Harvard Business Review

SEPTEMBER 23, 2013

Our goal was to put forth a new energy that would focus on optimism. These are admittedly scrappy tactics and taken alone, don’t make a cogent, annual marketing strategy. The campaign’s social storytelling, however, may spread images that remind us of recent shootings to create context around the marketing message.

Brand 10

Brand Storytelling Advertising Budgeting 10

Harvard Business Review

JULY 3, 2014

Ellis is a wonderful storyteller. He only reluctantly accepted the advice of aides for what turned out to be a brilliant tactical retreat in August of that summer, and a turning point in the war. But Adams was convinced that all other political goals would be lost if independence from Britain were not first achieved.

Due Diligence 15

Due Diligence Resistance Storytelling Case Study 15

Harvard Business Review

JULY 3, 2014

Ellis is a wonderful storyteller. He only reluctantly accepted the advice of aides for what turned out to be a brilliant tactical retreat in August of that summer, and a turning point in the war. But Adams was convinced that all other political goals would be lost if independence from Britain were not first achieved.

Due Diligence 8

Due Diligence Resistance Storytelling Case Study 8

Harvard Business Review

AUGUST 22, 2011

The solution in many cases is to overhaul internal communications strategies in order to convince employees of the authenticity, importance, and relevance of their company's purpose and strategic goals. These reinforcing messages need to come in a variety of tactics, channels, and experiences and I've highlighted some approaches below.

Strategy 15

Strategy Education Content Storytelling 15

Harvard Business Review

JUNE 12, 2018

It measures both promotional tactics and audience characteristics of targeted audiences who have opted in. The science of storytelling and brand performance. This entails identifying whether exposure to a certain promotion, ad, or specific touchpoint (such as a sales encounter) for a demographic can generate future sales.

Short-term 8

Short-term Brand Long-term Media 8

Miles Anthony Smith

NOVEMBER 7, 2019

The answer to that depends on your goals, budget, etc., T Brand Studio Aside from partnering with big brand names, they use their authentic journalistic and storytelling approach to create custom content that is as compelling and fascinating as the rest of their journalism. Another piece of advice is to set measurable goals.

Marketing 105

Marketing Content Audience Brand 105

Harvard Business Review

MARCH 29, 2016

And because not everyone is dealing in extremes, these tactics can also help those who may not have a bad reputation but suffer from a misdirected, misunderstood, or outdated employer brand. The storytelling must come from the top. Not only did a lot of people not realize BP was hiring, but many were interested in jobs.

Reputation 8

Reputation Company Cost RACI 8

Harvard Business Review

JULY 17, 2013

Studio-based channels require the slow and methodical creation of studio assets (via film or photo shoot) with the goal of beaming the creative to a designated "appointment" (a slot on Modern Family ). Hopefully they''ll realize that some of the best acquisition tactics are earned, not bought. Act like a friend.

Marketing 9

Marketing How To Brand Storytelling 9

Harvard Business Review

JULY 28, 2014

They orchestrate content marketing tactics that situate their brands at the moments that matter to their audiences. Shelve the commercial pitch in favor of authentic storytelling. Tami Cannizzaro is a brand storyteller. But La Prairie’s Osen makes it clear that the goal isn’t transformation for its own sake.

Storytelling 10

Storytelling Brand Audience Marketing 10