Currently viewing the tag: "storytelling"
2011 year in ideas
by denise lee yohn
on December 20, 2011
· 0 Comments
· in brand communication, brand delivery, brand identity, brand names, brand perceptions, brand touchpoints, business, innovation, marketing, retail
In the spirit of New York Times Magazine’s annual Year in Ideas, I’ve compiled an alphabetical digest of ideas, from A to Z, that I wrote, spoke, and passed along over the past 12 months. The following are excerpts — the original pieces linked.
What are some of the different views of the value, role, and best approaches to paid, owned, and earned media? Why are conversation and storytelling so important in today’s media? How can companies use content to make people’s lives better? These are the questions I cover in today’s inteview. My guest is Sam Rosen, Creative [...]
trader joes, where less is more
by denise lee yohn
on May 31, 2011
· 6 Comments
· in brand communication, brand delivery, brand touchpoints, marketing, retail
(Welcome to the second in a two-post series on how retailers manage the choice conundrum. This is written by C. B. Whittemore, Chief Simplifier of Simple Marketing Now, a marketing communications consultancy focused on simplifying customer interactions with social media and content marketing. The first post, REI Makes Choosing Easier, which I wrote, can be found [...]
Several weeks ago Bloomberg BusinessWeek published an article about Steve Jobs entitled, The Last Pitchman. It documented Jobs’ seemingly inexplicable ability to sell practically anything, as evidenced by his glorious pitch for the iPhone 4, a “new” product which the news media had already gotten hold of and detailed weeks before. I tore the pages [...]
I’ve finally gotten around to reading “The Opposite of Fate: A Book of Musings,” a book released quite awhile ago by Amy Tan, the author of best-selling novels like The Joy Luck Club and The Kitchen God’s Wife. Like all of her other writings, this book has been a delight to devour. Not only has [...]
Today I’d like to do a little experiment. I have an idea for a new brand tool but my thoughts aren’t fully fleshed out. So I thought I’d use this blogpost as a way of reaching out to like-minded folks who might be interested in refining and fleshing out the idea. The following post outlines [...]
Sunday’s NYT featured an insightful analysis of “Survivor,” the reality-show pioneer from CBS, currently in its 16th season — the piece recaps the show’s rise to popularity and its current slow decline. Once again, Hollywood has provided an excellent lesson in brand-building
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