--- title: "Category Story – Character – Experts on Brand Character and Story" language: "en-US" source_url: "https://ipa1ewmwkdvx8gk.onstatic.studio/tag/category-story/" content_type: "text/markdown" --- ### Tag: Category Story ### [ You Can’t Have It All: Embracing the Conflict in Food ](https://ipa1ewmwkdvx8gk.onstatic.studio/2020/01/15/food-conflict-2/) I heard a sharp intake of breath, quickly stifled. It’s the kind of thing that being a parent has taught me not to ignore…but also [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2020/01/15/food-conflict-2/) January 15, 2020 No Comments ### [ The Illusion of Simplicity ](https://ipa1ewmwkdvx8gk.onstatic.studio/2016/12/14/the-illusion-of-simplicity/) Can you capture the essence of a brand in a single word? A couple of days ago, a friend in Dallas raised this question, citing [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2016/12/14/the-illusion-of-simplicity/) December 14, 2016 No Comments ### [ The Island of Misfit Foods ](https://ipa1ewmwkdvx8gk.onstatic.studio/2012/01/18/the_island_of_misfit_foods/) Over the holidays, my partner Jim heard a story likely to disturb the sleep of a lot of food marketers: A friend of mine told [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2012/01/18/the_island_of_misfit_foods/) January 18, 2012 No Comments ### [ Hey Gang, Let’s Put On a Show! ](https://ipa1ewmwkdvx8gk.onstatic.studio/2011/11/08/hey_gang_lets_put_on_a_show/) Sometime back, when we were working on the story framework for Target, then CMO Michael Francis explained the magic of retail to me: At its [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2011/11/08/hey_gang_lets_put_on_a_show/) November 8, 2011 No Comments ### [ Breakfast with Flo ](https://ipa1ewmwkdvx8gk.onstatic.studio/2011/09/20/breakfast_with_flo/) We did a blog post a couple of months back about the explosion of characters in the car-insurance category. This morning I heard that Flo, [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2011/09/20/breakfast_with_flo/) September 20, 2011 No Comments ### [ Bread and Redemption: A Killer Brand ](https://ipa1ewmwkdvx8gk.onstatic.studio/2011/08/21/bread_and_redemption_a_killer_brand/) Being story guys, we’re always looking for examples of brands that seem to be using story really well. It’s pretty self-serving. We hope that these [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2011/08/21/bread_and_redemption_a_killer_brand/) August 21, 2011 No Comments ### [ Amping Up the Electric Car Story ](https://ipa1ewmwkdvx8gk.onstatic.studio/2011/06/05/amping_up_the_electric_car_story/) There was a funny article in AdAge this past week about Nissan and Renault airing essentially the same commercial for two competing electric cars. (In [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2011/06/05/amping_up_the_electric_car_story/) June 5, 2011 No Comments ### [ The Overdog’s Dilemma: What Happens When Challengers Win? ](https://ipa1ewmwkdvx8gk.onstatic.studio/2010/07/25/the_overdogs_dilemma_what_happens_when_challengers_win/) Does the recent commotion about the shortcomings of the new iPhone seem out of proportion to both the problem and the newsworthiness of the whole [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2010/07/25/the_overdogs_dilemma_what_happens_when_challengers_win/) July 25, 2010 No Comments ### [ Give Me Back that Filet O’ Fish, Give Me Back My Self Control ](https://ipa1ewmwkdvx8gk.onstatic.studio/2010/04/09/give_me_back_that_filet_o_fish_give_me_back_my_self_control/) I just saw the one-year follow-up to the Give Me Back that Filet O’ Fish commercial from McDonald’s and I was disappointed by the effort. [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2010/04/09/give_me_back_that_filet_o_fish_give_me_back_my_self_control/) April 9, 2010 2 Comments ### [ The War on Food ](https://ipa1ewmwkdvx8gk.onstatic.studio/2010/03/14/the_war_on_food/) A couple of weeks ago I was talking to a senior marketer at a major global food company and he described the current environment as [ Read More » ](https://ipa1ewmwkdvx8gk.onstatic.studio/2010/03/14/the_war_on_food/) March 14, 2010 1 Comment ### Back to all posts