Today, your brand story is how you distinguish yourself from the storm of information overload and attention deficit.
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Good advertising has always told stories about brands, but now the business model itself is becoming the brand story.
The order of communicating a brand story also has of course changed.
The brand story is what allows your message to travel.
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If you over complicate your businesses process or communications message, people will find it difficult to connect with your brand and share your story.
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When you incorporate what you are sensing through taste, touch, smell, sight, and hearing, when telling the story of your brand, the reader can better identify with what you have experienced.
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If the ultimate product brand marketeers are looking at using their enterprise story commercially, shouldn't you consider investing in your corporate brand too?
"The Vera Wang brand does not sell her personal love story nor her marriage, but the soul of a New Yorker dedicated to offering women a luxury lifestyle brand, " said Leis, who is also a former director of marketing for Saks Fifth Avenue New York.
The user is the hero of the story, not the brand or the thing.
Five years ago Forbes writer Monte Burke captured the decline of Davis and the Raiders brand in an extremely insightful cover story.
Story Telling Tales: Brand that seek real differentiation and wish to establish emotional connections that result in real band engagement with consumers will need to get much better at storytelling.
And of course, the development of a brand image is only part of the story.
Beyond these three key brand elements, let the Star Trek story go where it wants to go.
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We view this as an ongoing story arc that VW is a brand that can make you feel good.
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How do you take a brand that is so tarnished and tell a different story?
Your personal brand is reflected in your look, in your story, and most importantly, in your actions.
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Bad REITs Our Aug. 10 story on mortgage REITs warned that this brand of real estate investment trust was ripe for a crash.
But whether the prime-time gig will prove advantageous for the Berkshire Hathaway (nyse: BRKA - news - people ) brand will depend on both the direction of the story and the success of the show.
As anyone with an iconic brand knows, visual identity is fundamental to expressing its story.
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The two, who married in 2005, create the characters' story lines and share responsibility for managing the brand.
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If I were a designer of any repute or had a spec of design skill, I would make an illustration that depicted a brand sitting in a chair in a bedroom reading a story to a consumer, who lied anxiously under the covers waiting to be regaled about stories of adventure, escapades and perhaps a coupon or two.
The beauty of college athletics is that there are always great story lines fueled by history, politics, and brand name bragging rights.
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Then sometimes a brand promise and a brand experience coincide in a surprising way, like in this story that took place on a recent weekend.
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The startup has already expanded the mobile game onto every platform imaginable, while simultaneously deploying a brand strategy, a la Disney, to craft a larger story around its game.
Among the 1, 000 non-marketing folks, it was pretty obvious that they all want and enjoy a brand to proverbially pull up the chair and tell them a story as they are also attempting to sell them something.
He divided the brand into age segments and made sure that almost every line had a story attached to it to encourage girls to buy more accessories and play sets.
The team developed a story telling strategy that focused on two-way communication between the brand and customer.
My task is simple: Produce a story that resonates with consumers and creates an emotional connection to the brand.
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