Reading Time: 4 minutesAsk the internet for the difference between brand culture vs company culture and the consensus seems to be that organisational or company culture looks inward, while brand culture focuses on how customers and other stakeholders experience the brand. Frankly, there’s a bit more to it than that. Company culture brings structure Company culture tends to […]
Tag: introduction
Understanding brand storytelling
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 […]
What defines a brand culture?
Reading Time: 5 minutesEvery strategy lives or dies on its ability to be delivered effectively by motivated people. What defines a brand culture are the principles and ideas needed for the people working within that brand to make their brand strategy work. Culture is the enabler of strategy That may strike some as counterintuitive. Culture is often described […]
What makes for a successful brand strategy?
Reading Time: 11 minutesA recurrent question we receive is this: “I’m not a marketer. What is brand strategy, and why should I be interested?” It stems from two things: a narrow definition of what brand is and how it applies to business; and a lack of understanding as to why brand strategy matters. Our view is that a […]
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 […]
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 […]