The Power of Positioning: How Payless Got Away with Tricking Influencers

To many, Payless ShoeSource is the place for moms and low-income families to get cheap shoes. But for one day – under a new name and a fake brand created for this PR stunt – Payless became Palessi, the super-chic luxury shoe store only open to celebrities and fashion influencers. So, why did it work, and will the effect last long-term?

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Don’t Be Boring – How to Add Personality to Your Content

The key to making your website entertaining, educational, and engaging to read lies in incorporating just the right amount of brand personality to make it interesting. No matter who you’re writing to – whether it’s the CEO of a major corporation or a blue-collar warehouse employee – we’re all human and we want to be spoken to that way.

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Telling Your Story Without Becoming an Open Book

In a world where privacy and security is a growing concern, it’s difficult to know where to draw the line. So, how do you know what the right balance is? How do you share your story without having to share everything about yourself?

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How to Write a Captivating Backstory For Your Brand

Your brand has a backstory, no matter where in the lifecycle it’s at. It’s that backstory that establishes the foundation for your brand story and tells your customer who you are and what you’re all about. Here’s how to write a captivating backstory that will provide the foundation for your brand and create a deeper connection with your audience.

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3 Steps for Telling a Successful Brand Story

You won’t get anyone to take an action if your story isn’t clear and intentional. There’s a simple structure that will help every story you tell – whether it’s in a blog post, on your service page, or to your mother – make a landing and be successful.

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