Once Upon a Time, There Were Linear Stories
Linear stories are straightforward, literally: They present a beginning, a middle, and an end. Wherever we are in the story, we are aware that there are pages preceding and pages to come. Epic poems and, later, theater, followed the more linear progression we might better associate with a scroll or bound book. In all these forms, the linear progression of the story sets our path for us. We do not surf across novels in varying directions. We can’t skip ahead or turn the channel while watching a play. Our place in the scroll, book, or third act indicates how close we are to finishing, and our emotional experience is entirely bound up in time.
HOW THE ONE-TIME BATTLE FOR RETAIL’S FUTURE HAS NOW RECONCILED INTO AN ALLIANCE OF PHYSICAL-DIGITAL INTEGRATION
Not long ago, in a galaxy not at all far away, the rise of online shopping inspired a wave of speculation forecasting an apocalyptic end to brick-and mortar-retail. In 2013, driven by the emergently urgent need to compete with online giants like Amazon, real-space retailers like Wal-Mart and Target announced plans to remain open on Thanksgiving.
From American Apparel and Vermont Cheddar to Swiss Chocolate, Places Shape the Meaning and Value of a Product’s Brand. Powerful Stories Capture the Full Scope of that Value.
When new clients seek out our services, they naturally have a lot of questions. When it comes to content, these questions tend to center on our ability to understand the language of a particular profession and audience: Will we be able to capture their company’s voice? Can we write about complex technical and scientific material? How do we decide which topics are relevant to their target audience?
Back when I was in graduate school, Naomi Klein’s No Logo (2000) was all the rage. The book launches a powerful attack against, among other things, the takeover of public space by brand logos. Klein means well. It’s just that the book relies on and perpetuates the very system it condemns. After all, the cover of No Logo quickly became an instantly recognizable logo, an emblem of anti-consumerism. A brand.