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Character

The essence of every story—no matter what the plot—is that we discover who the characters truly are and what they genuinely value exactly when the rug gets pulled out from under them...

Character gets to the heart of what good storytelling is all about. They’ve helped Wendy’s focus on what makes us unique, different and special and that’s helped us to get people’s attention, keep their interest and keep the business growing…

—Kurt  Kane, President U.S. & Chief Commercial Officer, Wendy’s Corporation

“I’ve been through Character’s story framework process four times in my career, and it has always added extraordinary value. It was a central piece of Walmart’s rebranding effort in 2006…”          

—Tony Rogers, Chief Marketing Officer, Walmart

“Since articulating our story framework, Gallo has had its best year. We’re up 10% and we’re outpacing the category…”

—Stephanie Gallo, Chief Marketing Officer, E&J Gallo Winery

The essence of every story—no matter what the plot—is that we discover who characters truly are and what they genuinely value exactly when the rug gets pulled out from under them. That’s the structure of every story because it’s the lesson that life teaches us—you find out who people really are when they are tested through adversity and crisis. 

The same holds true for brands. 

The audience knows this intuitively, and they watch the actions brands take during times of crisis with much more critical eyes than usual. So, right now—when so much is on the line—is the best time to double down on what your brand believes in and stands for. 

We believe in the power of story to connect and sustain us. If you want to talk about how your brand can best respond to this crisis in a way that builds its character and strengthens its connection with the audience, drop us an email or give us a call. We’d love to help.

Stay safe. Be well,

The Character Team

“Character gets to the heart of what good storytelling is all about. They’ve helped Wendy’s focus on what makes us unique, different and special and that’s helped us to get people’s attention, keep their interest and keep the business growing. We compete with much larger brands, but by being overt about how we want to attack those differences, we’ve been able to have a lot of tension and conflict in the story that we are telling. That allows us to keep the story fresh and to fuel it. The more we do that the more positive attention we get as a brand and the more the brand continues to grow, which, in turn, builds our confidence in our storytelling and keeps the courage level high.”

—Kurt  Kane, President U.S. & Chief Commercial Officer, Wendy’s Corporation

“I’ve been through Character’s story framework process four times in my career, and it has always added extraordinary value. It was a central piece of Walmart’s rebranding effort in 2006, as we sought a new articulation of our brand narrative and our purpose. It’s an equally powerful tool for us now, as Walmart defines its place in a rapidly transforming retail environment. And we are currently using it to do the same for Sam’s Club.”

—Tony Rogers, Chief Marketing Officer, Walmart

“Since articulating our story framework, Gallo has had its best year. We’re up 10% and we’re outpacing the category. From a creative standpoint it’s been great because we’re all in alignment. Now that we have the articulation of our story, our social media, our partnerships, our programs, our packaging—it all makes sense.”

—Stephanie Gallo, Chief Marketing Officer, E&J Gallo Winery