Author: Woden
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Google It, Xerox It, FedEx It, Post-It: How Story Can Help Prevent Brand “Genericide”
Emotional storytelling makes well-known names meaningful — and unforgettable.
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Consumers Have the Best Bull$#!* Meters: Authenticity and Story in Brand Names
WW’s rebrand shows that a name can empower when it is rooted in a story that is honest, emotional, and true to the brand’s purpose.
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Falling in with the “Bad” Crowd
When brands fail to define their story, the wrong customers take control — reshaping their image in ways that can be hard to undo.
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Soup’s Down! How Tired Brands Can Refresh Through Story
Brands last when they evolve their “why” for a changing world.
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Why Bad “Plot Twists” Ruin Brand Stories
Convenience isn’t enough — indie bookstores are thriving by offering connection, community, and a story Amazon can’t tell.
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Selling a Story You’re Not Telling
To succeed with resellers and distributors, brands must share more than products — they must share a story partners believe in and pass on.
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From Cyberspace to Retail Space: Building Brick-and-Mortar Connections in the Digital Age
Retail isn’t dead — brands like Casper are thriving by turning stores into emotional experiences, while Sears shows what happens when you forget your story.
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Your Company Isn’t the Uber or AirBNB of Anything
Inviting comparisons to your brand means you’re not focused on the unique challenges of your customer.
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Fintech, Disrupted
Klarna’s surreal ads show how fintech brands earn trust — not through tradition, but through personality, storytelling, and authenticity.
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Why Reed Hastings Didn’t Build a Faster Horse
The best innovators don’t ask for answers — they observe, empathize, and build what customers didn’t know they needed.
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What The Frap Is Wrong With Starbucks?
Starbucks’ fall from café icon to brand confusion reveals the cost of chasing everyone — and losing your story in the process.
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Death by Dollarita: Restaurant Chains in the Millennial Age
Is it too good to be true? Dollaritas returned for the month of April at Applebee’s! Touted as the perfect way to “ring in spring and celebrate the return of warmer weather,” this $1 mix of tequila and margarita mix on the rocks may mark a final, desperate attempt for the chain to remain afloat…
