Narrative Assets

Cougar Boots Relaunches Brand Story on a Canadian Icon

In the fashion world, it seems what's old is all of a sudden new again. The only difference is that now it commands a higher price.

Many of us will remember the infamous Cougar pillow boot that took the country by storm in 1976. Who didn't walk around school with these iconic boots? They were the supreme representation of cool - yet cooler if the tongue was left to dangle loosely (I remember even adding a red fluffy lumberjack coat, but I digress...)

Iconic brands are able to tell a story in a way that captivates consumers. Yet more than being able to tell an engaging story, great brands are able to tap into our emotions in a way that draws up warm memories. Cougar does this extremely well with its re-introduction of the famous Cougar pillow boot.

As you key into the Cougar website, a mesmerizing combination of both nostalgic and modern images draw you into the story. The kids are dressed the way WE used to dress in the winter. They are engaging in what those of us familiar with the brand used to do too...hang out on those old wooden style toboggans. Press noses against glass. Run around chasing your brothers and sisters. 

Adding to the sense of nostalgia is the music. The song sounds as if it's recorded in the 1920's or 30's and adds an element of warmth to the scene. One cannot help but be drawn into the film clip. All in all, the whole approach and presentation make me, as a consumer, WANT to learn more about the boot. Instead of being about just another winter boot, Cougar has presented the brand in a way that makes you feel as if you're reconnecting with a long lost friend.

Great advertising and great brands are able to tell a brand story in a way that makes consumers WANT to listen. The best brands are able to cut beneath the surface of our psyche and reach into something that we thought was long gone.

Can you think of other campaigns that follow a similar approach?

New Orleans Best Brand Stories Are From The Streets

I recently returned from New Orleans where I attended the IABC Southern Region Conference. Having spent some time in the city earlier this year, I fell in love with the city's vibe, culture and people (not to mention the food). What struck me most on this trip were the amazing stories I heard from the locals. Stories of both extreme heartbreak and inspiration - many could be heard just by talking to people on the streets.

The last night of our trip was spent in a rather Bohemian part of the city called the Faubourg-Marigny. It is here that I met one of the area's most fascinating street poets - Matt. The idea was that Matt would listen to your story, then come up with a poem about your experiences. I'd heard about the concept in other American cities, and decided to test Matt's talents. In a manner true to form of a street poet, Matt was able to craft a poem that was not only witty - but was also able to capture the essence of how we felt on our last night in the city. Overjoyed about the people and places we saw on our trip, yet sad that we would be returning home soon.

In his book "Reinventing Work: the brand you 50", Tom Peters said that "A brand is a metaphorical story that's evolving all the time..." and that "stories create the emotional context people need to locate themselves in a larger experience." This is especially true in a city like New Orleans where stories - and the characters they represent - provide an outlet to the sometimes harsher aspects of life.

A great brand story can be found anywhere. The tagline for the New Orleans Convention and Visitors Bureau is "You're Different Here." It's true - although it's also true that things are different there. There's a spirit and resilience in the people of New Orleans that I haven't found matched anywhere else in the world.

One day while wandering through the French Market, I started chatting with a local jeweller. His brand is called "Art Made in the Ghetto." His pieces were amazing, and I ended up buying a few of them. His name is Russell Gore and his story is both heartbreaking and inspirational. Born into the "projects", Gore vowed to become a success and worked his way out of poverty to become a student of commercial art and photography. During Hurricane Katrina, his wife died in his arms. He fashioned a gold medallion out of his wife's gold and still wears it to this day. An incredible example of inspiration and success in the face of extreme poverty and heartbreak.

The story of New Orleans is the story of its people. Life is meant to be lived here. People realize that each day could be your last, and live their lives according to this belief. To experience New Orleans, is to be reminded that people's stories matter. They give life meaning - and give people a reason to believe and move on with their lives.

It is with this spirit and with the spirit of all the Matt's and Russell Gore's out there - that I encourage each and every one of you to just take a moment to enjoy life. Make it spontaneous - and don't forget to dance along the way.

 

 

Tell It To Sell It - How Hotels Can Use Brand Storytelling To Win Customers

You've heard it before. Everyone has a story. Well, every place has a story too. And with summer travel season upon us, hotels can benefit from the amazing number of customer stories that are happening right this moment.

As the use of stories in marketing campaigns continues to gain popularity, some of the world's most innovative hotel brands are cashing in on their customer's experiences. Think about it. There is so much competition out there in the hotel business - what would convince a customer to book with you?

Two things. Experience - and story. If I decide to invest in a luxury hotel, I've decided to invest in a particular brand for the way it will make me FEEL. At the point when I click the mouse to book the room, I want to feel as if I'm booking an experience - not just a transaction. If I've done my research using social media, I also want to be convinced that my decision is the right one based on the majority of stories given to me by other customers. This is a group mentality decision, but an individual one as well. If there's a story the hotel can add to help convince me to book with them (ie. a cool historical fact or awesome location), then I'd be happy to hear it.

So how can hotel brands stand out to entice more customers? Use stories! Author and hotel consultant Daniel Edward Craig is a hotel industry veteran. He claims that hoteliers are natural storytellers, and that hotels are a rich and unlimited resource for stories. And what better way to bring in the customer than to engage them in story? Craig goes on to list storytelling examples used by some of the world's leading hotel brands. There's a hotel in Paris that tells its story through a crafty and engaging video. Sheraton and Fairmont have created online communities for guests and staff to share their stories. A hotel in Stockholm actually scans handwritten notes by guests and posts them to their website.

Travelling and adventure bring out a shared sense of time and place. Hotels that are able to capture this universal theme and incorporate it into their brand marketing will be able to tap into the imagination (and eventually pocketbooks) of their customers.

Here's a picture taken during our first trip to New Orleans. The photo was taken inside the lobby of the Royal Sonesta Hotel. Rather than describe the warmth and magnificence of this place (reminiscent of another place and time), I'll let the picture do the talking. What story does this photo have to tell - and what does it say about the Royal Sonesta brand?

 

  

 

Brand USA: What Canadians Can Learn From the American Mindset

In today's global environment, the difference between the way Americans and Canadians think is becoming increasingly clear. As a long time member of the International Association of Business Communicators (IABC), I often look to my peers for thoughts on industry trends. To get an American opinion, I'll often target senior communicators (IABC members) who work for well-known global brands like Coke and Southwest Airlines. It's amazing that, in every case, I get a well-crafted response from American communicators. And these aren't juniors. Titles range from Senior VP's of Development and Communications to Global Brand Managers.

Outside of the IABC, I will often send links to my articles or blogs to Americans who might benefit from the information. Again, in virtually every case, I get a return response and thank you for a job well done. Now here's the question of the day - Why can't I get similar responses from Canadian companies?

I'm not here to knock down Canadians, because there are some people who actually take the time to respond. But many won't. Consider the job hunt. I find it hard to believe that someone is so busy, that they can't take 30 seconds out of their day to respond to an inquiry email. If the Global VP of Brand Marketing for Coke can respond to one of my emails, so can Canadian communicators.

What is it that makes many (but not all) Canadians and Canadian companies different? Is it because most live by the status quo - and don't want to be bothered with even looking at a new way of thinking? A recent article in Marketing Magazine talked about the brain drain to the USA. Not surprising. Often while attending industry events, I hear people say that they've given up on dealing with Canadian companies - and get all their work from Americans.

As a writer, I often follow comments posted by readers in major newspapers. There seems to be a clear pattern emerging with many Canadians. There's a claim to an almost moral superiority over Americans in business, culture and politics. To that I say hogwash. I see it more as a form of missplaced arrogance and ignorance over the good things we can learn from Americans. In my global travels, it's always been the Americans who, to me, have been the nicest and most receptive people both personally - as well as business-wise.

Perhaps it's time for Canada and Canadians to wake up from their slumber. I know that nationalism and passion for our country are in us. For once though, I'd like to see this passion rising from something other than hockey and conversations about daily trips to Tim Hortons.

Branding The 'Big Easy': Why New Orleans Has More Than One Story To Tell

Having recently returned from a wonderful trip to New Orleans, I find myself thinking about the people and places I've seen. When it comes to enriching and engaging experiences, New Orleans serves it all up in a rich cacophony of sights, sounds, tastes and aromas.

From the unbridled craziness of Bourbon Street, to the secluded wings of the Royal Sonesta Hotel - to the historical and magnificent seclusion of the grand plantations - New Orleans offers visitors an experience like no other. What's even more appealing about the place is the sense of warm hospitality offered by the locals. In some areas, it's as if time stood still. Feel an urgency to check emails every hour? Not on Louisiana time. Feel like dancing in the streets? Go ahead. Everyone else is doing it.

Historically, New Orleans (or NOLA) is a mix of stories from a range of backgrounds and cultures as rich and diverse as their own Louisiana gumbo. Spanish, Creole, Cajun, French - they all blend together in a rich symphony of fun and excitement that is New Orleans. The place is pure poetry - enchanting, intriguing, mystifying, engaging and welcoming.

To those of you who have never experienced NOLA, I urge you to go there. As a brand, the city has given itself the tagline "It's New Orleans - You're Different Here." I would expand that even further to say "It's New Orleans - Things ARE Different Here."  If great brands tap into emotions, then NOLA has it all. Just one visit will leave you with a powerful connecting experience that begs you to go back and do more.

New Orleans doesn't have just one story to tell. It's power and resonance as a brand come from its ability to meld a hundred different stories into one glorious place. But don't just take it from me. Take a look at this video narrated by NOLA's own Kermit Ruffins - trumpeter, singer and composer extraordinaire. May your journey always take you back to NOLA.

   

Brand Storytelling: Tips For Business From Hollywood And The Screenwriting World

The goals of the Hollywood movie machine are no different than those of most businesses. Find creative ways to engage an audience so you can recoup your investment, sell lots of product and make a ton of money. With these goals in mind, it's here where the world of the entertainment industry and the interests of the business world collide.

This weekend I attended the Toronto Screenwriting Conference at Ryerson University. The conference featured top Hollywood talent from many realms of the business..writing, producing, directing and consulting. What struck me was the variety of ways in which the business world could benefit from their experience and ideas. As I mentioned above, there are many similarities between the entertainment and business worlds. From a storytelling perspective, it's clear why Hollywood is in a Master class all its own.

Here's a brief synopsis of some of the key speakers and their views on storytelling. Think about the implications of their ideas for business (and brand storytelling) and how the concepts could be used to better sell products and services (Note - The comments have been paraphrased based on notes taken in the seminar sessions):

Sheldon Bull  - Comedy writer extraordinaire (MASH, Coach, Newhart) and author of ELEPHANT BUCKS - An Insider's Guide to Writing for TV Sitcoms - 'People watch sitcoms every week because they have an emotional investment in the characters'; 'Writers need to set it up so the audience will care about the characters and feel that emotional investment'; 'What audiences are yearning for is something they can cling to and love'

Pen Densham -  Award winning writer, producer, director - and teacher/mentor extraordinaire (author of Riding the Alligator: Strategies for a Career in Screenplay Writing (And Not Getting Eaten) -  'The purpose of a good movie is to demonstrate things dramatically so the audience can learn about themselves'; 'A good actor invests in their biological understanding of humanity'; (on the subject of pitches) 'Find a way to discover what you and the buyer are most in tune with - find the common ground'; 'Find the nugget - there has to be an emotional journey and something at stake'; 'Find out how to get people to care about you'

Kevin Shortt - Scriptwriter and story designer at Ubisoft in Montreal (Avatar: The Game, Lost - The Video Game) - 'Steven Spielberg once said that story (narrative) has to touch on the emotions'; 'Players need a level of interactivity so they own moral conflict and their own moral choices'; 'Great movies are great because of great characters'; 'Be sure the ending/end result stays in tune with the game's vision'

Christopher Vogler - One of Hollywood's leading script consultants and author of the iconic book The Writer's Journey: Mythic Structure for Writers - 'The idea of story and myth in story has implications outside of the entertainment world'; 'Joseph Campbell compared myth to metaphor - it's a comparison for a mystery that's beyond human comprehension - myth is in the realm of the senses'; 'Every work of art is a metaphor for your own situation'; 'Science can measure that you're in an attuned sense of consciousness when you watch a good movie - you can actually alter the settings and bring people to a different place'; 'Hook the audience and make them want to know what will happen next'; 'Give the hero mistakes/flaws that we all share - people always want to think the movies are about them'

Writing an award-winning ad campaign or pitch isn't much different than writing an award-winning Hollywood script. In both cases, you have to find a way to create a story that engages the audience - and "forces" them to do something or feel something. As Vogler suggests (based on his study of Joseph Campbell) - myth and story are in the realm of the senses. If you can tap into that emotion and primal need for story as a way of helping people discover their place in the world - audiences and consumers will relate these needs and feelings to your product, service or brand. Once they are able to relate and make that connection, chances are high that they will buy too.

Can you think of other ways in which the business world could use concepts developed in Hollywood to create compelling ad campaigns?

 

Brand Storytelling and Social Media: Why McDonald's is lovin' it

 
In a world all a-Twitter with information, it seems that social media is the last place to find a good story. An increasing number of companies realize the importance of social media to their overall marketing and communications strategy, but how many realize the value of storytelling to incite and maintain conversations about the brand?

Key executives from some of the most influential brands in the world gathered in Chicago last August to discuss ways to leverage social media campaigns to inspire employees, increase brand awareness and motivate consumers to talk about their experiences.

Rather than relay a brand message through traditional means such as a Twitter channel or Facebook page, companies were encouraged to use story as a way of strengthening their message to make it more emotional and engaging.

Joe Curry, Global Web Communications Manager for McDonald's, described how social media was used to inspire employees and the public about the company's commitment to its staff members. McDonald's launched the "Voice of McDonald's" campaign to identify and reward the most talented singers among the company's 1.6 million restaurant employees. The contest involved YouTube, Facebook and Twitter and told the story of the inspiring talent within their "McFamily."

Curry loved the concept of using storytelling in social media and offered this advice:

• Social media campaigns are stories with a beginning, middle and end. The narrative can be fun, but your messages may be lost without a sense of story. The complete picture needs to make sense and have some sort of resolution or conclusion
• Each corporate team can be responsible for a "chapter", but in the end the voices must come together to tell a complete story

Marshall McLuhan once said that the "medium is the message." If this is true, then in today's world of social media the medium and the message are necessarily intertwined. Social media and technology provide the vehicles in which to deliver the brand message, yet the ability of this technology to engage and motivate the consumer and/or public through effective use of brand story ensures the message is not lost in today's info-centric world.

 

The Story of Christmas Is A Culinary Journey Through Time

Christmas is my favourite time of year. It's a time to reconnect with loved ones..to take stock of the past and fill your mind with hopes and wishes for the year ahead.

Underneath all the consumerism and hectic scheduling is an undercurrent of magic and imagination that reminds me of simpler times. Times when our only true responsibility was to be a kid. We only had to believe, and it would come true. As we grew into adulthood, the magic and sense of wonder started to wear off to make way for life and its increasing array of responsibilities, triumphs and disappointments.

Yet Christmas is the one time of year that allows us to reconnect with this long lost sense of wonder and hope. As I bake yet another cookie recipe, my mind goes back to the time when my Mom and grandmother would pass me the spoon to lick the bowl. I would always show up at just the right time to indulge in sampling. To this day, I delight in raw cookie dough, only now I enjoy its flavour throughout the year in a tub of gourmet ice cream.

The baking experience is essential to the Christmas story. It reminds me of time shared as a family, of loved ones long gone - and those who are still around to carry on the tradition. It's a feeling of family and community that cannot be duplicated at any other time of the year. Even though family is to be found all over the world, the sights, sounds and smells of the Christmas season still live in my heart each year as I contemplate yet another sugary dish.

Wandering through the Christmas Market in Toronto's Distillery District last week immersed me in a sea of memories that allowed me to reconnect with long lost times. Being of German heritage, I grew up on stollen, Marzipan - and a variety of sumptuous German, Austrian and Swiss chocolates. My Omi's baking included the ever famous rum balls - almost always filled with more rum than chocolate.

One of my fondest Christmas memories was the arrival of my grandmother's Christmas parcel from Germany. It was a culinary delight filled with treasures from all over Europe. And in every package was a new addition to my beloved Steiff toys...a brand I take pride in to this day.

I could take just about everything used to symbolize Christmas and map out a story of my life. And that's the neat thing about stories. The best ones contain an emotional component that allows us to reconnect with experiences long lost within ourselves.

So here's to Christmas. And a wish for all my readers that 2011 gives you the chance to script the best story of your life. Thanks for reading!

  
 

Appetite for Success: Lessons in Leadership and Innovation From An Executive Chef

An avid "foodie", I decided to take a workshop at Bonnie Stern's famous cooking school in Toronto. The workshop presenter was acclaimed Niagara Executive Chef Mark Picone - owner of the Mark Picone Culinary Studio.

Besides coming away from the workshop with a newfound knowledge and appreciation of succulent dishes such as house cured duck prosciutto, sumac loin, elderberry pan jus and pawpaw gelato...I couldn't help but realize how excellence in the kitchen mirrors excellence in business.

The job of a professional chef isn't unlike that of a successful and innovative business leader. Here's why:

1) Synergy is important - you have to have the right ingredients at the right time, in the right amount to create the perfect dish

2)  Quality ingredients - the quality of the final dish depends on the quality of the ingredients you decide to put in the dish

3) To be innovative, once in a while you have to stir the pot and add a little something extra that perhaps you never tried before - the result may surprise you

4) Customize the menu for your audience to guarantee the best customer result

5) Put on a show to provide the best experience - and be sure to find an audience worth cooking for that values your product and expertise

In a world where conformity and conservative thought still seem to be the norm, taking a creative and integrative approach to business might help uncover new angles to overcoming everyday challenges. We all want to succeed - and sometimes the answers to our most pressing problems can be found by looking at what we thought might be unrelated professions or industries.

Food for thought that might fuel your appetite for success.

Where else can business leaders look for inspiration to help solve their key business challenges?

 

Brand Story Comes Alive: The Chicago Experience

Part of what makes a brand great is its ability to tell a story that engages people at an emotional level. Great brand stories are able to communicate their messages effectively by establishing a deep connection with their audience.

Just as there can be customer journeys that monitor interactions between brands and consumers, so too can a world-class city offer the same type of journey that is able to fulfill our every need. Chicago is one of these cities.

Having recently returned from a trip to Chicago (my third visit), the city never fails to disappoint. At first glance, one would think that the size alone would inhibit the kind of closeness and intimacy characteristic of great brands. But the Chicago experience proves that this isn't so.

In his groundbreaking book BrandSimple, author Allen P. Adamson states that in the case where brands offer entertainment value, "it's more a matter of coordinating interactions to create an outcome of a more emotional nature. Here the journey is more like orchestrating an event. It's theater."

The emotional journey through Chicago begins the minute one steps into the always bustling O'Hare airport. Yet underneath all the confusion is an innate sense of order, as people from all over the globe run around chasing their next flight - or jump into the next cab or bus. The journey into the city can take a solid hour at rush hour, yet the sights and sounds are so fascinating that it's easy to forget the time. Skyscrapers loom as one approaches the city limits. The magnificent Chicago skyline seems a welcoming fortress that says "Welcome to Chicago - have a nice stay - and before you leave, you won't be disappointed by the story we will tell."

What Adamson says about brands is true. The interactions between myself and Chicago-ans are always friendly and illuminated. Service at hotels, stores and restaurants is excellent and people actually seem to want your business. The entire city offers a sensory smorgasbord guaranteed to fulfill even the most cynical appetite. Cultural events are rampant, and museums are world-class centers of historical significance. In comparison to other cities of similar size, Chicago doesn't seem afraid to showcase its grandeur. The waterfront is magnificent, and tourists are catered to in a way that makes them want to come back again.

Yes, I love Chicago. To me, it tells the story of incredible intellect and ambition in which its citizens were able to pull together all levels of government and industry to create a brand story guaranteed to incite a powerful experience for all who venture between its walls. To live Chicago is to experience it, and the story naturally unfolds to those willing to take in all the delights that the city has to offer.

Brand guru Scott Bedbury once said that "a great brand is a story that's never completely told." In this way, brand Chicago will always be evolving as visitors are offered powerful connecting experiences that continue to transcend place and time.