March 27, 2024

Episode 242: Navigating the Narrative Economy: Building Relationships and Purposeful Brands with Kristian A Alomá, PhD, CEO of Threadline; Chicago, IL, USA

32 minutes

Today, we delve into the world of the narrative economy and its profound implications for businesses. Our guest, Kristian Alomá, CEO of Threadline, offers insights into the power of storytelling, branding, and purposeful marketing. I have known Kristian for many years and I am always impressed by the wisdom and insights he brings to strategic business conversations.

Is your team doing all it can to build meaningful connections with target audiences in today's dynamic landscape? See what Kristian thinks you should consider as you expand your brand.

- Understanding the Narrative Economy: Kristian introduces the concept of the narrative economy, emphasizing the importance of storytelling in branding and marketing. Drawing from his background in psychology, he highlights the parallels between human relationships and brand-consumer connections, stressing the need for authenticity and emotional resonance.

- Building Relationships with Brands: Kristian discusses how consumers form relationships with brands, mirroring the dynamics of interpersonal connections. By focusing on enhancing the customer experience and aligning with their values, businesses can foster loyalty and trust, transcending transactional interactions.

- Know the Role of Purpose in Branding: Kristian emphasizes the significance of purpose-driven branding in today's market. He shares case studies, including Tony's Chocolonely, to illustrate how brands can align with social causes and advocate for positive change, resonating with socially conscious consumers.

- Consider Narrative Design Principles: Kristian explores the core principles of narrative design, a framework rooted in narrative psychology. By understanding and shaping the stories that resonate with their audience, businesses can craft compelling brand narratives that engage and inspire, driving long-term relationships.

- Know Trends in Marketing: Kristian reflects on current marketing trends, cautioning against a sole focus on virality over purpose and authenticity. He highlights the evolving expectations of consumers, particularly younger demographics, who prioritize brands that demonstrate social responsibility and ethical practices.

Kristian is a seasoned storyteller and strategist who believes in harnessing the power of narrative psychology and social sciences to forge meaningful connections with audiences. Kristian has spent over 20 years enhancing major brands like Harley-Davidson and Coca-Cola and boosting nonprofit outreach with his marketing acumen.His brand strategy firm leverages his PhD in narrative psychology to develop impactful stories that engage stakeholders. A lecturer at the Kellogg SchoolCenter for Nonprofit Management at Northwestern University and author of "Start with the Story," Kristian champions storytelling's role in brand building, especially for nonprofits. Committed to ethical communication, he contributes to the American Psychology Association and B Lab's Marketer’s Network.

Connect with Kristian:

LinkedIn: https://www.linkedin.com/in/kristianaloma/

Book on Amazon: https://www.amazon.com/Start-Story-Brand-Building-Narrative-Economy/dp/1544537379/ref=tmm_pap_swatch_0?_encoding=UTF8&dib_tag=se&dib=eyJ2IjoiMSJ9.YLBakXksk8A5MMPV7kuXBjmsP-l5rlzSwBEcMM64oxE.YHNJb5BblzS-UpuS7L4fiPpTucb9GCe9SzpGCQhFD9o&qid=1708439935&sr=8-1

Connect with Allison:

Feedspot has named Disruptive CEO Nation as one of the Top 25 CEO Podcasts on the web and it is ranked the number 10 CEO podcast to listen to in 2024! https://podcasts.feedspot.com/ceo_podcasts/

LinkedIn: https://www.linkedin.com/in/allisonsummerschicago/

Website: https://www.disruptiveceonation.com/

Twitter: @DisruptiveCEO

#digitalmarketing #branding #socialgood #Bcorp #CEO #startup #startupstory #founder #business #businesspodcast #podcast

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By Allison Summers

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