Just as people can be charismatic and achieve charismatic followership, so can products and brands. Achieving a charismatic brand has some clear advantages, but as a strategic choice, it can be very dangerous due to the volatile nature of charismatic followership.Read on →
I was thirteen and convinced that I would transform into a preppy East coast college girl if I just got that classic white Marco Polo blouse. Buying that blouse might not have changed my life but it was the first time I was truly seduced by a fashion campaign. I remember every little detail from faces and clothing to the visual scenery and I can still feel the anxiety and the excitement to become part of something much bigger than me, the exclusive Marco Polo club. This is what great marketing campaigns do. They tell you stories and whirl you into a universe of dreams, hope and aspiration.
A study of Denmark's 98 municipality websites and the 98 largest corporate websites* shows that municipalities are doing a better job than private companies in terms of offering responsive websites that fit the growing user needs for mobile browsing. A surprisingly large number of Denmark's biggest brands do not provide a mobile user experience that's up-to-date. In this article you’ll find some trends on responsive websites and an explanation on why municipalities embrace responsive design faster than the companies.Read on →
What are the brands you patronize and continually purchase? I’ll bet they are brands you respect and trust. Creative advertisements can get your attention, but if the brand generates unsubstantiated claims, their trust is lost. Therefor you have to be trusted by your customers. In this article you’ll find some advice on how to build costumer trust.Read on →
When you talk about a good story, you are actually talking about “narrative desire”. The story created a desire in you – and then it satisfied that desire. You want to know more about the characters in the story – and you want to know what happened next. This is the real secret behind movies and TV-series and books. But, strangely enough, the Internet has not had its own storytelling format – at least not yet. For years, we have been copying other media types onto the web and wondering why they don’t really engage the users for very long. The game company, Investigate North, is trying to create this ‘’narrative desire’’ within online stories with their videogame, Cloud Chamber.Read on →
The digitalisation of the buying process and customer experience has fundamentally changed how companies see their brand. Some pundits state that brands are now formed and owned by customers. Some even believe that branding is put to rest by the complete transparency of the digital age. I disagree. I believe that articulating and ‘living the brand’ is as important as it has always been.Read on →
With an ever-increasing number of platforms and channels for companies to showcase and demonstrate their achievements, the need for a clear and concise storytelling strategy is absolutely crucial if you want your audience to stick around.Read on →