The 10 brand story elements of REI’s disruptive #OptOutside Black Friday campaign

  When I was a kid growing up North of Seattle, my dad would take us downtown to Recreational Equipment, Inc. (REI). This was in the 1970’s, and REI was nothing more ...

Own your story to grow your brand, or suffer the consequences

I had my own ad agency for 20 years. We did some great work for brands from small Phoenix-based companies to behemoths like Coca-Cola. But, to be honest, I didn't much ...

From flop sweats to rock star: How audiences buy into your story when you OWN it!

The confidence of owning your business story Last June, I shared the business storytelling stage with my friend Bryan Adams of PH Creative in Liverpool, England. Bryan and I co-hosted two workshops in his hometown and ...

On a wing and a prayer following 9/11

I recently had the honor to work with newly minted United States Air Force brigadier generals at Joint Base Andrews in Washington D.C. on the power of storytelling. I was never in ...

10 surefire questions to ask when creating audience personas for your professional services firm

Every story starts with empathy I love Jack Handey. His Deep Thoughts from Saturday Night Live always cracked me up. I came across the one above last week while reading Originals, How Non-Conformists Move the ...

How the 16 characteristics of greatness apply to business storytelling

He's written 25 books, nine of them New York Times best sellers, about some of the top sports superstars and coaches of our time. Don Yaeger knows a thing or ...

Have you had business storytelling up the Wazzu?

Then create a brand story you can celebrate with your customers The new president of Washington State University cringed at the school's legendary nickname: WAZZU. V. Lane Rawlins took the helm of WSU in 2000, ...

10 quick questions to help you own your brand story

No one will buy into your brand story until you own it first. I've found for the past 10 years guiding brands through the Story Cycle process that if you can get ...

Before anyone will buy into your brand story, you have to own it first

The three concerns I hear most from business leaders and communicators about their brands: No one knows what our brand story is. We have a solid brand, but our story isn't clear. ...

3 tools to keep your B2B brand story from falling down

Are your brand stories as skewed as Escher? Get your brand story straight with any of these tools: Your DIY Brand Story Strategy Workbook Free online storytelling course The What's Your Story field guide And ...