Use Maslow’s hierarchy to architect brand meaning into your products
Reading Time: 6 minutesMaslow’s hierarchy helps marketers latch onto unsaid emotions. Here are six nuances about applying Maslow that are not taught in B-Schools.
Fragrance marketing 101
Reading Time: 6 minutesIf a brand is nothing but invisible layers of meaning and fragrance is the invisible salesperson, then, if used well, fragrance can be a powerful tool in a brand manager’s quiver. That’s why investing in fragrance is a no-brainer.
The psychology of fragrances
Reading Time: 5 minutesScent is the invisible salesperson. It’s invisible, but unignorable.
The art of practical storytelling: Quest, Rebirth and Metaphors
Reading Time: 5 minutesFinal two story plots – Quest and Rebirth. And the two mountain metaphor that organises stories.
Find your wolf, then protect it with your life
Reading Time: 4 minutesA zero-compromise element without which the whole flywheel collapses
The art of practical storytelling: tragedy
Reading Time: 5 minutesThe tragedy story plot is commonly used to elicit guilt and shame or put fear of tragic outcomes to get people to donate to charities or perform tasks at work
The art of practical storytelling: comedy
Reading Time: 4 minutesIn the practical art of storytelling series, we focus on the comedy story plot. Examples from brands and learning on how to apply to corporate situations
The art of practical storytelling: voyage and return
Reading Time: 4 minutesThis plot is about a literal and metaphorical journey that gives us new insight and knowledge. Apply this structure to brands, career stories and prodigal returns.
The art of practical storytelling: rags to riches
Reading Time: 6 minutesThe art of practical storytelling. Second story plot is Rags to Riches. It can be applied to build a personal brand or a startup. I also share three lessons I took from this plot.
The art of practical storytelling: overcoming the monster
Reading Time: 8 minutesOnce you know its ingredients – an underdog, an insurmountable villain and a win against all odds – you will see this story plot everywhere