Tag Archives: Brand Planning
Batman and the Storytelling Map
In my last post I wrote about the Story Map I used to analyze stories and search for ways to incorporate brands into well known narratives. By using the same tools as Hollywood its possible to effectively place your brand … Continue reading
Filed under Branding, Marketing, Pharmaceutical, Storytelling, Uncategorized
Storytelling Maps- Storytelling Creating Tools
What is a story made up from? Over the last few years of writing about storytelling in Pharmaceuticals and other major branding genres I have always struggled to answer the question in a simple way. Plato suggested that all stories … Continue reading
Filed under Branding, Marketing, Pharmaceutical, Storytelling
The Value of Storytelling in Sales
Continuing on my mental model month I tried to summarise the value I see in stories. At its simplest when people communicate they are trying to get across and idea. The audience can be transported by the communication to understand the … Continue reading
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Stories That Create Trust
Stories help us understand the world around us. They have a sticky quality to them when they work and are told well. Somehow we are made to create and retell stories and these sticky stories are often part of culture … Continue reading
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Brand Happiness
Successful brands create states of happiness which may last for seconds or become a permanent for the user. Happiness is a better gauge of brand success than equity measures we often use today. It seems that happiness, at least on … Continue reading
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Storytelling Superbrands B2B Marketing
Storytelling to create Superbrands Here is the article I wrote for Superbrands Swedish Edition 2011. One of the most recent trends in business communications is storytelling. It’s an ancient art that has been suppressed in the modern world in favour … Continue reading
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Storytelling and Brand Buying: A Note for Buy.ology
I have just finished reading Buy.ology, a great book by Martin Lindstrom.It’s a well written discussion of the rise of neuromarketing and his research to find parts of the brain associated with different aspects of Brand equity and desire. There is a great … Continue reading
Filed under Branding, Marketing, Storytelling, Uncategorized
Story Quote: Roald Dahl
“There is more truth in story than detail and fact.” Roald Dahl’s publisher on Roald Dahl’s work
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Storytelling Helps People Stop Smoking
GSK have launched a great direct to consumer Ad for its smoking cessation brand Niquitin. The Ad called “You From the Future” and it tells the story of a woman who is standing outside a restaurant talking to another woman. We find … Continue reading
Storytelling Boosts UK Farm Sales
Yeo Valley are an organic dairy products company in the UK. Getting noticed in this commodity market is not easy. Building brand awareness is tricky but this company employed some great storytelling skills in a new campaign. The Yeotube video … Continue reading
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Sky Connects to customers with Storytelling Ad
The Satellite TV company SKY just launched a new channel with a short spot using Dustin Hoffman. It says what I feel about the power of storytelling.
Filed under Branding, Marketing, Sales, Storytelling, Uncategorized
Stories for Unreal Time
PSFK the innovation and trend group lead by Piers Fawkes posted a fascinating concept on their blog in December. They posted on “Real” and “Unreal” time. The author suggested many people these days are faced with so much real-time information that we now seek stories … Continue reading
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What is a Brand
A simple yet complicated question. What is a brand? In my mind a brand is something that creates a set of emotions and consistently reactivate that emotional set when re experienced by its audience. Emotion is a great word because its … Continue reading
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HSBC Storytelling Ads part II
As the earlier post rocketed to the top of the reading list on the New Brand Stories Word Press site I thought I would take a look at some other of the in the series. This one looks at the … Continue reading
Filed under Branding, Marketing, Sales, Storytelling
Tension and Conflict: Marmite Love it or Hate it
To capture the attention of an audience you need to stand out. Seth Godin writes this so well in the Purple Cow and lately the Linchpin. Both these great books show why being not just different but remarkable is the … Continue reading
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Negotiations, Storytelling and Brand Planning
I recently went to a great course on negotiations. If I boil what I learnt down to one key learning it would be that negotiations rely on our ability to create trust, be authentic and create value for each party … Continue reading
Filed under Authenticity, Branding, Marketing, Pharmaceutical, Sales, Storytelling, Uncategorized
HSBC Bank Storytelling Ads
I’m writing this on the plane to New York. On the way I noticed again the HSBC advertising that adorns many of the world’s airport jetty’s. HSBC the Hong Kong and Shanghai Bank uses this channel to communicate a unique … Continue reading
Filed under Branding, Marketing, Sales, Storytelling
Word Of Mouth
In the Brand Storytelling Marketing Manifesto the need for your brand to operate word of mouth was raised. For many years I have thought that Word of Mouth is a far more powerful media than Print or digital advertising. Laura Ries wrote … Continue reading
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A Tale of Two Pharma Brand Stories
There are two types of discussion when selling and in Pharmaceuticals sales it’s the same. The first type of discussion between the company and the physician is best termed a “no conflict story”. In this case there is a medical … Continue reading
Filed under Authenticity, Branding, Marketing, Pharmaceutical, Sales, Storytelling, Uncategorized
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