Today, brand story matters more than brand strategy. In a world of product parity and saturation, where consumers consciously dis-integrate… Read more Three Good Places To Begin Looking for Brand Stories
As a direct result of Web 2.0 and media fragmentation, consumers have dissed advertisers. Specifically, they’ve dis-integrated marketing. Over the… Read more Mastering Integrated Marketing Is Nice, Mastering Dis-Integrated Marketing Is Far More Useful
A few weeks back I mentioned I was re-reading Robert McKee’s tome “Story” in hopes of finding some fresh insights… Read more Where’s The Conflict In Your Brand Story?
Ten to fifteen years ago, some very smart leaders in the advertising industry drove a Copernican shift; a conscious move… Read more Maybe We Should Leave Copernicus Out of Advertising
Tom Waits, Bruce Springsteen, Neil Young: most reasonable people would accept the argument that the three of them together don’t… Read more Flawed Characters, Authentic Brands and Tom Waits’ Perfectly Imperfect Voice