Our senses are constantly taking in a vast amount of data, such as the words on this page, the color of C3PO, the smell from the cup of coffee on your desk, the sounds of conversations around you (which we know we shouldn’t be listening in on, but which we can’t completely ignore).
The basis of story is the underlying tensions or contradictions that we all face in our lives. The greater the contradiction, the more powerful is the story. Brands can uncover these contradictions through strategic storytelling.
Is your business selling a niche, fad or mass market consumer discretionary product? The answer makes a big difference in how to best market and manage growth for new product launches. To explore these product distinctions – and see the consequences of making the wrong bet — consider what a well-known company making action video cameras and another selling home carbonated soft drink machines have in common.
If you are a CMO of a certain age, then you have probably experienced a familiar evolution in your marketing strategy. It goes something like this.
When leaders start an important new job, the media and pundits typically give them a 90 day grace period to learn about the organization. You’ll see listening tours and factory visits, quiet lunches, and deep-dive briefings as they try to grasp the organizational politics before laying out their future vision.
