We’ve been lucky enough to work on some really fun storytelling trainings with folks that aren’t typically thought of as storytellers. These are people in functions that aren’t consumer or customer-facing, like R&D or HR. Storytelling is just as powerful for them to communicate more effectively, but it’s also less familiar for them.
The Definition of A Brand
How do YOU define what a brand is? There are lots of people talking about it, but I seldom feel they get it right! In this video, I discuss a great quote on brands by Lisa Gansky and also share a definition of brand that I’ve developed. “A brand is a voice and a product is a souvenir.” — Lisa Gansky “A brand is a relationship that creates an expectation.” — me
The Best & Worst Brand Name
What do I think is the worst brand name of all time? It’s also the best! Okay, maybe it isn’t the very worst or best, but watch my video to see the brand name I’m fascinated by because it’s just awful and also quite brilliant.
Sneaky Strategy Session Exercise
Today I want to share a sneaky, sneaky exercise that we use to make strategy sessions more effective. See if this can help you! The basic premise is that you sneak up on the big, challenging strategic questions that can be intimidating to tackle by not disclosing what you’re doing. I know, it’s sneaky!
Testing Brand Names
In this video, Rebeca talks about testing brand names. Coming up with name options is hard enough. But if you’re lucky and have multiple brand names that are all legally available to you for your business purpose, how do you decide which is the best one to use?
Brand Courage: Nike & CVS Truths
Is it always a good idea for a brand to show courage and walk its talk? I’ve spoken a lot in the past on the need for brand courage, and how that can be a really powerful business strategy to clearly position and differentiate brands. Today I share a video with my thoughts on two striking examples of brand courage: Nike & CVS.
Brand Stories Need Resolution
A lot of brands think that when they’ve solved a problem for their people, the story is done. But that can be a real mistake! Stories don’t end at the solution. You need to provide a resolution!
Tesla’s Brand Strategy Leaves A Lot to Be Desired
Tesla’s brand strategy is so interesting to talk about because it’s just so bad! In this video, I talk about Tesla’s main brand strategy blunder of not leveraging their brand truths. They take such little advantage of the most powerful assets at their disposal!
Don’t Abdicate The Storyline
If you’re in charge of a brand, then please make sure you’re also taking charge of how its story shows up in the world! Don’t abdicate the storyline. Don’t give your brand’s power away!
