Reading scientific explanations clothed in the language of humanity helped me to view food and the concept of nutrition differently. I started talking to myself with a new compassion. I even fell into the habit of verbally encouraging my legs during long runs. I had a driving sense of empathy for the bacterial cosmos in my body.
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“Brian found a salamander in the woods. It was a little orange salamander that crawled through the dried leaves of the forest floor. The salamander was warm and cozy in the boy’s hand. ‘Come live with me,’ Brian said. He took the salamander home.”
A brand has a higher chance of inciting a donor’s empathy and, subsequently, future charitable giving the more it resonates with the donor’s personal beliefs, goals, and preferences. For this reason it is critical to tell relevant, emotionally-charged stories and to match the right ones with the right people.
By casting Misty Copeland’s painful but bold and victorious story at the forefront of its brand, Under Armour has established itself as a sportswear company for women of all bodies, backgrounds, and experiences.
Building a strong brand is critical. But maintaining a strong brand requires an acute awareness of your changing audience and its needs. A brand’s narrative must be about more than achieving sales targets or marketing metrics if it wants to remain relevant and effective in the minds of its consumers.