Big companies gravitate toward the status quo. Big companies also typically take themselves way too seriously. That’s why it was refreshing to see Sony take a chance and yes, have some fun, holding a wedding in Vegas yesterday between Bravia (Television) and SEN (Internet). You can find the back stories in the form of a scrapbook. Naturally, the …more
Can storytelling build equity in a company’s brand? Better yet, can storytelling differentiate a company? AHALife makes a case for both. I remember Twitter CEO Dick Costolo blogging about the purchase of a product from Moosejaw.com that came with a fresh note: “If you are actually reading this note you should be super happy. First, you …more
Let’s start with the positive side. Netflix customers passionately care about the service. Every time Kellogg’s raises the price of Pop-Tarts, you don’t even hear a whimper. But the Netflix customer base responded with the emotional fervor of a South American futbol match. Why? Take a look at the blog post announcing the pricing change. After laying out …more
After working on a number of branding exercises over the years, I’ve noticed the same issue surfaces time and time again. Intellectually, executives recognize the challenge of differentiating their companies and brands in today’s noisy world. Yet, these same executives gravitate toward approaches to branding that are similar (if not the same) to what everyone else …more
I didn’t get a Christmas card from Roger Goodell, the NFL commish. It turns out his Monday open letter to NFL fans on the labor strife missed me as well. Fortunately, the letter was posted on NFL.com. Like John Madden explaining a fullback plunge over guard, I’m going to break down the storytelling in Roger’s …more
No one would mistake conducting an energy audit as a glamorous activity. That’s why GE’s approach to telling this story caught my attention. As part of its Ecomagination campaign, GE has conducted 200+ energy audits at its own facilities and at customer sites. But they don’t call them energy audits. Instead, the company packages the exercises as “Treasure Hunts.” Yes, it’s a …more
I know I said advertising gets narrative but this falls under the extreme category. Cruising through the May 1916 edition of Popular Mechanics, I came across the ad headline: One Hint From These Men May Be the Turning Point in your Life! Lest you feel a “carny” come-on, the copy strives to establish credibility from …more
The letter to the customer posted on one’s website offers the perfect forum for storytelling. Because you’re in control. While I chastised Toyota for its customer letter addressing the recall, I also recognize the attorney factor during a crisis warrants a handicap. Which brings me to Amazon and its CEO Jeff Bezos. No question, Mr. …more
It pains me to say what I’m about to say. Advertising recognizes the power of narrative more than the PR profession. This isn’t to say that PR efforts aren’t using storytelling techniques (sorry for the double negative, Mr. Harper). There are consultancies like us as well as corporations who have got the storytelling religion. But you don’t see narrative …more
