UNTUCKit: A Brand Story in 47 Words
Your customers don’t buy a product; they buy a story. If they like the product, they’ll share the story with a wider audience. The two entrepreneurs behind the fashion retailer UNTUCKit understand the power of story to sell a brand. And they know the power of simplicity in telling that story. This week UNTUCKit announced its first overseas expansion. With more than…

Brand Storytelling : Likes
I am driving and listening to BBC Business Radio. I hear a conversation on LinkedIn likes & endorsements .The radio commentator expresses that LinkedIn Likes & endorsements are a fatally flawed strategy and criticises it further by saying, “it is nothing more than- I scratch your back and you scratch mine strategy. Having closely observed so much of the likes activity on…

Storytelling & Youtube Views
About 3 years ago we developed a story for a leading hospital in Vietnam. The story was published on Youtube and has garnered only 890 views as of today. Does that mean the story was unsuccessful? No, it was successful and here is how. Storytelling is a brand marketing effort but we treat it like direct marketing. Hence, measure it. We measure…

Storytelling: Woop Woop, C- Level and Yoghurt Story
Ever been in a situation when you are in a meeting and someone says something you don’t understand? Most likely, you didn’t ask because you were ashamed of how ill informed you were. Well, contrary to your belief, you are not ill informed but there is just something new for you to learn. Here are 3 stories of similar situations, one of…

Storytelling is the only differentiator
Chobani sells yoghurt so does Yoplait. Chanel sells lipstick so does Loreal. Nike sells fitness apparel so does Adidas.  What is the difference? Often times, the biggest difference between two products that do the same thing is the story that they tell, and how people relate to it.  Watch this 20 min video in which Tim Riley, who heads up the online…

Which stage of Brand Storytelling are you in ?
The evolution of brand stories can be categorized in three stages. Fiction Stage: Brands crafting fictitious stories to trigger emotions have become a very popular way to connect the brand to the consumer. The connection occurs because they aim to trigger an emotion which matches and reinforces the consumer’s world view. As a result of triggering emotions the brand story is felt,…