The 3 Story Elements That Humanize Your Purpose-Driven Brand
How to define your brand’s promise, gift and personality Recently, I found myself in a 19th century barn in Haarlemmermeer, a suburb of Amsterdam, delivering a Business of Story masterclass. Ilknur Donmez,…
What is the story behind your body of work?
I just finished Pamela Slim’s terrific book, Body of Work: Finding the Thread That Ties Your Story Together. You probably remember Pam from her first blockbuster, Escape From Cubicle Nation: From…
Rocking the Casbah: The Story Behind Where the Beatles Really Got Their Start
What is truly authentic? I was born in 1961. On Valentine’s day. The Beatles were in their infancy, too. They started playing clubs in Liverpool in 1959. Most historians point…
What are the Villains, Fog and Crevasses in Your Personal or Professional Brand Story?
3 antagonists you must vanquish for successful B2B marketing The conference room at the Sheraton LAX was cold as a morgue. Two hundred screenwriter wannabes sat like zombies enraptured by Robert McKee. After all, he…
3 steps to creating a powerful value proposition for your purpose-driven brand
What B2B marketers can learn from Hollywood B2C value propositions All business leaders and communicators have important brand stories to tell. But most aren’t being heard, especially in your B2B…
Making debate cool again by crafting and telling the right brand story
The power of brand storytelling on the national stage Given the wacky election cycle we’re in, you don’t have to look far for how the power of a good story…
Does Your B2B Marketing Deliver on What Your Customers Really Want?
How to align your business goals with your customer wants and needs in your professional services firm brand stories I was tucked back stage in the ballroom of the Dallas Hilton…
How to turn impotent business narratives into important brand stories for your professional services firm
American and British forces ally to overthrow the tyranny of mindless B2B marketing in two business storytelling workshops in Liverpool and London this June Most business leaders have important brand stories, but few are…
How to Create Killer Customer Personas for your Professional Services Firm’s Brand Story
The FBI catches serial killers through extensive criminal profiling. You can capture serial customers the same way by profiling your audiences through insightful consumer personas. Customer personas are critical because brands…
4 Easy Steps to Clarify Your Brand Position Statement
Every epic brand story starts with a positioning statement that differentiates you from the masses Leo Tolstoy, the famous Russian author, wrestled with the existential crisis of finding meaning in…
