The Story

We all know that full-sensory experiences use sight, smell, sound, taste and touch to tell a compelling story.
But are there more senses to consider? Think about the experiences you have with banks, credit unions, and retailers. Isn’t time part of the experience?
At your last bank visit, how long did it take for the employee to […]

Ok, so we’ve discussed making sure that your employees are proving your story, all the time, every day, every touchpoint. But, what about your executive team? They’re above all this touchpoint talk, right? Absolutely not.
Your execs truly proving the story is one of the key things that makes your brand more than […]

I’m not above stealing great phrases…and today, I nabbed another one. (Hey, explaining what branding really is, in a way that doesn’t just mean “new logo” to our clients, ain’t easy, and takes a few minutes.)
So for those of you who think we’re off our rockers for talking about the way brands can be […]

At Creative Brand Communications, we hear from banks and credit unions (and all businesses, really) how their customer and member service is what differentiates them. Although commendable, it’s exhausting to hear. EVERYONE says it, but very few prove it consistently. A few good ones come to mind — Tiffany, Nordstrom, Les Schwab. […]

Trick question. Answer: All the time.
Because everything–especially your people–are either always proving your story…or disproving it. There’s no middle ground. It’s a concept at CBC that we call “neutral is negative.” If something is not proving your story, it’s disproving your story. Simple as that.
I just read an interesting […]

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I was just checking out Seth Godin’s blog for the day (an activity I highly recommend you do, as well), and came across a great post in which he’s REALLY speaking our language.  He uses slightly different words, but he’s talking about proving the story.  His example of the florist is a perfect one:  showing, […]

To follow-up briefly on my post from a couple weeks ago about using sound to build brands, I wanted to share a perfect, powerful and simple example. This example comes to us courtesy of our favorite source of good examples: Umpqua Bank.
All brands must ask themselves a simple question: What does my […]

Belief. That’s where it all starts before conversations can be had about smelling and tasting this way or that. Without true belief or clear understanding about what your brand is all about, it’s no wonder why more companies aren’t taking advantage of this approach.

All any company really needs to know is this simple equation:
CompanyBelief + […]

A couple weeks ago, we talked about how brands can be heard. Today, the nose takes center stage.
It’s true: brands can be smelled. The leaders behind any strong brand can step back, ask themselves “what does ______’s brand smell like”…and actually respond intelligently. That’s because they understand how multi-sensory brands are, […]