Members-only Storytelling Story Masters 3: The characters in your brand stories It's often the characters we remember the most when it comes to the stories we love, which means it's essential that you think about the characters in your brand stories, and the roles they're playing in your narratives....
Members-only Podcasts CMO Convo | Story Masters 4: Emotional connections in brand stories | Gastón Tourn For many people, the best stories are the ones that we have an emotional connection to. Should the same apply with marketing? Gastón Tourn, CMO of Curio, certainly believes so....
Members-only Podcasts CMO Convo | Story Masters 3: The characters in your brand stories | Gastón Tourn In the third chapter of Story Masters, we sat down with Gastón Tourn to discuss the literary theory behind character roles, and how that can shape your approach to brand storytelling....
Members-only Storytelling Story Masters 2: The structure of great brand stories We're back with Gastón Tourn, as we dive into the big world of story structures and how to apply them in modern marketing storytelling....
Members-only Podcasts CMO Convo | Story Masters 2: The structure of great brand stories | Gastón Tourn More than just "start, middle, end", or googling "three-act structure", thinking hard about how your marketing stories are structured influences how your audience engages and journies through them....
Members-only Storytelling Story Masters 1: The goal of brand storytelling Some storytelling techniques have stood the test of time (some of them are thousands of years old), so why shouldn't they be applicable in modern marketing storytelling?...
Members-only CMO Convo CMO Convo | Story Masters 1: The goal of brand storytelling | Gastón Tourn Some of the most important techniques in great storytelling are hundreds, if not thousands of years old. But how can they be applied in modern brand storytelling?...
Members-only Storytelling The future of brand storytelling for CMOs With society, business, and technology constantly evolving, what will brand storytelling look like in the future, and how can marketing leaders and CMOs keep pace?...
Members-only Podcasts CMO Convo | The problem with purposewashing | Greg Ricciardi A brand's purpose and values have become increasingly important to both consumers and B2B customers. But this importance has led to many brands attaching themselves inauthentically just for the purposes of good press....
Members-only Branding Your micro-level brand purpose Gastón Tourn, CMO of Appear Here, joined us again to talk about keeping your messaging and storytelling focused on human beings and how your brand impacts them. He calls this your "micro-level brand purpose" and you can read all about what we discussed below....
Members-only Podcasts CMO Convo | The future of brand storytelling | Lorena Morales Predicting the future is never easy, but we give it a good effort with Lorena Morales, Director of Global Marketing Revenue Operations at JLL, as we examine what elements of good stories will remain constant in marketing, and how technology and culture might change how we tell them....
Members-only Podcasts CMO Convo | Your micro-level brand purpose | Gastón Tourn Gastón Tourn, CMO of Appear Here, says your "micro-level brand purpose" should be the real core of your brand messaging, positioning, and storytelling. Discover what that means for you....
Members-only Storytelling Perfect your marketing processes by giving your customers a voice It’s important to pay attention to customer feedback, but how can we use that feedback to solve customer problems? By being the voice of the customer....
Members-only Podcasts CMO Convo | Cherrypicking your battles as a CMO | Rob Willey Rob Willey, as CMO of sports beverage brand Cheribundi, knows all too well what it's like competing against titanic brands. Find out how he's choosing his battles....
Members-only Branding Brands in the age of irrational advocacy What is it about some brands that create cult-like devotion from customers? That's a question we're tackling with Dan Cobb, Chief Strategy Officer and CEO of Daniel Brian Advertising, as we examine how and why customers can become "irrational advocates" for brands, and what this means for CMOs....