The CBM (Creative Brand Manager) is a Storyteller

Have you ever sat down to listen to a good storyteller? It is an amazing experience. As the story unfolds before your ears, your thoughts drift and imagine the vibrant colors, expansive views, and you can even smell the scents and subtle nuances of the scene inside your head. Once the description gets into the mind of the individual it takes a journey of its own, soaring to new heights. The story begins to thrive and the individual gives it a new life within them. Making the story evolve into something that the individual creates. It is an awesomely powerful thing.

I had a third grade teacher who would made me sit on my toes listening with such an intensity that I felt like my head might explode. It was almost as if I was being sucked into a spell. I remember one time she told a scary story that was not in the least bit frightening, but it was in her description, her tones that rose and fell, that lulled you into a relaxed state, and then would snap with such ferocity I would jump out of my skin. And even though it startled me I found myself left wanting more. It was if I was lost in a desert and I needed a drink. The stories were my water. That was a good storyteller, something that was told so well it left the listener or reader wanting more. They never want the story to finish. Her story was called Tailly-Poe.

Whenever I finish reading a good book I go through a little depression because I am sad that the story is over. I want the words to go on forever. This can be the same for a strong brand. A strong brand has a great story behind it. There are many obvious choices that can fill this stereotype like Nike, Apple, Mini, etc., but there are many other brands whose story needs to be told. The story needs to be told in a way that it takes on its own life and grows within its listeners.

The Creative Brand Manager helps to bring these stories to life. I have worked on some great brands at the Brandcenter such as: Brand America, Cadillac, Toys ‘R’ Us, Jones Soda, Toro Lawn Mowers, Zipcar, and L'Occitane. It has been a fun exciting experience to tell the story of each of these brands and to bring them to life. The only problem has been that it is all a game at school, and I look forward to actually telling real stories.