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Kill the Click: Digital is All About the Clock
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...
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Brands Just Want to be Remembered
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...
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Breaking the Story Code: The Brand Storytelling “Hero’s Journey”
“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...
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“Universal Truth”— Step One of the Brand Storytelling Hero’s Journey
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...
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“Emotional Hero”— Step Two of the Brand Storytelling Hero’s Journey
EACH STEP OF THE Brand Storytelling Hero’s Journey is essential, but perhaps none more so than step two, the Emotional Hero. You might argue that emotion isn’t just a step; it’s a core ingredient in...
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“Twist of Fate” – Step Three of the Brand Storytelling Hero’s Journey
YOU HAVE CANCER. You go through treatment, get very sick and then, slowly but surely, you get better. The most advanced medical technology available saved your life – but then you drop dead at a...
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“Transformation” – Step Four of the Brand Storytelling Hero’s Journey
“The only thing that is constant is change.” – Heraclitus, Greek philosopher OUR ABILITY TO CHANGE defines us. Star Wars worked because Luke Skywalker became something greater than even he believed...
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Breaking the Story Code: Why the Brand Storytelling Hero’s Journey Matters
“The world is shaped by two things – stories told and the memories they leave behind.” – Vera Nazarian, author STORIES ARE PATTERNS. Understanding these patterns, these codes hidden in plain sight, is...
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Memories, Social Media and the Secret to Transforming Time
TIME IS A THIEF. My first memory was not my first memory, it was simply all that was left after time erased the first eight years of my life. Time took away my dad so it took any memory of him too....
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A Japanese Music Lesson in Brand Storytelling, No Translation Needed
THE BEST STORIES don’t need to speak to us in order to speak to us. Language can be a barrier. We hear the words and instantly create perceptions that may or may not be intended. Words can deceive....
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Brand Superheroes: What’s Your Origin Story?
IN THE FIRST AVENGERS MOVIE, you see a team of superheroes join together to fight a common enemy. They use their powers to save the world, with little to no regard for their own safety. But you don’t...
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