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The Value Of Stumbling Around In The Dark
After decades in the business, the recipe for success remains the same There are not many instances in my life or career where I followed a traditional path to achieving my goals. This wasn’t because I was such a maverick, intent on doing it my way and breaking with tradition. I just didn’t know any better. I took the route that seemed open to me, which was never the well-worn path of others. When I was first starting out, rather than trying to get an entry-level job with an advertising agency, I joined forces with another novice and simply started our own. I came from the music industry, and he came…
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Better Brand Engagement Through Creative Storytelling
The path to better consumer engagement lies in making the customer the hero of the story Suddenly, everyone is a storyteller. As if stories haven’t been at the heart of human culture since the dawn of time. It’s easy sometimes to become enamored with all our technological advances and arrogantly believe we have transcended our primitive roots. We can ignore the stories now and get right to the details. Forget the narrative and show them the goods. The thing is, that’s rarely the case. Eventually, we come back down to earth and realize that it’s all storytelling in the end. The biggest obstacle facing most brands today is the ability to…
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Why Storytellers Matter
An international branding expert explores the value of authentic storytelling and how it informs the practical world Not long after we crawled out of the primordial ooze and discovered fire, human beings began to tell stories. We started painting on cave walls to document our lives, and as our brains and soft palettes developed, we told stories. Eventually, we learned to draw pictures of the sounds we made and began to write our stories down. We told stories to explain the world around us, where we had come from, where we were headed, and why we were here. From this humble beginning, we branched out to religion, science, history, art,…
