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Sock It to Me
Today’s customers believe that you are what you buy.
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Build a Playlist That Keeps Your Customer on “Repeat”
Your story doesn’t belong to you. It belongs to your customers.
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You Are What You Buy
In commoditized industries, the stories brands tell have become as vital as the products they sell.
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Making Customers’ Stories Your Own
When you successfully leverage your customer success stories, you transform them into an essential sales tool.
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Why Great Technology Isn’t Enough
Technology doesn’t sell itself—story sells technology.
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Why Your Strategy Fails Without a Compelling Brand Story
A clear, emotional strategic narrative is essential to make complex technology resonate.
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How to Deliver Demos That Bring Customers to You
In the most efficient sales funnels, the demo comes fairly late; after your prospect has already achieved some level of awareness of your brand by associating it with their pain points and your call-to-action.
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How to Write a Brand Origin Story That Drives Sales
A great origin story communicates important truths about the brand’s purpose.
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Personality That Sells
Just as people form relationships with others based on their personality, they are increasingly developing connections with brands the same way.
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Elevator Pitches People Love to Hear
For a company seeking a more efficient sales funnel, a tight, compelling, and urgent elevator pitch is among the best investments it can make.
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Trust Should Never Be a Core Value
While trust is certainly a key aspect of any essential brand, it is meaningless as a value in and of itself.
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Differentiate or Die
Not only does Frontier Airlines’ undifferentiated positioning invite comparison, it fails to deliver on its brand promise.
