Tag: brand storytelling

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Nailing Your Sales Proposition

It doesn’t matter whether you sell pizza, cars or solid state memory chips, every company grapples with the question: why should the customer buy me over competitors? Few companies try to compete on price, and even those that do are careful in how they play the low-price card. The next time you’re at Costco or …more

McDonald’s Serves Up Failure and Fries in Business Storytelling

Every PR agency and internal PR function strives to communicate positive stories about the organizations it supports. When we capture storytelling assets for one of our clients, no one proactively comes forth to share the time that something went horribly wrong. Yet, failure is one of the best techniques to bring tension or even drama …more

The Beauty of Words Can Push into Visual Storytelling

It sounds like an oxymoron. Words constitute an element of writing. Visuals deliver the ultimate “short cut” in communications. You never hear someone say, “A word is worth a thousand pictures.” Yet, business communicators can absolutely depend on words to carry a visual. Given that the vast majority of PR professionals hold mass communications or …more

Levity is the Killer App for Business Storytelling

Notice I said “levity,” not “funny” which is a much higher bar. Still, it often takes guts as much as creativity to bring levity to a brand’s storytelling. And if you can tap into a recent happenstance, you’ve got the makings for a story to reach the masses. I’ve come to call this “improv marketing” …more

Stop Misrepresenting Storytelling!

Judging from the comment in my post, “Can Storytelling Differentiate a PR Agency,” and an email that arrived shortly after (more on this in a minute), I appear to have gotten the attention of the National Storytelling Network. They’re not pleased with me. In my defense, I have come clean on numerous occasions making the …more

Top 5 Storytelling Articles from @FastCompany

As yet another indication that storytelling is the new black, it’s become a go-to topic for a range of publications. Fast Company provides a good Exhibit A. It’s not exactly science, but the number of mentions of “storytelling” in the publication over the past three years is still revealing: I think we can conclude that …more

Here’s a Company That Says “The Hell with Branding” … And It Works

It’s unlikely you’ve heard of the company called Huy Fong Foods. Yet, if you’ve got even a passing interest in hot sauce, you know their product, Sriracha Chile Sauce. The clear bottle with the rooster has achieved a quasi-iconic look. In a world where digital presence can determine success or failure and a company’s website …more