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 […]
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 […]
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. […]
Feb 21, 2024
A New Audience Doesn’t Mean a New Story
Among the 70,808 people in the rowdy crowd of Buffalo Bills fans at the 2024 AFC East Championship Game was third-grader Ella Piazza. Like most eight-year-old girls, Ella had never […]
Sep 27, 2023
You Are What You Buy
Every year, around 4.4 million new businesses are launched in the United States, but between 15 percent and 25 percent of them won’t make it past their first year. In […]
Sep 26, 2023
Making Customers’ Stories Your Own
Who’s the protagonist of your brand’s narrative? Essential brands build their strategic narrative around their customer, sharing the story of how the customer can overcome their challenges with the help […]
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Aug 18, 2023
Why Great Technology Isn’t Enough
Unlocking Go-To-Market Success with Strategic Narratives for B2B Technology 75 percent of venture-backed companies never return cash to investors. Even with the advantages of capital and a product in which […]