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Navigating turbulent times requires brands to change in ways that are more than skin-deep

By Emma Seely

Weight today is more than just a number on a scale. Where being “fat” was once a shameful secret hidden behind oversized clothes and burned off with whatever magic pill was most readily…

Separating Fact from Fiction in Your Brand Story

By Hannah Landers

On New Year’s Eve, the unthinkable happened to a group of tourists in New York City: An undetected home invader violently sexually assaulted a woman in the rental property that she had booked with some friends to ring in the new year.

This may sound more like…

When Community and Quality Find Its Footing

By Rachel Fox

When Sidra Qasim finished high school, she was faced with a situation in which nearly all young Pakistani women find themselves: under constant pressure from her family to find a husband. Matchmaking attempts began at age 16, but Qasim rejected every suitor who came to visit. While…

Robinhood told a story that didn’t line up with its reality

By Jeromey Lloyd

GameStop sells video games the old-fashioned way: peddling physical media in brick-and-mortar stores in an industry where digital downloads now account for the majority of sales. It was 2013 when every major gaming device provided a way to circumvent stores and download its games directly, and GameStop…

Keep Spending More Money on Marketing That Doesn’t Deliver? That’s a Tough Pill to Swallow.

By Meghan Termat

For those seeking job security, it might be best to avoid the role of Chief Marketing Officer. Search firm SpencerStuart has reported that the median CMO tenure at the 100 most advertised brands in America is only 30 months. …

Tapping into New Markets through Brand Story

By Meghan Termat

Imagine this scene: A large arena with blinding lights illuminating a captive audience; loud music pumping from speakers; people sporting Gucci and Balenciaga sneakers amidst the crowd. BMW sponsorship signs line the walls, and screens displaying a Louis Vuitton collection hover above the masses. …

When Your Brand Becomes the Monster It Set Out to Destroy

By Hannah Landers

Music is intensely personal for each listener; it’s the soundtrack to first love, heartbreak, celebration, and loss. And no matter what kind of emotional state someone’s in, Spotify probably has a playlist for it.

Amongst the massive streaming service’s myriad “Mood” playlists, users can match their emotional…

Throwing Weight Behind the Right Brand Message

By Hannah Landers

Make yourself a gift to the world.

This is the message that fitness brand Equinox chose to broadcast to its more than 300,000 Instagram followers just days into 2020 — the key moment when New Year’s resolutions drive gym memberships higher than any other time of the…

By Rachel Fox

It’s been called “the most important company to come out of Silicon Valley that no one has ever heard of.” A future-focused Apple spinoff 20 years ahead of its time, General Magic accurately predicted what technology consumers of the future would find essential. …

When Strategy Doesn’t Align with Story

By Hannah Landers

2020 began as another year in the Golden Age of television. It was also supposed to mark the dawn of the Quibi era — at least according to Jeffrey Katzenberg, the creative mind behind the streaming service that officially launched on April 6.

“Five years from now…


Story Architects: drafting narratives that propel organizations forward.

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