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Hiut Denim really gets Brandtelling

hiut

I was not familiar with Hiut Denim from UK until I stumbled across their website. It is authentic and tells a strong, purposeful story on every page and post. The website copy is written in the first person and each page and post pulls you further into the site and their story. I can almost hear the sewing machines whirring in the background as I read through the copy and the black and white photography is stunning, simple and striking.

Take a look at the site here.

hiut

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About Arthur Germain

Arthur Germain, Principal & Chief Brandteller of Communication Strategy Group is the curator and main blogger for Brandtelling, a blog about Brand+Storytelling.

Who does your brand serve?

You may be a business man or some high degree thief
They may call you Doctor or they may call you Chief.
But you’re gonna have to serve somebody, yes indeed
You’re gonna have to serve somebody,
Well, it may be the devil or it may be the Lord
But you’re gonna have to serve somebody.

~ Bob Dylan, Gotta Serve Somebody

Español: Bob Dylan, en una actuación en Vitori...

Bob Dylan, Azkena Rock Festival. (Photo credit: Wikipedia)

My apologies to Dylan, who isn’t fond of marketing, but how often do you think about who your brand serves? I know it’s an odd way to put it, but your brand, and my brand, serves somebody otherwise what’s the point?

The biggest challenge that I come across is when someone wants their brand to serve everybody. And I am here to tell you, that is a mistake waiting to happen.

When I am working with a client, I will ask “who is your primary target for this message?” Often the answer is a vague, “our customers, our prospects, the media, you know, everyone.”

That won’t work.

You’re going to have to focus, create and share a message with smaller, more defined groups. Those are the people you serve. Otherwise, you are going to create vague, bland messages that sound an awful (that’s the operative word) lot like this “we build state-of-the-art, robust and scalable go-to-market solutions for consumers and businesses.”

And Dylan relly would have something to say about that.

What do you think?

 

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About Arthur Germain

Arthur Germain, Principal & Chief Brandteller of Communication Strategy Group is the curator and main blogger for Brandtelling, a blog about Brand+Storytelling.

Can you tell your brand story in the shadows? (video)

This video from Britain’s Got Talent is making the rounds in email links and Facebook posts, but I wanted to share it with you here. It tells a powerful story – without words, without faces or expressions. The story is told through dance and shadow ~ and maybe a little puppetry. Take a few minutes […]

About Arthur Germain

Arthur Germain, Principal & Chief Brandteller of Communication Strategy Group is the curator and main blogger for Brandtelling, a blog about Brand+Storytelling.

Continue reading...

What Does Milk Have To Do With PR?

Image via Wikipedia Do you remember the “Got Milk” series of ads? The thing that was so great about those ads was their udder (couldn’t resist) simplicity. The commercials always offered a serious problem that could only be solved with milk. And the ads drove the message home with their ending line – a simple […]

About Karen Franse

Karen Franse is an account manager at Communication Strategy Group and has over two decades of experience in media strategy and outreach, copywriting, creative services and editorial project management. Arthur Germain is Brandtelling's creator and curator.

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Is your brand hard or soft?

When we think about brand storytelling, hard and soft are not the first descriptors that come to mind. But these two categories often make a huge impression in a customer’s or prospect’s mind. A hard brand isn’t necessarily solid or tough, but it may be perceived as selling “hard goods” or having some type of […]

About Arthur Germain

Arthur Germain, Principal & Chief Brandteller of Communication Strategy Group is the curator and main blogger for Brandtelling, a blog about Brand+Storytelling.

Continue reading...