In an article for the Talk Business Magazine website, I wrote about using brand storytelling to market a company’s products and services. I drew on three examples of companies that had used compelling stories to engage the emotion or imagination of their prospective customers — Saddleback Leather (which I have mentioned before), Waitrose, and one of my own clients (discretion … Read More
Online marketing and the power of a good story
A little while ago I was grabbing some lunch from the Marks and Spencer food hall near my office and noticed a series of four in-store advertising posters stretching along the wall. Each of the posters drew attention to one food product type and one M&S producer/supplier of that product. One poster featured John Mearns, a pig farmer from Oxfordshire, … Read More
