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December 2020

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In BRAND STORYTELLING

THE TRAP.

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One of the traps I fell into in 2020.

Was sometimes worrying if I was doing what I was doing.

Better than they were doing what they were doing.

Trap.

It’s a trap.

Because this kind of comparison is not real.

Because whilst I know my business.

I don’t know their business.

I don’t know what financial resources they have available.

I don’t know how big their team is.

I don’t know how much time they are putting into doing it.

I don’t know if they are telling me the whole story.

I don’t know if they are selling any.

I don’t know if they are making any money.

I don’t know if their smile is real.

I don’t know anything about them apart from what they allow me to know.

I don’t really know them at all.

So there is little point in worrying if what I am doing.

Is better than what they are doing.

Because whilst I know all there is to know about my business.

I don’t know all there is to know about theirs.

Just like.

(As well I know).

They really don’t know all there is to know about mine .

Comparing. 

Comparing.

It’s not only not real.

It’s a trap.

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In BRAND STORYTELLING

STORIES NOT DESCRIPTIONS.

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Don’t just describe things.

Even if you’re really, really good at describing things.

Tell a story instead.

People like stories.

And they remember them, too.

Creativity.

One of the things that creativity is for.

Your creativity, I mean.

Is storytelling.

Admittedly some people are better at telling stories than others.

But it is within all of us to have a go.

Rules. 

The age old rules will help you.

Tell people what it does – for them.

(That’s a benefit).

Not just what it does.

(That’s a feature).

And the first principle of any business communications.

Of course.

Is to get noticed.

And the best way to get noticed.

Is to be different.

Stand out.

Zig.

When.

They.

Zag.

So be brave.

Don’t explain.

Communicate.

Don’t describe.

Fire the imagination.

Don’t tell.

Inspire!

Readers. 

And write for readers.

Not for you.

Or your boss.

Keep things simple.

Clear.

Engaging.

Eaaaaaasy.

Charming.

Cheeky, even.

Stories Not Descriptions. 

Don’t just describe things.

Even if you’re really, really good at describing things.

Tell a story instead.

People like stories.

And they remember them, too.

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In BRAND STORYTELLING

MR BENN.

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Mr Benn tried on 14 outfits.

And therefore had 14 excellent adventures.

13 adventures were originally between 1971 and 1972.

With a 14th and final adventure being in 2005.

If you don’t know what I’m talking about.

You should probably stop reading.

(It’ll get no clearer for you).

And if you do.

Then carry on.

Mr. Benn.

Try to recall as many of Mr. Benn’s 14 adventures as you can.

And for a bonus point.

His address.

(Street and number).

Scroll down for the answers.

Marks out of 15.

(Don’t cheat).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

  1. Red Knight
  2. Hunter
  3. Clown
  4. Balloonist
  5. Wizard
  6. Spaceman
  7. Cook
  8. Caveman
  9. Zookeeper
  10. Frogman
  11. Cowboy
  12. Aladdin
  13. Pirate
  14. Gladiator

Mr. Benn lives at 52 Festive Road.

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In CREATIVITY

FRANKIE & THE GREYHOUND.

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Two weeks ago.

I was out with Frankie.

Frankie is a 10 year old Bichon Frisé.

Size of a cat.

Heart of a lion.

Brain of a sheep.

Beach. 

We were on the beach in Whitby in November.

And a slowing, ageing Frankie decided he wanted to play.

With a greyhound.

The Greyhound.

The only problem was.

No one told Frankie that his target playmate was a greyhound.

So all Frankie saw.

Was another dog.

And all Frankie had on his mind.

Was playing.

Not Knowing. 

Not knowing things is really useful sometimes.

Because where there are no rules.

And no prior knowledge.

There are no boundaries.

And where there are no boundaries.

Anything can happen.

100 Metres. 

Frankie first saw the greyhound at about 100 metres.

And when Frankie got within 10 metres of it.

That was when the greyhound slid into a full-pelt sprint so sudden and so effortless that Frankie thought the greyhound had disappeared.

Then.

Eventually.

Frankie refocussed on the greyhound 100 metres away again.

And 0ff he shot.

Then when Frankie got within 10 metres of it once more.

The greyhound slid into a full-pelt sprint and ‘disappeared’ once again.

And so it went on.

Frankie And The Greyhound.

Frankie and the greyhound had a great time.

But only because Frankie didn’t know what a greyhound was.

Frankie knew nothing of the mismatch.

It was only because Frankie didn’t realise that the greyhound could run like the wind.

That Frankie attempted to catch it.

And if he had known.

This wonderful chase would never, ever have happened.

So instead.

On that day.

They both had a brilliant, brilliant time.

Anything.

Not knowing things is really useful sometimes.

Because where there are no rules.

And no prior knowledge.

There are no boundaries.

And where there are no boundaries.

Anything can happen.

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