Brand Archives

Soup’s Down! How Tired Brands Can Refresh Through Story

Brands last when they evolve their “why” for a changing world.

Inviting comparisons to your brand means you’re not focused on the unique challenges of your customer.

Klarna’s surreal ads show how fintech brands earn trust — not through tradition, but through personality, storytelling, and authenticity.

Xerox didn’t fail because of technology. It failed because it lost its story, while companies like IBM thrived by staying true to theirs.

Why story alignment not short-term synergy is the secret to successful brand partnerships

Why Birchbox lost to Ipsy even with the same product and a head start

Why Ringling Bros failed and what it teaches about brand story alignment in a changing world

Why your brand’s origin story can unite customers inspire teams and fuel growth

Why your brand story is the only true strategic decision a marketer can make