Reading Time: 3 minutes The aspiration drive that has dominated how marketers think and what they strive to achieve in building a brand’s mythology is increasingly being seen by consumers as unattainable and fake. Buyers are drawing a line under what they perceive to be airbrushed brands. And the push-back is manifest in everything from the acceptance of imperfect […]
Tag: brand story
Telling stories that connect
Reading Time: < 1 minute You can read the full story here.
Linking brand, reputation and products
Reading Time: 4 minutes Marketers talk a lot about the increasing personalisation that consumers are looking for in their interactions with brands. At the same time though, we know consumers seek endorsement from others on the good brands to be associated with and those that should be avoided. Interesting dichotomy. If you’re a brand manager, where do you invest […]
Inverting the brand story
Reading Time: 3 minutes The case for brands to engage in storytelling is well made and well documented. Stories are so much more effective than facts, they engage us and in so doing, they motivate brands and buyers alike to get involved and to act.
How to tell the world your brand story
Reading Time: 4 minutes I 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, in a recent piece on top storytelling brands. It’s fascinating to observe how those characteristics are playing out across the economy.
Helping new customers connect with your brand story
Reading Time: 3 minutes Successful brands have a story that connects them with their audience and that forms the backbone of their strategy. But if you’ve been around a while, the story that your loyal customers know is not yet shared by those who are new to the brand. Here are 4 ways to connect your longer story to […]
The big power of little stories: A Long Virtual Coffee™ with Shawn Callahan
Reading Time: 9 minutes I first connected with Shawn Callahan on LinkedIn a number of years ago and was immediately drawn to his storytelling style and his theories about what makes business storytelling tick.
The many stories of every brand
Reading Time: 4 minutes Much 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.
How to excel as a business storyteller, now that everyone’s doing it
Reading Time: 8 minutes Stories are now such a *thing* even in a B2B context that it’s easy to think that every marketer can and should be a business storyteller. Effective business storytelling though is harder than it looks. If you back yourselves to tell an extraordinary story that the people who buy from you will want to specifically […]