Brand Strategy

Building A Following | The Story of Telling – Business Article

We’re seduced by the idea that followings and fortunes are made by hastily increasing our visibility on the platform of the day. The truth is the people and brands who earn our attention patiently built their following over time. It’s the work we quietly get on with when no one is watching that makes people care to connect. Visibility alone won’t get us to where we want to go. Image by Garry Knight <!– <rdf:Description rdf:about="https://thestoryoftelling.com/building-a-following/" dc:identifier="https://thestoryoftelling.com/building-a-following/" dc:title="Building A Following"…

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We Value What We Measure – Business Article

One of my first jobs was working as the manager of a little Dublin cafe that stood at the intersection of two busy city streets. It was a lot of responsibility for someone in their late teens, and I loved it. There was something magical about opening the shutters first thing in the morning when it was still dark, then putting the lights and the coffee on, ready to welcome the first customers. We saw the same faces every day.…

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Design For The Customers You Want – Business Article

Almost every cosmetic counter in the department store has a promotion happening. Of course, they aren’t called promotions—they are presented as ‘free gifts’, designed to encourage the customer to spend more on a particular brand that month. The hope is that the customer will fall in love with the products and become a customer for life. These marketing tactics can work in the short term. It is possible to see an increase in sales when you give customers something for…

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Meaning At Work | The Story of Telling – Business Article

There is an element of the mundane in every job. Consider the cabin crew who work on long-haul flights. The majority of their work is the repetitive, and strenuous task of wheeling trolleys full of food and drink down narrow aircraft aisles while repeating the same script, ‘chicken or beef’, to the three hundred passengers on board. Many people who choose these roles do so because they tell themselves a story about travel perks and seeing the world. It’s unlikely…

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The Loyalty Department | The Story of Telling – Business Article

My mum, (who is in her late seventies) wanted to negotiate the renewal of her internet and phone contract. She dialled the customer support number listed on her bill and was placed on hold for 30 minutes. When she finally got through to a human being, she was transferred to the ‘loyalty department’. She waited on hold for a further 40 minutes before being connected to someone who could help her. The duration of the call was 1 hour 37…

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The Three Pillars Of Brand Resonance – Business Article

The most common reason people give for contacting me to work with them is to raise brand awareness. Conventional wisdom dictates that if only more people knew about our products and services, or our ideas and our work, then we would be more successful. There’s only one problem with this worldview. More people knowing your product or service exists does not necessarily translate to more customers. More awareness doesn’t always make for a more viable business. And crucially, having the…

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Change Is A Human Act – Business Article

We mistakenly believe that changemaking and persuasion are only about getting someone’s attention by creating awareness of an issue or option, and then presenting people with rational arguments that will convince them to make choices we find desirable. But both the science and what we witness in the world around us prove otherwise. Research in the fields of psychology and behavioural sciences demonstrates that people make irrational decisions all the time. We are not driven only by reason and logic.…

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