Tag Archives: Marketing
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
Brand Storytelling- Building A Fan Base
Land Rover tell a great brand story. They have built a brand around the archetype of the EXPLORER offering the Land Rover audience the potential to act out this role as protagonist in their own Explorer stories. I’m one of … Continue reading
Filed under Authenticity, Branding, Storytelling, Uncategorized
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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Six Brand Building Stories
I have just landed in New York on a business trip. We are working on defining the personality and essence of two brands I’m responsible for at work. In preparation with the advertising company I’m working with we discussed how … Continue reading
Filed under Authenticity, Branding, Storytelling, Uncategorized
The Go Giver- Success Stories
I have just finished The Go Giver by Bob Burg and John David Mann. This tale takes a the lead character and the reader through five laws that generate stratospheric success. Each of these laws speaks to stories successful people build … 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
Two New Brand Stories: Needs and Concerns
I recently attended a lecture by UK psychologist, Rob Horne. He specializes in understanding medical related behavior and why patients and physicians interactions occur the way they do. He shared insight on how people adhere to the advice and directions given in medical consultations. … Continue reading
Filed under Branding, Uncategorized
Point Of View Marketing
The Cinema has Storytelling at its heart. You only need to think of some great films to see many of the topics around storytelling that has been discussed in an earlier post. Point of View (POV) is a technique used in … Continue reading
Filed under Authenticity, Branding, Marketing, Sales, Storytelling, Uncategorized
Storytelling Thank You
Here is the is the last post from the New brand stories for the year. Here are the people and websites that have influenced me this this year. Thanks to everyone for reading and commenting. Seth Godin Robert Cialdini James … Continue reading
Filed under Branding, Design, Innovation, Marketing, Pharmaceutical, Uncategorized
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
Don’t Swing At Everything
As a Cricketer or baseball star, shot selection is key. You don’t swing at everything. If you do you strike out or get tired. Prospecting for customers is the same. Develop a sense for whom to talk to and how … 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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Marketing Amnesia- Pharma Customer Phenomenom
Amnesia is a strange phenomenon. As humans we are programmed to remember massive amounts of information. Somethimes our brains fail to store data or have problems accessing it and its a really debilitating, frustrating and for the poor individual a big … Continue reading
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You Can’t Always Get What You Want
“But if you try sometime you get what you need.” Rolling Stones Access to markets is always a problem. We want open markets and uncontrolled access to communicate. Well, we cant always get that but perhaps we can get what … Continue reading
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A Coke Story
Here is an example of storytelling through advertising. In this Ad titled the “Happiness Factory”, Coca Cola take the viewer on a journey using the vending machine to create a hidden world which explains why we enjoy coke. Its sickly … Continue reading
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Pharma Marketing 3.0
The Brand Storytelling Marketing Manifesto In setting out a new marketing manifesto for pharmaceutical brands, I’m looking to the future where most health care products will be seen as a commodity, low priced and undifferentiated. It’s going to be true … Continue reading
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Project M- Metaphors in business and branding
A slight departure from the normal post. I’m starting Project M. Its a quest to hear and share great metaphors and quotes you use to help people understand your business and brand strategy. Yesterday is history….. Tomorrow is a mystery…. … Continue reading
Filed under Authenticity, Branding, Pharmaceutical, Sales, Storytelling
Brand Stories: Tools and Tactics
Finding a story Getting a solid story takes a inquisitive mind. I have found that keeping a note book close to hand for travelling or for the times when you wake up in the morning with a burning idea. In previous … Continue reading
Filed under Branding, Uncategorized
Pharmaceutical Brand Planning-The Pharma Brand Story Plan Part II
Here are my tips for a more concrete way of creating a pharma brand plan. I based the methodology on EBM (Evidenced Based Medicine). Why? Because I think that this is the market access mantra of the future. So our plans need to reflect this. How is it done? Continue reading
Filed under Branding
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