As a marketer I find the job of a journalist fascinating. And when I say journalist I mean the one who investigates, the one who searches deep down for a subject, the journalist who knows how to use storytelling and introduces his subject in a unique way. Journalists who take to the streets in the […]
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What’s The Best Story a Brand Can Tell?
There’s a lot of talk now about brand storytelling. Stories that bring out tears, stories that “draw” smiles, stories that demand likes or shares, stories that offer gifts, etc. Brands succeeded in labeling their stories for the eyes and ears of the consumers, based on their needs. And yet, what is best story a brand […]
The Image-Consumer
In David Hurn’s book “On looking at photographs: A practical guide” I came across an interesting term: “The image-consumer” Each and every one of us is a picture-consumer. Whether we work in advertising or not. We are picture-consumers when we’re taking photos, when we’re changing our phone wallpaper, when we’re watching TV or when we […]
Today’s Consumer has Rights Without Responsibilities
The modern consumer has a certain flair for advertising. Consumers do not trust traditional advertising anymore. Anything free is cheap. Anything free is good. Anything expensive is for other people. Anything expensive will devalue and become cheaper. Anything expensive will be cheap. Praise the second hand shops.
From Storytelling to Storyliving
The word “storytelling” has taken its place among the basic terms used by many companies when it comes to branding. Let’s not forget, of course, the “storytelling” that’s been evangelized by the speakers. At the beginning we had the earlyadopters who had embraced “the storytelling”. They made mistakes, they fell, they rose and they learned […]
Imagine Your Project Like a Shoe
A marketer should have a permanent open connection with his work field somewhere in his mind. Always looking out for opportunities and ideas that could help him grow and develop. I happened to wander one day, a bit lost, through a shoe store. Among the shelves, I could not help but notice the multitude of […]