Master the Art of Recovery

As online participation provides increased levels of consumer feedback, angry consumers are participating in your story as well. That’s why we are entering a new era of corporate listening. We have all purchased our license to social listening tools such …

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Invest in Mental Real Estate

In advertising, the objective of storytelling is to cement a mental picture of your brand in the consumer brain. We use words like “awareness,” “relevance” and “preference” to describe the degree of cognitive impact we’ve made on our consumers. This …

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The Best Stories Are Not Told, They Are Made

As people move from advertising observers to brand participants, they transform from consumers of our message to co-creators of our message. This means advertisers must shift their focus from storytelling to storymaking.

Storymaking is about creating tangible value. Leading-edge CEOs …

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The Triune Brain of Consumerism

Our job as storytellers is not only to entertain, but to change thought patterns in the human brain. We employ various tools to create cognitive dissonance, forcing disinterested consumers to pay attention and engage. Moving the consumer brain from disinterest …

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Where’s the “Gotcha?”

Ask yourself, “What’s different about this story?” Avoid the temptation to ever use a montage of lifestyle shots in advertising. If it can be found in a stock photo library, don’t shoot it again. The world has no use for

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Let’s Get Comfortable With Conflict

Conflict is captivating – Do something uncomfortable if you want to avoid becoming forgettable. Use giant, menacing robots to disrupt a peaceful island, for example.

Although conflict can make ad executives squirm, it’s more than OK to have an antagonist

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Build a Culture of “Storydoing”

Neuroscientists are beginning to study the impact of storytelling on the consumer brain. In one Princeton University study, neuroscientist Uri Hasson found: “…not only did all of the listeners show similar brain activity during the story, the speaker and the

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Shakespeare on Advertising

A little known fact: The word “advertising” existed long before modern media. Even before the Internet. In fact, you’ll never guess who invented the word. OK, I’ll tell you. Shakespeare. I’m pretty sure he didn’t come up with the word

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Make a New Rooftop and Get Your Message Heard

Our new competition is, literally, anything. Now, anything that distracts from your next sale is your competition. Any small piece of content on LinkedIn, Facebook, YouTube, a mobile app or a competitor’s website is your competition. It all competes for

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