Kara Goldin, the founder and CEO of Hint Water, turned an idea that struck her one day at the kitchen table into a $150 million a year business. Along the way to building a popular lifestyle brand, Goldin discovered the power of storytelling to grab attention and attract loyal customers. "It's really important to bring your personal story into the brand identity" Goldin told me during a recent...
Your customers don't buy a product; they buy a story. If they like the product, they'll share the story with a wider audience. The two entrepreneurs behind the fashion retailer UNTUCKit understand the power of story to sell a brand. And they know the power of simplicity in telling that story. This week UNTUCKit announced its first overseas expansion. With more than 80 locations in North America...
I am driving and listening to BBC business radio. I hear a conversation on LinkedIn about "likes" and "endorsements." The radio commentator expresses that LinkedIn "likes" and "endorsements" are a "fatally flawed strategy" and criticises it further by saying, "it is nothing more than "I scratch your back and you scratch mine' strategy." Having closely observed so much of the "likes" activity on...
About 3 years ago we developed a story for a leading hospital in Vietnam. The story was published on Youtube and has garnered only 5000 views as of today. Does that mean the story was unsuccessful? No, it was successful and here is how. Storytelling is a brand marketing effort but we treat it like direct marketing. Hence, measure it. We measure it because internet now allows it. Brand marketing...
Ever been in a situation when you are in a meeting and someone says something you don't understand? Most likely, you didn't ask because you were ashamed of how ill informed you were. Well, contrary to your belief, you are not ill informed but there is just something new for you to learn. Here are 3 stories of similar situations, one of which is my own. hope you will be encouraged to ask and not...
"We want to tell our story." "We want to tell it fast, 90 seconds maximum." "We want people to understand what we do." We want people to know why are we different from others." "We want data in the story that brings credibility." These are some not all of the "We wants" I hear from brand marketers when we work on a story with them. The American Cancer Society creates an impact without the crutch...