US-China Trade War 2: Thought Leaders on the Battleground

As with the Brexit quandary, the economic turbulence surrounding the US-China trade skirmish presents an opportunity for many corporates to boost their brand presence in the media by establishing themselves as thought leaders. When reporting on the trade tensions between the two largest economies, journalists naturally reach out to quantitative analyses and expert studies, and … Continue reading “US-China Trade War 2: Thought Leaders on the Battleground”

Brexit in the Media 2: Expert Opinion on Legal PR

Having examined the way banks promote themselves in the Brexit media coverage, we will now turn to an industry which works hand in glove with financial giants – law. UK’s affluent legal market is fueled by London’s role as a global financial hub, and bankers form the biggest client pool for lawyers: according to the … Continue reading “Brexit in the Media 2: Expert Opinion on Legal PR”

The Meghan Markle Effect: Lessons in Brand Storytelling

Hot on the heels of Buckingham Place’s announcement about the wedding of Meghan Markle and Prince Harry, brand valuation consultancy Brand Finance predicted that the ceremony will contribute around £500 million to the British economy, primarily in tourism. This initial prognosis seemed reasonable given the fact that Prince Harry is only sixth in line to … Continue reading “The Meghan Markle Effect: Lessons in Brand Storytelling”

Storytelling & Financial Services: How Can You Do Better?

Public relations firms have long been using storytelling techniques to get their points across, but the use of storytelling in the financial services industry is fresh, effective, and extremely useful. While most financial services companies continue to churn out the same old list of platitudes and numbers, innovative brands in the industry are using proven … Continue reading “Storytelling & Financial Services: How Can You Do Better?”

Storytelling and Sports: Under Armour vs Nike (Part II)

In the previous blog post, we discussed how Facebook topic data can help sportswear brand Under Armour improve its storytelling by collecting authentic consumer stories through social data and using them to add ever-deepening layers of meaning to its brand essence. As one of the oldest and brain-friendliest methods of communication, storytelling relies on patterns, i.e. characters, … Continue reading “Storytelling and Sports: Under Armour vs Nike (Part II)”

Storytelling and Sports: The Perfect Pairing (Part I)

“Storytelling” is certainly one of the buzzwords that all marketers try to make an invariable part of their jargon, and in terms of  storytelling as a branding tool, it is now common to argue that any brand story is a good brand story, if only for the sake of it. Every marketer knows that for successful … Continue reading “Storytelling and Sports: The Perfect Pairing (Part I)”