The best branding, position and marketing of any kind is always about telling stories. To really co-create the universe, you must create a story about what you do and how it improves the lives of those it touches.
Tommy John underwear, BG Oil Changes, and Madison Reed hair coloring all promise me their products are “life-changing.” Really? I'm wondering what kind of life would really be changed by one of those products. And it sure ain't mine.
Johnny Carson was one of the most brilliant comedians of my childhood. And the funniest part of his monologue was often when a joke bombed. Often it was what he called the “one too many” rule, when he was doing a series of jokes on a particular topic and went too far. It’s an easy rabbit hole to fall down.
