Twitter

Batman Branding for Remarkable NFPs – Part 3: Evolving Your Brand? Then Build Your Brand Mythos

By in Branding, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 0 comments

He’s seventy-eight. And one of the most iconic characters ever created. But it wasn’t by accident.   Since his debut in 1939, Batman’s mythos has evolved and transcended his comic book birthplace. He now features across every media platform – print, digital, TV, movies, gaming – and you’d be hard pressed to find anyone, of any generation, who doesn’t know him.   This final article explains how the Batman brand has evolved and become a legend of brand storytelling.     What makes a brand great? Many things. But for Brand Batman, it lies in two central things: his mythos and his humanity. His power isn’t drawn from chemicals, radiation or intergalactic magic – he’s human. It lies in his extraordinary motivation (his origin story), willpower (knowing what’s at risk) and focus (his purpose). Combined, those have become his mythos. And your NFP brand, needs one too. Everything you do to...

Batman Branding for Remarkable NFPs – Part 2: Know What’s at Risk for Your Customers

By in Branding, Business, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 0 comments

Heroes and villains. Batman and Bane. On the bell curve of all people, they’re the outliers, the extremes. Which one is your NFP?   Most people would say the former… but how were the people of Gotham inspired? Who gave them the right story and reason – the one that changed them from bystanders to participants?   The second of three articles explains the different ways Batman and Bane evoked the people of Gotham City and how, for your NFP to do the same, you need to ask-and-answer four questions…     Are heroes born or made? Both. In the case of Batman, he was made from the tragedy of his childhood. Just an ordinary person, who in a time of crisis, was inspired to rise up and become a reluctant hero. And there’s been others, at other times, for other reasons. But there’s also those who’ve fought the hard battle and then realised… they’re on the wrong side. They’ve mistakenly believed...

Batman Branding for Remarkable NFPs – Part 1: Rediscovering the WHY of Your Brand

By in Branding, Business, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 0 comments

The Dark Knight. The Caped Crusader. The Winged Avenger. No matter the name, there’s no superhero like Batman.   His origins are human and he has no superpowers, but he fights for what he believes and wins our hearts.  So why do we love him? Simple. He knows his calling.   This, the first of three articles, explains how your NFP brand can be remarkable – like Batman – by truly knowing (and owning) your purpose.     Batman knows his beginnings. All too well. His alter ego, Bruce Wayne, describes the trauma of the night his parents died, as when “all sense left my life.” It becomes his mantra and the driving force behind his life’s work — and the reason why he relentlessly pursues its fulfilment. Like Batman, all great brands have a deeper purpose. They’re acutely aware of the underlying purpose for their product or service. Be it for-profit or not-for-profit, powerful brands such as...

What’s Baked into Your Brand? Is it FAB?

By in Branding, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 0 comments

Baking benefits into your brand mix makes it magical   It’s actually almost alchemical. You put sticky spoonfuls of dough in the oven and you get warm, gooey cookies. Except … it’s not really magic, it’s science.   Similarly, by baking benefits into your brand … it will be as irresistible as fresh-baked cookies.     You like soft gooey centres. He likes a snap to the bite. Oh, if only there was a cookie recipe that pleased everyone all the time. Yes, it’s tough in the kitchen. Just like the omelette and risotto (which many believe are the true test of a chef) the humble cookie is the baker’s crucible. Why? So few ingredients, yet so many possibilities for disaster. Brand messaging mirrors the pastry chef’s cookie challenge — because it’s what goes into making a message that makes all the difference. So pay close attention, I’m about to share my best message baking secret. I learnt...

If You Build Your Brand, Will They Come? Ask AIDA…

By in Branding, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 2 comments

Sometimes you can get a little too much sun, basking in the glory of building your brand.   So much so, that you start hearing voices telling you “If you build it, they will come.”   That line may have worked for Kevin Costner’s character in Field of Dreams, but advice like that can prove disastrous for a brand start-up. Great brands work to a process, to create both sales and success…     It’s got to be said. Field of Dreams lied to us. Why? The voice that spoke to Ray Kinsella and told him to carve that dang baseball diamond from his head-high cornfield left something out. Yes, the tiny tidbit missing was, “If you build it, they will come. But it’s gonna take some effort to get them here.” In the movie, the ghosts of great players miraculously emerged from the cornfield to play ball on Ray’s field, but that sadly doesn’t happen in the real world. Your customers won’t...

We’re born to create. Are you leaving something worthwhile?

By in Copywriting, Creative Life, Quirkies, Stories | 5 comments

Have you ever woken up in the morning and felt an ache inside?   A feeling that there’s something more you need to do? That you’re destined for something greater? So go do it. Make a mark. Or even … just begin.   But sometimes you need a kick-start. Here’s a few for you: What creative legacy do you want to leave? Look for places to make a difference.   What mark you want to leave as a unique reminder of your life? Find people and places where you can add, not take away.   What undiscovered treasures have you dreamt of finding? Open new eyes to hidden gems.   How wide is your life right now? Make sure you live life’s width as well as its length.   What’s your passion, something you’re always talking about everywhere you go? Make you heart sing.   We’re only here once (that we’re sure of). Make sure you’ve left something.   What can you add? Leave your mark and then go out...

The evil truth about contrast and conflict in all great storytelling

By in Branding, Copywriting, Stories | 4 comments

Our everyday life and language is built on opposites and contrasts.   I hate you … I love you. You’re beautiful … I’m ugly. We’re rich … they’re poor.     And if you ask someone how things are going, you’ll typically get a conflicting message “Oh, it’s up and down” or “I’m so cold, but my feet are warm.” Thinking about it, our lives and surroundings are based almost entirely on binary oppositions, or paired contrasts – night and day, left and right, man and woman. And their very co-existence is essential for us to understand the world, events and emotions. For understanding to occur, things need their paired opposite. Their very opposition creates and gives meaning. We get it.   Darkness proceeds daylight That means we don’t actually learn and derive meaning from what things are, but from their relationship to other things. Have you ever considered how you’re able to understand (and...