played on late-night television, the internet and, with the parody Glop, in bookstores.
A cornucopia of fresh fruits had been laid out, but the Goopies seemed to prefer these branded potions.
They were among those who had paid $1,500 (U.S.) apiece for a first-class “Clear Quartz” ticket to the event – these sold out most quickly – granting them valet parking, preferred seating at presentations and lunch in the garden with Ms. Paltrow. The other ticket tiers were “Amethyst” ($1,000, including a cocktail party featuring martinis spiked with collagen powder) and the lesser “Lapis” ($500).
They watched a rambling if heartfelt presentation on “cosmic flow” given by Dr. Habib Sadeghi, founder of an integrative health centre in Agoura Hills. (“This is not a convention,” he said. “This is a pilgrimage.”) They flinched through a demonstration of a “10-Minute Face-Lift” involving an organic sugar thread inserted through a woman’s cheek.
You’re on a plane, you’re by the pool – if you’re lucky – or taking a second in bed.”
“To see Gwyneth here at this event participating with us – and we’re only Lapis, we’re the plebes. She’s mixing with us, mingling with us, to me she came with all her humanness – all her umm-ing and ahh-ing and normalness. She gets a bad rap, it looks like.”
My opinion: This kind of reminds me of the time that I accidentally offended one of my friends when I made fun of one of her interests. It was a light and fun joke that I didn't mean to offend her.
When I read this article, there is a strong urge to make fun of Paltrow and her brand, and the Goopies. However, I won't. The rule for me is: "Any public person or thing can be made fun of."
However, the people (mainly women) like her brand and New Age products and practices. As long as the people are happy and they're not hurting themselves, that's good.
Waiting for a cheeseburger, I noticed a loaded-up junk truck in front of me — and suddenly, my future was clear. The next day, I bought my own truck with my savings (about $700) and launched 1-800-GOT-JUNK?.
By using specific, personal experiences, stories help us humanize our brand and create a deep corporate history that is easier to convey to our people and customers.
The best brand stories are intriguing, emotive and make a point that resonates. People don’t like to feel like they’re being sold to — they want genuineness and connection.
It’s inspired entry-level employees to reach for more in our organization, and it’s an example of what you can accomplish with hard work and dedication. Perhaps most impressively, this story has inspired action in others.
Last summer, 25-year-old Myles Reville followed in Paul’s footsteps with a road trip of his own to launch Shack Shine in Toronto.
Sensory activation improves recall and will make your brand more memorable than companies without stories. In short, stories are the easiest, most effective way to build trust with your audience.