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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…

Park Howell

How the 16 characteristics of greatness apply to business storytelling

He’s written 25 books, nine of them New York Times best sellers, about some of the top sports superstars and coaches of our time. Don Yaeger knows a thing or…

Park Howell

10 quick questions to help you own your brand story

No one will buy into your brand story until you own it first. I’ve found for the past 10 years guiding brands through the Story Cycle process that if you can get…

Park Howell

10 Ways to Own Your Brand Story to Grow Your Business

 Business storytelling is about differentiating your brand story and then OWNING IT! The three concerns I hear most from business leaders and communicators about their brands: No one knows what our…

Park Howell

What are the Villains, Fog and Crevasses in Your Personal or Professional Brand Story?

3 antagonists you must vanquish for successful B2B marketing The conference room at the Sheraton LAX was cold as a morgue.  Two hundred screenwriter wannabes sat like zombies enraptured by Robert McKee. After all, he…

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How to Create Killer Customer Personas for your Professional Services Firm’s Brand Story

The FBI catches serial killers through extensive criminal profiling. You can capture serial customers the same way by profiling your audiences through insightful consumer personas. Customer personas are critical because brands…

Park Howell

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…

Park Howell

The growing need for powerful business storytelling featured at Social Media Marketing World 2016

The importance of storytelling in business pervaded Social Media Marketing World 2016. Whether it’s real-time stories shared on Facebook Live, Periscope, or Blab.im, to how you approach visual storytelling on Instagram, to…

Park Howell

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…

Park Howell

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…

Park Howell