Branding
Kelly Smith
Understanding the Narrative Chain for Brand ...

Brand storytelling doesn’t follow a linear path. It never has. A linear model doesn’t allow for the chaos that comes with dealing with real, living, breathing humans and constantly changing markets. It certainly doesn’t take social media into consideration.

If you’re not careful, you could fall into the trap with some narrative arc models that, though they account for some issues with the brand, often do so with the issues in the rearview. As if the challenges the brand has faced in the past will somehow predict what the brand will face in the future.

Instead, look at brand storytelling as a narrative chain made up of many stories in “S” curves.

Understanding the Narrative Chain for Brand Storytelling
Branding, Business Strategy
Kelly Smith
7 Ways Resourceful Companies Navigate Turbulence

In turbulent times, companies must discover what kind of adjustments are right for them to stay relevant. It can seem overwhelming. But there are a few ways to think about resourcefulness to help companies of any size manage through stressful environments.

7 Ways Resourceful Companies Navigate Turbulence
Branding, Business Strategy
Kelly Smith
Foundations are Critical for Resilient Companies

Dandelions put out a taproot from the very beginning to give themselves every advantage possible in journey ahead—because they don’t know if that journey will be easy or tough.

Unfortunately, too many companies don’t operate with the basic principles of dandelions and as a result, start with weak foundations, don’t plan for adversity ahead, and falter when the economic winds change. If we’ve learned anything from history it should be that change is inevitable. It can be sudden and unpredictable or like a slow-moving glacier.

Foundations are Critical for Resilient Companies
Branding, Creative Expression
Kelly Smith
Brand Storytelling: The art of conversation

We love to talk about what we’ve done, who we’ve seen, the hurdles we’ve crossed and triumphs we’ve realized. If we’re not careful, we can talk about how amazing we are and leave our guest completely out of the discussion.

Brands do this all the time. Agencies do this all the time. All this chest thumping and self promoting leaves consumers and customers on the outside looking in … if they even stay around long enough to keep looking.

Brand Storytelling: The art of conversation
Branding, Creative Expression
Kelly Smith
Brand Storytelling: When in doubt, be Q

James Bond is always on the run, always getting himself into unexpected situations in his quest to save the planet from the evil of the hour. He desperately needs someone looking out for him and creating solutions Bond doesn’t even know he needs yet.

Brand Storytelling: When in doubt, be Q

Don't confuse effort with outcome.

Don't confuse effort with outcome.

Leadership bears a responsibility to set goals and direction so others can put their efforts towards the right ideals.

Teams need to focus on what success looks like. How will the individuals on the team know if they're on the right path, or just spinning their wheels? Can they adjust in the flow so not all effort is wasted if they got off course?

What if hope actually is a strategy?

What if hope actually is a strategy?

Executives must lead from the front in uncertain times. They must prove that even when it's tough they, the leaders, have some idea of what a positive future looks like and are willing and able to help the company achieve success. They must give the people in the organization hope that tomorrow will be okay.

5 Easy Steps To Get The Greatest Value Out Of Your Core Values

5 Easy Steps To Get The Greatest Value Out Of Your Core Values

Core values are an important part of building healthy organizations and getting everybody on the same script. Most companies don’t have to look much further than their best employees to know what kind of culture they have and what they should celebrate. But the words you use to articulate your values, the way management lives them, and the way you introduce the new language to the company can make difference in whether the organization buys into the program or just waits until management moves on to a new topic.