those of you who are new here, welcome! We’d...

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For those of you who are new here, welcome! We’d love to share a little bit about who we are.We are a team of four (from left): Jen, Justin, Emily and Cat. Our mission is to inspire others to go inward. We are the founders of intrinsic branding, the practice of building your brand from the inside out. No cheesy gimmicks or taglines allowed in our work.A few more facts about us: We are defiers. Each of us have stories about going against the status quo, shaking up the stale and trying new things.  We are teachers. Our team loves guiding others, teaching new concepts and freely sharing what we know. Plus, Cat was an actual teacher earlier in her career! We are a silly bunch. Ask Justin about his library of Dad jokes.Drop us a line below to say hi and ask us a question.Photo credit: Jean Laninga
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We believe all great brands are spiritual experiences. Branding is an experience that will change you. It will shift the borders of your thinking and give you a practical framework for how to collectively carry the brand forward.

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