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Every story has a beginning, middle and an end. So, too, do companies and products. Today, I want to talk about the beginning.
In storytelling lingo, the beginning is often called the “catalyst” or the “inciting incident”. It is the big bang, the moment the protagonist loses his job, the death of the beloved king. It is the moment that brings about monumental change to which we as readers can often relate at a personal level.
In company and product parlance, the catalyst is that place where your brand first started talking shape. And, for consumers, it is often that place that explains why companies are doing what they are doing in the first place. In other words, it gives the rest of the “story” meaning and purpose.
Here are some great examples of company catalysts: (more…)
It’s been awhile since I’ve had time to update everyone on some of my project work. Here’s a project I completed last June and July with my client, Southpaw Technology. Southpaw wanted to launch the latest version of their digital asset management (DAM) system, TACTIC 3.0, at SIGGRAPH 2010. Neology defined a cost-effective launch strategy, and assisted in all marketing tactics, including product message development, PR, trade show booth setup, direct mail, collateral design and more. The campaign captured 2x as many leads as projected.