How Coca-Cola Used the Story Cycle System™ to Double the Impact of its Fleet Ecodriving Program

The Story Cycle System™ 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: ...

Creating a Brand Personality to Make Debate Cool Again

The power of brand storytelling on the national stage Whether you like him or not, Donald Trump is the supreme storyteller; the Brander in Chief. He keeps it simple: "America was great. ...

Community Health Center Grows by More than 300% into National Leader in Sustainable Healthcare

How Adelante Sustainable Healthcare clarified its brand story to amplify its impact and simplify its life. Clinica Adelante was a 33-year-old community health center in Maricopa County, AZ, whose mission was ...

How brand storytelling created the largest water conservation outreach effort of its kind in the world

"Don't tell me to save water, show me how." That was the consistent message we received from three separate consumer surveys in metropolitan Phoenix back in 1998. Interesting that it mirrors the ...

The Brand Story Behind Goodwill of Central Arizona’s 400% Growth

In 2003, Goodwll asked our team to help freshen their eighty-year-old brand in metropolitan Phoenix. The organization was generating $17 million in annual revenue through twenty-four thrift stores. The revenue ...