Crisis breeds opportunity. The year 2020 was evidence of this as brands connected with audiences in unprecedented ways, with new messages and new goals. It was a scramble, for sure. The companies that performed best were the ones that already had a strong identity and the energy and resources to share that identity in novel…
Tag: storytelling in 2020
As we close the door on 2020, we’d also like to close the door on 2020 jargon. We’re passionate anti-jargon activists, but we’re aware that jargon is a touchy subject and a moving target. Terms that come into common use create shared understanding and experience, providing a valuable communication shortcut. However, overuse dilutes their meaning,…
We’ve said before that the best way to greet 2021 is to plan, not predict, for the future. A key part of planning? Taking a good, hard look at the events of 2020 and how they affected consumer behaviors. Today, we’re looking at some particularly astute observations about brands and consumers and how these observations…
The marketing experts are out in full force with ideas for clever marketing strategies and cheery brand messaging this holiday season. It seems that many have taken their ideas from a past holiday season, slapped “2020” in the headline, and republished them as something new and enticing. Let’s be honest. We’re all eager for a…
Are blogs dead? The short answer is “no.” Like Paul McCartney in 1969, blogs are very much alive, and they have a long and fruitful life ahead of them. However, skeptics love to question the value of various digital platforms in turn, which has the added benefit of keeping us all on our toes. Blogs…
During the holidays, our holiday messaging overflows with familiar expressions based on tradition and pop culture influences. Most people know what we’re talking about when we refer to the Grinch, “Yes, Virginia,” “white stuff,” and the Charlie Brown Christmas tree. But these phrases and many others have become so ubiquitous and tiresome that the holidays…
As we enter the third decade of the 21st century, it is clearer than ever that your brand story is the key to success amid a never-ending onslaught of information and ideas. Let’s be clear: Brand stories are not fairy tales. The handsome prince doesn’t always save the day, and the wicked witch doesn’t always…