Creating a Unified Brand Experience

April 5, 2016 Every day, the digital world shines a spotlight on brand inconsistencies. Employees and potential candidates might get one impression, customers and partners may have another experience, while investors and influencers might see an altogether different picture. The result is brand confusion – or worse – brand conflict. Customers expect much more from brands now – they increasingly …

Why Content Marketing IS Your Customer Experience

March 1, 2016 Is it true that the sum of all parts is greater than the pieces? It certainly is with customer experience. And with content marketing. How a brand creates experiences for audiences is what sets them apart from everyone else in the market. Zappos understood this with how they rethought customer service. American Express got it with OPEN …

Developing an Emotional Connection with Customers: Insights from HP’s Antonio Lucio

February 23, 2016 Telling a story, creating an experience or building a relationship of any kind, with anyone, starts with an emotional connection. This idea sits at the back of the classroom for most marketers. In an article from Forbes, HP CMO Antonio Lucio talked about his formula for building a sustainable brand: E = I2+DEA or… Emotion=Insight+Innovation+Digital Engagement+Experiences+Accountability In our book, …

Wickedly Effective Storytelling: Exercise of the 5 Whys

February 16, 2016 There’s one critical element that makes a great story a great story. Relevance. In working with hundreds of companies and even more marketers on how to become stellar storytellers, I’ve noticed that relevance in storytelling is what separates the strugglers from the artists. Without exception, when we struggle to tell a story that sounds different from everyone …

Super Bowl 50: Why Some Ads Work and Others Fall Flat

February 9, 2016 The best Super Bowl ads have one indisputable trait: They tell fabulous stories. And beautiful stories are what you want, especially if you’re forking over $5 million for 30 seconds of prime-time viewer real estate. But what makes some ads sizzle while others sink? Here’s three key qualities that work every time: Make it relatable. If you’re a football fan, …

102 of the Most Inspiring Storytelling Quotes of All Time

February 2, 2016 Stories have been shared in every culture for millions of years – starting with rudimentary drawings by people who lived in caves – as a means of entertainment, education, cultural preservation and instilling moral values. The ancient art of storytelling has made its way to the boardroom, but some people – including marketers – still wonder if …

The Theory of Relativity and Brand Storytelling

January 26, 2016 In 1905, a rather unknown German physicist named Albert Einstein published three papers about the theory of relativity. Eleven years later, Einstein came up with the general theory of relativity which has become the accepted description of gravitation in modern physics. In a nutshell, Einstein’s formula shows how gravitation force can be calculated like this… Take the …

6 Characteristics of Great Brand Storytelling

January 19, 2016 Supreme Court judges have interesting responsibilities, to say the least. In 1964, the Supreme Court heard the case Jacobellis v. Ohio. The case was about a manager of a motion picture theater who had been convicted under a state obscenity law of possessing and exhibiting an allegedly obscene film and asked to have the lower rulings overturned. …

Why All Marketing Should Start With Your Brand Story

December 15, 2015 “Knowing yourself is the beginning of wisdom.”Aristotle I’ve had interesting conversations with a CEO the past few weeks. He reached out to me to talk about marketing because, as he puts it, “We create a lot of content but nothing seems to get better.” “Nothing” of course, means revenue. He’s right. They’d rebranded the company earlier in …

How to Convert Customers’ Passions Into Inspiring Content

December 1, 2015 Western Union banks on its customers’ passions to inspire remarkable content. Laston Charriez, the company’s senior vice president of marketing for the Americas, explains how it innovates in a conservative industry. Few brands have been household names as long as Western Union. Launched in 1851 as the New York & Mississippi Valley Printing Telegraph Company (the company …

REI’s #OptOutside Brand Story Proves Marketing Should Drive Operations

November 17, 2015 REI announced it is doing the unthinkable. The multi-billion retail giant is closing its doors on the biggest day of the year – Black Friday. Why? Because they’re allowing what they promise their customers through their brand story to guide their operational decisions. For marketers everywhere, this is a big deal. And a huge inspiration. In most …

Who Runs Your Content Show?

October 27, 2015by Robert Rose Here’s something you may not know about Hollywood and television. Hit TV series – like Game of Thrones, Blacklist, Scandal, and Modern Family – have multiple directors and writers. For example, Game of Thrones has had 18 directors and seven writers over the course of five seasons. Blacklist dwarfs that with 19 directors and 24 …

Are You Missing the Most Important Audience for Your Content Marketing?

October  20, 2015 All the world’s a stage, and all the men and women merely players; they have their exits and their entrances; and one man in his time plays many parts, his acts being seven ages.– William Shakespeare A few years ago I worked with a telecom company that struggled to get traction with its audience. “We have a content marketing …

How to reimagine customer needs, reinvent your marketing and make a difference

October 13, 2015by Chuck Frey By now, you’ve probably heard about the importance of storytelling as a content marketing tactic. But the question remains: how do you actually do create stories and experiences that matter to your customers? Bernadette Jiwa, in her new book, Difference: The One-Page Method for Reimagining Your Business and Reinventing Your Marketing, provides a practical framework for rethinking …

Are CMO Ambitions Too Low?

September 29, 2015 Ambitious CMOs focus on building credibility for their team. Is that enough? Some wonder if CMOs have what it takes to become the next CEO. Are we setting our sight too high? Actually, I read a report this week that points out that even these ambitions are too low. The Report – When and How Does Board-Level …

Marketing’s Leadership Role in Driving Revenue

September 15, 2015 Marketing executives must walk a fine line between building pipeline, meeting revenue expectations, managing customer experience, delivering new prospects and building and maintaining a productive team with the proper skill set. What does it take to make it all happen? That was the question at hand for a panel that Carlos Hidalgo, president of ANNUITAS hosted last …

How Marriott and GE Built Audiences Through Experiences

September 8, 2015 In 1990, there were only eight channels to reach someone – events, direct mail, fax, TV, radio, phone, billboards, and print magazines and newsletters. We didn’t have a lot of competition for someone’s attention. But today we do. Marketers constantly battle to prove how we’re “better” than the competition and we’re terrible at it. We’ve created so …