The Hidden Risk Of A Strong Brand Halo
March 2, 20264 min
For years of working with organizations to refine and implement vision and core values, I’ve told the Johnson & Johnson Tylenol story. You’ve probably heard it.
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Brand Storytelling - Branding Strategy Insider
Brand storytelling is the art of connecting the hearts and minds of customers to shared values and ideals that define the “sacred truth” of why the brand exists and who benefits from its existence. Compelling brand stories serve to remind us of something sacred and valued about ourselves rather than promoting some new product feature or additive. Explore the best practices in brand storytelling strategy on Branding Strategy Insider.
Why The Best Brand Storytellers Write Like Journalists
January 7, 20268 min
There was a time in recent marketing history when the CMO’s role was to be the Chief Storyteller. Thankfully, those days are over. There are many who believe that during the “era” of creative titles for the CMO role, the CMO function suffered and still needs more corporate respect.
When Strategy Meets Story, Enterprises Excel
December 22, 20253 min
The Wall Street Journal reported recently that, in the desire to control their narratives, companies are “desperately seeking storytellers.” While many writers who have labored in the realm of marketing communications are probably using their head-exploding and head-slapping emojis in texts crossing the globe, it should be reassuring that companies seem to believe that a well-planned story, expertly told, can create value. This is why, however, merely dusting off liberal arts diplomas and providing writing...
7 Keys To Crafting Sustainability Stories
October 7, 20253 min
The real risk when adding sustainability into a brand narrative isn’t saying too much or too little. It’s failing to connect—emotionally. Failing to enable people to feel why the work matters and how to participate in it.
How To Elevate Your Brand Voice And Reputation
April 8, 20253 min
“The future of communications is going to be working with leaders and organizations on their narrative, which is their message, reputation, and positioning, rather than exposure and publicity,” said Adam Mendelsohn, founder of Upland Workshop, in AXIOS’ report from Cannes.