Category: Product
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A Story That’s Stalled Out
Instead of chasing short-term fixes like bag fees or assigned seats, Southwest needs to redefine and recommit to its story
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Build a Playlist That Keeps Your Customer on “Repeat”
Your story doesn’t belong to you. It belongs to your customers.
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You Are What You Buy
In commoditized industries, the stories brands tell have become as vital as the products they sell.
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Demos that Dominate
In the most efficient sales funnels, the demo comes fairly late; after your prospect has already achieved some level of awareness of your brand by associating it with their pain points and your call-to-action.
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Earn Your Lightsaber
Effective partnerships enhance a brand’s own story. In too many instances it replaces it wholesale; a brand must know how to stand on its own before it can truly leverage the power of another.
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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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Don’t Slack on Story
Slack demonstrates how a strong brand story can drive product adoption and customer loyalty.
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Atomic Disruption
When Community and Quality Find Its Footing
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That Old Magic Ain’t What it Used to Be
Successful game developers leverage this buzz and their own brand cachet to create a surge of people who pre-order their game, often ensuring a product is profitable before it even hits the streets.
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Take ‘Em to the Promised Land
Dropbox helps customers see the promise of the mended world through more than compelling case studies.
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The Quibi Quandary
In painting a wide-reaching, ambitious portrait… Katzenberg and other leadership lost sight of how to take the steps required to fulfill their collective vision.
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The Illusion of Magical Thinking
We were so focused on the future we were missing what was going on around us.
