Debbie Laskey's Blog

Welcome to Debbie Laskey's insights and commentary about BRANDING, MARKETING, LEADERSHIP, SOCIAL MEDIA, EMPLOYEE ENGAGEMENT, and CUSTOMER EXPERIENCES. Debbie has worked in high-tech, the Consumer Marketing Department at Disneyland Paris in France, nonprofits, and insurance. Expertise includes strategic planning, brand development, marketing plans and audits, competitive positioning, websites, communications, public relations, employee engagement, customer experiences, and social media marketing.

Showing posts with label brand stories. Show all posts

Wednesday, July 16, 2025

The Power of Co-Branding When It Comes to Brand Experiences

Does your brand partner with other brands?

If done right - meaning that the partnership makes sense to your customers, fans, and stakeholders - then co-branding is an effective brand-building strategy for all brands involved.

According to Investopedia, "Co-branding is a marketing strategy that utilizes multiple brand names on a good or service as part of a strategic alliance. Also known as a brand partnership, co-branding encompasses several different types of branding collaborations, typically involving the brands of at least two companies. Each brand in such a strategic alliance contributes its own identity to create a melded brand with the help of unique logos, brand identifiers, and color schemes. The point of co-branding is to combine the market strength, brand awareness, positive associations, and cachet of two or more brands to compel consumers to pay a greater premium for them...Simply put, co-branding as a strategy seeks to gain market share, increase revenue streams, and capitalize on increased customer awareness."

Here are some examples of co-branding:

(1) Taco Bell's Doritos Locos Tacos: Specialty food item co-developed by Yum! Brands, Inc. and PepsiCo's subsidiary Frito-Lay, Inc.

(2) Citi AAdvantage cards: Citi credit cards that earn American Airlines miles with qualifying purchases.

(3) Nike+: A Nike, Inc. and Apple, Inc. partnership that connects activity-tracking technology in athletic gear with iPhone apps and the Apple Watch.

(4) Dawn Dishwashing Detergent: For more than 40 years, Dawn Dishwashing Detergent has worked with the International Bird Rescue to help wildlife impacted by oil spills and other disasters. The bird rescuers use Dawn to wash sticky oil out of birds' feathers, and Dawn donates thousands of bottles of detergent to the nonprofit.

(5) Ford's Eddie Bauer Editions: Eddie Bauer edition Ford vehicles feature snazzy amenities including signature body cladding, illuminated running boards, and two-tone leather. Eddie Bauer's name lent style and class to Ford, while Ford helped the outdoors brand reach a wider audience.

Check out this recent co-branding initiative featuring two iconic Atlanta-based attractions:

"From June 2nd to June 30th, double your bubbles by experiencing two Atlanta icons with one unbelievable deal that takes you from bubbling ocean discovery to Coca-Cola's signature fizz. This two-for-one combo ticket gets you one-time admission to both Georgia Aquarium and World of Coca-Cola. Begin to beat the heat this summer by marveling at manta rays, waddling with penguins, and maybe even getting splashed by dolphins at the Aquarium. Then head to World of Coca-Cola for a refreshing sip in the Coca-Cola Global Beverage tasting room, plus visit the Vault of the Secret Formula, and snap a photo with the Coca-Cola Polar Bear. For one price, you'll experience two world-class attractions. This exclusive summer deal ends June 30th." (Note, the $75 price was a twenty percent discount of regular anytime ticket prices.)

The Georgia Aquarium is known for its 11-million gallons of blue wonder, where visitors can walk through a 100-foot tunnel surrounded by whale sharks, manta rays, and thousands of fish. At World of Coca-Cola's Beverage Lab, visitors can experiment with different flavors to create a unique drink.

During June, Atlanta-area locals and lucky tourists were able to experience two Atlanta attractions at a discounted price due to effective co-branding.

What can your brand learn from this co-branding example?

Image Credits: Georgia Aquarium and World of Coca-Cola.

Tuesday, May 27, 2025

Let's Discuss Brand Storytelling to Celebrate World Marketing Day!

Do you know today's significance? If you're a professional marketer, you probably know that on this date in Chicago in 1931, the person who has been referred to as the "father of modern marketing" was born. Philip Kotler has written more than 80 books and made an incredible impact on the development of marketing worldwide (and this blogger was used his "Marketing Management" textbook during the first semester of graduate school).

The European Marketing Federation chose May 27th as the day to celebrate the field of marketing worldwide. In addition, the day was established to recognize the value of marketing and educate all members/departments within organizations about the role and purpose of marketing,

According to the Ralf Strauss, Chairman of the Board of the European Marketing Federation, "The evolution of marketing around the world has been an impressive journey with many changes. Marketers have helped many new organizations to emerge and enabled change in old companies with centuries of history. They have changed societal attitudes and helped people to communicate. Today, in the context of digital transformation, we can explore our environment more than ever, analyze consumer and customer needs in real-time, and build relationships. The importance of marketing people is paramount. Let's recognize and appreciate this as we celebrate marketing on 27 May."

According to DaysoftheYear.com, "With the purpose of building bridges between businesses and their consumers, World Marketing Day is here to celebrate the essential role that marketing plays in the world. From driving innovation to fostering understanding and shaping patterns of consumers, this is a time to show appreciation for the strategy, dedication, and creativity that marketing professionals put into their work."

To celebrate World Marketing Day here on my blog, I've invited a fellow marketer to present her international commentary. You may recognize Elia Guardiola from a previous appearance on my blog. I "met" Elia on Twitter/X, and she participated in my #SpringLeadershipSeries2025 on May 2nd. We recently had a discussion about marketing and specifically brand storytelling - and highlights follow a brief introduction.

Based in Madrid, Spain, Elia Guardiola has been an international speaker for 10 years for corporate training programs worldwide and is also a professor at international universities and business schools in Spain and Latin America. She is the Founder of the StoryEmotion School, and since 2021, has been an official speaker at the e-World Marketing Summit led by Professor Philip Kotler. Elia has developed her own methodology for creating impactful storytelling with powerful narratives that drive results for corporations and businesses of all sizes and industries. She is a co-author of several books on Marketing and Communication; and is also the creator of the Four Pillars of Emotional Marketing, which are taught in programs at international universities.

QUESTION: Laura Holloway, Founder and Chief of The Storyteller Agency, wrote, "Storytelling is our obligation to the next generation. If all we are doing is marketing, we are doing a disservice, and not only to our profession, but to our children, and their children. Give something of meaning to your audience by inspiring, engaging, and educating them with story. Stop marketing. Start storytelling.” As someone with a passion for storytelling, what does this quote mean to you?

ELIA GUARDIOLA: Laura Holloway's quote deeply resonates with me because storytelling is not just a tool for marketing, it's a bridge that connects human experiences, emotions, and values across generations.

In my work, I always emphasize that storytelling is about creating an emotional connection, not just selling a product or service. Brands that understand this don't just communicate, they resonate. They inspire, engage, and educate their audiences by embedding their values and missions into compelling narratives.

In today's world where consumers demand authenticity and purpose, storytelling allows brands to go beyond transactional relationships and build lasting emotional bonds. It's not about pushing a message, it's about making people feel something meaningful. That's the real power of storytelling.

SHARE THIS: Brands that genuinely listen, adapt, and integrate cultural shifts into their narratives don't just survive, they thrive. ~@EliaGuardiola #CelebrateMarketing #DebbieLaskeysBlog

QUESTION: What are a few industries that are known by stand-out personal brands?

ELIA GUARDIOLA: There are many industries where personal brands have played a crucial role in shaping narratives. Here are a few standout examples:

Tech Industry – Steve Jobs (Apple): Jobs was more than a CEO. He was a visionary who redefined technology and design. His storytelling turned Apple into a brand that represents innovation, simplicity, and user experience. His keynote presentations were masterclasses in emotional storytelling.

Fashion Industry – Anna Wintour (Vogue): As the iconic editor-in-chief of Vogue, Wintour's personal brand is synonymous with power, influence, and trendsetting. She has shaped the fashion industry for decades and continues to be a key storyteller in the evolution of style.

Entertainment Industry – Oprah Winfrey: Oprah's personal brand is built on authenticity, inspiration, and emotional connection. Her storytelling has transformed her from a talk show host into a global media icon and philanthropist, impacting millions of people worldwide.

Each of these figures has built a legacy by leveraging storytelling to create impact, influence, and emotional engagement in their respective industries.

QUESTION: I wrote a post about binge watching several years ago because it has dramatically changed the way people watch television shows - as well as the shows' ads. Which three TV shows do you think excel at storytelling, and why?

ELIA GUARDIOLA: There are many TV shows that master the art of storytelling, but here are three that stand out to me:

Breaking Bad: This show is a storytelling masterpiece because of its character development and narrative depth. The transformation of Walter White from a high school chemistry teacher to a feared drug kingpin is a case study in character-driven storytelling. Every episode adds layers to his journey, making the audience emotionally invested in his fate.

Stranger Things: Beyond its nostalgic appeal, Stranger Things excels at world-building and emotional storytelling. It creates strong character bonds that make the audience care deeply about their struggles. The show also integrates 1980's pop culture references seamlessly into its narrative, making it a perfect example of how storytelling can evoke emotions through nostalgia.

The Crown: This historical drama showcases the power of storytelling through real-life events. The way it humanizes royal figures and presents political and personal struggles makes it a compelling watch. It's a perfect example of how blending historical facts with emotional storytelling can engage audiences across generations.

QUESTION: What is your favorite Spanish brand, and why?

ELIA GUARDIOLA: I have three.

One of my favorite Spanish brands is Dulcesol. It's a brand that has mastered the balance between tradition and innovation in the food industry. Dulcesol is known for its high-quality baked goods, but what truly makes them stand out is their ability to evolve with consumer needs while maintaining their essence. They have embraced healthier alternatives, sustainability, and transparency in their processes, all while keeping their storytelling rooted in family, authenticity, and enjoyment. Their branding reflects warmth, nostalgia, and the simple joy of sharing food, which resonates deeply with their audience.

I also admire Camper, a brand that embodies creativity, craftsmanship, and storytelling in a unique way. Camper doesn't just sell shoes. They sell a lifestyle and a philosophy of comfort, sustainability, and innovation. Their designs often incorporate bold, artistic elements that challenge traditional footwear aesthetics, and their commitment to sustainability aligns with modern consumer values.

Another Spanish brand I admire is Casa Batlló, though it's more of a cultural landmark than a traditional brand. They have masterfully combined history, art, and technology to create an immersive storytelling experience. The way they use digital narratives, augmented reality, and emotional storytelling to bring Gaudí's vision to life is simply brilliant. It's a great example of how storytelling can transform a brand into a memorable experience.

QUESTION: What is your favorite American brand, and why?

ELIA GUARDIOLA: One of my favorite American brands is Patagonia. It's a perfect example of how a brand can integrate purpose, storytelling, and authenticity into its DNA. Patagonia doesn't just sell outdoor gear, it sells a mission, a movement, and a commitment to environmental activism. Their campaigns are not about pushing products; they're about pushing for change.

From their famous "Don't Buy This Jacket" campaign, which encouraged conscious consumerism, to their dedication to sustainability, Patagonia stands out as a brand that uses storytelling to inspire action. They have built a loyal community by aligning their values with their audience's values, proving that storytelling is not just about words - it's also about actions.

Another brand I admire is Apple. Their ability to create emotional connections through storytelling is unparalleled. Every product launch feels like an event, every advertisement tells a story, and their minimalist yet powerful messaging makes their brand identity unforgettable. They focus on experience, emotion, and user-centric innovation, which is why they have one of the most devoted customer bases in the world.

How will YOU celebrate marketing today? Will you think about which brands tell memorable stories? I'll celebrate by applauding Elia for sharing her passion for marketing, branding, and brand storytelling with me and my international blog community!

Wednesday, July 6, 2016

Why Branding and Storytelling Are Linked

While many in the marketing arena believe that storytelling is the latest buzz, the truth is, storytelling has been around since the invention of brands. You just have to look at memorable taglines. Think about Wheaties' "Breakfast of Champions," or BMW's "The Ultimate Driving Machine," or "Bags Fly Free" from Southwest Airlines.

According to Wikipedia, “A tagline is a small amount of text which serves to clarify a thought for, or designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, social group, or product. As a variant of a branding slogan, taglines can be used in marketing materials and advertising. The idea behind the concept is to create a memorable dramatic phrase that will sum up the tone and premise of an audio/visual product or to reinforce and strengthen the audience’s memory of a literary product. Some taglines are successful enough to warrant inclusion in popular culture.”

Therefore, taglines are the seeds that create stories, and they introduce brands to new customers and solidify them into the lives of long-term customers. When your executive team conducts the "should our brand have a tagline" discussion, ask these five questions:

[1] Would a tagline clarify the brand’s competitive strength or strengths?
[2] Would a tagline speak to the target audience or audiences?
[3] Would a tagline easily align with the visual representation of the brand's logo?
[4] Would a tagline reflect the personality of the brand?
[5] Would a tagline be easily associated with the brand (and be memorable)?

If you can answer all of these questions with a resounding yes, then you're ready for a tagline. Always remember, though, the key for a successful tagline is to integrate it into all aspects of your marketing strategy from online marketing to in-store displays, from email marketing to advertising, from public relations to social media, etc. The tagline has to become an appendage to all of your communications and promotions - and if done effectively, it will become the core of your brand story, thus making your overall storytelling easy.

So, as you contemplate the importance of storytelling for your brand, consider these questions:

[1] How do you decide on a compelling story?
[2] What elements do you include and which do you leave out?
[3] What is an appropriate length for your story?
[4] Do you feature a person (for example, your founder) in your story?
[5] What is the key take-away from your brand’s story, and is it easy to grasp or embrace?

While the publishing industry is undergoing a transition from print to digital, there is one newspaper that embodies its city, The New York Times. While you may not know that the newspaper began in the mid-1800’s, there is no doubt that you've heard of The New York Times Crossword Puzzle, Art and Theater sections, and its Opinion section. Whenever someone wants to be heard, he or she comments in The New York Times. (Remember Angelina Jolie's editorial when she announced her breast cancer?) The newspaper’s motto was “All the News That’s Fit to Print,” but on its website, the motto was changed to, “All the News That’s Fit to Click.”

According to Southwest Airlines Chairman/President and CEO Gary Kelly, “Southwest was conceived on a cocktail napkin when San Antonio businessman Rollin King and his attorney, Herb Kelleher, met at the St. Anthony Club and etched out what would become the “Texas Triangle,” charting a path for low-fare travel between Dallas, Houston, and San Antonio. The vision was simple: offer business professionals a faster, more efficient way to travel at a lower cost and do it with warm, personable service and a smile.”

Kelleher knew that in order for his employees to do a good job, they had to have fun. So Southwest allowed flight attendants to wear shorts instead of uncomfortable uniforms and tell silly jokes to passengers over the intercoms. The airline continues to provide peanuts, soft drinks, and juice – when competitors charge or don’t offer any food or drinks. Southwest also invites passengers to travel with their baggage without a fee because according to their ads, “Bags fly free.”

And no discussion about storytelling would be complete without a reference to the master storyteller Walt Disney. There were Snow White, Cinderella, Sleeping Beauty, and they were just the beginning. From animated movies to theme park rides to feature films, everything that is part of the Disney brand tells a memorable story.

So take a page from your favorite brand's play book - whether it's from movies, sports, or consumer products - and think long and hard as to why it's your favorite brand. I guarantee that you'll see a story lurking somewhere within the tagline.