Beyond the Buzzword of Storytelling with Greg Logan

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I'd just come back from South by Southwest, and obviously everyone

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had heard all about this storytelling, and I saw the global CMO of

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Coca-Cola tell this big article on how they are now brand storytellers.

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And I was like, great.

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And then I'm looking at everything, reading everything.

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I'm like, he's not telling a story, he's

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just using the buzzword of storytelling.

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And I, I see it again and again.

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I just went to South by Southwest a few months ago, and AI was

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the biggest topic, but the number two topic was storytelling.

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I was like, wow, it's even grown since nine years ago.

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But everyone's just using the word storytelling

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to say, I have a story to tell about something.

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It's not actually about storytelling, and that's what I. I

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mind the movies for is the how of successful storytelling.

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Welcome to, we Built This Brand.

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I'm your host, as always Chris Hill, and with me today is Greg Logan.

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Greg, thank you for coming on.

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My pleasure.

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Thanks Chris.

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Absolutely.

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It's great to have you with us today.

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Um, you've got quite the interesting background in branding,

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storytelling, and, um, a lot of what we talk about on this podcast,

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which is building brands and building and telling stories with brands.

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So I'm really excited to dive in and talk about everything that you've done.

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Um.

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You know, your history and then, um, what you're doing today.

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So with that said, we typically start by just getting a little bit

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of your background, learning a little bit of your story, if you will.

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So, um, would just love for you to share with, um, the audience a

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little bit of like where, where you got your start and kind of what's

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led you into what you're doing, what you're doing now as an author.

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Yeah, well.

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I only ever wanted to do two things in my life.

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And from zero to 12 it was to be an actor like my uncle.

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And I was the lead in every school play.

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And I said to my mum, why does Uncle Peter

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give us really cheap Christmas presents?

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And she said, actors don't make very much money.

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And I was horrified, so I never stepped on stage again.

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That was the end of that career, and I loved the TV show, Bewitched.

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I loved, I loved what Darren Stevens did, and I said to my mom, what does he do?

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She said, he's a creative in advertising.

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And I said, he makes lots of money, doesn't he?

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And she said, yes.

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And I was like, that's what I'm gonna do.

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So all through high school, from even before I started

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high school, I knew that's what I wanted to do.

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And I left high school.

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And at 19 I, I got a job at Leo Burnett.

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Advertising one of the huge networks in the whole world.

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And I did really, really well, very quickly.

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It's, it's, it was just something that's in me.

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Um, I, I left Australia, I'm an Aussie.

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Um, I left Australia to travel backpacking for, for a year, and then I got

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a job at Leo Burnett Milan as the creative director at 25 years of age.

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I, I worked for Burnetts for about 17 years in

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different countries and loved every minute of it.

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Minute of it, I only left to start my own

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agency, which I sold to WPP after four years.

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Um, they put me into a much bigger branded design company to expand their

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advertising, and I got to understand tone of voice a lot better there.

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And then I. I was starting to have Groundhog Day, so it was over

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three decades and ISI left advertising and created reality TV shows.

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I won the best new reality TV format at Khan, at the big TV festival.

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I had a global deal with Warner Brothers.

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I got ca as an agent.

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I moved to LA and very quickly my life was completely.

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Different.

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Um, doing very well at that.

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I sold 12 reality TV shows in 18 months to the biggest

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networks and production companies, but nothing would happen.

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And I was getting a bit frustrated and I started seeing

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more and more why brands should become better storytellers.

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And I realized that no one was telling me how.

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So I thought I'm gonna do the how and uh.

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I put my two worlds together to create Narrativity, which

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is a brand storytelling business that takes the formulas,

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movies used to hook us in and that work perfectly for brands.

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So that's how I got to be here today.

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That is, that is fascinating.

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So when you say that you were, you were developing reality

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television shows and things like that, like, um, and you were

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selling 'em, were they, and you said nothing would happen.

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Does that mean like you would sell these ideas

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and then they would just sit on a shelf basically?

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Yeah, pretty much.

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So how reality TV works is, um, you obviously don't have to have a script.

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So you have to get the network or production company

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really excited about the idea and coming from advertising

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and spending decades answering a brief very creatively.

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I was able to do that very, very easily with a much broader scope

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than a 32nd commercial that I had to have all these proof points in.

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It would be more like, we need a cooking show that can work five nights a week,

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or we need a new dating show to, to follow this one, or, or whatever it was.

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I was great at creating ideas.

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I was great at creating something that was familiar but had a fresh take to it.

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And I was very good at creating a catchy name and a and a and a line.

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And what I would do is I would basically create an outline for the

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show, how it would work, and I would sell it for about five to $10,000

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to these companies who would then say, we are experts in making this.

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We'll go off and make it.

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That's where it just would disappear into the ether.

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And, and look, I know there's quite a few of my shows that have been made,

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but they've evolved into something else, so they didn't have to pay me.

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But you know what, while, you know, everyone said you're doing

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so well, but I was like, well, nothing's actually being made.

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But the reality TV served its purpose.

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'cause it, it took me to America.

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And it's where I had the idea for Narrativity and for the

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brand storytelling and putting these two worlds together.

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I, I was uniquely placed because I had such an incredible understanding of

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brands and what brands need, but I also understood storytelling and, and how

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movies and entertainment use all these incredible formulas to keep us engaged.

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And I was able to put those two things together.

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Yeah.

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So tell me a little bit about Narrativity then.

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So you've, you've gotten to this point where you've created all

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this, um, you know, all this IP and now you're starting this agency.

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Like what, what, what was the real focus

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or what is the real focus of Narrativity?

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Hmm.

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Well, as I said, it was to give brands the how of brand storytelling to stop

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being so rational and tell a far more engagingly emotional story that draws.

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Customers in, you know, the world's changed when I started in advertising.

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You could just put ads on TV and tell everyone

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your product points and it would work.

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But the world has changed.

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Now you can't just go out and tell people this

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is what we are and what our proof points are.

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You have to engage your audience, um, and you have to make them become

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fans, make them want you, and movies just do that so well, I mean.

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After.

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It was actually, I'd been reading about it for a while, brand storytelling,

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and I we're talking nine years ago and I went to South by Southwest and

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there was so many talks, really wonderful talks on why brand should become

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better storytellers and like everyone, I was convinced and on the plane.

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Home I, that's when the penny dropped.

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No one said how, and I thought, I'm gonna try and crack that.

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And I was literally back home in LA driving down Sunset Boulevard

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and I looked at the Hollywood sign and went, that is the how, like

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Hollywood is the most financially successful tor storyteller of all time.

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Movies put so much money, or studios put so much money into the movies, they

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have to get a return on investment to ensure they get a return on investment.

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They create the hero's journey to hook us in

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and keep us hooked all the way to the end.

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And they have all these other tricks to get us to go to

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the movie, to, to get us to buy the merchandise afterwards.

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Like all, all these different things.

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And I just drill down into all those things and knowing.

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What brands need and how they use messaging.

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I was able to translate them for, for, for brands.

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And when it started I was like, oh, I dunno if this is gonna work.

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And it, it kind of shocked me how well it worked.

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And brands also love it because it takes the subjectivity out out of creativity.

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They can see, they understand movies.

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It's a concept they understand and it lifts them up very

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quickly to a really big emotional benefit of what they do.

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And I have 11 different formulas and I give them 11

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different outputs that they use across their business, but.

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Once right at the start, we do the enemy and superpower.

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Once they've decided their superpower, they never come back down.

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They just wanna keep going bigger and more emotional, and they just love

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it and they love seeing their business through a completely different lens.

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I, I think, I think you hit on something really

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big, which is that that how I felt that too.

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When all that stuff with story was coming out, I was like, okay, I'm

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hearing a lot about how story is cool, but what does that even mean?

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And I, I remember even going out and getting the book, um,

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story style structure and the principles of Screenwriting

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by Robert McKee, because I was told this is like a.

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What you need to be learning and what you need to know about story.

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And it helped me a lot think through story structure and things like that.

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Running a podcast business that has its own advantages, right?

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But in terms of branding, like I, I think, you know,

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it just, it always felt like something was missing.

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So I, I think you were spot on to say, Hey,

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look, how, how are we actually doing this?

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One thing, Chris, when I'd just come back from

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South by Southwest and obviously everyone.

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Heard all about this storytelling, and I saw the global CMO of

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Coca-Cola tell this big article on how they are now brand storytellers.

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And I was like, great.

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And then I'm looking at everything, reading everything.

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I'm like, he's not telling a story, he's

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just using the buzzword of storytelling.

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And I, I see it again and again, like I just

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went to South by Southwest a few months ago.

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And AI was the biggest topic, but the number two topic was storytelling.

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I was like, wow, it's even grown since nine years ago.

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But everyone's just using the word storytelling

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to say, I have a story to tell about something.

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It's not actually about storytelling, and that's what I. I

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mind the movies for is the how of Successful Storytelling.

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So let's dive into that a little bit too.

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So like, when you say the how of storytelling, how does that differ?

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Hmm hmm.

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So, movies use all these great things and the, the most powerful

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and long, longest one is the Hero's Journey at 12 Steps.

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And I've formulated.

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A homepage to trigger all those 12 steps of the hero's journey.

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So, um, it keeps you scrolling from top to bottom of your homepage, but a

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brand doesn't work in a two and a half hour condensed format like a movie does.

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So that was me using my knowledge of brands and how a brand works.

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So.

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What I do for my clients is I create their genre defining the

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kind of story they want to tell their enemy and superpower.

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And their superpower is their brand essence,

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their quest, which their customer mission.

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Their love story, which is their main story, their backstory, which

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is their about us, their controlling idea, which is their customer

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value proposition, their synopsis, which is their key proof points.

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And I've broken these down, and each one of those has a

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formula to get us there quickly and more importantly, to

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put their audience at the heart of every single formula.

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So each time.

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So when we do the quest.

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The brand is not the hero, it's the audience.

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And so I go, who's your audience now?

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What value do you add to their lives?

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And all of a sudden you become relevant to them

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rather than just talking about how great we are.

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So yeah, I have a full suite.

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Um, and breaking it down, um.

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Creates the how.

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That makes sense.

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Yeah.

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Breaking it down, figuring out, um, you know,

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that, I mean, even who the hero of the story is.

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I mean, we know it's the customer, right?

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But like, what hero is it?

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You know, is it Loose Skywalker?

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Is it, um, you know, Indiana Jones?

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Is it, you know, Mickey Mouse?

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You know, who is that character?

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Who is that person you're trying to go after?

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I'm sure that persona plays a lot into it as well.

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00:15:05,505 --> 00:15:06,735
For sure, for sure.

240
00:15:06,735 --> 00:15:07,935
And especially when we.

241
00:15:09,315 --> 00:15:11,865
Create a distinctive tone of voice.

242
00:15:12,585 --> 00:15:19,245
Um, I actually, brands will default to the corporate buzzwords.

243
00:15:19,245 --> 00:15:22,095
They know and go, our personality is trustworthy,

244
00:15:22,395 --> 00:15:26,595
uh, genuine, uh, passionate, um, blah blah, blah.

245
00:15:27,465 --> 00:15:33,825
And I go, if you had like a famous actor or a famous person to represent

246
00:15:33,825 --> 00:15:36,495
you, you had all the money in the world, you could afford anyone.

247
00:15:37,830 --> 00:15:38,610
Who would it be?

248
00:15:38,610 --> 00:15:41,730
And then they tell me and I go, yeah, but why?

249
00:15:42,270 --> 00:15:46,830
And then they, they create some really interesting personality

250
00:15:46,830 --> 00:15:51,030
traits that, that then inform a more interesting tone of voice.

251
00:15:51,510 --> 00:15:55,650
So yeah, it's just seeing a brand through the

252
00:15:55,650 --> 00:15:59,160
lens of movies and emotion and the customer.

253
00:16:00,180 --> 00:16:02,100
Makes a, makes a huge difference.

254
00:16:03,030 --> 00:16:04,860
Yeah, I think it, I think it absolutely does.

255
00:16:04,860 --> 00:16:08,100
And it's, um, you know, when you're, when you're pulled into a

256
00:16:08,100 --> 00:16:11,550
story, you're more likely to be involved in the, the narrative

257
00:16:11,550 --> 00:16:14,700
or want to be involved in that narrative, I think, or avoid the

258
00:16:14,700 --> 00:16:17,370
narrative depending on, I guess, the story that's being told.

259
00:16:17,370 --> 00:16:21,390
If it's, you know, insurance, like I think of Mayhem or something

260
00:16:21,390 --> 00:16:24,630
like that from, um, what's the name, what's the, what is that brand?

261
00:16:24,630 --> 00:16:25,890
Why can't I think of it right now?

262
00:16:25,950 --> 00:16:26,370
Um.

263
00:16:27,180 --> 00:16:28,949
You know the one insurance I'm talking about?

264
00:16:29,189 --> 00:16:29,850
Yes, I do.

265
00:16:30,330 --> 00:16:32,790
Oh my gosh, I can't believe I'm blanking on this.

266
00:16:33,330 --> 00:16:34,439
It's gonna drive me crazy.

267
00:16:34,620 --> 00:16:35,970
The actor from Whiplash?

268
00:16:36,120 --> 00:16:36,630
Yes.

269
00:16:36,689 --> 00:16:37,050
Yes.

270
00:16:37,590 --> 00:16:38,939
We'll, we'll, we'll think of it.

271
00:16:39,360 --> 00:16:40,319
Um, but

272
00:16:40,530 --> 00:16:42,150
Allstate, that's who it is.

273
00:16:42,270 --> 00:16:42,750
Allstate.

274
00:16:42,750 --> 00:16:43,260
Thank you.

275
00:16:43,410 --> 00:16:43,740
Yeah.

276
00:16:44,970 --> 00:16:46,020
That's gonna drive me crazy.

277
00:16:46,620 --> 00:16:50,580
But yeah, they, they're really engaging, you know, it's insurance, but

278
00:16:50,670 --> 00:16:50,790
mm-hmm.

279
00:16:51,569 --> 00:16:52,530
People don't do it enough.

280
00:16:53,355 --> 00:16:53,565
Yeah.

281
00:16:54,345 --> 00:16:54,555
Yeah.

282
00:16:54,555 --> 00:16:58,365
Or they, they try to follow maybe a basic formula that they think works and

283
00:16:58,365 --> 00:17:02,205
doesn't get them in the direction that they, they want to go, or they end

284
00:17:02,205 --> 00:17:07,005
up just retelling their story without thinking about the customer first.

285
00:17:07,005 --> 00:17:08,685
I think it's important to be customer first.

286
00:17:08,685 --> 00:17:10,665
Of course, when you're thinking about your brand.

287
00:17:11,175 --> 00:17:11,475
Yeah.

288
00:17:11,475 --> 00:17:16,395
I mean, so many brands say, you know, where.

289
00:17:17,640 --> 00:17:21,240
We're really consumer focused now, where we put

290
00:17:21,240 --> 00:17:22,950
the consumer first and it's like, well, I hope so.

291
00:17:22,950 --> 00:17:24,690
Like why all of a sudden is that a new thing?

292
00:17:25,080 --> 00:17:29,010
But, but they say that and then they just talk about themselves.

293
00:17:29,610 --> 00:17:35,460
And my clients are having phenomenal success because we put the audience

294
00:17:35,460 --> 00:17:38,700
at the heart of it and, and I ask them, what's their greatest tension?

295
00:17:38,730 --> 00:17:39,540
Not yours.

296
00:17:39,900 --> 00:17:41,760
What's your audience's greatest tension?

297
00:17:42,060 --> 00:17:45,570
Now let's start our story with that, because that's what the movies do.

298
00:17:46,350 --> 00:17:49,740
If the movies don't have tension, you don't have a movie.

299
00:17:50,040 --> 00:17:54,990
We, we go to the cinema to see that conflict and we, we want to see it resolved.

300
00:17:55,980 --> 00:17:57,990
So if you can start a story with your

301
00:17:57,990 --> 00:18:00,000
audience's greatest tension, they're hooked.

302
00:18:00,060 --> 00:18:01,709
They're in, they go, oh my God, yes.

303
00:18:01,889 --> 00:18:03,720
I hate that you understand me.

304
00:18:03,720 --> 00:18:04,949
Yes, that's my life.

305
00:18:04,949 --> 00:18:06,810
Help me with it.

306
00:18:06,810 --> 00:18:10,290
Then you talk about yourself and how you solve that greatest tension.

307
00:18:11,129 --> 00:18:13,439
And if you could end the story with their greatest love in

308
00:18:13,439 --> 00:18:16,409
life and remove yourself and just give them their happy ending,

309
00:18:16,919 --> 00:18:17,520
that's awesome.

310
00:18:18,090 --> 00:18:20,399
Um, is it always the hero's journey that

311
00:18:20,399 --> 00:18:22,530
we have to follow when we're storytelling?

312
00:18:23,129 --> 00:18:24,209
No, no, no, no, no.

313
00:18:24,209 --> 00:18:29,850
As I said, the hero journey works for a two three hour saka.

314
00:18:30,209 --> 00:18:34,560
You just need to follow the, the classic movie of the story

315
00:18:34,560 --> 00:18:38,310
structure of the beginning and middle and end problem.

316
00:18:38,970 --> 00:18:43,770
To overcome a solution to how to overcome it, and then a happy ending

317
00:18:43,770 --> 00:18:47,610
with a moral to the story if you, if you just follow those three things.

318
00:18:48,780 --> 00:18:51,900
But as I said, if you make that problem to overcome

319
00:18:51,930 --> 00:18:56,370
your audience's problem, then that's powerful.

320
00:18:56,880 --> 00:19:02,820
Um, and that's why I, that's why I broke down like the Quest formula is what

321
00:19:02,820 --> 00:19:05,430
do you do, who do you do it for, and what value do you add to their lives?

322
00:19:05,430 --> 00:19:08,280
It's one statement, it's not a full story, but it.

323
00:19:09,705 --> 00:19:10,845
It tells people a story.

324
00:19:10,845 --> 00:19:15,945
So for instance, my quest for my businesses, uh, what do I do, do?

325
00:19:16,335 --> 00:19:21,284
Turning who for businesses and the value I add to their lives.

326
00:19:21,284 --> 00:19:23,445
Turning businesses into loved brands.

327
00:19:25,274 --> 00:19:28,695
That's a story in itself, but it's a story

328
00:19:28,695 --> 00:19:31,605
that my audience wants to see achieve.

329
00:19:31,635 --> 00:19:34,605
They want to turn their business into a love brand.

330
00:19:34,605 --> 00:19:37,335
And in the movies, movies, work.

331
00:19:38,504 --> 00:19:42,705
A hero has a quest at the start of the film that we agree with.

332
00:19:43,665 --> 00:19:45,585
We watch the film all the way to the end.

333
00:19:45,585 --> 00:19:49,575
We're not satisfied until that quest is achieved and that quest

334
00:19:49,575 --> 00:19:51,645
is never further us away than 10 minutes before the end of

335
00:19:51,645 --> 00:19:54,375
the film, but somehow, miraculously, it always gets achieved.

336
00:19:54,735 --> 00:19:58,455
So if you can create a quest for your business that

337
00:19:58,455 --> 00:20:03,075
your audience wants to see achieved, that's invaluable.

338
00:20:05,775 --> 00:20:07,395
So that's, that's the Quest formula.

339
00:20:07,395 --> 00:20:10,665
If you can, if you can, you can follow it.

340
00:20:10,665 --> 00:20:11,565
What do you do?

341
00:20:12,555 --> 00:20:17,625
Uh, turning, helping, freeing, enabling, empowering who for put

342
00:20:17,625 --> 00:20:21,375
your audience there and make it your biggest possible audience.

343
00:20:21,615 --> 00:20:22,605
I said businesses.

344
00:20:22,605 --> 00:20:26,715
It could be the world, it could be people, um, it could be your category.

345
00:20:27,045 --> 00:20:29,055
And then what value do you add to their lives?

346
00:20:29,055 --> 00:20:30,525
Don't explain how you do it.

347
00:20:31,095 --> 00:20:32,865
Just talk the biggest possible.

348
00:20:34,004 --> 00:20:34,635
Benefit.

349
00:20:34,965 --> 00:20:35,504
Um.

350
00:20:37,230 --> 00:20:39,060
And your audience will see why you matter to them.

351
00:20:40,410 --> 00:20:42,480
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361
00:21:20,835 --> 00:21:21,975
That's, that's really neat.

362
00:21:22,365 --> 00:21:25,695
Um, do you have any, like, I'm just curious if you've had any

363
00:21:25,695 --> 00:21:28,305
brands you've worked with that are, that you're able to share

364
00:21:28,305 --> 00:21:31,005
that might say, Hey, look, we really made a big transformation.

365
00:21:31,455 --> 00:21:32,325
Here's how we did it.

366
00:21:33,495 --> 00:21:33,795
Sure.

367
00:21:33,795 --> 00:21:38,385
Well, I'll let, let's, while we're on the quest, uh, let's talk

368
00:21:38,385 --> 00:21:45,075
about one, uh, in the uk and they were a funder, independent

369
00:21:45,075 --> 00:21:48,555
funder for small to medium businesses, and they were number three.

370
00:21:49,409 --> 00:21:54,240
And when I went to work with them, uh, their name's Ultimate Finance.

371
00:21:54,360 --> 00:21:59,909
And when we got to the Quest, they said, Greg, we don't need to do this

372
00:21:59,939 --> 00:22:03,210
'cause we've just spent six months doing this ourselves internally.

373
00:22:03,240 --> 00:22:04,620
I was like, great, awesome.

374
00:22:04,620 --> 00:22:05,159
What is it?

375
00:22:05,699 --> 00:22:07,439
They said to be the number one independent

376
00:22:07,439 --> 00:22:09,750
funder for small to medium businesses in the uk.

377
00:22:10,649 --> 00:22:12,360
And I said, that is terrible.

378
00:22:13,620 --> 00:22:15,960
And they were quite upset and they went, what's

379
00:22:15,960 --> 00:22:17,699
wrong with being, wanting to be number one?

380
00:22:17,730 --> 00:22:18,060
I said.

381
00:22:18,585 --> 00:22:21,075
Nothing is your business objective, but

382
00:22:21,075 --> 00:22:24,195
as your customer mission, think about it.

383
00:22:25,485 --> 00:22:26,595
Who's your audience?

384
00:22:27,315 --> 00:22:29,355
There's small business owners who need funding,

385
00:22:30,435 --> 00:22:32,295
so they're in a world of financial pain.

386
00:22:32,385 --> 00:22:34,155
They can't sleep at night, and they come to

387
00:22:34,155 --> 00:22:36,585
you and you say, you, you wanna be number one.

388
00:22:38,205 --> 00:22:39,555
You're not gonna become number one.

389
00:22:39,585 --> 00:22:42,240
You're gonna become number 10 if that's what you say.

390
00:22:43,300 --> 00:22:44,120
And then they got it.

391
00:22:44,120 --> 00:22:46,755
They went, okay, so we did that.

392
00:22:47,460 --> 00:22:48,960
Quest formula, what do you do?

393
00:22:49,020 --> 00:22:50,100
Relieving who?

394
00:22:50,100 --> 00:22:53,850
For business owners and the value add to their lives relieving business

395
00:22:53,850 --> 00:22:57,720
owners from the pressures they're under, that became their main message.

396
00:22:57,780 --> 00:23:01,860
Within six months, they became the number one independent funder for

397
00:23:01,860 --> 00:23:05,880
small to medium businesses in the UK because their audience, when

398
00:23:05,880 --> 00:23:09,570
they can't sleep at night, they're in the world of financial pain.

399
00:23:09,570 --> 00:23:10,590
They came to them and said, we're gonna

400
00:23:10,590 --> 00:23:11,820
relieve you of the pressures you're under.

401
00:23:12,510 --> 00:23:14,400
That's what the audience wanted to hear.

402
00:23:16,500 --> 00:23:18,660
Hugely successful.

403
00:23:18,660 --> 00:23:23,370
That simple, simple statement transformed their business.

404
00:23:23,760 --> 00:23:27,750
Another example, A different, there are different, that was the Quest formula.

405
00:23:27,750 --> 00:23:29,280
I'll do the love story formula.

406
00:23:29,760 --> 00:23:30,060
Oh yeah.

407
00:23:30,060 --> 00:23:31,200
I'm curious to know about that.

408
00:23:32,040 --> 00:23:34,080
So the reason I call it the love story is 'cause when

409
00:23:34,080 --> 00:23:37,410
your audience hears it, they will fall in love with you.

410
00:23:38,910 --> 00:23:41,850
And it's the, it's the story, the formula I just

411
00:23:41,850 --> 00:23:43,715
mentioned before, a beginning, a middle, and end.

412
00:23:44,385 --> 00:23:45,585
Here's the thing.

413
00:23:47,265 --> 00:23:50,985
Brands always put themselves in, in front.

414
00:23:51,615 --> 00:23:54,645
So 1907 water.

415
00:23:55,245 --> 00:23:58,995
Um, I'm not sure if you've had it because it's, um, it's

416
00:23:58,995 --> 00:24:03,135
in America, but it wasn't, and there it's a beautiful New

417
00:24:03,135 --> 00:24:07,665
Zealand water and the owner came to me, he'd been pitching.

418
00:24:08,700 --> 00:24:10,560
Four, uh, three years in a row to Whole Foods.

419
00:24:10,560 --> 00:24:13,560
All he wanted to do was get into Whole Foods and every

420
00:24:13,560 --> 00:24:15,840
year he would go and say, we're from New Zealand.

421
00:24:15,840 --> 00:24:17,910
And they said, we've got three New Zealand waters.

422
00:24:18,480 --> 00:24:20,250
We are from a naturally alkaline source.

423
00:24:20,340 --> 00:24:21,390
We've got 10 of those.

424
00:24:21,900 --> 00:24:26,820
Um, we have, uh, we come from an ancient artesian, well, well

425
00:24:26,820 --> 00:24:31,650
we've got eight of those and ours is healthy and beautiful tasting.

426
00:24:31,650 --> 00:24:35,070
And I went, all water's beautiful and healthy tasting go away.

427
00:24:35,220 --> 00:24:36,840
And you are more expensive than all of them.

428
00:24:36,900 --> 00:24:37,380
So.

429
00:24:38,055 --> 00:24:42,435
They, they led with their rational, incredibly rational messages.

430
00:24:42,945 --> 00:24:46,665
Whole foods could counteract them with rational and it didn't add up.

431
00:24:47,205 --> 00:24:49,395
And four strikes you out if you go four

432
00:24:49,395 --> 00:24:51,165
times and say, no, you can never go back.

433
00:24:51,165 --> 00:24:52,995
So he came, the owner came to me and said,

434
00:24:52,995 --> 00:24:54,375
Greg, I need to tell a different story.

435
00:24:54,945 --> 00:24:55,785
I said, great.

436
00:24:57,135 --> 00:25:00,825
Let's start with your audience's greatest tension.

437
00:25:00,825 --> 00:25:01,545
Who's your audience?

438
00:25:02,025 --> 00:25:03,225
Health conscious consumers.

439
00:25:03,585 --> 00:25:03,645
Okay.

440
00:25:05,040 --> 00:25:05,939
What's their tension?

441
00:25:05,970 --> 00:25:08,580
He said, um, they don't have enough pure naturally

442
00:25:08,580 --> 00:25:10,409
New Zealand alkaline water in their lives.

443
00:25:10,740 --> 00:25:12,389
And I went, well, that is rubbish.

444
00:25:14,700 --> 00:25:19,950
And we came to, their lives are busy and getting busier.

445
00:25:19,980 --> 00:25:21,960
'cause I said, remove yourself from the equation.

446
00:25:21,960 --> 00:25:25,590
It's not about you is health conscious consumers, what's their,

447
00:25:25,919 --> 00:25:27,629
well they're, they're really busy and they're getting busy.

448
00:25:27,659 --> 00:25:28,020
Great.

449
00:25:29,340 --> 00:25:30,689
Now how do you solve that?

450
00:25:31,710 --> 00:25:32,250
And then.

451
00:25:33,045 --> 00:25:37,275
That led to this story, um, and starting with the tension.

452
00:25:37,275 --> 00:25:41,445
Now more than ever, we crave the uncomplicated, the unadorned, and untainted.

453
00:25:42,555 --> 00:25:45,465
1907 Water is nature's remedy for the modern world.

454
00:25:45,735 --> 00:25:50,385
From this ancient artesian source, water continually rises to the

455
00:25:50,385 --> 00:25:53,535
surface to rebalance and replenish our bodies from daily stresses.

456
00:25:53,895 --> 00:25:56,175
All we do to this constant gift from nature is bottle.

457
00:25:56,175 --> 00:25:57,735
It isn't that refreshing.

458
00:25:59,715 --> 00:26:02,385
They told that story to Whole Foods and they signed them

459
00:26:02,385 --> 00:26:06,825
up nationally and, and you can see it very different.

460
00:26:06,825 --> 00:26:09,345
They weren't leading with all their messages.

461
00:26:09,345 --> 00:26:11,205
They just told a beautiful story about,

462
00:26:13,275 --> 00:26:16,635
about their product and the role it plays in their customer's life.

463
00:26:16,635 --> 00:26:19,575
And Deion the owner said, why this year?

464
00:26:19,605 --> 00:26:21,255
And they pointed to the screen and said, you

465
00:26:21,255 --> 00:26:25,245
understand, our customer now talking about success.

466
00:26:25,245 --> 00:26:26,685
They were only in New Zealand.

467
00:26:27,495 --> 00:26:29,655
He achieved his dream of getting in Whole Foods.

468
00:26:29,655 --> 00:26:31,695
They signed him up nationally, but now they're

469
00:26:31,695 --> 00:26:36,975
in, uh, trader Joe's, Ralph's, uh, Vons Air one.

470
00:26:37,605 --> 00:26:39,375
They all through America, they have made

471
00:26:39,375 --> 00:26:42,975
millions of dollars from that one story.

472
00:26:43,725 --> 00:26:43,935
Yeah.

473
00:26:44,625 --> 00:26:46,875
Well, it makes such an impact, right?

474
00:26:46,875 --> 00:26:48,585
Like when, when you're just talking about Cool.

475
00:26:48,585 --> 00:26:50,715
It's from New Zealand and it's artisanal.

476
00:26:51,225 --> 00:26:51,825
Nice.

477
00:26:51,825 --> 00:26:55,455
I I, I've got plenty of artisanal water in my selection.

478
00:26:55,845 --> 00:26:58,725
You know, I, I tend to be a little bougie in my water taste.

479
00:26:58,725 --> 00:27:01,005
I, I do like, um, like Tobo Chico, for

480
00:27:01,005 --> 00:27:04,695
instance, is my, my personal go-to bubbly water.

481
00:27:04,755 --> 00:27:05,205
Um.

482
00:27:06,360 --> 00:27:09,150
And you know, for me, like you telling me, that

483
00:27:09,150 --> 00:27:11,640
story makes me go, oh, I should check them out.

484
00:27:11,730 --> 00:27:13,740
Like, that sounds like an interesting brand.

485
00:27:13,740 --> 00:27:18,210
They've got a story that, you know, speaking to me, you know, it's refreshing,

486
00:27:18,210 --> 00:27:22,650
it's gonna help me through my day, or be a part, like all of that stuff.

487
00:27:22,650 --> 00:27:26,220
It, it may, it invites me into the story of the brand as opposed to.

488
00:27:27,285 --> 00:27:27,585
Cool.

489
00:27:27,585 --> 00:27:28,455
We're from New Zealand.

490
00:27:28,455 --> 00:27:30,585
I mean, I love things from New Zealand, like Flight of

491
00:27:30,585 --> 00:27:34,515
the Concords and any, you know, Tikai and any, any of

492
00:27:34,515 --> 00:27:37,155
the wonderful foods that come from New Zealand as well.

493
00:27:37,155 --> 00:27:43,335
But, um, you know, I at the same point, like, that's not gonna make me want it.

494
00:27:43,365 --> 00:27:46,935
What's gonna make me want it is more of a story about why it's important to me.

495
00:27:47,505 --> 00:27:48,075
Exactly.

496
00:27:48,225 --> 00:27:51,945
And, and when you start a story with now, more than

497
00:27:51,945 --> 00:27:54,825
ever, we crave the uncomplicated, the Unor and unt.

498
00:27:55,784 --> 00:27:57,105
You're in, right?

499
00:27:57,735 --> 00:28:00,254
And, and when you end that story with all we do to this

500
00:28:00,254 --> 00:28:02,805
constant gift from nature is bottle, it isn't that refreshing?

501
00:28:04,065 --> 00:28:06,014
It's a perfect, oh, here's a little trick.

502
00:28:06,495 --> 00:28:10,065
That little question at the end is so powerful.

503
00:28:10,514 --> 00:28:12,284
And here's the mistake brands make.

504
00:28:12,555 --> 00:28:14,865
They always start a story with a question.

505
00:28:16,274 --> 00:28:18,389
Uh, are you tired of your normal water?

506
00:28:20,955 --> 00:28:23,895
And, and your, so our brains are hardwired to ans

507
00:28:24,165 --> 00:28:26,145
to answer any question that's put in front of us.

508
00:28:26,325 --> 00:28:29,415
So when you say, are you tired of your current water?

509
00:28:29,715 --> 00:28:30,705
You love your current water?

510
00:28:30,705 --> 00:28:32,774
So you go, no, no, I'm not tired of it.

511
00:28:33,105 --> 00:28:35,655
You block yourself up from the rest of the message.

512
00:28:36,554 --> 00:28:41,925
But if you end your story with, isn't that what you want?

513
00:28:42,585 --> 00:28:43,784
Don't we all want that?

514
00:28:44,235 --> 00:28:45,405
Isn't that refreshing?

515
00:28:45,825 --> 00:28:46,544
You answer it.

516
00:28:46,575 --> 00:28:47,024
Yes.

517
00:28:47,024 --> 00:28:47,655
That is.

518
00:28:48,945 --> 00:28:51,705
So our brains will answer it, but pose

519
00:28:51,705 --> 00:28:53,774
your question at the end, not at the start.

520
00:28:54,720 --> 00:28:55,590
That's clever.

521
00:28:55,649 --> 00:28:57,780
I hadn't, I had never thought of it like that.

522
00:28:57,780 --> 00:29:00,240
That makes, that makes a lot of sense.

523
00:29:00,240 --> 00:29:02,010
I'm like, Hmm, where can I use that now?

524
00:29:04,830 --> 00:29:05,879
That's my new question.

525
00:29:05,879 --> 00:29:07,530
That's, that's fascinating.

526
00:29:07,530 --> 00:29:10,080
That's a, I mean, 'cause yeah, because you're, you're, you're

527
00:29:10,080 --> 00:29:13,350
also not leading them, you're also leading to a more generalized

528
00:29:13,350 --> 00:29:18,330
question at the end, which even if it is a yes or a no, like

529
00:29:18,360 --> 00:29:21,215
you, you have a lot more chance of them walking away going.

530
00:29:22,005 --> 00:29:23,925
You know, that does sound kind of refreshing.

531
00:29:23,925 --> 00:29:27,315
Maybe I should check that out, as opposed to, like you said, closing it off.

532
00:29:27,855 --> 00:29:28,275
So,

533
00:29:29,445 --> 00:29:33,495
because you're, you are engaging them to answer it and they're nodding going.

534
00:29:33,555 --> 00:29:37,485
Yeah, like on my website, I, I talk about the process I do

535
00:29:37,485 --> 00:29:42,225
with my clients and I say it's, it's fast engaging and, um,

536
00:29:44,745 --> 00:29:45,975
free of all the bs.

537
00:29:46,065 --> 00:29:47,985
Isn't that the story you wanted to hear?

538
00:29:50,520 --> 00:29:51,690
So they're going, yes.

539
00:29:51,690 --> 00:29:53,670
Yeah, that is the story I want to hear.

540
00:29:54,300 --> 00:29:56,610
Um, it's a very powerful thing.

541
00:29:57,390 --> 00:30:03,660
Um, so use how our brains are wired, but you'll stuff yourself

542
00:30:03,660 --> 00:30:09,630
up if you start a question, because unless your question is

543
00:30:09,630 --> 00:30:13,560
definitely a yes and, and often it's a no, it's not gonna work.

544
00:30:14,639 --> 00:30:14,879
Yeah.

545
00:30:15,810 --> 00:30:16,050
Yeah.

546
00:30:16,110 --> 00:30:20,219
But if you stood around for the message, I think that makes an impact too.

547
00:30:20,250 --> 00:30:22,409
'cause even if you say no, you've heard the message.

548
00:30:22,679 --> 00:30:24,510
So you may walk away and go, but you know what?

549
00:30:24,510 --> 00:30:27,780
I'm aware of that brand and I, I keep seeing 'em in Whole Foods.

550
00:30:27,780 --> 00:30:29,490
Now maybe, maybe I'll try a little bit.

551
00:30:29,669 --> 00:30:32,729
Actually, if you like water, you should try 9, 10 0 7.

552
00:30:32,820 --> 00:30:33,330
Water it.

553
00:30:33,600 --> 00:30:37,919
It sounds weird, but it is different.

554
00:30:38,189 --> 00:30:41,610
Like it is, it has a silkiness that comes from.

555
00:30:42,540 --> 00:30:45,570
This Artesian source.

556
00:30:45,929 --> 00:30:51,780
Um, and uh, when, when I was talking to Dion

557
00:30:51,780 --> 00:30:54,419
and I said, okay, so how do you solve it?

558
00:30:54,720 --> 00:30:57,270
And he said, Greg, I don't know.

559
00:30:57,270 --> 00:31:01,080
Seriously, all we do is we just kneel down in

560
00:31:01,080 --> 00:31:05,220
this cave and we put a bottle in and put a cap on.

561
00:31:05,220 --> 00:31:05,909
We did nothing.

562
00:31:06,750 --> 00:31:08,100
And I said, well, that's not true.

563
00:31:09,285 --> 00:31:10,845
Their lives are busy and getting busier and

564
00:31:10,845 --> 00:31:12,225
you're the simplest thing in their world.

565
00:31:12,855 --> 00:31:13,965
That's what you do.

566
00:31:13,995 --> 00:31:15,585
And that's, that was the happy ending.

567
00:31:16,215 --> 00:31:18,375
All we do to this constant gift for nature is bottle it.

568
00:31:18,735 --> 00:31:22,515
Um, so yeah, it's a beautiful water to try it out.

569
00:31:23,325 --> 00:31:24,345
Yeah, I will.

570
00:31:24,345 --> 00:31:25,095
I'll check it out.

571
00:31:25,095 --> 00:31:25,935
That sounds awesome.

572
00:31:26,415 --> 00:31:26,835
Um.

573
00:31:27,405 --> 00:31:27,855
Well, cool.

574
00:31:27,855 --> 00:31:30,645
Well, Greg, this, I'm, I'm walking away from

575
00:31:30,645 --> 00:31:33,645
this with, um, a lot of really good insight here.

576
00:31:33,645 --> 00:31:35,115
I really appreciate your time today.

577
00:31:35,115 --> 00:31:36,345
This is really cool.

578
00:31:36,705 --> 00:31:39,585
Um, as we wrap up the conversation, I always like to end with

579
00:31:39,585 --> 00:31:42,795
a question of what brand do you admire the most right now?

580
00:31:42,795 --> 00:31:44,865
And I might add one onto that just because

581
00:31:44,865 --> 00:31:46,725
we've talked movies and entertainment as well.

582
00:31:46,725 --> 00:31:49,725
Maybe What, what is a, what is a, um.

583
00:31:50,480 --> 00:31:52,910
I won't, I won't limit it to movies, but what,

584
00:31:52,910 --> 00:31:56,210
what is a story for you that you admire the most?

585
00:31:56,750 --> 00:31:56,930
Sure.

586
00:31:59,060 --> 00:32:02,000
Okay, so brand that's doing story.

587
00:32:03,314 --> 00:32:06,554
Brand storytelling really well or brand I admire right now is

588
00:32:06,645 --> 00:32:08,835
any, any brand that you admire right now?

589
00:32:09,375 --> 00:32:11,595
My number one job with my clients is Stop them

590
00:32:11,595 --> 00:32:13,814
conforming to the conventions of the category.

591
00:32:13,875 --> 00:32:18,585
And Liquid Death is subverting and twisting every convention of

592
00:32:18,585 --> 00:32:22,395
the category in its head on its head in the most pervasive way.

593
00:32:22,425 --> 00:32:23,955
And boy is it working.

594
00:32:24,375 --> 00:32:27,735
And you know, I saw it in tv.

595
00:32:28,185 --> 00:32:29,685
I saw it in advertising.

596
00:32:31,335 --> 00:32:33,405
People are just so nerv in business.

597
00:32:33,405 --> 00:32:36,675
People are so nervous to do anything different, but to

598
00:32:36,675 --> 00:32:40,065
me the the greatest risk is not doing anything different.

599
00:32:40,185 --> 00:32:41,535
The more you sound the same.

600
00:32:42,525 --> 00:32:48,855
That's why I think Liquid Death is doing such a brilliant job as a brand

601
00:32:48,915 --> 00:32:54,495
and with its storytelling and just doing things really, really differently.

602
00:32:54,645 --> 00:32:59,115
So if we take that into tv, there's things like.

603
00:33:00,240 --> 00:33:01,080
White, Lotus.

604
00:33:01,140 --> 00:33:06,780
I love, love, love White, lotus, um, a clever construct.

605
00:33:07,050 --> 00:33:09,750
Every season we're in a different white lotus.

606
00:33:09,750 --> 00:33:12,750
We're in a different location, different characters, but we can thread

607
00:33:12,750 --> 00:33:16,320
them through and they can come in and out playing with a formula again.

608
00:33:16,380 --> 00:33:18,390
And it's really engaging and it's different

609
00:33:18,390 --> 00:33:20,940
and it's hugely successful because of that.

610
00:33:22,140 --> 00:33:26,040
And I would have to say in the last few

611
00:33:26,040 --> 00:33:28,860
years, movies that I've just really loved.

612
00:33:29,250 --> 00:33:34,380
Uh, uh, last year was poor things, um, which

613
00:33:34,380 --> 00:33:37,170
Amber Stone won the Oscar for Best Actress.

614
00:33:37,470 --> 00:33:41,370
It was one of the most wonderfully inventive, certainly

615
00:33:41,580 --> 00:33:46,320
visually, the most visually fresh film I've seen maybe ever.

616
00:33:47,040 --> 00:33:51,810
Probably my favorite maybe of all time, but certainly this decade,

617
00:33:52,200 --> 00:33:58,020
uh, was parasite, um, and what parasite did really, really well.

618
00:34:00,480 --> 00:34:06,510
And what Hollywood doesn't do enough or brands do enough, and I

619
00:34:06,510 --> 00:34:11,940
actually think Liquid Death is doing this is when you mix genres,

620
00:34:14,069 --> 00:34:18,810
you create something much fresher and you expand your audience.

621
00:34:19,529 --> 00:34:25,350
So if you think about parasite, it was a comedy drama thriller.

622
00:34:26,115 --> 00:34:28,545
And there was, there was, there's another one there too.

623
00:34:28,725 --> 00:34:33,705
But it was just all those things and it just made it so engaging

624
00:34:33,705 --> 00:34:37,335
and you're like, wow, this is so different and so fresh.

625
00:34:37,905 --> 00:34:41,505
Um, white Lotus does it, liquid death does it?

626
00:34:41,985 --> 00:34:43,065
Uh, poor things did it.

627
00:34:43,065 --> 00:34:50,505
So if you can mix genres, you are gonna expand your audience and you're gonna

628
00:34:50,505 --> 00:34:54,015
entertain your audience much more because it just feels so much fresher.

629
00:34:54,420 --> 00:34:56,279
Yeah, that's, that's great.

630
00:34:56,340 --> 00:34:59,670
Um, I mean, liquid death for sure, we've heard that a lot of the show.

631
00:35:00,060 --> 00:35:01,350
Um, and that's not a bad thing.

632
00:35:01,380 --> 00:35:04,410
I, I think they really are doing a lot of what you're saying, and I think

633
00:35:04,410 --> 00:35:08,310
that they, at some point we need to call out to them to interview them.

634
00:35:08,370 --> 00:35:11,880
I mean, honestly, at this point they, we just, we hear about 'em so much.

635
00:35:12,360 --> 00:35:16,170
But, um, yeah, I love the way there's subverting, um.

636
00:35:16,950 --> 00:35:18,930
Their space, if you will, because yeah, it's

637
00:35:18,930 --> 00:35:21,779
liquid death, but all it is is water, you know?

638
00:35:21,779 --> 00:35:24,509
Or flavored water, or carbonated water.

639
00:35:24,509 --> 00:35:28,410
And, um, the themes, the things that they've done, I'm, I'm a big fan of 'em.

640
00:35:28,410 --> 00:35:29,100
They did that.

641
00:35:29,670 --> 00:35:31,200
I'll never forget the collab they did with

642
00:35:31,200 --> 00:35:34,200
Elf Cosmetics 'cause it was just so out there.

643
00:35:34,200 --> 00:35:39,960
It was like, okay, they're, they're making corpse paint with El Elf cosmetic.

644
00:35:40,680 --> 00:35:44,399
For, you know, for people, and it was a real product you could go buy too.

645
00:35:44,399 --> 00:35:48,120
It wasn't just some silly ad that they were doing and just

646
00:35:48,120 --> 00:35:50,790
all those things combined just bring so much more brand

647
00:35:50,790 --> 00:35:53,819
awareness to even an audience that wouldn't consider it before.

648
00:35:54,209 --> 00:35:58,529
Well, they've just done, it's been all over the internet, but they've just

649
00:35:59,160 --> 00:36:04,470
done that commercial where all the actors for the first time were all ai.

650
00:36:04,500 --> 00:36:08,520
So everything was ai, including the actors Now.

651
00:36:09,465 --> 00:36:13,125
What was incredible about that was you would think that

652
00:36:13,125 --> 00:36:16,575
per the brand that did that would get such a hard time

653
00:36:16,575 --> 00:36:22,065
from the world saying, this is the end for movie making.

654
00:36:22,065 --> 00:36:23,355
This is the end for actors.

655
00:36:23,355 --> 00:36:23,924
This is the end.

656
00:36:24,825 --> 00:36:26,384
But it was so funny.

657
00:36:26,835 --> 00:36:28,335
It was so well written.

658
00:36:28,545 --> 00:36:32,595
It was so well done and they, they owned it.

659
00:36:32,625 --> 00:36:34,545
Like they said, we did this all in ai.

660
00:36:34,605 --> 00:36:35,865
Like, look what you could do.

661
00:36:36,855 --> 00:36:42,945
But the storytelling was so genius that everyone

662
00:36:43,215 --> 00:36:46,395
applauded them rather than gave them a hard time about it.

663
00:36:46,395 --> 00:36:46,845
So that's.

664
00:36:47,715 --> 00:36:48,615
That's pretty clever.

665
00:36:49,395 --> 00:36:51,884
Yeah, I think, I think the way they leveraged AI for

666
00:36:51,884 --> 00:36:55,755
that, for that ad I thought was really, really neat.

667
00:36:55,815 --> 00:36:59,565
And I think when you still have someone at the core who's telling the story

668
00:36:59,565 --> 00:37:02,775
and it's not being left up to a robot to tell the story or to tell the

669
00:37:02,775 --> 00:37:06,765
dialogue, it makes a big difference in how that overall delivery comes out.

670
00:37:06,765 --> 00:37:09,855
Especially when you have, you know, a human editor maybe

671
00:37:09,855 --> 00:37:12,460
at the end helping with the timing and the cuts and the.

672
00:37:13,115 --> 00:37:16,384
Um, the generation of the content, like there's, there's a world

673
00:37:16,384 --> 00:37:20,225
in which I think AI will be a huge help for media and content.

674
00:37:20,734 --> 00:37:23,285
Um, but there's also, I mean, you know, I

675
00:37:23,285 --> 00:37:26,404
think it'll be more help than harm in the end.

676
00:37:26,404 --> 00:37:28,060
We just aren't there with how to.

677
00:37:28,485 --> 00:37:31,425
Really physically deal with that in a lot of cases.

678
00:37:31,425 --> 00:37:33,285
And some people are just so afraid of it.

679
00:37:33,795 --> 00:37:36,045
Um, you know that they're running the hills, but the

680
00:37:36,045 --> 00:37:38,955
people that embrace it create incredible content.

681
00:37:38,955 --> 00:37:42,945
I could go on a whole other interview about your conversation about that.

682
00:37:43,455 --> 00:37:43,845
Um.

683
00:37:44,685 --> 00:37:45,825
Oh yeah, yeah, yeah.

684
00:37:45,825 --> 00:37:48,555
And how it's impacting everything, but it is, it

685
00:37:48,555 --> 00:37:51,135
is helpful and it can be, can be used for good.

686
00:37:51,135 --> 00:37:51,585
So

687
00:37:51,945 --> 00:37:53,745
I'm using it, but it's how you use it.

688
00:37:53,835 --> 00:37:54,795
It's how you use it.

689
00:37:54,795 --> 00:37:55,245
That's

690
00:37:55,725 --> 00:37:56,835
absolutely, yeah.

691
00:37:56,865 --> 00:37:59,655
Use it to leverage your skills, not to, you know,

692
00:37:59,835 --> 00:38:04,215
be a way to save you from work, if that makes sense.

693
00:38:05,865 --> 00:38:07,515
That's my, that's my thesis anyway.

694
00:38:07,965 --> 00:38:09,225
Um, well, cool.

695
00:38:09,225 --> 00:38:10,515
Well, Greg, thank you so much.

696
00:38:10,545 --> 00:38:11,205
This is great.

697
00:38:11,835 --> 00:38:13,365
Great, great to have you on.

698
00:38:13,365 --> 00:38:15,405
And, um, where can people connect with you?

699
00:38:15,405 --> 00:38:17,715
Where can they find out about you and, um, where

700
00:38:17,715 --> 00:38:19,905
can we get your book creating a Blockbuster brand?

701
00:38:20,865 --> 00:38:21,945
Yeah, it's pretty simple.

702
00:38:21,945 --> 00:38:26,055
Go to blockbuster brands.com, um, and all the info's there,

703
00:38:26,055 --> 00:38:33,555
but Amazon, of course, um, uh, yeah, blockbuster brands.com.

704
00:38:33,735 --> 00:38:36,705
Um, my business is narrativity.com.

705
00:38:37,875 --> 00:38:40,005
Um, if anyone's interested in.

706
00:38:40,965 --> 00:38:43,275
How their story currently stacks up.

707
00:38:43,695 --> 00:38:48,885
I've created a really cool quiz that will test your current story.

708
00:38:49,425 --> 00:38:51,165
I've broken down all the elements of Make a

709
00:38:51,165 --> 00:38:54,375
Great Story, and that's storytelling quiz.com.

710
00:38:55,725 --> 00:38:59,385
So if you go to storytelling quiz.com, you'll get a a messaging

711
00:38:59,385 --> 00:39:03,525
health check, which is something brands never, ever, ever do.

712
00:39:04,890 --> 00:39:08,070
Yeah, I'm, I'm, I think I'm gonna go take that quiz right now.

713
00:39:08,070 --> 00:39:09,360
That sounds like a lot of fun.

714
00:39:11,010 --> 00:39:11,610
Really helpful.

715
00:39:11,610 --> 00:39:13,320
Well, Greg, thank you so much for coming on.

716
00:39:13,325 --> 00:39:14,430
I, I do appreciate it.

717
00:39:14,670 --> 00:39:16,530
It's been really great, Chris, so we could have talked for.

718
00:39:17,444 --> 00:39:18,795
I had another few hours I'm sure, but

719
00:39:19,665 --> 00:39:22,154
thanks for checking out this episode of We Built This Brand.

720
00:39:22,365 --> 00:39:25,125
Don't forget to like and subscribe on your player of choice.

721
00:39:25,154 --> 00:39:28,964
You can also keep up with the podcast on we built this brand.com.

722
00:39:29,295 --> 00:39:33,194
If you like this episode, please give the podcast a five star review and make

723
00:39:33,194 --> 00:39:37,275
sure to tell all your friends about it so we can continue to build this brand.