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Powerful brands not only look at the obvious brand storytelling opportunities like advertising, social media and websites. It means not only seizing opportunities but creating them. It takes discipline and a willingness to see the forest as well as the trees. Using your brand story for every brand interaction requires creativity, effort and leadership.
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Related: The Power of Empathic Storytelling: How to Make You Customer the Hero of Your Story Story threading should be all-inclusive Many brands go to a lot of trouble and expense to develop their story, only to use it in some instances and leave it on the side of the road in far too many others.īrands like this, as well as many of the agencies they work with, squish their thinking, pick favorite channels to focus on, ignore what they don’t find exciting, and don’t discipline themselves to unfurl their story into a wider array of opportunities.Īvoid this trap and your brand will benefit immensely. Unfortunately, many brands don’t do this. Even small efforts get the benefit of the bigger picture. And consistency builds on itself so that the effort you make - and the money you spend - work harder. Consistency threads each different piece together under the brand story so the audience is funneled down the precise brand path you want them to take. To be successful at story threading you need to understand that each and every piece of your brand’s communication and interaction has its own job to do and a way to do it most effectively, but that doesn’t preclude it from doing that under the umbrella of its brand story. However, if some of the shapes didn’t work with the others, the image would be an inconsistent mess, and probably look more like something I’d paint. When you step back and look at it from a distance, each shape works with all the others to form a single, complete image.
#How to subscribe to legendary times magazine series
Close painted a series of individual, small abstract shapes, each acting on its own but, ultimately, contributing to a whole. I call it “ story threading.” You can call it powerful branding.Ī great way to think about story threading is to think of a Chuck Close painting. Nothing is too small, or too unimportant, to use the brand story. And you must believe that everything matters.
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Everything is an opportunity for your brand to build its story with the audience and connect your audience to the story. To put a big red S on the chest of your brand you need to thread its story through every piece of brand communication, every behavior and every interaction, to create a consistent and unifying premise for people to buy into - from your website to a sales call, an annual report to advertising, employee communications, social media, even label copy or the way a customer service representative answers the phone. Your brand story must thread through everything you do