What’s the difference between storytelling and StoryBranding? Listen as Jim Signorelli, Founder and CEO of ESW Partners and the author of StoryBranding, describes how he helps companies dig deep to discover their brand’s unique and authentic story. Every brand has one, and Signorelli has developed a process using a planning model rooted in story structure.

Learn how to be the story – how to leverage your brand as the main character, to overcome obstacles and achieve business goals.

Tune in to gain… read more.

Loyalty is a very tricky term to define. And even trickier to achieve.

So, let’s level the playing field here. Brand loyalty is a shopper’s preference for a particular brand, be it a retailer or product, and a commitment to repeatedly purchase that brand in the face of other choices. Traditionally, retailers establish loyalty programs that offer rewards to repeat customers. This allows retailers to keep track of preferences and buying habits, but is this loyalty defined?  It could just as easily be understood as opportunism, transient and fleeting, driven by a transactional relationship rather than long-term engagement.

To… read more.

*This article was originally published by MarketingProfs.

Is Your Brand Ready for the Social Shopper?

If we’ve learned anything in the last few years, it’s that the old marketing model is broken. We’ve witnessed the collapse of our advertising industrial complex, and we’ve watched shoppers pull out of our stores and retreat to their financial fallout shelters.

But despite the havoc, there is hope for battle-scarred brands. In the aftermath of the “shop-ocalypse,”… read more.

In 1974, the world thought of the word “brand” as just another term for “logo.” That year, global branding powerhouse Interbrand was formed. Since then, they have changed the world’s view of branding and brand management by creating and managing brands as valuable business assets. Interbrand has positioned itself as the world’s largest brand consultancy, each year publishing a list of America’s most valuable retail brands . In this episode, The Brand Show catches up with Jez Frampton, Group Chief Executive… read more.

In 1997, Dick Sittig wanted to change things up, go against the grain, do the opposite of formula - really get creative. He launched Secret Weapon Marketing and Jack in the Box was the agency’s first client. With a philosophy of quality versus quantity, Sittig limits the California-based agency to three clients at a time, enabling him to be intimately involved with all aspects of the creative process. Sittig speaks with The Brand Show about his company’s approach to retail brand and product marketing.

In this episode, Sittig shares:

… read more.

Underwriting restrooms in Times Square. Teaching customers how to avoid banking fees. Creating a mobile cold and flu alert service. These are just a few examples of how pioneering brands like Charmin, Bank of America and Vicks  use meaningful marketing to enhance the lives of their customers through relevant experiences. Join us as Bob Gilbreath, Chief Marketing Strategist at Bridge Worldwide and author of The… read more.