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Bogusky and Winsor on Brand Stories
A short excerpt from Baked In by Alex Bogusky and John Winsor: “Marketing people like to say that product is more than a physical object. As in a cup of coffee is more than a cup of coffee. A pair of...
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Show or Tell?
The real power of a good brand story is that it communicates an idea in an emotional way. Listeners immediately get your message and if the story is good, they internalize it and may even share it with...
View ArticleA Compelling Story… Told by Google
This brand story from Google is so good, it doesn’t need an introduction… Not only is it a fun story to watch, it’s a pitch perfect demonstration of how Google products can make life better. Very...
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Are you in a relationship with your brand?
In an interesting post at the Harvard Business Review, Andrew O-Connell writes about recent research that indicates consumers think brands have a gender. And if you think about it, you’re probably not...
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Curly’s Law: What Jack Palance taught me about branding and life
One of my favorite movies from the 1990s is City Slickers starring Billy Crystal and Jack Palance. If you haven’t seen it, the movie is about three Manhattan friends who are all suffering a bit of a...
View ArticleA simple three minute quiz to see if your web site name is good or bad.
Chances are when you started your business, you didn’t give a lot of thought to your business name. You just needed something for the legal documents and chose something that would work. That’s exactly...
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Clever or clear. What should your marketing be?
The SuperBowl is just around the corner, which means lots of big companies are putting the final touches on the ads they’ll be running during the big game. Will they be clever or clear? If you tune in...
View ArticleIt’s not just what you say, but how you say it.
The latest copy of the Hollywood Reporter magazine has a cover story about the 100 best quotes from movies. They asked cinema fans about their favorite quotes from movies. You’ve probably heard most of...
View ArticleAre you sending all the wrong signals?
Did you study contract theory in school? Me neither. But maybe we should have. Because there is a concept from contract theory that has some pretty obvious applications to what we do every day. It’s...
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This is so bad, it’s good
You’ve probably been told that you should always keep your marketing positive. Stuff like… Don’t use negative words in your communications. Avoid controversy at all costs. And don’t do anything that...
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