Comments on: Crafting a Memorable Brand Story

By: Patrick Brondes

Patrick Brondes — Tue, 11 Oct 2011 13:57:46 +0000

Wow, he really nails it on the head doesn’t he, and no coincidence he was Disney’s biggest shareholder in addition to his Apple stock. It really chimes with us too (we’re trying to take the high road in a very congested marketplace) and slowly but surely it’s making a difference.

By: Anna

Anna — Tue, 11 Oct 2011 08:04:17 +0000

at the risk of stating the obvious… your story needs to be genuine not manufactured.

By: Ted Kolovos

Ted Kolovos — Mon, 10 Oct 2011 21:53:33 +0000

I really like what u said about consistency. It takes a lot of work to refine your core values so why put that to waste by slacking off with consistency:)

By: Lisa Barone

Lisa Barone — Mon, 10 Oct 2011 17:52:30 +0000

Couldn’t agree more, Christopher. :)

By: Lisa Barone

Lisa Barone — Mon, 10 Oct 2011 17:52:16 +0000

Hey Chase. Thanks for sharing that link. I haven’t come across that site yet and looks pretty awesome!

By: Lisa Barone

Lisa Barone — Mon, 10 Oct 2011 17:50:56 +0000

I’ve watched a lot of Steve Jobs’ speeches but this one just really nails it, IMO. He gets what so few brands get and he got it way before anyone else was even talking about it. I think brands get so caught up in the features and the benefits that they lose their brand promise. They lose their story. And when they do that, customers lose sight of them.

By: Lisa Barone

Lisa Barone — Mon, 10 Oct 2011 17:49:45 +0000

I agree that storytelling in marketing is often overlooked and I think it’s because businesses aren’t sure what that means. Hopefully the simple framework I presented will help them find a place to start.

By: Christopher Rice

Christopher Rice — Mon, 10 Oct 2011 17:34:37 +0000

Great point, Lisa — thanks for sharing the video.

I think creating the story of your brand is also what builds that know, like, and trust Brian, Sonia, and Bruce talk about over at copyblogger.

By: Chase Sherman

Chase Sherman — Mon, 10 Oct 2011 17:14:22 +0000

Great post, Lisa. Interesting to hear about your past work history… had no idea you left a high-paying corporate job.

Brand story telling is definitely a useful tool in marketing. There’s a guy named Michael Margolis whose entire focus is on this topic. You should check out his work. http://getstoried.com

Cheers.

By: Jerry McCarthy

Jerry McCarthy — Mon, 10 Oct 2011 17:01:41 +0000

Hi Lisa,
True indeed. I love that you used the word ‘spin’ too. We see companies all the time ‘spin and fluff’ their product or service only to neglect their brand or purpose. To see Steve Jobs in this back in the day clip puts it all into perspective. He was already a mega success then. Yet he was still trying to redefine the voice of Apple. This video was before the I Phone or I Tunes. Is it any wonder he carved Apple into the American culture? Steve Jobs didn’t build the number one brand in the world by accident. He made it so. Wow. The power that lies in this video is beyond measurement. All we need to do is listen closely. Thanks Lisa :- )