Archetypes or stereotypes?

Ottawa ad campaign

Recently, I have learned that 86% of place branding projects fail. While the research does not explain why, I am willing to bet that one of the principal causes of failure is “thinking stereotypically instead of archetypically,” and go even farther to suggest the only way to successfully brand a destination. Case in point: Ottawa. The picture on the left was taken …

Brand Jordan

NBA lockout is about to end. The hot topic of discussion is what's the damage to Brand Jordan? Michael Jordan is arguably the greatest basketball player of all times. But his skills and will are not enough to explain how he became the magnetic person that he is. During his Hall of Fame induction speech, …

Brand Storytelling

Carl Jung once said, “Never do human beings speculate more, or have more opinions, than about things which they do not understand.” Unfortunately, brand storytelling is one of those things. Let's try to unearth its meaning and find ways to leverage brand storytelling to support brand strategy. “Never do human beings speculate more, or have …

Branding Through Storytelling

Recently I stumbled upon a well-written book named, “Storytelling: Branding in Practice.” Storytelling is a buzzword in the world of strategy. Unfortunately, though, it is an often-used yet seldom-understood concept. “Branding Through Storytelling” is a helpful “how to” guide to unearthing, sharing and leveraging corporate stories to support brand strategy. Let's start with basics. Storytelling …

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