A while back I wrote about an excellent paper by Nicholine Hayward on the dusty old subject of Strategic Planning.
Nichole has just released a new paper about Brand Storytelling (Motive, Means and Opportunity) that shows how the most exciting and effective stories always benefit the consumer as much as the brand.
Much of the paper is about McDonalds and with the help of Google keywords and other tools she show how by getting down to the detail of the company’s Web traffic it is possible to improve the brand dialogue between it and its customers a vice versa.
It really is a great paper and beautifully written and whilst not directly about the 50-plus it contains ideas and techniques that apply to all age groups. Dick Stroud
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