Content production becomes a brand-building machine when you overlay the matrix of Primal Branding®. The role of the Chief Content Officer is not only to outline the communications that help build usability and desire, but to help build the larger Brand story of what we want to become.
Understanding the difference between “bounded” brands and “unbounded” brands is how toddler companies become unicorns.
It has become standard for marketing and communications pros to spin psychologist Carl Jung’s wheel of archetypes, hoping to land on an appropriate story model for their brand. That’s great. But here’s how to level up — the real marketing objective should be to become your own archetype, right?
Does anyone remember a time before BMW? Unlikely. The German import has been on American streets since before most people were born. But in 1973, two advertising guys named Martin Puris and Ralph Ammirati ditched Carl Ally Advertising and the Fiat account to rent a hotel room in midtown Manhattan. They gave themselves four weeks to get a paying advertising client. After three weeks, they had no one. On week four, they got UPS. The...
Relationships are built with exclamation points, not dollar signs. Performance marketing techniques may fulfill your hustler urge, but Brands that consistently excite and deliver awe and wonder not only meet quarterly projections, but bring you closer to your Brand vision.
