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 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, 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. Can you swap out your name with your competitor’s and still have it sound right? So,

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.

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 Creative and Executives (i.e., the people who make the final decisions on a project). In building the relationship, we talked about three main areas: Walking in their shoes Taking your seat at the table Bringing