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…
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…
10 surefire questions to ask when creating audience personas for your purpose-driven brand
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…
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…
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…
How to use the Hero’s Journey to create epic business stories for your B2B marketing
Have you ever struggled to get an important concept across to your peers? We’ve all been there. The powerpoint that sucked. The big idea that didn’t penetrate smaller minds. The…
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…
Cartman’s Storytelling Secret Every CMO Should Steal
I teach business storytelling workshops around the country and taught in the Executive Master’s for Sustainability Leadership program at Arizona State University, and the impact these newly story-empowered executives have when they…
How to Create and Tell Great Stories that Sell
Network marketers grow their downliness product sales through compelling business and personal storytelling. I stepped onto the stage, throat dry, underarms moist. My adrenalin level rivaled that of a hyperactive…
How to Put the “Park” Back in Parking Lot
If you could change your story, would you? I think a lot of people would like to reinvent themselves and rewrite their lives. Author something new, fresh, daring, even adventurous.…
