Alchemy Lab Notes

What Your Brand Can Learn from Star Wars

[fa icon="calendar'] 12/30/15 4:42 AM / by Kirk Arnold posted in Brand Storytelling

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The media is abuzz with excitement about Star Wars: The Force Awakens. Don’t worry—no spoilers here, unless you haven’t yet gotten around to seeing the original Star Wars released in 1977. So, why has the Star Wars franchise been so successful for almost four decades? It taps into familiar characters and storylines that have been part of the human experience for millennia.

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Content Marketing: Staying True to Your Brand

[fa icon="calendar'] 8/17/15 11:40 AM / by Laura Neitzel posted in Brand Storytelling

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There is a Niagra-Falls-sized torrent of content inundating me every day. I know I can’t keep up with reading or watching even the content I’m interested in—so, as someone who creates content, it can feel like a fool’s errand to try to get anyone else’s attention. How do brands get attention and stay front and center in the mind of their consumers? The branding cognoscenti say “content marketing.”

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A Good Brand Story Never Dies

[fa icon="calendar'] 1/16/15 8:05 AM / by Laura Neitzel posted in Brand Storytelling

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There’s a reason that a good story never dies. Stories are more interesting to listen to, easier to remember, and more likely to make an emotional impact than any string of authoritative but dry-as-a-bone facts. And what your brand wants to do is be memorable and relatable.

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