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Nov 8, 2018

Google It, Xerox It, FedEx It, Post-It: How Story Can Help Prevent Brand “Genericide”

By Zachary Vickers Barry Manilow is known for chart-topping hits like “Looks Like We Made It,” but few may realize that many brand jingles we still can’t get out of […]

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Sep 28, 2018

A Case for Taking the Long Road

By Lindsay Cottman Famed operatic soprano Beverly Sills used her vocal talent to sing, and to impart wise words, once musing that “there are no shortcuts to any place worth […]

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Sep 27, 2018

Soup’s Down! How Tired Brands Can Refresh Through Story

By Zachary Vickers The $4.5 billion U.S. canned soup industry has been flat since 2012, and Campbell’s — with 40 percent of the market share — is the face of […]

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Sep 7, 2018

Why Bad “Plot Twists” Ruin Brand Stories

By Zachary Vickers When Norman Mailer said that the novel was dead in 1955, perhaps he was also heralding the impending fate of independent bookstores. In 1995, Amazon become “Earth’s […]

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Aug 29, 2018

Selling a Story You’re Not Telling

Craft a Narrative Built for Indirect Customer Marketing By Lindsay Cottman A staple of camps and classrooms is the children’s game “telephone.” The kids sit in a circle, and work […]

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Apr 17, 2018

Coachella and the Art of Crafting a Timeless Story

By EM Ricchini Twenty-five thousand people gathered to watch Pearl Jam play at Empire Polo Club in Indio, California on November 5, 1993. The show originated in protest: Pearl Jam […]

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Mar 22, 2018

Collaborative Cultures Cultivate the Cheesiest Concepts

Flamin’ Hot Cheetos Shows the Janitor May Be Your Next Product Leader By EM Ricchini In the years since they entered the market in 1992, Flamin’ Hot Cheetos have transcended […]

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Mar 15, 2018

FCK ‘em If They Can’t Take a Joke: The Art of the Brand Apology

by Kelly Sarabyn “My new goal is not to explain jokes.” In 2015, the Internet’s mob mentality trained its ire on Tina Fey, demanding an apology for a perceived racist […]

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Feb 22, 2018

Message isn’t a Binary Choice

By Hannah Landers Ladies of the world, rejoice: PepsiCo recently announced that it is creating a line of snacks just for you. No longer will women have to abstain from […]

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Feb 15, 2018

Why Xerox Died

How Brand Story Can Keep a Company Alive By Kelly Sarabyn  Offices everywhere are at the end of an era: after 112 years as an independent company, Xerox has reached […]

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