Now that marketers in practically every sector prioritize content marketing, storytelling is heralded as a brand’s most effective approach to developing content.  It makes sense — people are emotional beings, so we respond to stories because they engage us on an emotional level.  And, as Nicholas Ind and Oriol Iglesias write in Brand Desire, “Brands […]

brand-as-business bit:  Last week, my guest post “Once Upon a Company” ran on upMover, the blog of UpMo, an employee-centric career management company.  I wrote about the power of storytelling to engage employees.  I realize that some business leaders may want to leverage internal storytelling but may not know how to do so.  Here are a […]

brand-as-business bit:  The folks at UpMo, an employee-centric career management company, asked me to contribute to their blog, the upMover.   I thought it was the perfect opportunity to share about something I’ve been thinking about for awhile now:  the power of storytelling to engage employees. Companies often use advertising and social media to share rich […]

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 […]

(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 […]