I love to see brand marketers look inside their own company for inspiration. And when you happen to be an iconic brewer like Guinness, the riches to be found there are endless. Let’s learn more about malted barley from the masters of the art… “Two things have always been at the heart of the Guinness […]
Stock photography and videography is the bane of any respectable art director’s existence. Or is that a tired old fable that makes little sense today? The knock on stock has always been that anyone can use it and everyone does. Yet, there’s no law against using stock well. The “Generic Millennial Ad” above was created […]
Susan Credle, global chief creative officer at FCB, believes in the power of story to move people to buy and to believe. She’s not alone in this, although it pays to clearly make the argument over and over. In a guest piece written for The Wall Street Journal, Credle explains the great tradition that today’s […]
I’ve written recently about my skepticism of the worshippers of “brand storytelling” as the new Holy Grail of advertising. So, I wasn’t sure what to expect from Jim Signorelli’s book StoryBranding: Creating Standout Brands Through the Power of Story.
Not long ago, I got an assignment for a technology company. They were an also-ran company in a crowded category, and they didn’t have a strong brand identity or any real unique benefits to tout. In a situation like that, there are basically two choices: concoct a story that may or many not be rooted […]
You know you love a campaign when you’re jealous or sad that you did not make it yourself. Such is the case with this narrative approach to customer testimonials executed last year by Toyota and Saatchi & Saatchi. The animation is great, and the stories from real customers are great. This is a classic example […]
Court Crandall of WongDoody/LA likes to make movies. He has a story credit on Old School (2003) and was the screenwriter on A Lobster Tale (2006). His latest project, Free Throw, takes Crandall and crew into Compton where high school kids with good grades will compete to win college scholarship money. I discussed the project […]
Abe’s Market, an e-commerce hub that opened in October 2009 sells natural, organic and eco-friendly products from more than 180 small businesses around the country. The Web site’s founders — Jon Polin, 40, and Richard Demb, 33, say Abe’s offer customers something that eBay and Amazon cannot. Namely, stories about decent, hardworking people who make […]