Last month, I wrote about how authentic brands that last and endure build a loyal community. This month, I’m tackling a...
Mike Jones
To Build an Enduring B2B Brand, Start Small
A strong, healthy B2B brand builds a community. If a B2B brand is serving customers well and consistently, and guiding its...
Reach Your Brand’s Audience. Use Story.
How do you truly connect with your brand's audience? Through story. Great stories stick with us...and the reason why is no...
How to Tell a Remarkable Brand Story
This is it, remarka-fans. How to tell a remarkable brand story This month, I’m cutting right to brand story—the heart of a...
The Power of a Great Brand Metaphor
There’s any number of highbrow ways to kick this article off. Where to start? In going with a splendid example of a...
Tell a Better Brand Story by Embracing Your History
Unless you work in the candy industry, you probably didn’t know that M & M's only became a household name after selling...
The Importance of Location in Brand Story
Here’s our elevator pitch—Star Trek on a pirate ship. Same cast. Same plotlines… but instead of the outer reaches of Deep...
Using Brand Archetypes to Build a Consistent Personality
If you watch a popular movie or read a best-selling book with your brain turned off, you’ll probably get some déjà vu....
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