Don’t buy this jacket

Happy Friday,

Sorry for skipping last week; we had an ice storm in Montreal (read no power, no cell phone with teenagers for days, basically The Last of Us without zombies) during the Easter long weekend. We made it fun and had the opportunity to bring my whole squad to the Google office.  

Anyway, back in black 

I attended a fun storytelling session this week. Telling us all about the gift of it. We do storytelling daily; in front of our family, friends, colleagues, consumers, and customers.

And it is not easy to do in a short time when there's so much to say, share, while keeping everyone interested. Tom Segura is convinced that kids are the worst (or the best) storytellers. 

If you are a fan of Scott Galloway, an irreverent NYU marketing professor, a great storyteller, consider the storytelling sprint on section, his newly launched online marketing school.

Brands must be excellent storytellers, and they must always do it without alienating their consumers while inviting new ones to join their tribe.

• they need to play the long game 

• while remaining relevant

• and most importantly, authentic

• on any platforms where their tribe (and future tribe) hangs out.

One that has changed their narrative too fast for their tribe is Bud Light, in an attempt to become more relevant, inclusive, and appealing to Genz. And it has cost them 6B so far and sadly uncovered its consumer base's very unfortunate dark side. 

Patagonia on the other hand, excels at it, and has been doing it day in and day out while remaining authentic. Their 50th celebratory video is worth watching as it details a global brand's contradictions and convictions. 

They have my vote in authenticity, and yes, I won't buy their jacket

See you next week