Category Archives: Storytelling

The Brief in a Creative Brief

A rich man creates an amusement park featuring dinosaurs his team has hatched, as visiting scientists deal with the deadly consequences of interfering with nature.  Three scientists with an interest in the paranormal are fired and decide to start their … Continue reading

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In Making a Story

When I began my career in communications and brand research, I thought of my previous careers as trunks to be stored away in the mind’s attic—perhaps pulled out in a far-distant future when I had time for reflection, meandering beach … Continue reading

Posted in Advertising Research, Ameritest, Attention, Books, Brand Positioning, Emotion, Memory, Motivation, Storytelling | Tagged , , , , , , | Leave a comment

What’s The Reality Of Your Perception?

Years ago, Rolling Stone was struggling to make its numbers. Readership wasn’t the problem. The issue was media buyers’ perceptions of the magazine. And their perceptions were ruling their decision to not buy the Stone’s advertising space, which was critical to keeping the … Continue reading

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What Advertisers Learned From A Little Monkey

Imagine, if you will, a thick hamburger patty being pulled off a sizzling grill and laid on a freshly toasted bun. Cheese slowly melts on the patty while it’s topped with lettuce, tomato and secret sauce drips as the top … Continue reading

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P & G’s “Thank You Mom”: The Success Story of a Successful Story

This winter we witnessed an inspirational competition amongst disciplined participants who struggled years and years honing their skills and finally rising to the apex of their chosen specialties. (Oh, and we also watched the Olympics.) Of course I’m talking about Olympic Advertising … Continue reading

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The Beats of Storytelling

Rhythmic structure is very important in communications. Rhythm and beat in language helps us organize information in a conversation to avoid cognitive overload by focusing on predictable, strategic moments on which to pay attention. In spoken language, for instance, the … Continue reading

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What People Say Is Not Necessarily What They Mean

It is the meaning of emotions evoked by a particular string of images that is critical to the strategic brand-building process, particularly the meaning that lies below the surface communications of an ad. If a marketer wants to convince the … Continue reading

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