You can’t judge a book by its cover, and you can’t judge an experience by the sales pitch. Codify your brand experience so it’s more portable, sharable and sticky. Find the essence of the experience that your community can share openly.
It’s hard to know what you’re buying when you can’t see or touch the product ahead of time. Make the intangible tangible by shaping an unforgettable buying experience.
There's something magical about a sticky brand. They stand out amongst all others, and they get talked about. Apple is a master of creating brand buzz. I Googled the latest news on both the iPad 3 and iPhone 5 today, and found oodles of posts. The pundits are saying...
All great stories are based on characters. Characters bring a story to life through their dialogue, their actions and their interactions with other characters. The characters, the people we identify with, are ultimately what makes a story interesting. The same happens...
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