When we start with that profound difference we will make, our story becomes inspired - and connects people with that meaning they're longing for.
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We all have our favorite brand or brands. They are the ones that have the ability to connect with us. What is it that they do that builds that connection?
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So-called brand "gurus" cause the world to think that working with brand consultants is a crap-shoot at best. We all deserve a better brand process.
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While we’re throwing out advertising, let's be careful not to throw out what people really want. That’s a big idea.
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We need a reason to care before we want the details of the offer. So lay off the feature-driven branding.
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Defining the brand starts with a compelling and meaningful story. It may be in your history. Or it may be waiting to be revealed in what you do today.
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When a brand has a clearly-stated purpose, people will go out of their way to engage with and get behind the brand.
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Storytelling is still incredibly powerful. Anybody who says otherwise doesn’t know how to do it effectively, or is just trying to get a rise out of you.
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When you create the opportunity for storytelling, you create extraordinary value that can boost the asking price of your offering.
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The brand is no longer what the organization says it is. Rather, the brand is now defined at every touch point. It is your entire customer experience.
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If you can connect your brand to my aspirations, you'll make a more inspired connection with me than any litany of features could ever create.
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Imagine having your brand translated into something prospects will seek out. That’s the difference between a designer and a Translator of Brand Meaning.
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It doesn’t matter how brilliant I may think my idea is. If it ignores what's important to my audience, then it's a bad customer experience.
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I’m excited about the possibilities. Because now we can spend less time trying to hack a platform, and more time on compelling storytelling.
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It’s nice to step back and think about how our storytelling could have a positive effect on our readers’ lives.
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Cultivating better customers starts with storytelling. Because it allows us to tap into our most powerful marketing tool – our prospects' imagination.
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Going old school means thinking about your storytelling as a campaign. It's an old term from the world of advertising. But it's worth rediscovering.
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You can’t be thankful without first having a sense of humility. And humility is the quality that is at the very core of great brand storytelling.
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Too often, companies settle for a generic image with their communication. Yes, it can add visual appeal, but it doesn't have near the power of illustrating the point you are making.
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There’s room for us to improve how we communicate. Here are 7 tips to help improve the clarity of our writing.
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