Stories are the building blocks of meaning. And stories that connect your brand with a fundamental human need can help you build a powerful bond with your clients and prospects.
Clients make choices based on the story the brand tells them and the story that the brand therefore allows them to tell about themselves. Read More
Any professional services brand that endures and stands out from the pack does so by connecting with a fundamental human need.
Professional services firms, which deal with abstractions and intangibles, can begin to build and leverage this deep human connection by first understanding what they stand for Read More
Most professional services firms use the same adjectives and descriptions. Words alone are not enough to achieve differentiation. You need a story, and it has to be real Read More
Brands are bilingual: they speak the languages of reason and story. Rational argument produces understanding, but stories produce emotional identification - and that is what leads people to change their behavior Read More
Consumers are re-defining their relationships with brands. They are rewarding brands that provide sustainability and authenticity - and they are increasingly prepared to punish brands that do not. Read More