We gathered some brilliant, accomplished men and women from a number of different industries to discuss the role of narratives in connecting and influencing people. Their perspectives and ideas related to the role of narrative in brand building were profound and practical.
A few thoughts.
My mother taught me quite a bit about life, relationships and parenting. Inadvertently, she also taught me about branding.
Marketing has an impact on people’s lives. The benefit of that impact is up to us. Yet, there are very few expectations on marketers as an industry to be responsible for that impact. Considering all of the power and privilege, insight and access granted to us, it’s time we held ourselves to a higher standard.
A brand story is a must for the modern marketer but do we really know what a story is and is a brand story any different from a brand narrative? We break down the difference between a brand story and a brand narrative and offer some thoughts on what makes for a successful brand narrative.
It’s time we risk marketing damnation and question the holy relic of positioning. Rather than thinking of human beings as need machines, we should think of them as narrative machines. This means understanding the consumer’s life as a series of unfolding stories.
Over the past two decades, emotions have risen in prominence within marketing. No longer was it enough to prioritize features, run promotions or come up with clever ads. In order to thrive, brands needed to figure out the emotions of their customers. But emotions aren’t enough. The most successful brands must build a meaningful brand […]
Faster. Cheaper. Better. It’s a triangle that adorns the walls of companies everywhere. But is it right? And can it be better? Or are we destined to sacrifice our souls to it?