When Steve Jobs met Robert Friedland in 1972, Robert was the spiritual seeking proprietor of an apple farm commune. He introduced Steve Jobs to a principle called the ‘reality distortion field’.
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Thomas Gad, Author at Branding Strategy Insider - Page 2 of 5
The inspiration for what I call the ‘brand experience script’ takes the structure of a screenplay. In this I have been inspired by Syd Field, author of The Screenwriter’s Workbook and an authority in Hollywood and beyond. The structure he outlines in his book is present in almost every movie produced all over the world.
Founded in 2007 by MIT students Drew Houston and Arash Ferdowsi, Dropbox did no advertising at all. By relying only on existing customers to attract new ones, Dropbox still succeeded in becoming one of the leading cloud storage providers.
Positive, innovative and new experiences form one of two aspects that makes surprise important to the brands that have become successful in this new digital era.
At the turn of the 21st century, Scandinavia’s top advertising agencies were invited to pitch for the most prestigious advertising account in Scandinavia: Scandinavian Airline Systems (SAS). One of Europe’s oldest airlines, SAS is owned to a large extent by the governments of Norway, Sweden and Denmark.