Where to Find Your Brand Story
Learn How to Captivate Your Customers With a Bewitching Brand Story In March 2019, I sniffed into an old claustrophobic bookstore in Queenscliff, Australia, like a mouse searching for cheese.…
6 ways to grow your business when you have your brand story straight
I have been in advertising for more than 30 years, and I remember when the introduction of the fax machine was a breathtaking technological leap forward for business. Seriously. It was…
The 7 primal elements to every business story that our caveman brain can’t resist
Sometimes we get lucky and tell a business story that blows away our audience. But what if you could share predictably powerful business narratives on a more consistent basis? You can, but…
Community Health Center Grows by More than 600% 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…
A 3-part recipe for humorous digital storytelling from Onion Labs
Most people view social media as a break in their busy schedule. They escape from whatever they’re doing and start scrolling. But the endless toilet paper roll of content makes…
The universal story structure of an international water conservation campaign
There is a universal pattern to story that underpins all of our lives. Joseph Campbell, America’s foremost mythologist, called it the Hero’s Journey, or monomyth. The Hero’s Journey is the structure…
How to use story to connect with your B2B customers and drive growth for your professional services firm
For business leaders, marketers and sales executives in professional services firms who want dynamic growth for their organization and people, business storytelling is the foundation for all of your successful…
What B2B marketers can learn from the Doritos “Ultrasound” Super Bowl TV Spot
As all of you students in my Executive Master of Sustainability Leadership communications course know, a universal structure to storytelling pervades our lives. We see it in the movies we…
How Brand Storytelling Created the Largest Water Conservation Outreach Effort of its Kind
“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…
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…
Why business storytelling is always about the personal dilemmas behind your professional pursuits
Story marketing must be at the heart of your content marketing Every business leader or communicator must “humanize” their brand. This is especially true for the cold, feature-and-function advertising that professional services firms run. But a…
