Month: January 2016

How to tell the world a story

How to tell the world a story

I really like Ed Woodcock’s description of what it takes to build a fascinating story. Creativity, resonance and purpose are all key attributes of successful storytelling, he observes, in a recent piece on top storytelling brands. It’s fascinating to observe how those characteristics are playing out across the economy.

The brands that break the rules

The brands that break the rules

The rules for developing and managing brands are laid out in a range of principles and frameworks developed by extraordinary marketing minds. Time and time again, we’re told brands follow these rules to achieve success. But every so often, you encounter a highly successful brand that seems to defy the theory. And there are lessons for all of us in that success as well.