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.
The Role Of Creativity In Advertising

Another season of Super Bowl advertising has passed, and with it has come criticism of the lack of creativity exhibited in the advertising. More than 50% of the 2024 Super Bowl commercials featured one or more celebrities, continuing a trend that began a decade ago. To be fair, celebrities can be a great vehicle for attracting attention and can increase the entertainment value and liking for a commercial. Entertaining and well-liked ads can also increase...

How L’eggs Package-First Strategy Created An Iconic Brand

As designers and marketers, not to mention consumers ourselves, we admire great product packaging, but it’s almost always an afterthought to a great product. How often do you see a whole brand developed around the package first? L’eggs (Hanes) is one of these rare birds. Its 1970s marketing and merchandising strategy is still celebrated as one of the most innovative campaigns in the history of consumer goods, and its iconic egg package is now on...

5 Keys To Memorable Marketing

Soon after you arrive at work, you have a meeting in the boardroom with potential clients. When you enter, the room is full. Your boss is struggling valiantly to load up the slides. So, to fill the time, you introduce yourself to everyone there, vigorously shaking hands and making small talk. When you introduce yourself to the final client, she reminds you that you’ve met before. Twice. You splutter an apology. You shouldn’t feel embarrassed...

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