Which Comes First: Content or Container?

It's like the timeless debate between the chicken or the egg. When it comes to developing a new story, people often aren't sure where to start. Should you begin with the content of your story, or is it better to determine the container first? Here's a series of 20 questions that can support your Story Positioning process.

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SuperBowl Turns into Google Love Story

Beyond just beer and BBQ, the SuperBowl is as much a lesson in advertising as it is in football. Long considered, the most expensive ads on television ($2.6 million for a 30-second spot), this year's crop of commercials were rather uninspiring or noteworthy. Except perhaps for Google.

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How to Brand as a Thought-Leader

This article explore seven must-ask questions for branding yourself as a thought-leader. Discover how to tell the right story for building reputation, awareness, and reach.

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The Business Case for Storytelling

Share Context + Perception = Value Too often, people try to make the case for business storytelling, by pointing to examples of “who’s doing it”. That type of reductionist answer has always kind of bugged me. Since that only reflects what is, as opposed to what can be. I think we all need bigger frameworks for appreciating [...]

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Every Story Needs a Hero

Share Deciding who to make the hero is one of the hardest decisions to make. We’re all the hero of our own life story, right? Right.  Except if you’re telling a story with an audience or desired outcome in mind, its best to make your audience the hero. Because if you’re audience can see themselves in [...]

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Interview by Custom Publishing Council

Share I was interviewed by the Custom Publishing Council and asked five questions about the implications of Brand Storytelling on the business of content creation. You can read the full interview here. CPC: How does the following quote, taken from your Favorite Story Quotes, explain how a unique narrative can help a brand identify with its’ audience: “We [...]

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CMO Study Suggests Major Storytelling Gaps Exist

Share A newly released study of CMOs (Chief Marketing Officers) highlights some disturbing trends. Okay, so the majority of advertising budgets are slashed and the shift in dollars is headed to digital. No surprises there. Here’s the real news – more than 40% of CMO’s are dissatisfied with their marketing talent, and their increasingly unhappy with the [...]

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Reframing the Story – AARP Video

Share As many of you know, I’m rather passionate about Generational issues across Gens Y, X, and Baby Boomers. Can’t we all just get along? So I’m confounded today by the recent advertising efforts of AARP. Perhaps you’ve seen some of these ads? “They shall inherit the earth” stories featuring young people?!? Don’t get me wrong, the [...]

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A New Culture of Consumption?

Share That’s the million dollar question that has retailers of various stripes waiting with baited breath. I guess we’re all wondering whether this economic downturn is just the natural business cycle, or if instead a more fundamental shift is under way. Certainly, frugality is the word of the day – and just about everyone I know, including [...]

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The Collective Psyche of Brand Storytelling

Share Noah Brier deserves major street cred for his latest project Brand Tags. This cool little website collects individual word associations related to global brands. Anyone can co to the website, and input one word or a phrase that captures your personal brand impressions of Apple, Google, Pepsi, Red Cross, and dozens more. Its a fascinating [...]

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