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BR A N D EMAGAZINE R SM AG A•Z2019 IN E.CO M 22 BRANDERS
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BRA N DER S MAGAZINE MAG | I SSUE BRANDERS • 2019173
“Quotes” Issue 17 | May, 2020
“Oftentimes companies try too hard in their marketing. It’s as simple as telling a story. If you want people to remember your brand, have a specific feeling when they think of your brand and share your brand with their friends, tell your story.” Vickie Gould Storytelling, Marketing and Book Coach | Best Selling Author | Speaker
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“Quotes” Issue 17 | May, 2020
“Ultimately, you’re trying to connect and communicate with people, and stories are a natural way to draw others to you. People gravitate toward a narrative much more than they do to a sales pitch. You want to attract people to you, not repel them, and storytelling helps you do this.” Amy Blaschka Social Media Ghostwriter, Storyteller, and Forbes Leadership Contributor
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Contributors Robert Rose Chief Troublemaker at The Content Advisory. Customer Experience Expert, Keynote Speaker, Bestselling Author Terri Goldstein Founder & CEO at The Goldstein Group. Design Expert, Keynote Speaker, Author, Educator Casey Seijas Director, Brand Communications at Siegel+Gale Vickie Gould Storytelling, Marketing and Book Coach | Best Selling Author | Speaker Cristian Saracco Founding Partner Allegro 234 | CMO zenziya | President aebrand | Member Medinge Group Amy Blaschka Social Media Ghostwriter, Storyteller, and Forbes Leadership Contributor
Cover Story | Craig Dubitsky Founder of Hello Brands. Chief Innovation Strategist at Colgate-Palmolive Editor in Chief: Luis Fernando Vergara lvergara@vrandgroup.com Sales Director: Carolina Gomez carolina@vrandgroup.com Community Manager: Elizabeth Gomez branders@vrandgroup.com Editorial Committee: Terri Goldstein Cristian Saracco Luis F. Vergara Design: Vrand Design
Miguel Pirateque Partner and VP, Datagran. Creative Strategist. Data Storyteller. Data Visualization Apprentice. Content Fanatic. Giuseppe Cavallo Founder of Voxpopuli. Expert in branding and storytelling Jon Skelly Founder and Chief Storyteller at Journey Media
Stock photos credits: Frepik.es Pexels.com www.brandersmagazine.com
The contents of this publication is exclusive and opinions expressed are responsibility of the authors. Reproduction from the contents of this publication is prohibited without authorization.
CONTENTS B RAN D E RS M AGA Z I NE - I S S U E 1 7 | MAY 2 0 2 0
16 COMMUNICATIONS
10 BRANDING BY DESIGN The story of COVID-19
12 TOP BRANDERS
A new human normal
18 STRATEGY Are the facts, stupid?
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Top Storytellers to follow
COVER STORY
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Craig Dubitsky: Hello! a friendly story
CRISIS
Stories in time of crisis
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28 TECHNOLOGY More stories, less code
30 STRATEGY
Storytelling: Persuasion in Disguise
32/33 BRANDGADGETS BRANDEVENTS
BRANDING Your brand’s stories are lenses, not windows
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[] EDITOR’S LETTER
Luis F. Vergara Founder at Branders Magazine. Brand Strategist, Marketing & Communications Specialist @luifer_brander
Connecting with stories Storytelling is fundamental when brands are looking to connect with their audiences Stories allow brands to create emotional links between brands and their audiences. For brands, stories are the perfect opportunity to share with their audiences what they really are and what they are doing. But, the challenge is not just to share the stories but how to tell these stories. You can have a lot of ideas or messages to share but if you do not do it perfectly the message will get lost. Here is where Storytelling shows up. Storytelling is the art of sharing stories using emotions allowing brands to transmit different sensations and emotions involving the audience with the story. Sharing a good and unique story will help your brand to differentiate from others. A good example of good storytelling and a good storyteller is Apple and Steve Jobs. If you remember when Steve Jobs presented for the first time the iPod, he introduced it not talking about the technical specifications but sharing with the audience the importance of music on people’s lives and the emotions that people will feel using the iPod finalizing his story with the slogan “1000 Songs
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in Your Pocket.” With no doubt, a good example of how to use emotions in a story to connect with your audience. The narrative is the key to create these connections with your audience. A good narrative will help you achieve that emotional connection with your audience. Brands are always looking to learn more about how to create good stories to engage with their audiences. This is the reason why we created this new issue. We want brands to learn from the experts about how to create a good story. We had the privilege to interview Craig Dubitsky, founder of Hello Products who shared with us their amazing story and how he connected with his customers with the incredible story of his products. As usual, we have a great team of global contributors sharing their experiences using storytelling to engage with audiences. We hope you find this issue useful and you can use it as a guide on how to engaging stories that connect your brand with your audience!
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BRANDING BY DESIGN
Branders Terri Goldstein | Packaging Expert
Branding. By Design The Story of COVID-19
T
he coronavirus pandemic caught most people off guard. Critically needed supplies were absent from shelves around the country. In many places, they still are. Face masks, hand sanitizer and gloves—vital protective equipment that help keep healthcare workers and the public safe.
sanitizer. It announced in March that the anti-viral products will be donated free of charge to health authorities. More brands in the United States have made similar moves. AnheuserBusch, a classic American brand, is delivering more than 250,000 bottles of hand sanitizer for COVID-19 relief efforts.
Some people saw an economic opportunity in the chaos. Two Tennessee brothers stockpiled 17,700 bottles of hand sanitizer in the early stages of the pandemic and sold them on Amazon for up to $70 each. Widely publicized and criticized online, the siblings later donated their stockpile as restitution for their price gauging. But where some saw only dollar signs, many more rose up to offer support. Brands have coalesced around a common goal—assisting healthcare workers and shoring up manufacturing of critical supplies. The list spans industries and countries. LVMH, the European luxury fashion conglomerate behind brands like Louis Vuitton and Marc Jacobs, converted some of its factories to make hand
Anheuser-Busch’s COVID-19 hand sanitizer.
It doesn’t stop there. Restaurant chains Taco Bell and Sweetgreen are delivering food directly to those on the pandemic frontline—hospital workers, ambulance drivers, and grocery store employees, to name a few. The goodwill these actions generate are enormous, not to mention the impact they have on this situation.
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The Goldstein Group, my branding and package design company, was proudly founded in New York City where we remain to this day. Now the frontline in the global outbreak, New York City has been hit harder than almost anywhere else. We pivoted quickly—sending our employees home with the resources they need to continue working while staying safe and socially distant. In many ways, we’re lucky. But the effects of the pandemic hit home when I spoke with a longtime friend and colleague who has been asked to stay at work and ensure access to essential OTC products. We can’t manufacture face masks or hand sanitizer, but I thought there was a way to use our expertise to help these brands. Thus, BrandAid was born. It’s our pro-bono program in partnership with digital marketing firm Elemerce, and it allows us to use our skills to make a difference right now. Firms that are contributing to the fight against coronavirus get design and digital services free of charge. We’ve helped a company importing highquality personal protective equipment, and another
In this unprecedented time, a helping hand goes further than ever before. that started producing hand sanitizer to name a few. It’s a small sacrifice for brands that are making big ones. In this unprecedented time, a helping hand goes further than ever before. The story of COVID-19 is being written now. It’s a scary one with glimmers of hope and proud moments that showcase our collective humanity. When people look back and tell the story, I hope they remember the brands that contributed, the sacrifices big and small. If you think your brand should be featured in the next column, contact me at terri@tggsmart.com.
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