There are four key attributes that are required to fully listen; and it can have a transformational impact on your business and leadership.
It’s startling to see how many business leaders think brandstory is not relevant to their company. Leaders have told me when they hear “brandstory” they think “children’s books”. Others have said, “I didn’t take any ‘story’ classes in business school, so it must not be important.”
The word "brand" cannot be used interchangeably with the word "logo". When someone is referring to the Nike brand, they are not referring to the "swoosh". Additionally, a brand is not a product, nor is it synonymous with "company".
Flashlights and lasers both emit light; the difference is focus and intensity.
Flashlights are useful, but they lack the power of lasers. In fact, there are scores of applications for lasers:
Once you think of a brand as a belief system, you automatically get all the things that enterprise spends billions of dollars trying to obtain: trust, relevance, vision, values, leadership.
Watching "Grey's Anatomy" does not make someone a doctor. When sick, you want a trained professional who can analyze, diagnose, and treat you. The world of branding is no different.
We are wired for story.
We have been telling stories for thousands of years. It's how our minds are trained to receive information and process it.
Most creatives are predisposed to disliking math, but this "formula" is a powerful tool for marketers, copywriters, designers, and anyone creating brand experiences.
Increasing brand value means increasing brand awareness, brand recognition, customer loyalty, expected brand behavior, and so much more.
There have been great societies that did not use the wheel, but there have been no societies that did not tell stories.
The new Values Matter campaign from Whole Foods is like a master's class in brandstory.
From a brandstory perspective this campaign is a grand slam, knocking it out of the park in each of these brandstory key areas:
