O'Reilly logo

Content Strategy at Work by Margot Bloomstein

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 4

Executing on content strategy through copywriting, creation, and curation

Know your story to tell it well

Our brand is very much about telling stories,” began Rob Achten, the vice president of product and creative director for Icebreaker, an apparel brand based in New Zealand.1 “Jeremy [Moon, CEO and founder] has described it like telling a story around a campfire. It's a personal story. I see the Icebreaker brand as it works on a storytelling basis. Our business model is simply different: the relationships we have with the growers and supply chain is different, so the story is unique and the way we tell it is unique. It's coated with the personalities that tell the story. Jeremy has a big impact on the tone and language used in communications. ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required