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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

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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Brand Storytelling

Telling A Blockbuster Brand Story

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Telling A Blockbuster Brand Story

More and more, brands are finding their way to the intersection of brand and entertainment, adopting Hollywood’s tools and techniques that lead to blockbuster story brands. Rightfully so in an attention economy that rewards brands that are both meaningful and interesting.

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Brand Storytelling

Corporate Storytelling Workshop

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Corporate Storytelling Workshop

Marketers often talk about story as if it is one thing. But corporations and brands with multiple stakeholders need to cater for different responses and priorities by streaming a range of stories to a range of audiences at different times. The reason is simple. The things that make a brand attractive in one context are different from what they might be in another context. Inclination changes, sometimes markedly, depending upon what people value.

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