Picture 2 I shared this FREE book Believe Me Story Manifesto for Change-Makers and Innovators by Michael Margolis on how to build your brand's story with the students in my Corporate Communications class. I think it clearly explains through the voice of many very successful individuals including Barack Obama; how being a master storyteller can lead to immeasurable success for your brand and for you.

Here is a link to  Download BelieveMeStoryManifesto_ReadandShare

The author writes:" If you are trying to influence, persuade or convince others to believe your message, you need to read this book." Michael Margolis.

The best way I can describe what is meant by brand story is that is a "truth" that is created and later becomes true, because it is accepted and believed by the masses (or your target audience). In other words, when the public agrees with the brand story, it is considered true until someone or something disproves it.

Consider this quote by Seth Godin author: Tribes: We need You to Lead Us: " Great Stories agree with our world view. The best stories don't teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place."

I highlighted some of the material I thought explains the author's points but I am sure you will want to read the whole thing. You can visit his website for more resources at Get

Here is a link to Download BelieveMeStoryManifesto_ReadandShare

Dove’s Brand Building Evoloution Commericial Nails It!

This commercial is a bit of brilliant branding for Dove. While all it competitors are lying to us by showing 16 years old models and promising that their product will make our 40 something plus skin look like that in thirty days – finally a brand tells the truth and does it by building our self-esteem. Watch the Dove campaign video called “Evolution” — maybe some of the other beauty brands will soon evolve.

Does the Lovells Pure Larger Campaign Launch Have Wings

Here is another campaign that I would like my students to consider in terms of fresh identity campaign ideas and the effective use of brand touchpoints. Please compare this campaign in terms of effective communication, memorability and how well you think it connects with the target audience to the same criteria for the twitter campaign video (posted below).


"Lovells Lager was created by two successful, Australian music industry professionals, with a passion for great tasting beer….hey wanted to take the creative inspiration, craftsmanship and independence, that was the driving force of their music, and channel it into the production of their new beer. Lovells Lager was created on this very premise….Early in the process, we established the idea of disruption, as a way of acknowledging the language and expectations of established beer brands, yet putting a new twist on it. The dragon became an icon to symbolise this concept.

Reposted from Level 11 blog please view the entire campaign there.


Setting Your Standards as a Freelancer: A Few Suggestions

I came across this article and I thin k it is worth reading, I hope you enjoy it.

"Having standards is important when you’re trying to find and work with
clients on your own.

Picture 3

It's surprisingly tempting not to stick to your
standards: a quick project that you wouldn’t normally take can look
pretty appealing if you’re having a slow month. But sticking to your
guns can be important in more ways than one. If you take that
problematic job, not only are you doing something that you don’t want to
do, but you’re also likely to hand in work that you know isn’t as good
as you could do. Even worse, that sub-standard job can take up the time
you need to find higher paying clients, sticking you in a position where
you can’t afford to move forward."

Here is the link to the original article:

Setting Your Standards as a Freelancer: A Few Suggestions.