Category: Evangelism
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A New Audience Doesn’t Mean a New Story
Your brand doesn’t need Taylor Swift to grow your audience. Just an effective story that resonates with multiple personas.
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If Your Brand is Customer-First, Then Why Am I Still on Hold?
Maybe it’s time to admit that it’s not pandemic-related: most brands really just don’t care about their customers
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Manufacturing Mythology
Plenty of modern businesses operate like prehistory’s early humans: they talk only about literal, physical things—their products—and wonder why such messaging fails to draw in customers at the rate they need to thrive.
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First The Bubble, Then The Burst
When Beanie Babies shifted focus, the brand abandoned its original purpose and its audience
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Shaken—Not Stirred
James Bond and the importance of consistency in brand identity and messaging.
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It Takes 80,000 Distinct Tastes to Build One Netflix
Understanding diverse audience preferences through data-driven personalization has been key to Netflix’s success.
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Hitting the Sweet Spot: When to Get Your Story Straight
A compelling brand story is crucial for sustained success. Crumbs Bake Shop is a cautionary example.
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FCK ‘em If They Can’t Take a Joke: The Art of the Brand Apology
“My new goal is not to explain jokes.” In 2015, the Internet’s mob mentality trained its ire on Tina Fey, demanding an apology for a perceived racist joke written into The Unbreakable Kimmy Schmidt. Fey not only dismissed the accusations, but lamented the way social media has resulted in a culture that is constantly demanding…
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Actions Speak Louder Than Words
How TD Bank destroyed a beloved brand by failing to live up to its own story
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Seeking Disruption? Tap the Secrets of Shaolin
How Wu-Tang Clan built a legendary brand through authenticity strategy and relentless exposure
