Morgan spent 20 years in PR and marketing working with tech companies from startups to industry giants. During that time, he realized some brands have an unfair advantage when it comes to getting attention. Despite similar propositions, some companies generate exponentially more media coverage, engagement or inbound inquiries. Yet they employed all the same PR and marketing tactics as everyone else. How were they doing that?
Some brands have an unfair advantage when it comes to getting attention
The answer is an ability to identify and energize their advocates, making a connection at a human level. The companies that showed personality and engaged emotionally with their audiences, inspired far greater passion and loyalty among their customers. They were able to use stories, rather than dry facts, to convey their message. They had visible leaders who were trusted, not just because of their experience, but because of their ability to inspire others.
This wasn’t just a coincidence. Developments in neuroscience have shown that buying decisions and behaviors are highly motivated by emotions. The facts mainly support the emotional decisions we’ve already made. Emotions are triggered by character-driven stories. So, if we want to inspire action, we must focus on the people behind a brand and their stories.
Every brand must put people at the heart of its marketing communications if it wants to inspire audiences to act
We call those people ‘advocates’. They may be your employees or your customers. They can be your executives or investors. They may even be third party influencers. But they all have a story to tell. And those stories will make the difference between a good brand and a great brand.
And so our agency, Firebrand, was born. A firebrand is a person who is passionate about a cause, incites change and takes action. The key to your success is finding the firebrands for your company.
We were founded on the principle that every brand must put people at the heart of its marketing communications if it wants to inspire audiences to act. We use research and analytics to understand how best to connect with your audiences. Then we discover your advocates, and potential evangelists, interviewing them to capture their stories. We turn those stories into content for PR and marketing. Finally we measure the actions taken and iterate accordingly.
Our goal is to help our clients connect on a deeper level with their audiences. Our mission is to inspire action. We can’t wait to help you find your firebrands.
Morgan McLintic is an experienced marketing and communications strategist. For over 20 years, he has advised startups, late-stage private and blue chip companies about their marketing, PR, and digital strategy. Prior to founding Firebrand, Morgan was the founder in the US of LEWIS, a global communications company. In that role, he grew the firm to over $35m in revenue with 200 staff across four offices. The agency represents brands such as Comcast, Infosys, Jabra, Splunk, and Sky, winning awards including Holmes Report’s ‘Best Technology Agency’. Morgan has been a speaker at marketing, PR and social media events including AlwaysOn, Holmes Report, PRSA, PR News and the Social Media World Forum. PRWEEK named him to its ‘40 under 40’ (2009) and its Global PR Powerbook (2015 & 2016).