May 2018 | Spencer Brenneman, LLC

May 2018

Storytelling is not: “Our product does X, and you should buy it because Y.” Storytelling is a much more powerful way to help people understand what you’re all about other than simply explaining "this is what we do, here's why you should buy." As consumers expect more from the companies with whom they do business, storytelling is the key to getting through to them. At Spencer Brenneman, LLC, we are helping a European company introduce its product to the U.S. market. Storytelling will play a central part in how we position the offering in a way that is relevant and competitively differentiated from the other choices consumers have. [tweetshare tweet= "Storytelling is not: “Our product does X, and you should

It's not fair to judge a change in a brand if you don't understand the brand strategy and the data behind the change. However, Douglas has some judgments on the BMW decision to expand the Rolls Royce brand. [tweetshare tweet= "It's not fair to judge a change in a brand if you don't understand the brand strategy"]

Our recent white paper on making data-driven design decisions was born from a presentation I was asked to make at the 2018 HOW Design Live conference. The presentation, “From Gift Wrapper to Strategic Partner: How Creatives Can Elevate the World’s Perception of Their Work,” focused on how using data and improving the relationship between Creatives and Executives, can lead to a better creative process. Since the white paper covered the first part, data-driven design decisions, this blog post will cover the second: improving the relationship between Creatives and Executives (i.e., the people who make the final decisions on a project). In building the relationship, we talked about four main areas: Walking in their shoes Taking your seat at the table Bringing

Starbucks, Racial Bias, and Brand Humanity Rapidly changing consumer demands for humanity is impacting how brands like Starbucks and Dick’s Sporting Goods are tackling racial bias. To judge any brand’s action, one must go back to its brand strategy. Starbucks’ is  “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”  By this litmus test, having two men arrested for sitting around your store is not inspiring or nurturing. However, the idea of shutting down all your U.S. stores to talk about and make clear the company’s position on racial bias, both overt and subtle, is at least heading in the right direction. But there’s more at play here than their brand promise. Continued on spencerbrenneman.com __________ Data-Driven Design