How to Know When Your Brand Story Is Weak…

Every organization has a brand story, whether you’ve spent time thinking about it or not. The funny thing about brand stories is that they have a life of their own. So even if you’ve spent a billion bucks architecting the slickest, most endearing brand story – the proof is in the pudding, as they say. At the end of the day, your brand story is the sum of stories that others (i.e. read customers, investors, stakeholders, etc…) tell about YOU. …

Popular Culture As American Religion

I’ll make a daring proposition that many people feel uncomfortable with. Yet as an anthropologist in orientation, I can’t help but notice that popular culture is the great unifying force across our nation. Regardless of race, class, or religion, what we share in common as a collective culture are the TV shows that we watch, the celebrities that we revear, and the brands that we consume. Popular culture is our common vocabulary. Suspend your judgement for just a minute or …

Definition: What is Brand Storytelling?

Every brand tells a story. Some just tell a better story than others. For example, when you sit in a Volvo, you should feel…safe. Volvo supports this story with a long history of safety innovation from anti-lock brakes to crumble-free zones. “Boxy but safe” – remember the 90’s movie Crazy People with Dudley Moore playing an ad guy gone mad? Volvo is not sexy, or cheap – it’s for families that care about safety. Every brand experience is designed to …