Pepsy's new ad features a young boy on the streets of New York City, and there's a coke machine on one side of the street. You have to marry that concept, that narrative concept, with selling pepsy products. We did very little hard sell. We wanted people out there to feel like we get their sense of humor. If i'ma consumer and you're a brandon, you get me. I like you. There's a trust thing.
If you’re good at marketing, you know how to make people understand what you offer. But if you’re good at branding, you know how to make people feel a certain way about it.
When you master this, you can create exponential value for your business. (For example, branding is what allowed Starbucks to sell a 50-cent cup of coffee for $4.)
This week on the Building a Story Brand podcast, Donald Miller talks with advertising legend Don Schneider about the art of branding. He’s the creative force behind ads for marquee brands like Pepsi, GE, and HBO. But as you’ll see in this episode, what he’s discovered about branding and human behavior applies no matter your budget.
Listen now and discover the secrets of branding that can have an exponential impact on your bottom line.
Get the worksheet that goes along with this episode at http://buildingastorybrand.com/27