Archive for Brand Storytelling

Brand Storytelling is not About What You Make, but What You Make Happen

I was in Washington D.C. on Nov. 2 and 3 hosting a Business of Story mastermind class for the American Marketing Association. Nine of their member brands were in attendance to…

Park Howell

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…

Park Howell

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…

Park Howell

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…

Park Howell

How to Craft a Potent Brand Statement for Your Professional Services Firm

Think of your brand statement as a Hollywood logline. A logline is a one or two sentence description of your movie that hopefully captivates a studio and convinces them to make…

Park Howell

The Step-by-Step Process for Crafting Your Brand Story

While storytelling has become ubiquitous in advertising, and numerous books tell you why stories are important for your brand, I can actually show you how to craft and tell compelling…

Park Howell

Why Your Customers Must be at the Center of Your Brand Storytelling

Great Brand Storytelling Focuses on Your Audience We tell each other stories to make sense out of the chaos of being alive. And we, of course, love to be at…

Park Howell

What Stories Does Your Office Building Tell About You?

For nearly a decade, our big, red ampersand billiard ball on the side of our building has become a bit of a landmark at the corner of 44th Street and…

Park Howell

Repositioning a 30-Year-Old Community Clinic into a Leader in Sustainable Healthcare

Natural evolution is the ultimate form of innovation. If you pay attention, nature can teach all businesses how to thrive, no matter how nasty the economic environment. Earlier this year,…

Park Howell

How to Create a Powerful Tagline with a High-Speed, Low-Cost Process

“Taglines while you wait” was my theme for a post a couple weeks back. Although I don’t condone the practice of rapid tagline iteration, unfortunately the market today is making…

Park Howell