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 […]

Brands can imbue pragmatic products with intrigue through storytelling that illustrates the worlds those products make possible. By Andrea Bullard On any given day, about a million Appen employees from around the […]

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 […]

By Rachel Fox It’s been called “the most important company to come out of Silicon Valley that no one has ever heard of.” A future-focused Apple spinoff 20 years ahead […]

Brands that desire to engage with social causes must reflect on their purpose before committing to action. By Andrea Bullard Throughout June and July of 2020, outraged people flooded streets […]

Aligning Innovative Product Extensions With Story By Dante Pannell Who could have predicted that a cheese-flavored lip balm wouldn’t completely take over the world? The origin story of Cheetos is […]

Removing Barriers Between Storyteller and Audience By Dante Pannell In the fictional town of Lake Wobegon, “All the men are strong, all the women are good looking, and all the […]

Teen Vogue Went Beyond Demographics to Build a Buyer Persona That Sparked its Renaissance   By Julia Aspen On January 27, 2017, 470,000 people joined The Women’s March on Washington. […]

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 […]

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 […]