Posts by Bill Fasig

M&A and the Challenges of a “New” Brand Strategy

Disney to acquire 21st century FOX

Every week we see the constant activity of growth and consolidation in the market generated by a continual stream of M&A announcements – some big, some small, but seemingly never-ending. In this context, we are often asked for our thoughts and to help answer key questions about the brand story and strategy once the deal…

Read More

The Art of the Story and Fact vs. Fiction

(Or as some might say: “alternative facts”) As I listen every day to news, political, social and business commentary, and even marketing and advertising, I am struck by a recurring theme – a recurring problem – the very loose connection, at best, that many of our current forms of communication and discourse have with anything…

Read More

5 Questions to Bring Science to the Art of the Story

We’ve all experienced bad storytelling at some point in our lives: the keynote speaker who reads every word on their PowerPoint slides, the annoying colleague who always forgets the punchline to the joke, the pushy salesman who goes off on tangents until he loses his point completely. We roll our eyes, crack our knuckles, gaze out the…

Read More

Winning the Presidency with the 6-Second Story

In a recent MarketingProfs’ interview, I discussed the “The Secret Sauce in the 6-Second Brand Story.” Why is this important? Because in today’s frenetic world of digital noise, you have ONLY six seconds to earn the attention of your prospective customer. A 6-second window for making a connection. Six seconds to give your customers, your audience, a reason to…

Read More

The Evolution of the 6-Second Marketing Story

This is an evolutionary tale for marketers, full of dinosaurs, dragons, and other extinct species – and lots of fast-talking.  It is also a cautionary tale for marketers who are unable to adapt to the foundational need for simplicy, clarity and alignment (and now speed and efficiency) in brand storytelling, lest they too become an…

Read More

Brand Story: Hillary 5.0 is Budweiser, not a Micro-Brew

Political candidates are — like it or not — just like beer, soda, snacks and cars – they have a brand, and authentic storytelling is a critical part of the go-to-market strategy that is required for that brand.  Recognizing this, the Clinton Campaign team has been enhanced by experts from consumer and corporate branding and marketing, according to…

Read More

Brand Messaging Clarity Trumps Cleverness

The grand and driving rule of effective brand strategy is authenticity.  Whatever your brand stands for, it has to be proven out in the actual customer experience, repeatedly, consistently and  universally.  That is also true in how you communicate your brand story.  At TopRight, we strive to discover and create a “6-Second Story” for our…

Read More

Insulting the American Intellect: A Storytelling FAIL

How important is authenticity in telling your story, selling your service, describing your product, advocating your policy position? I think everyone would say “Very.” What happens when we miss this mark, as we all too often do? Tomorrow (Tuesday, December 9, 2014)  MIT professor and Obamacare architect, Jonathan Gruber, now famed for his extraordinary comments…

Read More