Oct 27, 2024
From Fresh to Fatal
A strong brand promise is the guide to strong decision-making One bakery’s lie could have been a customer’s last meal. In February 2024, Michelle Siriani, the owner of gluten-free and […]
Oct 16, 2024
Sock It to Me
How Socks and Bags Became Symbols of Self You’re walking down a bustling city street, surrounded by a sea of branded tote bags swinging from the arms of passersby. Each […]
Oct 3, 2024
Third Place Displaced
When Michelle Eisen began working as a Starbucks barista in 2010, she loved entering her store every day. It was always packed with people. She witnessed first dates and reunions […]
Jul 24, 2024
Are Your Customers Buying the Status Quo?
Green brands can’t just rely on believers in sustainability to drive their businesses forward. Tami Jarvis loves animals and hates plastic. Horrified by gruesome videos of animal cruelty and the […]
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Jul 5, 2024
Prompting with Purpose: How Strategic Narrative Will Change the Way You Use ChatGPT
Yes, you can write ChatGPT prompts that tell your brand’s story. Here’s how. If you’ve done any scrolling on Twitter or LinkedIn recently, chances are you’ve felt like the ground […]
Jul 3, 2024
A Story That’s Stalled Out
Why Southwest Airlines Has Hit Serious Turbulence—And What to Do About It David Brownlee is a happy Southwest Airlines flier. Four years ago he was stuck traveling for business and […]
May 29, 2024
Don’t Slack on Story
When email gained popularity in 1993, it heralded the arrival of faster, more effective business communication. But as email became ubiquitous, it quickly gave way to torrents of messages and […]
May 8, 2024
Mind Over Market
When note taking app KustomNote rebranded itself as Transpose, “the easiest way to run your business,” they had good reason to think it would be successful. The B2C startup had […]
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Apr 3, 2024
What’s at Stake in Your Sales Funnel?
When customers discover a consistent story of change—they can’t wait to buy In late 2023, LinkedIn’s B2B institute analyzed 7,046 brands on its platform. It found only 16 percent—16 […]
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Mar 27, 2024
Build a Playlist That Keeps Your Customer on “Repeat”
Are you one of the 160 million people who shared a Spotify Wrapped playlist last year? Music is a deeply personal and emotional experience. It tells others who you are. […]