How to transform your brand through storytelling

Alison Brown | Group Account Director Branding, Marketing Leave a Comment

Imagine that you’re in the market for a good moisturiser and you have the option of buying one of two brands. The cost and ingredients are nearly the same – the first product gives you a straightforward description of volume and benefits to your skin. The second features messages about the benefits, but it also carries a story about the …

Don’t come at me with all those features and benefits!

Scott Harwood | Creative Director Marketing

The old-school marketing approach of defining your niche and then trumpeting your uniquely tailored features and satisfying benefits has been a bread and butter strategy since Clark Stanley first registered Snake Oil Liniment. Over time, advertising agencies have become impressively sophisticated in highlighting those features and benefits. We’ve learnt to fight the 15 signs of ageing (with Photoshop) and we …