Creativity
How To
How to Tell an Unforgettable Brand Story
When it comes to brand storytelling, no one wants to be a one-hit-wonder. A prime-time Superbowl ad campaign might go viral the next day on Twitter, but without a consistent brand message that engages your audience long after the main event, the connection you’ve sparked with those potential customers will ...
Trends
How Holiday Marketers Can Blend In-Store and App Experiences
For a second consecutive year, the holiday shopping season will see digital and in-store experiences intermingle as more consumers rely on their mobile devices to help cross off items on their gift lists. Some people are still steering clear from shopping in stores, opting for shipping or buy online pickup in ...
POV
How Creating a Product Story Can Generate Sales
It’s been reported that stories are 22 times more memorable than facts. So, you can tell a customer all day the details behind your top-notch, hand-woven, rated No. 1, etc. product or service consistently for a decade, but those facts won’t matter as much as the story behind it. Cognitive ...
Best in Class
Busting the Myths of Creative Content with Adobe
Adobe’s Executive Creative Director Adam Morgan had some truly insightful learnings to share regarding long-held creative beliefs at this year’s industry-leading installment of Content Marketing World. “Some principles that we think are truths, may not actually be truths,” he warns, outlining three commonly kept ideas among the content marketing crowd:Above ...
How To
Prove It: Using Content as Evidence of Your Most Important Claims
Melanie Deziel (Chief Content Officer, StoryFuel) opened her Content Marketing World 2021 session with a tough pill for marketers to swallow. "Your audience doesn't trust you," she matter-of-factly stated to a packed room of content creators, publishers, and marketing storytellers.Deziel goes on to cite a jarring 4As study that states ...
How To
4 Ways to Build Brand Salience Through Storytelling
Creating brand distinctiveness—for challengers and even legacy organizations—is more attainable than ever.Stories can’t stand still. With enough skill, passion and resources, brands can become more salient and grow, or begin to lose their salience, become noise and decline. Salience—the quality by which something comes top of mind at the all-important ...
