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Posts tagged with Jack Daniels

What is storytelling for brands and why do you need it?

‘Storytelling!’ It’s up there with ‘big data’ as a phrase that’s kind of annoying but has yet to be improved upon by a better alternative. 

Ultimately shorthand phrases are necessary because they save time. I’ve been guilty in the past of going ludicrously around the block to avoid the phrase ‘big data’. I believe if you look back through my previous articles you will find far more instances of me saying “the massive volume of available data” rather than “big data”.

I realise now that this is stupid. Most digital marketers know what you mean when you use ‘big data’ so therefore just say it. The annoyance comes from when people either use it wrong or use it blindly, this is why buzzwords are so excruciating. 

So how about ‘storytelling’ then? It’s not only a phrase we’ve all heard at conferences and meeting rooms for a number of years now, but it’s also one we’ve grasped from our earliest days. 

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How Jack Daniel's uses storytelling to personalise the brand

Jack Daniel’s is a universally recognised brand, but often for different reasons. Most of its marketing focuses deeply on heritage and tradition.

A down-home, deep fried sense of warm hospitality that permeates its ads and copy like a gentle waft of charcoal. 

It’s also permeated by images of Lemmy pouring it on his cornflakes after a night on the Sunset Strip. 

Combining these two perceptions is no easy task, but JD’s new ‘Bar Stories’ campaign manages it with aplomb.  

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USA Basketball team scores big for Foot Locker

This week it's all about sports and whiskey on our weekly showcase of The Dachis Group's Social Business Index.

Our focus is on two well-known brands – Olympic sponsoring footwear specialist and a drinks distributor – as analyzed by Stephanie Fuller of the Dachis Group team. 

We've also taken a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.

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