Tag Archives: Storytelling Manifesto
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
XFactor-Brand Storytelling II
The UK’s XFactor finished this weekend with an audience of 20 million and over half of this voting on the final two sing contestants with Joe McElderry winning. It was exciting to watch a brand evolve over the last twelve … Continue reading
Filed under Branding, Events, Innovation, 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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Varied Visual Volume
I have been searching for different ways to inspire and motivate people for many years. In both work (pharmaceuticals and academic chemistry) and sport, great communication has been the key at inspiring moments. One of these moments keep coming up … Continue reading
Filed under Branding, Marketing, Pharmaceutical, Storytelling, 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
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
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
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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