I doubt that anyone outside of Canada recognizes the slogan ‘We the North’ or thinks that it has any particular marketing magic. But for millions of Canadians it resonates deeply and spurs them to open their hearts and wallets – proof that local know-how matters in marketing.
Continue reading “What is We the North? Why local matters in marketing”Category: ramblings
Why ‘should’ can take a long walk off a short pier
Hot on the heels of an exceptionally hot European summer and CNN naming Copenhagen as the best city in the world for swimming, the nearby beaches and harbors are still teeming with people cooling off in the open water. When I complain about the heat, I’m often told, ‘You should go for a dip!’
The only valid reason I can see for swimming is to avoid death by drowning – but that ‘should’ stops me in my tracks. It carries a sense of obligation, judgement, pressure and, most of all, guilt.
I don’t like to swim, but I should.
Continue reading “Why ‘should’ can take a long walk off a short pier”
Why storytelling matters
As a librarian, I understand the importance and value of storytelling and, as a marketer, I know how convincing narrative can be – but it’s as a human, that I really get the power of a good story and its ability to inspire, educate and connect.
Despite the modern world growing increasingly frenetic, a well-told story is still the most engaging way to explore different perspectives and learn new things – particularly when there’s some emotional resonance. At libraries all over the world, kids sit on the floor in a circle for story time, listening earnestly to fairy tales, while learning how language works and developing an interest in the broader world. As adults we replicate that sense of shared entertainment and satisfy our need to be part of something bigger through books, sports, movies, TV – and particularly social media.
From Facebook to Instagram and beyond, there is an onslaught of communication tools (check out Marketing Technology Landscape Supergraphic for 5000+ of them!), but all that technology is useless without the stories that connect us. We crave to understand other people and to feel like we’re not alone in the world. In everything from reality TV to advertisements that tug on our heartstrings, storytelling touches the core of human experience.
We may no longer sit on a library floor for amusement and perhaps it’s been decades since we told ghost stories around a campfire, but storytelling is not dead. If anything, the strength of a good story is more important than ever. A side effect of having information constantly at our fingertips, is that we expect everything to have a backstory. Consumers are looking for reasons to pick one brand over another and credibility combined with emotional connection is strong motivation.
How does ‘Once upon a time…’ connect you, your business, your brand? What stories do you tell to tap into the age-old desire to be part of something bigger?
Storytelling is powerful. Don’t let the profound humanness of narrative pass you by.
This post was originally published on Integrated B2B.
A very personal library
When I first moved from Canada to Europe in 2013, one of the hardest tasks was to dramatically reduce my personal library. Over the course of many years and two university degrees, I had collected over 400 books and I knew it was unreasonable to move or store them all. Print books take up a lot space and are a pain to ship!
I gifted many titles to friends, donated the rest and said farewell to all but a handful of print books. My collection shifted to digital format (thank goodness for ebooks!) and I resolved to stay out of bookstores in case the temptation to rebuild my collection was too strong.
Despite having millions of books available electronically, there’s something special about turning physical pages and getting a library card was at the top of my to-do list after moving to Copenhagen in September 2016. Before I had even received my yellow health card (a must for anyone settling in Denmark!), I was at the main library on Krystalgade bumbling through the process of setting up a library account.
Library card in hand, I wandered the many floors at the main library enjoying the range of materials, marvelling at the intermixed languages in the non-fiction section (Danish, Swedish, German, English, French — all mindblowingly side by side) and trying to determine how the subjects were organised. As a life-long lover of libraries, I often visit public libraries when travelling and I’m fascinated by the differing classification systems — I still don’t understand the Danish scheme.
I’ve since become familiar with Østerbro’s two local libraries, attended author talks at the Black Diamond, and discovered that my yellow health card is also my library card — no need for one more thing in my wallet. I’m impressed by how much Danes care about the written word, as demonstrated by the striking architecture of the Black Diamond, the wealth of the library’s collections, and the ability for users to access local libraries after-hours.
I am also delighted by the ‘Hygge only’ zone at the main library: a sign directs visitors to use the space for reading or chatting – no phones or computers. ‘Hygge’ is one aspect where I notice that Denmark has a surprisingly different culture from Canada or Germany (where I lived in 2013-14). I’ve jumped into Danish culture by studying Danish, watching Olympic curling on DR, experiencing May Day at Fælledparken, making pilgrimages to H.C. Anderson’s hometown and the Dybbøl windmill, overindulging at Julefrokost celebrations, and cycling just about everywhere — and I’m still uncovering all that Denmark has to offer.
In spite of warnings about the Danes’ frosty nature towards strangers, I’ve been welcomed warmly by people at the two yoga studios where I teach. I have Danish and expat friends, can order pastries and engage in small talk in Danish, but it’s really the library system that makes me feel like I belong. Spotting titles I used to own on the shelves of my local library in Østerbro cements the feeling that Copenhagen is home and satisfies my desire to read ‘real’ books – without the need to build a personal library again!
What jet lag feels like
For the last few days, lying down has felt like being swallowed up. I sink as if my body is resting on moss, compressing the springy fauna and becoming part of the forest floor. My brain surrenders to the fog of jet lag and gives my body no choice but to resign itself to sleep.
Having returned to Copenhagen from the west coast of Canada a few days ago, I’m still adjusting to the nine hour time shift and the long, sleepless trip home. I have never been able to fall asleep on planes or in stiff gate-side seats, which means the two long flights and aimless hours at airports did not leave me feeling rested!
I remember travelling in the opposite direction (from Europe to Canada’s west coast) some years ago and going to a restorative yoga class the evening I landed. I managed to keep conscious throughout most of the practice, but the moss rose up and claimed my wakefulness during savasana. I managed to re-awaken with the rest of the class after savasana, but the teacher (who is also a friend) whispered to me afterwards that a few gentle snores escaped!
Sometimes sleep is exactly what is required and it can’t be fought! Perhaps, I need to make time for a restorative practice before long.
But, for now, life will not wait for the jet lag to pass and I’m left to battle the tiredness – although I hope it will only be for a few more days. Thankfully, jet lag doesn’t last forever.
Baking in translation
Adjusting to a new kitchen, new tools and a new oven is always a challenge when settling into a new home. Add in the difficulties of a new language and new ingredients in a different country and things get even more complicated! The various measuring systems also throw in another dimension of complexity…
Fahrenheit or Celsius? Or whatever ‘gas mark‘ means? Metric or imperial? Grams or cups or ounces? Is a kitchen scale required? Or a set of measuring cups?
Continue reading “Baking in translation”Dark days, inner light
In the long, dark days of February, it’s worth remembering that we can create our own light. The greyness in Copenhagen is sometimes oppressive (the clouds hang so low!), but we can tap into our inner light and allow it to illuminate our outer worlds.
“Your inner light lights up your outer world.”
~ Matshona Dhliwayo
Canadian-based philosopher, entrepreneur and author
Thankfully, the days are starting to get longer and the promise of Spring is creeping closer! And, even more thankfully, I have the joys of chatting with family, teaching yoga, spending time with friends, walking the dog, enjoying food and drink, practicing yoga and loving my husband to fuel my internal light until the Earth’s rotation around the Sun brings on more daylight!