Category Archives: Storytelling

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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