Written by: Vickie Sullivan  |  March 24, 2015

The Best Branding Stories Do This One Thing Differently

Whew!  Just catching my breath after TED last week.  My top ten list will be posted on the blog later next week.

The best lesson comes from watching over 90 speakers.  The line between good presentations and the great ones was very thin.  All were very well prepared so no major bombs there.  The deciding factor:  how they used their story.

The good speakers used their story to explain their project.  It was a segue for a long show and tell.  Their presentation was interesting — but that interest only lasted until the next speaker.

Every great speaker used their story as a springboard.  To make a short but memorable point.  A point that the audience can talk about and refer to for the rest of the week.  That interest spurs action.

Exhibit A:  New York Times columnist Anand Giridharadas.  He used the lives and relationship between two very different men to highlight two very different worlds.  Watch for his clip.

In the land of killer brands, having a story is a given, not a differentiator.  How you use your story is the X factor that either makes you look like “old wine in a new bottle” or the next big thing.  Choose wisely.