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