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Bull not Bear: The Economy of Six-Second Brand Stories
Explore how brands can craft impactful, six-second advertisements through concise storytelling techniques that resonate emotionally with audiences.
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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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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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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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Death by Dollarita: Restaurant Chains in the Millennial Age
Why a Tactical Rebranding Strategy Is Never Enough 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,…
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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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The Right Kind of Wrong: Szechuan Sauce and the Hero’s Journey
What McDonald’s got wrong about storytelling community and who the hero really is
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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
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Why No One Ever Listens to You
Why brands struggle to be heard in the attention economy and how to rise above the noise
