/HOW

I’ve written brand stories in a lot of ways. These approaches are my favorites: 

EXTEND THE STORY

In other words, find fresh ways to add to the brand narrative.

PLANT A FLAG

Stake out new ground by building on what’s already true about the brand.

DISRUPT

Zig when they expect you to zag. Be different on purpose, so the work compels the audience to see the brand differently.

BE NIMBLE

In the spirit of “better done than perfect,” work fast, work smart. Get the work out there to take advantage of the moment.