Brand story strategy, category design, brand positioning

How to Dominate a Market Category With Your Brand Story

The power of a brand origin story to define and defend a unique market category He came home following another day of delicate surgeries to find his young wife collapsed on ...

Current Meditation: How This Startup Created a Compelling Brand Story

All successful startups that dominate their markets begin with defining their brand story strategy.   Late in 2016, three successful families that own and operate numerous Massage Envy, Amazing Lash and European ...

The stopping power of visual storytelling

Within each letter are the shattered lives caused by a red light runner As you race toward the intersection, the green light suddenly flips to yellow. How long do you have? ...

How brand storytelling helped BROKK demolish its competition

Make your brand story your customer's story "He wanted to take his clothes off and rub his naked body all over the demolition robot." That is the story Mike Martin shared with us about ...

How Coca-Cola used the Story Cycle to double the impact of its fleet ecodriving program

The Story Cycle overview of Coca-Cola's SmartDriver program: BACKSTORY: Coca-Cola launched an Ecodriving training program called SmartDriver to reduce the carbon emissions from its fleet by 3% HERO: Dedicated Coca-Cola fleet drivers STAKES: Drivers want ...