Contacts
Office

1450 Medicine Bow Rd
Aspen Colorado
United States

Email

info@subtextresearch.com

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Consulting

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subtext consulting

MAKE STORY YOUR COMPETITIVE ADVANTAGE

timeless

Social and behavioral science continually prove that story is the most effective way to change the behavior of large groups. 

Subtext re-casts marketing based upon the science of story – from narrative-based positioning to ideas that persuade.
The Timeless Story & Singular Idea harnesses the psychology to help the world’s largest brands turn around businesses, re-capture swagger, curate cultural conversation, and win coveted awards.

Positioning
& comms strategy

timeless

THE TIMELESS BRAND STORY

A narrative-based brand strategy establishes a point of difference as a means of personal / cultural struggle & resolution – inspiring compelling brand activation throughout the organization

RE-TOLD IN A TIMELY WAY

Connecting the Timeless Brand Story to culture in timely inspires marketing actions, campaign ideas & organization behavior in culturally salient ways

THE TIMELESS BRAND STORY: CASE EXAMPLE

SITUATION:
DORITOS WAS A CAREER KILLER

With no apparent brand meaning & a product-oriented positioning, Doritos was plagued with inconsistent product-based messaging, dismal results & a revolving door of brand managers

TIMELESS STORY AS A CATALYST

The development & validation of Doritos timeless Story (enabling consumers to Live Out Loud) resulted a brand shift toward AMPLIFYING THE MOMENT, not just in snacking, but in the lives of consumers & broader culture

SINGULAR IDEA: CASE EXAMPLE

SINGULAR IDEA
ENGAGES CULTURE

The development of a culturally-salient expression of the timeless story (Staging Experiences), re-framed the extreme perceptions of Doritos as a vehicle for curating over-the-top moments

SINGULAR IDEA
INSPIRES CREATIVE

The idea that Doritos should design platforms that put the consumer at the center of over-the-top entertainment experiences led to business-building platforms, highly-engaging & award-winning content, innovation & extension strategies

Other areas of deep expertise