Newsletters

Beyond Spreadsheets: The Storied Side of Persuasive Communications

By Jean Storlie / June 20, 2013 /

A year ago, my lay-off and retirement from General Mills triggered the need for my husband and I to find a new financial planning service. The process of gathering all of our financial data, interviewing financial counselors, and grappling with the uncertainty of our future was daunting and depressing. For me, personal financial planning and…

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Storytelling Can Unify a Brand Experience

By Jean Storlie / May 15, 2013 /

In writing a story about a deep emotional experience living in hospice while my dad passed, I told stories about the amazing care and compassion of the hospital staff –from the doctors to the man who cleaned our room. This culture of caring was clearly integrated into the hospital’s “product experience,” so I was really…

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The Power of Storytelling: The Key to Consumer Engagement

By Jean Storlie / April 22, 2013 /

  A recent story in The Guardian by Dom Robertson shares how Gatorade draws the consumer into a compelling narrative through it’s award-winning Replay campaign. As Dom shares: Based on the proposition “Once an athlete, always an athlete”, is an extremely effective example of storytelling at its very best. Appealing to men over 30 who…

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