Kara Goldin, the founder and CEO of Hint Water, turned an idea that struck her one day at the kitchen table into a $150 million a year business.
Along the way to building a popular lifestyle brand, Goldin discovered the power of storytelling to grab attention and attract loyal customers.
“It’s really important to bring your personal story into the brand…
I am driving and listening to BBC business radio. I hear a conversation on LinkedIn about “likes” and “endorsements.” The radio commentator expresses that LinkedIn “likes” and “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…
About 3 years ago we developed a story for a leading hospital in Vietnam. The story was published on Youtube and has garnered only 5000 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…
“We want to tell our story.”
“We want to tell it fast, 90 seconds maximum.”
“We want people to understand what we do.”
We want people to know why are we different from others.”
“We want data in the story that brings credibility.”
These are some not all of the “We wants” I hear from brand marketers when we work on a…
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…
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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,…
Happy Birthday Apple!
We all know Apple as one of the finest technology brands but apart from technology lessons Apple has taught us some psychology lessons too.
On Apple’s 38th Birthday today, as a Business of Stories, I want to share one of the best told stories from Steve Jobs that I have enjoyed, learned, applied and benefited from
https://www.youtube.com/watch?v=zkTf0LmDqKI
After watching…