Jayme Alvey Miner, the owner of Canary in a Clothes Mine, wanted a unique marketing approach unlike any previous campaigns. This marketing strategy would encourage dialogue, engagement, and an exchange of meaning between people. I thought to myself, "...is Bill Baker in this room?" Bill is the principal of BB & CO Strategic Storytelling. A consulting firm nestled in Vancouver, British Columbia - they pride themselves on helping brands—and their leaders, teams and organizations behind them—work smarter by leveraging the timeless power of Strategic Storytelling.
I lasered my focus on uncovering a story that would resonate with Jayme's customer base. After several meetings and brainstorming sessions, one word kept slapping us in the face - the one word that resonated.
“Marketing is no longer about the stuff that you make, but about the stories you tell.”Seth Godin