No one likes a “hard sell”. That’s one of the reasons “A Gentleman’s Wager”, from Johnnie Walker Blue Label, is such an amazing example of brandstory done right!
Success means never letting your competition define you.
~ Tom Chappell, Tom's of Maine
Don't say the old lady screamed. Bring her on and let her scream.
~ Mark Twain
Companies have to wake up to the fact that they are more than a product on a shelf. They're a behavior as well.
~Robert Haas, Levi Strauss
If you tell me, it’s an essay. If you show me, it’s a story.
~ Barbara Greene
This post is intended to introduce “The 7 O’s of Story Structure”.
I will unpack each step of the story structure in separate posts.
There is a lot of confusion about what branding is. Let’s first talk about what branding is not:
• “Brand” does not mean “logo”.
• A “brand” is not a product that is stacked on shelves.
• The term “brand” is not synonymous with “product line”.
3 Reasons You Need An Expert In Brand Development:
A mission statement defines what you do. A brand personality defines who you are.
The two most common mistakes that brands make, by not defining their brand personality, are
1) Brands lose their uniqueness
2) Brands respond poorly to their competitor’s claims
“He who stands for nothing falls for everything.”
The saying applies to brands just as much as individuals. If you don’t know what your brand stands for then you will crumble due to competitive forces.
The key to knowing what you stand for is knowing who you are.
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