Jul 13, 2021
Walking a Thin Storyline
By Logan Krum From the time he was 16 years old, Richard Branson saw opportunity and transformed it into a business. Through a series of ventures spanning Christmas trees, a […]
Apr 23, 2021
Moving Forwards Looking Backwards
By Andrea Bullard When Tobias Lütke quit his job to start an online snowboarding retailer, he was looking for a reprieve from the rigors of backend programming. The plan was to leverage his technical […]
Mar 8, 2021
Think Inside the Box
By Andrea Bullard In 1968, 3M scientist Spencer Silver stumbled upon “a solution without a problem.” Intent on developing a strong adhesive for airplanes, he instead created a low-tack one—weak, but […]
Mar 1, 2021
Why the Perfect Customers Swipe Right
By Eric Harrison Even in the midst of a global pandemic, it’s as easy to find a romantic partner as it is to order DoorDash. 30 percent of U.S. adults […]
Dec 29, 2020
The Game is Afoot
Tapping into New Markets through Brand Story By Meghan Termat Imagine this scene: A large arena with blinding lights illuminating a captive audience; loud music pumping from speakers; people sporting […]
Nov 13, 2020
Kill Your Darlings
When Your Brand Becomes the Monster It Set Out to Destroy By Hannah Landers Music is intensely personal for each listener; it’s the soundtrack to first love, heartbreak, celebration, and […]
Sep 25, 2020
The Strength in an Aspirational Brand
Throwing Weight Behind the Right Brand Message By Hannah Landers “Make yourself a gift to the world.” This is the message that fitness brand Equinox chose to broadcast to its […]
Aug 4, 2020
The Quibi Quandary
When Strategy Doesn’t Align with Story By Hannah Landers 2020 began as another year in the Golden Age of television. It was also supposed to mark the dawn of the […]
Apr 9, 2020
Narrow Focus, Broad Impact
By Rachel Fox Anthony Bakker was working as a banker in New York when he answered a help wanted ad: the Nightingale-Bamford School needed someone to implement a computerized system […]
Apr 2, 2020
Under Pressure
Why Smart Decisions Require Story-Driven Precision By Hannah Landers Whether they were calling, texting, or playing snake, if someone had a cell phone in their hands during the late 1990s […]