Story Time
How do you market a great brand in 2008? You could use statistics or positioning statements. But if you want to create true resonance, you tell a story.
Ask marketers like Seth Godin or Tom Asacker. They'll tell you that a great story will trump data every time.
The Buffalo Bills are doing that right now with their "My Bills. My story." campaign that lives on their website, and also doubles as a media campaign. Our old friend, Vh1 Executive VP & General Manager Tom Calderone, is the focus of one of these stories. They sell season tickets and the Bills experience better than action shots of the team or special rebates.
Ben McConnell calls this "peopletizing" - using your audience to tell your story. Great stations have great fans that can tell great stories. Tell 'em.
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