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Tag: Purpose

Walking Away from Facebook

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

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What is Story For?

“The storytelling monkeys”—that’s an expression my partner Jim has used for years to describe what distinguishes humans from other animals. I always thought it was

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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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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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The Purpose of Purpose

It seems like a lot of brands are starting to understand that making the most money isn’t an emotionally engaging reason to exist. Certainly, making

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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