All Deya: meet the artist behind the best beer brand going
As craft beer brand Deya turns ten, we talk to Thom Hobson, the artist behind the distinctive look of the young brewery that does things differently
Less jargon, more joy: The new rules of B2B voice
In business, the bottom line is everything. But behind every business is a human – and you need to know how to talk to them, says Reed Words’ Orlaith Wood
CR’s guide to the 2025 UK degree shows
Find out details for the undergraduate art and design showcases taking place this summer around the UK
Is women’s sport at a creative tipping point?
As the cultural momentum around women’s sport reaches fever pitch, we explore how brands are embracing diverse new audiences and challenging the conventions of sports marketing
The storytelling of your brand makes everyone notice your work
how to write a brand story
had to dig up this older article that supports… http://www.adweek.com/agencyspy/stefan-sagmeister-to-creatives-no-fckhead-you-are-not-a-storyteller/70383
You’re absolutely right, Nick. Every single one of your generic examples is spot on.
Wow. That was cynical.
Storytelling is an advertising technique and would be better called storyselling.
Blimey, Nick, I’d love to re-light your campfire. The story-thing is a (very practical) way to help clients think about their brands; writing a brand narrative (in the Joseph Campbell ‘monomyth / hero’s journey’ sense, or more latterly the Jonah Sachs ‘Winning The Story Wars’ sense) gives a framework for that. As a simple example, there’s a significant mindshift when brand owners see that they are not the hero, but the mentor, in a big story (that does involve a struggle) that they get to tell and re-tell. Ad and PR campaigns are the chapters or episodes in that brand narrative.
Call me (Ismael).