Sep 27, 2018
Soup’s Down! How Tired Brands Can Refresh Through Story
By Zachary Vickers The $4.5 billion U.S. canned soup industry has been flat since 2012, and Campbell’s — with 40 percent of the market share — is the face of […]
Sep 7, 2018
Why Bad “Plot Twists” Ruin Brand Stories
By Zachary Vickers When Norman Mailer said that the novel was dead in 1955, perhaps he was also heralding the impending fate of independent bookstores. In 1995, Amazon become “Earth’s […]
Aug 29, 2018
Selling a Story You’re Not Telling
Craft a Narrative Built for Indirect Customer Marketing By Lindsay Cottman A staple of camps and classrooms is the children’s game “telephone.” The kids sit in a circle, and work […]
Apr 17, 2018
Coachella and the Art of Crafting a Timeless Story
By EM Ricchini Twenty-five thousand people gathered to watch Pearl Jam play at Empire Polo Club in Indio, California on November 5, 1993. The show originated in protest: Pearl Jam […]
Mar 22, 2018
Collaborative Cultures Cultivate the Cheesiest Concepts
Flamin’ Hot Cheetos Shows the Janitor May Be Your Next Product Leader By EM Ricchini In the years since they entered the market in 1992, Flamin’ Hot Cheetos have transcended […]
Mar 15, 2018
FCK ‘em If They Can’t Take a Joke: The Art of the Brand Apology
by Kelly Sarabyn “My new goal is not to explain jokes.” In 2015, the Internet’s mob mentality trained its ire on Tina Fey, demanding an apology for a perceived racist […]
Feb 22, 2018
Message isn’t a Binary Choice
By Hannah Landers Ladies of the world, rejoice: PepsiCo recently announced that it is creating a line of snacks just for you. No longer will women have to abstain from […]
Feb 15, 2018
Why Xerox Died
How Brand Story Can Keep a Company Alive By Kelly Sarabyn Offices everywhere are at the end of an era: after 112 years as an independent company, Xerox has reached […]
Feb 13, 2018
The Thirst is Real: Diet Coke’s Struggle to Attract Millennials
By Lindsay Cottman Diet Coke is in the throes of an identity crisis. Faced with consistently declining sales, Coca-Cola announced the introduction of four new fruit flavors to maintain its […]
Feb 6, 2018
Alexa, Show Me the Best Super Bowl Ad
By Kelly Sarabyn The Super Bowl is not only the largest televised event on the planet — it’s one of the rare times when viewers actively tune in to watch […]