Tag Archives: Marketing and Advertising
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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Controlling A Brand Story
What is that makes a brand great. Why do we have likes and loyalty to objects and do marketeers really have influence over our minds? We certainly know our minds most of the time. We make choices of one product … Continue reading
Filed under Branding, Marketing, Storytelling, Uncategorized
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 Presentations
Prezi is the newest presentation tool that allows you to present in a non linear way. prezi.com This is great move forward allowing people to tell a story in an engaging visual way rather than Powerpoint slide after Powerpoint slide. The first … Continue reading
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The Science of Stories
I took my children to the British Science Museum in London yesterday and had a great time recounting the stories of some of the greatest scientific inventions and how the world they know was studied and harnessed. Sometimes for the good … Continue reading
Filed under Branding, Storytelling
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
Shangri-La Hotels Use Storytelling in New Campaign
I recently stayed at the Shangri-La World Hotel in Beijing and while I was sitting in my room looking out at a warm but hazy Beijing day I noticed the TV was showing an advert for the Shangri-La chain. It featured … Continue reading
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Choice: A life Story
I have looked at why some people cope with disease better than others. Much of the research I have done points to parts of life where people are affected by disease. There are consistent themes for people at these moments … Continue reading
Filed under Events, Marketing, Pharmaceutical, Storytelling, Uncategorized
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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What is Brand Positioning?
Ries and Trout started a marketing revolution by focusing on positioning. They wrote about making your brand stand out in your prospects mind by making different from others. To me positioning is the way the brand fits inside the prospects … 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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