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Brand Storytelling

Brand storytelling is the art of connecting the hearts and minds of customers to shared values and ideals that define the “sacred truth” of why the brand exists and who benefits from its existence. Compelling brand stories serve to remind us of something sacred and valued about ourselves rather than promoting some new product feature or additive. Explore the best practices in brand storytelling strategy on Branding Strategy Insider.

Brand Storytelling

The Drivers Of Viral Brand Messaging

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The Drivers Of Viral Brand Messaging

In their research paper ‘What makes online content viral?’, Jonah Berger and Katherine Milkman show how surprise is one of the most important requirements of content, after practical value and interest. Practical value and interest are usually addressed at the product innovation and development stage, but surprise can be effectively used later on, as well.

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Brand Storytelling

Brands Are Not Stories

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Brands Are Not Stories

It has become popular to talk about brand in terms of a story. Let’s be as clear as possible with this, a brand is not a story. If it is then it’s created using William Burroughs ‘Cut Up Method’.

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Brand Storytelling

How Disney Creates Fantasy Through Story

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How Disney Creates Fantasy Through Story

Innovation should be a top priority for every organization, and today I want to shine a light on one of the most innovative and creative leaders in business history, Walt Disney. Could you learn anything from Disney? Nike CEO Phil Knight thought so, and while I was the Director of Brand Planning and Marketing Insights at Nike, he directed me to study Disney’s business practices to see if we could discover anything of use to us.

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Brand Storytelling

Empathy Emerges As The New Marketing

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Empathy Emerges As The New Marketing

When I was approached by a commissioning editor two years ago with the idea of writing Brand Storytelling: Put Customers at The Heart of Your Brand Story, I would have never imagined how the very topic I’d been writing about and trying to evangelize on a public stage would become a leading innovation during one of the most cathartic moments in modern day history.

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Brand Storytelling

How Villains Bring Power To Your Brand Story

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How Villains Bring Power To Your Brand Story

What’s a story without a villain? Most storytelling experts will tell you that though not every hero necessitates a villain, a great story will include an anti-hero or bad guy because these characters instigate conflict – and tension typically tends to make the narrative more exciting.

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