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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
Brand Crises and how to be Authentic in your Pivot “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…
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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 Market Disruption? Tap the Secrets of Shaolin
How Wu-Tang Clan built a legendary brand through authenticity strategy and relentless exposure
