You Can’t Have It All: Embracing the Conflict in Food
I heard a sharp intake of breath, quickly stifled. It’s the kind of thing that being a parent has taught me not to ignore…but also
I heard a sharp intake of breath, quickly stifled. It’s the kind of thing that being a parent has taught me not to ignore…but also
I have been watching the “Walking in Memphis” commercial from Facebook’s More Together campaign, and I think it’s an interesting case study in storytelling for
Building a competitive advantage that is sustainable over time depends on the interplay between data and story. Data alone is just table stakes these days.
A friend of mine is head of marketing at a large retailer. He understands my fascination with story, and he knows how much leverage he
Every brand I encounter these days is trying to project a sense of authenticity with which it hopes to capture the loyalty of its customers
The kids, excited to see Despicable Me 2, were a typical rowdy, loud bunch, even as the lights went down in the theater. But then
I was just starting my annual letter to Santa when I saw a commercial that threatened my entire system of belief. Santa will have to
There’s been a lot of buzz about the Facebook IPO and its underwhelming reception. While there are certainly financial and possibly even legal issues at
Darkness in a television commercial is intriguing. I’m not talking about a lack of illumination as much as an ominous, negative or even creepy quality
I just saw the one-year follow-up to the Give Me Back that Filet O’ Fish commercial from McDonald’s and I was disappointed by the effort.
“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