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STORIES speak to your heart

No matter your age, stories capture your heart – they’re a universal language

 

“The future belongs to a different kind of person with a different kind of mind: artists, inventors, storytellers-creative and holistic ‘right-brain’ thinkers.”

~ Daniel Pink, author
Every Brand Needs a Genesis Story

Every Brand Needs a Genesis Story

Much has been written about the importance of brand storytelling and how the stories surrounding a brand, can either make it, or break it.   Nowhere does that ring truer than for those brands driven by a purpose or ideal greater than themselves and their own success. For them, their story brings them to life. It activates, animates and authenticates their very reason for being.   The humble beginnings of a brand, often does more than just tell how it started. Be it two nerds in a...

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B Corps Putting Belief, Above Profit

B Corps Putting Belief, Above Profit

There’s a new sort of caring sharing change-making company, that’s gathering momentum, worldwide.   Dedicated to achieving a higher purpose and striving to be the best for, not in the world, the B Corporation movement is working to redefine business success – as a force for good.   Certified B (or Benefit) Corporations are for-profit companies that seek to find a better way to do business. To pass the rigorous certification process – managed and re-certified every two years by the...

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5 Flavours of Lip-Smacking Content

5 Flavours of Lip-Smacking Content

Ice cream is loved the world over. It’s a special treat, comfort food and a memory maker… Just the thought of it fills us with so much feel-goodness, that we can’t help but say 'Mmm'.   Now hold onto that feeling, because that’s exactly what great content should do for you… be memorable, tasty and leave you wanting more…   If you haven’t seen the kid’s film Cloudy with a Chance of Meatballs there’s a scene where it’s raining ice cream and scoops of every imaginable flavour pile high...

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Too Much Choice Leads to Nothing

Too Much Choice Leads to Nothing

You’re stuck. By too much choice. And it’s bad for you.   Is that statement right, or wrong? Maybe. Or maybe not. Feeling conflicted? That's highly likely. Your mind’s now swimming and you’re considering whether you really have time to read this article and find out more… but probably, like most people, you’ll just opt-out and doing nothing.   To explain all that, let’s talk jam. And behavioural science… Two psychologists, Sheena Iyenar and Mark Lepper, identified a problem they...

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What does ‘she’ want? Products, service and spaces with an authentic female focus

What does ‘she’ want? Products, service and spaces with an authentic female focus

Every woman’s life is a unique story. Yet her demands overlap, with her soul-sister’s. This final article in a 5-part series on the Power of the Female Economy, explains how women’s shortlist of product wants and needs, isn’t that complicated.   It’s an obvious truth that as a woman’s life progresses, her expectations of products, services and spaces evolve… which is why you can’t rely on anyone’s lifetime, unfailing loyalty. For women, there are only three things that hold their loyalty:...

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Why She Buys the Way She Buys: the female purchasing pattern, looks different to a man’s

Why She Buys the Way She Buys: the female purchasing pattern, looks different to a man’s

Men and women differ. And their buying habits, are no different. Shopping is female.   This fourth article in a series on the Power of the Female Economy, explains how women follow a spiral pattern when buying – that moves between logic and emotion.   But wait, there are two fundamental building blocks that support that wildly sexist statement. Guys are genetically disposed to being hunters ­– they walk through the woods and consider themselves unsuccessful in their pursuit, unless...

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The Many Minds of Eve: females think and buy, differently than men

The Many Minds of Eve: females think and buy, differently than men

Women and men are different. That’s obvious. But it’s the minutiae that counts.   This third article in a series on the Power of the Female Economy, explains how women are as different psychologically as they are biologically, from men… which directly affects their how and why of shopping.     As Faith Popcorn famously put it, “they’re as different shop-ologically as they are biologically.” With that simple statement in 2000, the world awoke to a savvy marketers’ golden...

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