Category Archives: PR & Marketing

“Universal Truth” — Step One of the Brand Storytelling Hero’s Journey

Posted on January 13, 2014 by

IN MY FIRST POST, I briefly described the Brand Storytelling Hero’s Journey, a new model based on the original Hero’s Journey developed by Joseph Campbell. It’s a pattern rooted in mythology which has stood the test of time – and … Continue reading →

Posted in Popular Culture, PR & Marketing | Tagged , , , | 1 Comment

Breaking the Story Code: The Brand Storytelling “Hero’s Journey”

Posted on January 7, 2014 by

“A hero ventures forth from the world of common day into a region of supernatural wonder; fabulous forces are there encountered and a decisive victory is won; the hero comes back from this mysterious adventure with the power to bestow … Continue reading →

Posted in PR & Marketing, Uncategorized | Tagged , , , | 2 Comments

Brands Just Want to be Remembered

Posted on August 8, 2013 by

I wonder what people would do if they knew. Every day, all around them, companies and brand managers and marketers are jockeying for attention. Consumers are segmented into audiences, targets and strings of data. They are talked about and analyzed … Continue reading →

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Kill the Click: Digital is All About the Clock

Posted on July 24, 2012 by

IT’S TIME TO KILL the click. This isn’t something the traditional digital advertising industry wants to hear (and yes, there is such a thing as “traditional” digital advertising.) Clicks equal cash goes the maxim, though those selling clicks are the … Continue reading →

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Journalists to Brands: Don’t Give Us “Content,” Tell Us Stories

Posted on July 6, 2012 by

ALTHOUGH I CAN’T TRACE THE ORIGIN with any certainty, I’m nevertheless pretty sure that the word “content” was first used by a marketer, not a by a journalist. Journalists are in the business of stories. Always have been – and … Continue reading →

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Communities of Intent: The New Bing Tries to Resuscitate the Web

Posted on May 12, 2012 by

THE WEB IS BACK. Or at least Bing, with its new social-focused interface, is trying to make the Web relevant again – while making Google less relevant in the process. Over the coming weeks, Bing users will not only get … Continue reading →

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Why Most Brands Will Suck at Storytelling

Posted on May 7, 2012 by

“STORY” IS THE NEW “CONTENT.” As buzzwords go, story isn’t entirely bad — for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits. So … Continue reading →

Posted in News Media, PR & Marketing, social media | Tagged , , , , , | 2 Comments