Stories

What your customer really wants will almost certainly go deeper than your product or service. What they really want is the feeling they will get when they achieve the result that your product or service is designed to help them accomplish. Do people really want a new, cutting-edge sound system for themselves or is it more … Read more

We love brands and companies that take us on a journey. Take Innocent Drinks. The story of their Founders selling smoothies at a music festival in 1998 is often one of the first that springs to mind when people talk about great brand stories. However, a quick look at their website today will show you that, 19 … Read more

There is a story that you don’t tell. But your customers do. No matter how much time and money you spend on your messaging and marketing, the story your customers will share with others is the one they experience first hand. You may state your values on your website, or have a tagline that suggests … Read more

The little girl came on stage. She had practiced the short piece many, many times. But this was different. This was in front of all the parents and she was under a bright spotlight. She managed the first few steps no problem but then she stopped and froze on the spot. We all held our … Read more

Flowers Unlimited Brighton asked a simple but powerful question: What would the best florist in the world do? Continually asking the question helped them to consider every step of their customer’s journey, and re-write that story. From emailing a photo to the customer of their flower arrangement being put together to posting the recipient a packet of flower food … Read more

Team GB’s head of marketing, Leah Davis, recently wrote in Campaign about how storytelling sits at the heart of their marketing strategy. As a brand that “galvanises the nation in support every two years” their ongoing challenge is how to remain relevant in between the big competition moments. Having a brand narrative and story to tell … Read more

“Will telling my story make me look small?” asked a client I was working with recently. He was referring to the fact that he wanted to be seen as a brand, rather than a one-man band, and he was concerned that telling his story would make him and his business look ‘small’. My answer was … Read more

You will have heard many times, I am sure, that people buy from people. But if you want evidence of that in action, look no further than the brands that pay 26-year-old vlogger Zoe ‘Zoella’ Suggs thousands of pounds, just to mention their products. Why do they do that? Because they know they will never have as … Read more

We are bombarded with choices every day. Everywhere we go. Whether you want a car, a holiday or a jar of pasta sauce, there are a lot to choose from. A google search this week for an “easy recipe for raspberry pie” (my 7-year-old had just been watching the Junior Bake Off and wanted to ‘have … Read more