Regardless of your family traditions or religious background, the holiday season is loaded with meaning, and brands worldwide work overtime to capitalize on that. However, not every holiday-related brand storytelling campaign tugs on the proverbial heartstrings. Some disappear without a trace – or elicit jeers from the cheap seats. How can brands be real, compelling,…
Andrew Carnegie was born into poverty. In 2019, the charitable trust bearing his name awarded more than $150 million in grants. Jean Nidetch was a housewife with a sweet tooth. She founded Weight Watchers (now WW), which made her a millionaire and a celebrity. Apple, Amazon, and Google were launched in their founders’ garages. Walt…
The year 2020 is nearly over, and not a moment too soon. Experts are predicting another tumultuous year for brands and content marketing. These predictions reflect months of unease, as well as the rapid-by-necessity reframing of the sales funnel (and sometimes business models as a whole). But are they helpful when it comes to content…
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Why thought leadership?
Let’s put aside the idea that the term thought leadership could be perceived as trendy 2020 jargon. Focus instead on how vital it is for brands to differentiate themselves in a crowded marketplace. Brand storytelling is one way to do this. Thought leadership is another. Success is no accident Your brand is growing because you…
“Clarity in business writing is not a luxury.” –Richard Branson Writing is an indispensable skill, but it’s one we all do battle with. It’s the bane of every college student’s existence — even those who have an aptitude for it. That dread doesn’t expire when they have degrees in hand. This anti-writing mindset has inevitably…
At Consummate Prose, we use the word “storytelling” a lot to talk about brand development and expression. But don’t be fooled into thinking that these stories somehow involve something fictional, shallow, or fairytale-ish. Storytelling is how we make sense of the world. It uncovers truths that are sometimes difficult to understand, and it conveys them…
Startups and other young companies with small teams might view content marketing as a one-two punch: Have a great idea, then publish it, usually on a social media channel. That might work when your operation is small. But what happens when you grow? Adding even one more person to your team or one more priority…
In July 2020, Forbes published an insightful article on the power of brand storytelling in an innovation culture. “When people hear stories all their sense are engaged,” Forbes contributor Tendayi Viki writes. “Facts and data area easier to retain when presented in story form.” He makes a compelling case for stories as a tool to…
As we observe brands in action every day, it’s easy to think “Hey, I could do that” or “What a disaster!” and consider how we might do something differently. But in practice, building a brand and brand language that inspire trust and loyalty takes effort, insight, and patience. This work often collides with mitigating factors…
Your chief executive storyteller should be the person who knows your brand best. He or she is someone who can inspire loyalty among consumers and employees, and can paint vivid portraits of what you do: what, where, why, and for whom. Your chief executive storyteller should be your CEO or founder. Not all company leaders…