Tag Archives: Brand Planning
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
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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.
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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
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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
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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
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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
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Hiaku Poetry- Small but Perfectly Formed- Communication
At a birthday party last night my friend Phil, asked if I had heard of Haiku (Japanese poetry) storytelling. I hadn’t but it sounded really interesting. It’s a poem or story told in 17 syllables broken up in to 3 lines (in English) or groups of 5, … Continue reading
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Deep Branding
Deep Branding requires deep storytelling but how do we get there? Many of the previous post have focused on aspects of storytelling and it connection to customer attitudes and behaviours. Brand architects search for the best way to connect their brand … Continue reading
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Open Source Branding
What do Lunix, Twitter. BBC, Google, Starbucks, Apple, Amazon and Innocent along with many other brands have in common? I think its open source branding that makes these stick out in today’s teams. In effect the company has “Let Go” … Continue reading
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