They’re just too bloody busy and most of them are feeling so utterly helpless and sh*t about the climate emergency.
They felt people simply didn’t care about the planet and this made it really hard for them and their team to communicate with a wider audience.Īs soon as they stood in their hero’s shoes they realised that people do care. I once had a client who really struggled with this part of their Brand New Story. Our role is to mentor them and do everything we can to support them on their journey. In terms of storytelling, they are the hero of the story, not us. We forget to make it all about the person we are trying to connect with. What common mistakes do people make when trying to start conversations around the climate crisis/sustainability? The Brand New Story process is a complete strategic story-led narrative that can literally evolve, align and transform any organisation, from the inside out.Ģ. But it’s no longer confined to the realms of branding or marketing. Now I help leadership teams create their organisation’s story. Then, when my first storytelling client ended up on the shelves of Waitrose and Harvey Nic’s within 18 months, because they had a Brand New Story, I realised how potent this work is. That search led me to discover and further develop the missing start of the branding process, the brand story. When I left what felt like to me the cosy 9-5 to become a freelance copywriter, I struggled to write for smaller ‘brandless’ organisations (including my own) and went in search of an answer. When I left I transferred my skills in-house to Orange (Global & UK), Environment Agency and, finally, Ecotricity.
I started working with stories in the 90’s when I was Deputy Editor for The Big Issue South West. Tell us a little about what you do and how you came to be doing this work. We caught up with Rachel to talk about her career so far, starting conversations about climate change, and how branding and sustainability need to pair up!ġ. Since then she’s been a writer for Orange (UK and Global), The Environment Agency and Ecotricity. Founder of Brand New Story, Rachel has been immersed in stories since the mid 1990s when she was Deputy Editor for The Big Issue (South West). Rachel Savage was a speaker at an Online Event in May “Tell Sustainability Stories which Win Hearts & Minds”.
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