August 22, 2017

The heart of great content marketing: ‘Giving content gifts’

What kind of content will the people you hope to influence truly value? Not something they snack on like a bag of chips and are soon hungry for something else. But nourishing content that sticks to the ribs and gives them something they really want. It’s a question I had the opportunity to ask Ann […]

Out of your mind and into the customer’s world

It’s easy to assume other people see the world the same way we do. We see the world through the lens of our own values, beliefs, rules, and biases that have been shaped by our life experiences. But it’s not safe to assume our customers are looking through the same lens. The Pepsi marketing team […]

Telling the story versus being the story

The story you tell in advertising might make the things you sell sound better. But what really matters to people is how the things you sell make life better for them. It’s that experience that makes your story meaningful and authentic. Here is an example. MidModMen+friends is a Saint Paul, Minnesota retailer of restored mid-century […]

The stories that matter

The most powerful brand stories aren’t the ones we tell our customers. They are the ones customers tell themselves. People tell themselves stories every day to make it easier to understand a complex world. The stories they tell have little to do with facts, and a lot to do with how they see the world. […]