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Author: David Altschul

Purposely Conflicted

The Association of National Advertisers held its 100-year anniversary convention recently, and the headline in Advertising Age caught my attention. It said: Purpose-Driven Marketing All

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The War on Food

A couple of weeks ago I was talking to a senior marketer at a major global food company and he described the current environment as

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Warrior or Mercenary?

I read the Ad Age interview with Bob McDonald, Procter & Gamble’s new CEO, with great interest. Two things jumped out at me–in fact, they

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Something to Buy Into

I’ve been thinking a lot recently about handy tools marketers can use to test their brands for latent story energy. One idea–of which I was

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“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