How We Rebuilt the Malibu Half Marathon

By Peter Abraham on January 27, 2017

Last summer I started working with Erica MacVittie to reinvent the Malibu Half Marathon. Erica and her husband David had purchased the event and relaunched it with a new ownership group. The event had been around for seven years, but it had never achieved critical mass. Although the route, along the ocean on Pacific Coast Highway, was beautiful, the runner experience, sponsors, and marketing hadn’t kept up with best practices. Erica hired me to increase participation, and to do that I chose to rebrand the event, get the marketing in shape, and secure new brand partners.

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Topics: malibu marathon, branding, running, peter abraham, experiential marketing

How to Market Your Brand in a Post-Advertising World

By Phat X. Chiem on December 7, 2016

Traditional marketing is dead. Gone are the days of brand building through ubiquitous TV advertising, billboards and Web banners. Consumers are now much more demanding in terms how they allow brands to interact with them. They don't want to be merely marketed to. They want to be entertained, educated, informed, and exhiliarated by the brands that touch their lives.

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Topics: running, content marketing, peter abraham, experiential marketing, storytelling, community, brand building

StoryCraft Co-founder on the Unexpected Paths that Lead to Starting a Business

By Rochelle Bailis on July 14, 2016

The following is an excerpt from an interview for the Opportunista, a network and resource for women entrepreneurs. Rochelle Bailis, the co-founder of StoryCraft, talks about the surprise twists and turns in her life that lead up to starting a business.

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How Shwood Eyewear Taps Into Storytelling to Power Its Brand

By Phat X. Chiem on July 11, 2016

To tell the story of Shwood, you need to go back to the tree. The majestic Madrone species, with peeling red bark and large, leathery evergreen leaves, found abundantly throughout the Pacific Northwest. From a limb of one such tree growing in a neighbor’s yard, Eric Singer whittled away until he fashioned a pair of glasses from the tightly-grained hardwood.

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E-commerce Brand Storytelling Isn’t a Nice-to-Have Anymore

By Rochelle Bailis on May 19, 2016

“Marketing is no longer about the stuff that you make, but about the stories you tell."

— Seth Godin

 

 

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The Huge Choice Facing Every e-Commerce Brand: Lower Prices or Lifestyle?

By Rochelle Bailis on May 10, 2016

Since the very first e-commerce purchase in 1994, the process of buying products online has evolved more rapidly. The complex, multi-channel retail industry we know today has created a unique dilemma for modern brands.

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4 Reasons Why Storytelling is Crucial for e-Commerce

By Rochelle Bailis on April 22, 2016

There is a painful truth that every e-commerce brand eventually needs to face:

In the wake of globalization and discount retail giants, consumers can probably buy similar products to yours in a heartbeat. For less. With fast, free shipping. So why should they shop with you?

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About Us

StoryCraft was founded in 2015 with the belief that the greatest brands of the 21st century will be those with a powerful story to tell. We partner with businesses and organizations to discover and promote their best stories.

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