Marketers are expected to build and measure a brand. But no one agrees on what a brand is or how to measure their success. We get to the bottom of brands.
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.
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.
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, […]