Every interaction with the outside world is an opportunity to build your brand. Even those mundane interactions. One could argue that the “mundane” actually offers one of the best opportunities to stand out, since others are tracking to the status quo. This often leads to template communications, the opposite of communications guided by storytelling techniques. …more
There’s a fresh question Ms. Mayer. I recognize that media properties are still struggling to crack the code on how to make money in the digital era. Still, I question the long-term value of applying the advertorial concept to a banner ad. Here’s what I’m talking about specific to the Yahoo News channel. Yahoo News …more
I think Mark Twain would agree. He’d be particularly amused by a report on the solar industry released earlier this week that triggered two stories on opposite ends of the spectrum. In one corner, we give you the San Jose Mercury News and its bullish headline. The supporting graphic continues with the bullish stance. OK, …more
Every agency person has experienced a client who adds what we’ll call “extra obstacles” to achieving success. It’s not personal (usually). Sometimes, it’s simply a byproduct of the company’s culture. I’m reminded of a client whose management required report after report to the point that the reporting cost exceeded the doing-PR cost. Even after showing …more
Journalists do not want to regurgitate a news release that by definition sits in the public domain. If the news release encapsulates the complete story with anecdotes, texture and a touch of drama, you leave no room for a journalist to navigate. IBM’s recent announcement of a mainframe illustrates how good content – not great …more
I’ve been waiting months to share this exchange with a journalist at a major business publication. I love this example because it shows a journalist’s reaction to the same core content: one based on the typical bulldoze pitch, and the second reflecting storytelling techniques. Here’s the first volley. Me Journalist This was probably my worse …more
I came across a video by David Shiyang Liu that plays off an Ira Glass riff on the creative process. David, who is a filmmaker and director at the Melbourne studio Kick Kick Punch (no Kaboom), married typography with Glass’s verbal narrative to produce the video below. Sure, Ira Glass’s voice by itself gives power …more
I highlighted a clever video by Doubleday last week, part of the marketing campaign behind John Grisham’s latest novel, “The Litigators.” It shows the storytelling possibilities that can come from combining owned media and social media. John Pitts, VP, Marketing Director at Doubleday and the person behind the Finley & Figg TV ad, was good …more
I love the idea of rabbis holding a workshop with Hollywood writers – picture the intersection of “Desperate Housewives” and Moses – to strengthen their storytelling in front of their congregation. The point is, business storytelling benefits from other vantage points. That’s why I welcome today’s perspective from Nancy Dodd whose credits range from screenplays …more
