There is a difference between branding and being a brand. Branding focuses on the grand gesture. The big ad campaign with major media impressions. The breakthrough product innovation. The viral marketing event. Those things capture top-of-mind awareness for a short period of time. But in today’s noisy marketplace that awareness is quickly displaced by the […]
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 […]