Pepsi Tastes Better but Doesn’t Sell Better: The Cola Effect and the Power of Brand Storytelling

By: Beverley Goodwin

Pepsi Tastes Better but Doesn’t Sell Better. This psychological experiment explains The Cola Effect and the neuropsychological and social basis behind the Power of Brand Storytelling that all marketers should know.

Last updated: December 2, 2014 at 6:56 am

How to Create Brand Conversations like Lego

By: Betsy Weber

Lego’s success has little to do with the physical nature of the product and everything to do with how the leaders create a culture of Brand Democracy starting at the top.

Last updated: December 2, 2014 at 6:55 am

How Lego Creates Fan Ecosystems

By: Cirofono

In the Lego model, it’s likely that a lot of the managers would actually love Minecraft too. Their children play Minecraft. They empathize with the stories of “crafties” because they’re out there talking to people like them on a daily basis.

Last updated: December 2, 2014 at 6:55 am

Stories Create Connectivity

stories create connectivity

Stories are powerful forms of communication that help people connect with each other. That’s why we, as marketers, need to use our stories not to interrupt but to help join the dots.

Last updated: December 1, 2014 at 9:00 am

Users vs People: Which does your marketing target?

Users vs People marketing

There are only 2 industries that talk about people as “users”: marketing and drug dealers. It doesn’t bode well to empathize with the people we are trying to connect with when all we can see them as, are “users” of our products.

Last updated: November 27, 2014 at 8:08 am

Marketers: How will you release the customer’s inner hero?

how will you release their inner hero

In this era of Brand Democracy, we turn to customers as key storytellers in maintaining brand conversations. And to do this, we need to make the customer the hero of the story. We’ll achieve that not with choices in media but choices in mindset.

Last updated: November 26, 2014 at 8:55 am

Brands are no more than the stories we tell

brands are no more than the stories we tell - brand democracy

Here in this world with its shortage of attention and dearth of advertising messages, you’ll find that customers are increasingly focusing only on each other and the stories they are a part of.

Last updated: November 25, 2014 at 11:24 am

Respect the Stories Fan Tell About Your Brands

Nokia 3310 indestructible

Why should Nokia care about the 3310 when the world has moved on? Because, in that world there are still countless homages to this Indestructible Nokia 3310. On Youtube alone there are 66,000 videos about this “genetic throwback” celebrating its resilience and indestructible nature.

Last updated: November 19, 2014 at 10:28 am

We need to curate not control

curate not control the brand conversation

We are learning how to curate customer conversations. Not about brands but about themselves. The good news is that curation is a powerful tool: content, influence, conversation. Just imagine what curation can do for your brand.

Last updated: November 20, 2014 at 11:31 am

Every customer has a story to tell

every customer has a story to tell

Why spend millions commissioning agencies when you can get the customer to do the heavy lifting for you? The good news is that in this new marketing normal, you can win by letting go.

Last updated: November 19, 2014 at 10:25 am