The Benefits of #BrandStorytelling #branding #brandjournalism #partnerships #storytelling
Storytelling has become an invaluable tool for brands across all industries. For ‘My Next,’ in particular, the initiative and partnership allowed Nat Geo to help bring the story of what’s next for both Coors Light and National Geographic Explorers to life. And, like its brand partnership vetting process, Nat Geo has a very specific way that it approaches brand storytelling.
Wiese noted, “We look at brand storytelling the same way we do with any content across our global television, digital, social, and print channels. Great stories have the power to transform the way we understand the world and our role in it. Nat Geo stories focus on humanity, authenticity, curiosity, and purpose.”
However, beyond the visuals, Wiese noted that excellent brand storytelling must have a protagonist or hero who audiences inherently want to follow. “And, we’re lucky to already have those heroes in our explorers, photographers, scientists, and creators. They have made National Geographic the globally revered media company it is today and for the past 130 years.”
One of my favorite books: The Design of Everyday Things, Revised and Expanded Edition By Don Norman [@jnd1er] – jnd.org
From the Preface: “This is a starter kit for good design. It is intended to be enjoyable and informative for everyone: everyday people, technical people, designers, and non-designers. One goal is to turn everyone into great observers of the absurd, of the poor design that gives rise to so many of the problems of modern life, especially of modern technology. It will also turn everyone into observers of the good, of the places where thoughtful designers have worked to make our lives easier and smoother. Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible, serving us without drawing attention to itself. Bad design, on the other hand, screams out its inadequacies, making itself very noticeable.”
The energetic identity for London-based hotel brand Assembly invites visitors to get up and go explore the city.
The affordable hotel category isn’t giving travelers what they want. Airbnb has raised the bar by offering genuine, relevant experiences, but, bland, cookie-cutter budget hotels have so far failed to respond. Assembly is looking to change that with a brand that removes the pointless extras, in favor of what really matters to its audience.
Max Ottignon and his team at Ragged Edge faced the branding of this affordable urban hotel head on. Folks don’t go to central London to hang out in a hotel room. So they invite guests to get out! Great concept.
Old Spice has been around since 1937, but how has the brand been able to stay current with a new generation? Its successful marketing campaigns have become legend, leading to a massive increase in sales.
The ad agency responsible for the campaign keeps it going – by appealing to women, not men, just like the original Old Spice ads did in the 1930’s.
Learn how to take your freelance career to the next level by leveling up into a content marketing agency.
Agencies come in all sizes, from the boutique shops where the owner knows all the clients’ names (like ours) to supersized teams that number in the hundreds or thousands. If you’re a successful freelance writer, you’ve probably worked for several agencies in addition to partnering directly with clients. In some cases, it can be a smooth relationship, while others create a rocky road.
If you’re a strong writer who finds yourself turning down assignments because you’re getting more requests than you can handle, you might start thinking about whether it makes sense to scale up and start an agency of your own.
If you want to ever take a relaxing, fully-off-the-grid vacation? I’d probably think again.
But if you’re comfortable with taking on the stress of juggling a few dozen projects a day for the benefits of building a business on your own terms, here’s my cheat sheet with 11 tips (one for every year we’ve been in business):
Technology stocks fell again on Monday and deepened their steep losses from the end of last week that saw shares of social media companies Facebook and Twitter plunge around 20% each in a single day. By Monday, even once-mighty Netflix seemed weak in the knees, with the streaming media darling down almost 6% in mid-day trading.
Mark Zuckerberg (Facebook), Reed Hastings (Netflix), Jack Dorsey (Twitter)
It’s a sharp turnaround for a group that had long been the stock market’s undisputed leader.
Tech stocks in the S&P 500 slumped 1.7 percent Monday for the sharpest loss among the 11 sectors that make up the index. It follows a rough week for the tech industry after earnings reports from Facebook and Twitter raised concerns about their growth and sent their shares plummeting.
Twitter dropped 5.8 percent Monday to $32.16, following its 20.5 percent plunge on Friday. Facebook was down 4.5 percent Monday to around $167 after shares fell 19% last Thursday for a stunning $119 billion drop in market value that was the biggest one-day loss in Wall Street history.
Netflix was down 5.7% Monday to $335.25 per share — some 20% below a recent high of $419 a share on July 9.
Social media and movie companies (Netflix, Amazon) are alienating at least half of their customer base with their business practices and politics. No business can afford to antagonize half of the market and expect to grow.
Amazon is more diversified so they aren’t feeling the hit as much, yet…. But when more customers discover and understand the counterfeit product problem Amazon has – yes, I’ve unfortunately and unknowingly purchased some (the reviews aren’t always the truth) – then Amazon stock has a chance to wilt too….
From R. Michael Brown [@rmikebrown] — I’ve been a cord cutter since 2004. I found as a writer and video producer that the standard cable and satellite content was following a usual formula [like disparaging heterosexual men – network TV’s favorite punching bag] and more and more outrageous for no other reason other than a never-ending quest to get more eyeballs.
I didn’t want my kids watching any of it. Books and Internet content was more entertaining and informative, and I had more control over it, so I cut the cord.
Cord-Cutting Keeps Churning: U.S. Pay-TV Cancelers to Hit 33 Million in 2018 (Study) By Todd Spangler [@xpangler] (Variety)
Have you recently pulled the plug on cable or satellite TV? You’re not alone: Millions of Americans have already scrapped traditional pay-TV service, and the exodus is expected to continue apace in 2018 — even faster than previously expected.
This year, the number of cord-cutters in the U.S. — consumers who have ever cancelled traditional pay-TV service and do not resubscribe — will climb 32.8%, to 33.0 million adults, according to new estimates from research firm eMarketer. That’s compared with a total of 24.9 million cord-cutters as of the end of 2017, which was up 43.6% year over year (and an upward revision from eMarketer’s previous 22 million estimate).
That said, even as the traditional pay-TV universe shrinks, the number of viewers accessing over-the-top, internet-delivered video services keeps growing. About 147.5 million people in the U.S. watch Netflix at least once per month, according to eMarketer’s July 2018 estimates. That’s followed by Amazon Prime Video (88.7 million), Hulu (55 million), HBO Now (17.1 million) and Dish’s Sling TV (6.8 million).