At the Core

February 2018


What’s Your Value(s) Story?

A few months back, I wrote about how it is imperative to consistently weave a company’s core values into a narrative through blog posts, online communities, articles, e-newsletters, e-books and more. A company’s core values are what shapes the essence of its identity and inspires its customers, prospects, employees and strategic partners to align themselves with a brand and, in turn, take positive action. Never has there been more scrutiny of a company’s values than of late due to boycott movements whose missions are quickly and widely promoted through social media.

A recent Washington Post article, “NRA lashes out at boycott movement as United, Delta and other corporations cut ties,” reports that some major companies, in the aftermath of the Florida high school massacre on Feb. 14, have subscribed to the importance of aligning and articulating their narrative with their core values to better manage their reputation.

As marketers, we must fully understand a company’s purpose and culture and convey it through content to engage audiences, increase loyalty and advocacy, and help drive profitable consumer action, or not turn it away.

Link to The Washington Post article.


“Abstract: The Art of Design”

This Netflix series is sure to offer an episode or two to sate everyone’s appetite for visual excitement. At a minimum, get inspired by watching the episode spotlighting architect Bjarke Ingels as he designs a giant ski slope on top of a clean-air-emitting power plant (CopenHill), whose chimney whimsically puffs rings of steam. Ingels suggests how his group had laid the groundwork through their work in the Copenhagen region for over a decade to influence more creative solutions for the ski slope project. “We felt that we could propose something seemingly insane and actually get away with it.”


Theatre and concert buffs can immerse themselves into the work of stage designer Es Devlin as she creates magical environments using mirrors, light, film and more.

And if you’re not already a fan of Platon, he’ll win you over in one episode as you follow his process and resulting work on “The People’s Portfolio,” which is intended to visually document humanitarian efforts around the globe and humanize important statistics. Platon states, “My job is to be the bridge builder … and we’re nothing as human beings if we don’t experience that connection.” See the results of a three-year project in the Republic of Congo as Platon reveals a stunning portrait of a mother and child. He states, “The power of content … that’s the whole point of design. …That moment when you feel something very powerful.”

At the core of each creative’s work is the experiences that have informed them and their imaginative thinking that impacts our world.

Link to Netflix, “Abstract: The Art of Design.”

How to Use Content to Grow Your Business in Five Easy Steps”

This was a fun video project for Twirling Tiger Media—from choosing imagery, music, animation techniques and typography to writing the copy. We hope you find it useful as it’s intended to offer marketers proven methods for defining marketing objectives, establishing personas and creating targeted narratives that will result in content that really does what it is supposed to do—bring in serious prospects. Creating unique and authentic content is at the heart of Twirling Tiger Media’s capabilities and passion.

Link to the video.


Shuffling 15,474 Songs

Yup … that’s how many songs are currently on my iPod—a catalog of eclectic ditties. Undoubtedly there are musical styles that I prefer over others, but the songs that capture my attention, no matter the genre, are the ones that tell a story. In the most economical way, the lyrics of a song that resonate with me create a narrative because they describe characters, establish an inciting action, a conflict and a resolution. Listening to colorful lyrics conjures imagery and brings you into another world … and the bonus is that it’s set to music. Some of my favorite songwriters did not make this list of “100 Greatest Songwriters of All Time,” but nonetheless, I’ll keep imagining the quirky song that captured my attention this week by songwriter and musician Tony Joe White about “Roosevelt and Ira Lee.


(Note: Some links may require subscriptions or limit the number of articles that can be viewed for free.)