Reading Time: 4 minutes A brand is as strong as its storytelling, and the business that it supports. By understanding brand storytelling as a whole – what it is, how it aligns with the business objectives and where you currently are in that storyline – marketers can get out in front of short-term communication objectives and better understand and […]
Category: brand storytelling
The 10 core elements of great brand storytelling
Reading Time: 5 minutesStorytelling is of course very much an idea whose time has come. And brands are increasingly using story formats to express themselves and to explain their place in the market and the world. But, what gives a story “lean-in” value? What are the core elements of great brand storytelling that turn any brand story into […]
Long Arc is our brand storytelling workshop
Reading Time: 5 minutesAt any given point in time, you are somewhere in the story of your brand. You may be starting out or on the cusp of huge change. Your brand may be continuing something you started years ago. There may be plenty to share right now. Or plenty to come in due course. Our brand storytelling […]
Why linking brand strategy, culture and stories matters
Reading Time: 5 minutesIt’s tempting to ignore linking brand strategy, culture and stories. After all they seem like different things, and address different aspects of bringing a brand to life. At first glance, strategy focuses on where the business needs to get to. Culture talks to how you bring out the best in people. Stories are how audiences […]
Tell a story customers are inclined to believe
Reading Time: 3 minutesWhen was the last time you actually changed your mind? The hardest thing a brand can do is convince. To go against what people already believe and to ask them to believe something different. That’s why it makes so much sense to tell a story customers are inclined to believe.
How to amplify reactions in brand storytelling
Reading Time: 3 minutesSome of the stories brands tell are too focused on what brands want to project about themselves and their world, and not focused enough on first identifying the specific reactions they need to be eliciting from their audience. We advise brands to understand the 10 core elements of great brand storytelling, and to amplify reactions […]
Unlock a competitive brand story
Reading Time: 3 minutesEveryone has a story now. Or at least most brands claim to have one. But having a story in many ways is like having a product. Really it means nothing if it is not compelling as a narrative and personally relevant to each recipient. So your story must be distinctive from the other stories that […]
Why brand storytelling matters
Reading Time: 4 minutesWe really like Ed Woodcock’s description of what it takes to build a fascinating brand story. Creativity, resonance and purpose are all key attributes of successful brand storytelling strategy, he observes. Those characteristics, playing out across the economy, help explain why brand storytelling matters.
8 types of brand stories to watch
Reading Time: 4 minutesMuch is made of the idea that your brand is what people say about you when you are not in the room. However, brands are defined by more than reputation, and stories are told and spread by more than just consumers. Some stories you control. Many you can’t. Here are 8 types of brand stories […]