“If a tree falls in the forest and no one is around to hear it, does it make a sound?” This famous philosophical riddle by Alexander T. Jackson, one of the 20th century’s greatest minds, reflects one’s perspective on reality and hearing and is inspiration for this post. If your brand is never spoken of, is it really a Brand? I believe response to this question is in great part due to two key factors: 1) one's definition of a brand 2) perception of “brand engagement.” Ironically, if you survey the conversations marketers are having today regarding social media for brand-building, you will see both factors surfac ...
Many of the brand storytelling themes that were once regarded best practice and believed to be meaningful, we know now is relatively ineffective in generating enduring customer interest and trust. This article provides seven strategies for how to evolve beyond mere information to a more human-centric approach to storytelling.
“Communication Can Be Hard to Get Into” by Alan Levine / CC BY Flickr "Communication" is Key! Communications has a bad rap. Long (and wrongly) suffering a “soft skill” or lower priority taint, it – at the same time – is considered a key leadership strength. What? The disconnect has harmed the practice, and even seeing it as a “practice” or separate role has harmed the integration of communication into EVERYONE’s job. Not to discount at all the importance of deeply trained marketing and communications professionals, but the power of their work is only further enhanced by more corporate leaders who can authentically (an ...
This is the fifth post from our brand storytelling series. It explores the rise of social networks and how this has not only democratized communication between business and people, but also the topic of leadership. True leaders have the ability to inspire the mind and embolden the heart to take action.
Why is employee engagement often regarded as a “nice-to-have” vs necessity, when in reality it is not unlike the challenge of building external community and engagement. This post takes a deep dive into the biases and the reasons why the misconception and lack of support and investment.
We synthesize what we learn and observe in order to better understand and connect. Contrast this approach to what happens in business. Ironically, the default response is to break down through analysis. This process of re-interpretation is meant to simplify information – but in the long run it produces a distant and simplistic understanding of the customer. The difference is not only philosophy and methodology. More importantly it is proving to be a significant business disadvantage.
Many of the story themes that were once regarded best practice and believed to be useful, we now know via social media as ineffective in generating meaningful and enduring interest. The new tradition of storytelling is less about what “THEY (corporation) want people to know,” and more about the stories that people can relate to on a human level.
We see the terms “brand” and “sustainability” mentioned together more often today than ever before. Since brands usually function as the connection between business and people, their role has evolved beyond marketing to also represent corporate social responsibility (CSR) efforts. But when a corporation's sustainability commitments become unfulfilled promises, or fail to engender broader support - the future of a sustainable brand can ultimately become "unsustainable."
Paul D. Miller, a.k.a., DJ Spooky (That Subliminal Kid) in an artistic and multi-media inspiration. He is a composer, writer, editor, conceptual artist, DJ, and app developer, who is creating music and inspiring not only appreciation for the arts, but appreciation for the environment and the impacts of climate change. Read this exclusive interview and access free downloads, compliments of Paul.
We all know how much we can learn about ourselves through the eyes and feedback of others. The same holds true for brands when seen through the eyes and exchanges happening between people. Conversations are going on every second about a brand - but the majority of these conversations are happening amongst people - not brand to people. Whether topics are introduced by the media, influential voices or consumers, brands for the most part are either the outsiders listening-in or completely disconnected from such conversations.
“WHY” is a”socially engaging brand” different from “the social marketing of a brand? “ And “why” must marketers alter their marketing strategies and communication tactics for the sake of social media? The biggest challenge marketers face regarding social media has less to do with what and how, but “why?” build a socially engaging brand. The answer defies the very notion of “marketing” itself.
Why brand communication fails to actually "communicate" to people Do you remember the classic story of the Wizard of Oz? Well if you don’t, then I highly recommend you rent it soon. I say this not only because I’m nostalgic, but moreso because it offers a particularly great lesson in branding. Take for example the Tin Man. He plays a key role in Dorothy’s journey. He’s eager to participate but is handicapped because of his inability to feel, relate and build relationships. These shortcomings he attributes to his lack of heart (and I mean this literally) because he is built without one. When a man's an empty kettle, He should ...