MAKE STORY YOUR COMPETITIVE ADVANTAGE
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
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
- Brand Positioning, Strategic and/or Creative
- Brand Messaging Strategy & Development
- Creative Process Management
- Brand “Love” (image / attachment-based loyalty)
- Character / Endorser Strategy
- Brand Extendibility
- Loyalty Programs