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Escape from Beacon Rock

While you’re waiting for the next essay on data and story, I have a more personal piece to offer. It might particularly appeal to you if you have raised, or are raising, a teenager. The conflicts that drive this story are safety versus freedom and autonomy versus connection, two of the big ones. And it’s all true.

Here is the synopsis that appears on The Dirtbag Diaries website:

“For me, it was a way to stay connected—literally: tied to my free-range daughter by a length of 10-millimeter climbing rope, and connected to my own dream of being an adventurer,” says David Altschul. “And that was how I found myself, a few days later, on a ledge, high above the Columbia River, in the dark.”

For the past decade, David has told the story of the infamous “Escape From Beacon Rock”—a failed attempt to climb a basalt monolith with his daughter, our producer, Jen. At age 72, it dawned on him that, rather than continue to tell the story of the failed climb, he could connect with his daughter by actually climbing Beacon Rock, and doing it this time as a ‘real’ climber.

If you are a regular podcast listener, just search for The Dirtbag Diaries and click on the latest episode, “Escape from Beacon Rock.”, or find it here on iTunes.

Alternatively, here is The Dirtbag Diaries website. And here’s a link to the episode on Soundcloud.

This story has almost nothing to do with marketing, except perhaps for a glimpse at how Patagonia spends some of its social media dollars, but I thought you might like it.

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“For B2B businesses, Character is a powerful tool. I have used Character three times in my leader marketing roles, 2x were in B2B businesses. The Character work was the foundation of a transformation in product innovation/commercialization, rebranding, M&A, sales growth, and employee engagement. Character’s work helped us take dead brands and make them relevant again and helped us establish lesser-known brands with high share in a B2B market. What’s so unique is that you don’t create something that the ‘marketing talking heads’ think the company needs, you use the history, culture and DNA that is already part of the company to bring out the true story that is unique to only your brand. The Character team is so special, genuine, and has the perfect mix of creative and business knowledge to lead cross-functional executives through this process. ”
—Melissa Minihan, Head of Digital Commerce & Marketing, Veritiv Corporation

“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

“Character’s approach to brand building is unlike any other in the business. Jim and his team use the timeless truths of human storytelling to unlock story potential and connect deeply with brand audiences. I’ve worked with Character throughout my career, and my experience with Tabasco was as fascinating, inspiring, and productive as ever. 

Character worked with our team not only to help us re-examine and re-articulate the elemental truths of our iconic global brand but also to develop and apply practical tools that make the brand story framework user-friendly for our entire organization. 

I whole-heartedly recommend Character to any brand marketer who is looking to make intuitive and durable connections with their consumer.”

Lee Susen, Chief Sales & Marketing Officer, Tabasco / McIlhenny Company