The Smartist’s Way

An essentialist approach to branding and marketing a small business

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How Ideas Spread

By | Application, Branding, Marketing | No Comments

  Ideas that spread, win. Marketing guru Seth Godin spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than boring ones. Godin is the author of many books, my favorite of which is Purple Cow.  We’ve all driven down highways passing cows….

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Storytelling in Business

By | Branding, Marketing | No Comments

Filmmaker Andrew Stanton (“Toy Story,” “WALL-E”) shares what he knows about storytelling — starting at the end and working back to the beginning.

“If history were taught in the form of stories, it would never be forgotten.”
~ Rudyard Kipling, The Collected Works

Humans have been communicating through stories since the dawn of, well, humans. From cave paintings to Shakespeare to modern day Super Bowl commercials, our brains love a good story.

Every business has a story

Stories enable us to share an idea, our personality, and forge a connection with consumers. The one thing all compelling stories have in common is that they’re memorable and worth repeating. Strategic storytelling can change attitudes and behaviors. Focus on a single important idea and forge an emotional connection. This is how ideas spread.

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