Author Archives: Ed Woodcock
Aesop, the brand storytelling agency, has chalked up a first for HEINEKEN’S No Nonsense bitter John Smith’s with a one-off TV execution to support the brand’s long-running sponsorship of the Grand National. The ad will be available to view for the first time this week, ahead of the world famous race meeting at Aintree, which takes place from April 12-14.
“Show, don’t tell” is an old writer’s adage that’s doled out to every budding writer. It’s advice that’s meant to inspire tighter, more powerful prose in many different ways, but for the purposes of this blog post I’d like to focus on how it encourages novices to concentrate on the telling details that speak volumes.
What is the role of promotional marketing in telling the brand story?
To best answer this question, we must first determine what we mean by promotional marketing and how it is differentiated from sales promotion. Continue reading
I was both delighted and disconcerted to see the title of last week’s Marketing Week article: “Telling brand stories central to brand strategy plot”. Continue reading
How stories and brands both help us make choices.
Consumption is about making choices. When a mother goes to buy a breakfast cereal, she doesn’t buy any old cereal; she has to make a choice between the many different brands on offer. Whether making a habitual purchase or a novel one, brands help her choose between one product and another. Brands exist, on a fundamental level, to help us make choices in life.