Posts Tagged ‘brand storytelling’
How Deep Does Your Story Go?
It seems like a step in the right direction when the giant multinational supermarket starts selling organic vegetables. But the story begins to unravel when the organic broccoli comes shirk-wrapped in cling film, on a polystyrene tray. The customer who the story is aimed at, feels the disconnect between what’s on the surface and the…
Read MoreThe New Story Of Value
Jen is a passionate entrepreneur who has been working on her project for over three years. This project is Jen’s baby—she lives and breathes it. You know the feeling. Jen was finally at the stage of trademarking her company internationally, and because she wanted to do things right she engaged a lawyer to file the…
Read More10 Brand Storytelling Lessons In 2 Minutes
Take two minutes to watch this advert from IKEA. Those two minutes are guaranteed to change how you think about marketing your business. This video is more than just advertising designed to sell something—it’s a home run in brand storytelling. Ten things IKEA did to make their story great 1. Understood their customer’s worldview. They…
Read MoreClever Marketing
Do you remember those TV ads that succeeded in interrupting or engaging us for sixty seconds? That’s what we used to call clever marketing. Today, clever marketing is no longer about creating the best advertising campaign, it’s about understanding your customer’s worldview and how they want to feel—then delivering on that. Clever marketing creates value…
Read MoreWhat’s Your Customer’s Narrative?
Why do thousands of people line up outside department stores waiting for the doors to open on Boxing Day? The stock is the same as it was two days before, after all— what’s changed is the story the buyer gets to tell himself. You are in the story selling business, as much as you are…
Read More6 Brand Storytelling Lessons From Santa Claus
I will never forget the day that the illusion of Santa was destroyed for my children. We were at a local tourist attraction in the UK during school holidays, a visit to Santa was included in the ticket. We joined the queue just after 1pm to discover that Santa had gone to lunch and would…
Read MoreWho Will This Matter To?
Conventional innovation and marketing wisdom reminds us not to come up with good ideas for products or services to sell, but to solve problems instead. People need to eat, but don’t have time to cook, so open a cafe or design a new food processor with an extra chopping function. The result is six ‘me…
Read MoreSorry: Easy To Say, Not So Easy To Do
The assistant serving at the counter apologised for the long wait, then for not having received the order and finally for having no change. The cycle continued with every customer she served. There was a sorry for the wrong order given and one for the fact that the croissants hadn’t arrived that morning. And with…
Read MoreTwo Important Characteristics Of Successful Innovations, Products And Services
Successful innovations always start with the customer’s story. The products and services people use AND keep coming back to, create a change in that story. There is life before the product or service existed and a different life after. And so if follows then, that we succeed by thinking less about what we’re creating, and…
Read MoreValue Creation And Stories To Believe In
Just 574 To’ak chocolate bars were produced in 2014 using hand sorted, heirloom cacao beans harvested from rare Ecuadorian trees. Each bar is engraved with an individual number, packaged in a Spanish elm wooden box and comes with a specially designed tasting tool (touching the chocolate with your fingers can alter the flavour). A single…
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