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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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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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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 Xerox Died
Xerox didn’t fail because of technology. It failed because it lost its story, while companies like IBM thrived by staying true to theirs.
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You Are the Company You Keep: How to Form Effective Brand Partnerships
Why story alignment not short-term synergy is the secret to successful brand partnerships
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Birchbox, and Why Even the Best Products Still Fail
Why Birchbox lost to Ipsy even with the same product and a head start
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The Last of the Greatest Shows on Earth
Why Ringling Bros failed and what it teaches about brand story alignment in a changing world
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How to Craft a Brand Origin Story: The Power of the Creation Myth
Why your brand’s origin story can unite customers inspire teams and fuel growth
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The Only Strategic Decision in Marketing
Why your brand story is the only true strategic decision a marketer can make
