Bill Cook

Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at

Great brands tell great stories. Annette Simmons' book title sums it up best: "Whoever Tells the Best Story Wins." The Advertising Research Foundation (ARF) published a study last year that agrees with her sentiment: "Advertisements that tell a branding story work better than ads focused on product positioning." Bill Cook, senior vice president of research and standards of ARF, stated that "when the emotional peaks align with the presence of the brand or the impact of the brand in the story, the emotional connection with the brand is the greatest."

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