Recent Press:
The Pappas Post Features Stroumboulis' Hilarious Selfie...BouliBrand Signs TV Licensing Deal with New Greek TV to...Greek America Foundation's Weekend in Toronto Honors Forty Under...Television Station, New Greek TV, Interviewed BouliBrand Founder...Greek America Foundation Honors Stroumboulis with Forty Under 40...Greek Ambassador Anghelopoulos Met With Stroumboulis to Discuss...Greek Ambassador Panagopoulos Met With Stroumboulis to Discuss...The Hellenic Association of Realtors Partnered With...Kathimerini Featured Stroumboulis for Spearheading International...Australia's OPA! Magazine Featured Stroumboulis Commentary on...The Hellenic Initiative's "" Video...ETHNOS Newspaper Featured Stroumboulis for His Global Initiative...Reuters Featured Acquisition of High-Tech Start-Up Featured Stroumboulis' New TV Show Targeting...Real News Featured Stroumboulis' Widely Popular Real Estate Featured Stroumboulis' New Initiative to Help...Niagara Region Newspaper Featured Stroumboulis on Front Page Featured Stroumboulis' New TV Show Geared...Greek News Portal,, Comments on Facts Surrounding...Australia's Neos Kosmos Misrepresented Stroumboulis' New TV Featured Stroumboulis' Official Response to...Star TV's Morning Talk Show, FM Live, Featured Stroumboulis and...European Edition of the Wall Street Journal Featured...German Edition of the Wall Street Journal Featured Stroumboulis...Barron's Financial Magazine Featured Stroumboulis' Real Estate...Espresso Featured Stroumboulis' New TV Show in a Misrepresented...The Wall Street Journal Featured Stroumboulis and His New...Antenna Television Network Launches New TV Series 'Hellenic Home...OPA! Magazine Featured Stroumboulis for Launching the Global...Food & Leisure Guide Featured Stroumboulis for Promoting Greece...Dimokratia Newspaper Featured Stroumboulis for the Production of...Brazilian News Portal, G1, Featured Stroumboulis in Article on...National Herald Newspaper Featured Stroumboulis for Property...Spanish Media Portal, El Mundo, Interviewed Stroumboulis for...Elefteros Typos Newspaper Featured Georgios Stroumboulis Highlights Greek-Canadian Helping to Sell Euro 5...Antenna TV Station Featured Greek Property Exchange During...Athens Municipal Radio 9.84 FM Features Interview with Founder...Kerdos Newspaper Featured Stroumboulis' New Greek Real Estate TV...Channel 9 Featured Interview with Stroumboulis on Greece's...TA NEA Newspaper Featured Georgios Stroumboulis' Efforts to Help...Ambassador Peck of Canada Honors Georgios Stroumboulis at the...Electrical Distributor Magazine Featured Comments Regarding the...Athens News Newspaper Featured Article on Stroumboulis' New Real...Voria Newspaper Featured Article on Greek Property Exchange Featured Article on New Greek Real Estate TV...India Today Interviewed Stroumboulis for Article - Between the...Electrical Distributor Magazine Featured Article on the LED...Third National Marketing Excellence Award Received for Best...Imerisia Newspaper Featured Stroumboulis in Article on Greek...Antenna TV Station Featured Greek Property Exchange During...Greek Property Exchange Signs TV Advertising Deal with Leading...Australia's Neos Kosmos Newspaper Featured Interview...America's Leading Greek Radio Station, Radio Neo, Interviews...Imerisia Newspaper Featured Interview on Using the Internet to...Elefterotypia Newspaper Highlighted Efforts of Real Estate...Kerdos Newspaper Featured Article on Importance of the Internet...Isotimia Newspaper Interviewed Stroumboulis to Highlight...Bulgaria's GR Reporter Featured Interview with Stroumboulis...Axia Newspaper Showcased Stroumboulis' Efforts From Abroad to...Stroumboulis Interviewed on National TV During the Property 2011...Athens News Newspaper Featured Stroumboulis in Article on...Kerdos Newspaper Highlights Greek Property Exchange in Real...Agent of the Year Award Given at the Annual Real Estate Featured Exclusive Interview with StroumboulisLEDs Magazine Featured Manufacturing Company and its Team of...Second National Marketing Excellence Award for Best Integrated...First National Marketing Excellence Award for Best New Industry...

How To Tell Stories That Eliminate Indifference For Your Brand: 3 Simple Lessons From Creed II

In business, indifference is your enemy. The goal is to get your customers to feel something for you, your brand, your products, and services. Those feelings form the basis of deeper, emotional connections your customers have with your company. The second indifference starts to creep in when your customers "don't care" if they work with you or not, it means they are out the door in search of something or someone else to satisfy their needs.

The question is, how do you inject more emotion into the work you do? For many brands, that is through content produced or the experiences provided. According to both Gary Vaynerchuk and Harvard professorBharat Anand, every brand should think of themselves as a media company.

Every brand delivers an experience whether they plan to or not--and every company uses words. Whether or not they do so strategically, it becomes easier to see opportunities to tell stories that spark the kind of emotions that draw your customers to you.

Consider your website, social media channels, customer on-boarding documents, product descriptions, or even the signage you use to get people where they need to be. Think about how you can utilize simple stories with these tools to induce emotions to make the experiences your brand delivers, unforgettable.

Last week, I watched the movie Creed II. The storytelling in the movie and in the trailer put me on an emotional rollercoaster that kept me riveted. Here are three key lessons from this film's effective use of emotion that you can utilize in your own business.

1. Tap into familiar characters and plot lines.

Creed II is a spinoff of the Rocky franchise of movies. In fact, Sylvester Stallone is one of the main characters. And while the Creed storyline has its own plot, the second installment of the movie heavily leaned into existing drama established more than 30 years ago in Rocky IV, the most financially successful film in the Rocky series.

As you think about injecting emotion in your business, don't feel like you have to start from square one. Leverage the equity in familiar characters and plot lines to tell stories that draw your customers in.

The stories don't even have to be your own. For instance, many companies tap into the David and Goliath plot line. When Apple first came on the scene, they were trying to topple a big and entrenched competitor, Microsoft. It took a little while, but eventually, Apple succeeded to become the first trillion dollar company in the U.S.

2. Everyone loves a good underdog story.

We just can't get enough of them. We love it when we see someone who triumphs, especially when all the odds were against them. Boxing movies are prime opportunities for underdog stories, and Creed II is no different.

Sara Blakely is the founder of apparel brand Spanx and a self-made billionaire. As a door-to-door fax machine salesperson, she started the company with her entire savings of $5000 and no business experience. Initially, she struggled to get manufacturers to even make a prototype. But Blakely persisted until she built the behemoth company that exists today.

As you think about your own origin story, look for inspirational aspects of it, and ratchet up the elements that signal "you weren't supposed to win, but you did."

3. Fight a common enemy.

Outrage is a powerful emotion. It moves people into action. Thus when you're able to tap into existing negative feelings toward a source that both you and your ideal customers want to defeat, use that as fuel to stir up the emotions needed to draw your customers closer to you.

In Creed II, there were several "enemies" that emerged on screen. You could feel the collective energy in the theater shift in disgust at the very sight of one character in particular.

Take some time to consider what common enemy you share with your customers. That enemy doesn't have to be a person or even a competitor. It can be as simple as a cause you feel strongly about.

After seeing children in a village in Argentina, Toms founder Blake Mycoskie identified the brand's enemy as children without adequate shoes to protect their feet. From there, he launched the company with the "One for One" principle in mind: for every pair of shoes purchased, one goes to a child in need.

You can overcome indifference for what you produce. Select one of the methods above and test it out in the stories you tell about your brand. 

BouliBrand is a boutique marketing + entrepreneurship + communications + branding movement focused on creating vibrant, purposeful and revenue-generating media experiences on a partner-by-partner basis. With strategic partnerships in New York, Toronto, Athens, Los Angeles, New Delhi and Shanghai, we work directly with savvy, driven and optimistic clients wanting to produce fresh platforms of communication and target nouveau markets internationally with their startup businesses and services. BouliBrand is propelled by Georgios (George) Stroumboulis (Γιώργος Στρουμπούλης) - an internationally seasoned marketing professional with tangible business experiences across multiple industries and diverse cultures. To learn more about BouliBrand, Georgios and the stimulating team spearheading the BouliBrand movement forward, get in contact at,, (@stroumboulis), (@stroumboulis),, or BouliBrand shares progressive industry information related to the marketing, branding, entrepreneurship, investment, networking, financing, start-up, public relations, internet, web, creative and business movement. We gather select articles, blogs, news, posts, press releases, announcements, interviews, commentary, videos, clips and anything we feel might be worth reviewing for our visitors, followers, clients and partners.

Subscribe / occasional emails!

Press / some of our features!

Opinions / some of our blogs!

Articles / selection from industry!

Contact / click here to connect!