Tag Archives: pharma 3.0
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
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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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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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
Telling Stories: Communicating in Symbols and Pictures
We are surrounded by pictures, images and icons. More than any other time in human history we are overloaded by visual stimulus. No wonder marketing, sales and communications are difficult and don’t stick. At the heart of branding I have … Continue reading
Filed under Authenticity, Branding, Design, Marketing, Pharmaceutical, Uncategorized
Lego Storytelling Advert
Lego launched a great ad called the Brick Thief. It’s a quirky shoot with just music and background sounds. It tells the story of an inventor making music with his Lego. As he runs out of bricks he uses magical doors in his … Continue reading
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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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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
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
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
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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
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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