The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
Jeff Freedmanamazon.com
The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
The brands you love don’t tell you how great they are. They show you how great they are. They live their story.
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
The pieces of information within a positioning statement are important to know and communicate. Who is our target customer? How do we define our space/category? What is the benefit we provide to our audience? Who do we compete with? How do we do things differently?
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
Harley-Davidson has a cult following, but their motorcycles are not really any better than BMW, Kawasaki, or Ducati. Apple’s iPhone clearly started a revolution, but Samsung, Nokia, and others also have some amazing alternatives.
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
He did more than share stories with us, he shared his soul with us. That’s also what great brands do.
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
The same holds true for the coffee shop you prefer to patronize, the bar you most enjoy going to, the charity you give money to, and even the toilet paper you prefer to use. They do not necessarily have better products, but they are brands that, for some reason, you trust more, are proud to be associated with, and, in many cases, are willing to pay
... See moreJeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
When you have strong relationships with people, they trust you. They listen to you. They forgive you for your faults. They introduce you to their friends. And they are there for you when you need them. This is true for people, but it is also true for brands. When you have a relationship with a brand, you open their e-mails. You take their calls. Wh
... See moreJeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
Your brand story doesn’t need a script. It needs a soul.
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
Brand X is a [type of company/category] that provides [benefit/reason to buy] to [target audience] who needs [what they need]. Unlike [alternatives/competition], Brand X [unique differentiator].
Jeff Freedman • The Moral of the Story: A Storyteller's Guide to Helping Brands Build Relationships with People
It wasn’t a sales pitch. It was simply Apple sharing that they believed in a world of happiness and simplicity. We envisioned ourselves in that silhouette and immediately wanted to be in that world—that story.