Impact Brands: 3 Stories to Snack On →

By Roderick Kelly

Co-founder, K+L Storytellers

I recently walked the Sweets & Snacks Expo in Chicago, trying the many varieties of beef jerky, hot pickles and health bars. Yes, health bars. I could hear my wife Michele whisper in my ear from 40 miles away: “Pass on the beef jerky and eat healthier.” And so I did. Well, kind of. LOL.

As I sauntered the aisles and talked to people, I came across three companies that really impressed me because of their impact brand stories.

Story #1: Kiwa

This Ecuadorian-based manufacturer of premium vegetable chips has a great story about working directly with regional farmers to provide them with an improved way of life.

Kiwa sales manager Maria Jose Guillen.

Through its direct trade with farmers, Kiwa provides self-sustaining economic success to small, impoverished farmers, many of whom farm unique vegetables that are only native to South America. “We work with development organizations to help farmers get out of poverty,” said Maria Jose Guillen, sales manager for Kiwa, whose chips can be found in more than 30 countries. In the Chicago area, the many variety of chips many varieties of chips include plantain, beetroot, cassava and native potatoes share shelf space with more recognizably-named chips at Mariano’s and Pete’s Fresh Markets.

“Think about the many men and women working in remote fields and villages, left behind and oftentimes forgotten by a world that continues to move faster and faster. We proudly connect small farmers in Ecuador and Peru with world markets. Every time someone enjoys a Kiwa product, the collective heart of humanity beats a little louder,” says Kiwa co-founder Martin Acosta. That’s impressive, and the chips are delicious. Never thought I’d eat a beetroot chip. (Full disclosure: Kiwa is a client of K+L Storytellers).

 Story #2: This Bar Saves Lives

Emily Baker, social media and retail marketing specialist.

If this company name doesn’t scream: “Listen to my story,” I’m not sure what does. And listen I did. With each bar sold, this Los Angeles-based company provides a portion of the proceeds to nutrient packets, which are delivered to malnourished children around the world.

“Every time you buy a bar, we give life-saving nutrition to a child in need. We eat together,” is the company’s mantra said Emily Baker, social media and retail marketing specialist for the company. This Bar Saves Lives has provided millions of nutrient packets saving thousands of children around the globe, she said.

That’s a feel good for everyone.

Story #3: Fresh Toys

At first glance, I thought Fresh Toys was like a McDonald’s Happy Meal. Inside each box of gummy candies, there is a miniature toy from one of eight collection themes: fairies, pirates, ponies, kitties, puppies, warships, ivy schools and homes. The packages and toys are all designed by 20 young moms and dads whose intent it is to “make kids smile, and give a boost to their imagination, good heartedness and happiness,” according to co-founder Alex Polanski.

Being a creative myself, I marveled at how the company’s goal is to have children use these toys to create stories and to fantasize, much like our generation did by playing with green plastic US Army men or doll houses with miniature rooms and furniture. “Our ultimate mission is to provide affordable, safe, and fun novelty toys. And that’s what we do," according to Polanski.

Even the company’s title focuses on the toys rather than the candy. Founded in Europe, the company has only recently distributed in the United States, although to find them in stores, you will have to travel to Pennsylvania or Wyoming until distribution ramps up.

 Great stories, cool products and impactful brands. Now, where did I put my stash of beef jerky?

The Power of 3 in Storytelling

By Roderick Kelly

Co-founder, K+L Storytellers

Today is St. Patrick’s Day and a happy day it is.

The Chicago River is emerald, revelers dress as leprechauns and strangers are toasting each other with pints of Guinness.

It’s a fun day. Heck, March is a happy month.

We have March Madness, spring break and tax refunds. March signals the end of winter, a time for new life and the moment students can touch their graduation day.

March is the third month and all good things come in threes.

Storytellers, speakers and comics have known this for years and use the Rule of Three to produce vibrant, fun and memorable stories like The Three Little Pigs.

Here are some examples of the Rule of Three:

·         Hip, hip, hooray – a common cheer

·         Vidi, vini, vici -- Latin for I came, I saw, I conquered

·         Stop, drop and roll -- a fire safety slogan

·         Life, liberty and the pursuit of happiness -- from the US Declaration of Independence

·         Faster, higher, stronger -- the Olympic motto

·         An Englishman, a Scotsman and an Irishman walk into a pub……..

Now you know one of the great secrets of storytelling. The Rule of Three is used on corporate websites, in marketing materials and in advertising because it's simple, catchy and rhythmic.

Slãinte.

Brand Questions to Ask Your Audience

By Michele Kelly

Einstein (has there been a more oft-quoted genius since the late 1800s?) loved questions. He once said that if he had an hour to solve a problem where his life depended upon the solution, he would spend the first 55 minutes figuring out the question.

If I were in his shoes, I would probably Google the answer, then eat a cookie. But therein lies the reason no one has ever called me a genius.

When it comes to brand, asking the right questions matters. In the many brands we help build, we begin by talking to our client's audience - real people outside the organization who either have had contact with the company or who could potentially be buyers. From advocates who wouldn't buy elsewhere to the ones who up and left to complete strangers, their answers give us something every single brand hungers for: the truth.

Here are the main questions I oftentimes ask. I'll call the client Company A:

What is special about Company A - what sets them apart? (this points to their value proposition)

Why did you choose them? (this points to their value proposition)

What problem did they solve that other firms could not? (this points to what makes them different and their mission)

What extra value did they bring? (this points to what makes them different)

What are three words you would use to describe Company A? (this points to their style)

Would you recommend them to a friend and why? (this points to their value proposition)

If Company A were a person, how would you describe him or her? (this points to their voice as a company)

If you did not work with Company A, where would you have gone? (this shows our first line of competitors)

How did their culture or values contribute to your decision to choose them? (this points to values)

If you no longer work with Company A, what ended the relationship? (this points to misperceptions, process issues or possible internal problems)

If company A were a piece of music, how would you describe them? (this uses other creative mediums besides words to show style)

Should there be a zombie apocalypse, how would Company A save the world? (this points to vision; plus it's a fun question to ask)

... from these questions, the conversation multiplies and you get even deeper answers. What brand questions do you ask your clients?