Dec 07

5 Signs Your Marketing Language is Too Complicated

By Andrew | blog

Sometimes selling a solution or product feels like you’re sitting on a goldmine, yet no-one around you seems to understand. Often the value remains hidden, no matter how many ways you tell your story. There are a few possible reasons for this: You’re too close: You’ve spent so much time with your product, so much money […]

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May 10

5 steps for marketers to personalize with ALL of their data

By Andrew | marketing

If you’re still sending out generic offers to your customers in 2017, something’s wrong. However, according to a recent article in The Wall Street Journal about personalization using data, “banks, including Chase, know they are sitting on a large deposit of gold—and they intend to mine it.” The same is true across every industry, particularly larger […]

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Dec 27

Creating a world: Tlön, Uqbar, Orbis Tertius

By Andrew | blog

I recently discovered a short story by Jorge Luis Borges called Tlön, Uqbar, Orbis Tertius. It is taken from the book Labyrinths, first published in 1962. The premise of the short story is that a secret society of conspirators convene to invent a planet called Tlön.  The planet would be described to the minutest detail […]

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Oct 04

Jaron Lanier on Virtual Reality

By Andrew | blog

This is funny – the invention of Virtual Reality: Jaron Lanier talks about Virtual Reality and the Information Economy. How the information economy works, in the words of Jaron Lanier, who invented Virtual Reality as we know it today: “I think you have to be a technology skeptic to love technology properly. You have to […]

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Sep 14

Why marketing online is like storytelling in the Wild West

By Andrew | blog

Marketing is about telling a story so your customer gets it. When constructing marketing messages and stories that communicate value for my clients, I’ve noticed a lot of common areas between marketing online and  storytelling disciplines such as filmmaking and screenwriting. I’ve written and produced many short films and even made a feature film, as […]

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Aug 20

Storytelling ideas for marketing Part 4

By Andrew | blog

How do we build a structure for storytelling in marketing? I had a student once who proposed an important distinction between narrative and story. Whether you agree or not, its useful, so here it is: Story has a point of view. There’s always someone or something telling a story – a story comes from somewhere. […]

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Aug 14

Storytelling ideas for marketing Part 3

By Andrew | blog

How do marketers create viral content? To understand how viral content is created, it might help to look at how actual viruses function in nature. Weird I know, but as a graduate in Biochemistry, I can see some parallels. What is a virus? A virus is a unique strand of RNA/DNA that invades the cell […]

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