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.…
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…
How Downton Abbey resembles B2B marketing
I admit it. I’m a Downton Abbey fan. My wife and I started watching it around the first season of Breaking Bad. If Breaking Bad is the opiate of TV programming, then…
The Brand Storytelling Strategy 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…
What happens when you place your audience at the center of your brand story
Madcap Theater in Tempe, AZ now knows that the best brand stories always star the audience. This fun Friday evening word of mouth marketing stunt made a fashion runway out of a sidewalk…
Brand Story Reframing: From Water Utility to Experts at Scarce Resource Management
The first step in the Story Cycle brand authoring process is to establish your backstory: the setting of your story. We ask three questions to spark conversation what your brand’s…
