Tag Archives: Pharmaceutical
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
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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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
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 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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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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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
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
Filed under Branding, Design, 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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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
Filed under Branding, Storytelling, Uncategorized
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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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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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
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