.jpg){kind=tracking}
The Subtext | Weaving the Thread
After 5 years building in consumer, a huge learning is that “creating a feeling” is the most inportant thing for building a resonant brand. Product and services end up being interchangeable but the feeling in a customers mind is not. The best brands are the best storytellers with the most authentic messaging. To action this, we’ve seen success... See more
Paul Venuto • feed updates
I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.
Dan Frommer • The Scott Sternberg guide to building emotional brands
The story also acts as a conduit of information, wisdom, and values around which people can unite. In this sense, a story creates coherence. It takes disparate and confusing elements and integrates them into a meaningful plot. It turns a problem into a mission and moves us through a series of events towards redemption.