Build up your brand image using effective brand storytelling

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43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-article tag-customer-advocacy tag-customer-marketing tag-brand-storytelling "> <section class="post-full-content Article"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2022-07-15">15 July 2022</time> <span class="reading-time">7 min read</span> </section> <h1 class="post-full-title">Build up your brand image using effective brand storytelling</h1> <section class="post-full-meta"> <a href="/tag/article/">Article</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2022/07/etienne-girardet-EP6_VZhzXM8-unsplash--1-.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>Storytelling in marketing is a great way to connect with audiences and make something memorable out of your brand that’ll stick in the minds of your customers. But it’s not something that’s easy to get right. So, we’ve put together an introduction to brand storytelling to set you up on the right track. </p><p>We’re covering:</p><ul><li><a href="https://www.customermarketingalliance.com/build-up-your-brand-image-using-effective-brand-storytelling/#:~:text=storytelling%20in%20action.-,What%20is%20brand%20storytelling%3F,-The%20aim%20of">What brand storytelling is</a> and <a href="https://www.customermarketingalliance.com/build-up-your-brand-image-using-effective-brand-storytelling/#:~:text=valued%20by%20customers.-,Why%20is%20brand%20storytelling%20important%3F,-Traditional%20advertising%20is">why it’s important to customer marketers,</a></li><li><a href="https://www.customermarketingalliance.com/build-up-your-brand-image-using-effective-brand-storytelling/#types-of-brand-storytelling:~:text=shortening%20attention%20spans%3F-,The%20elements%20of%20brand%20storytelling,-Creating%20a%20good">The main elements of brand storytelling</a>, and</li><li><a href="https://www.customermarketingalliance.com/build-up-your-brand-image-using-effective-brand-storytelling/#brand-storytelling-examplepatagonia%E2%80%9Cdon%E2%80%99t-buy-this-jacket%E2%80%9D:~:text=your%20customers%27%20experiences.-,Brand%20storytelling%20example%20%2D%20Patagonia%20%2D%20%E2%80%9CDon%E2%80%99t%20buy%20this%20jacket%E2%80%9D,-In%202011%2C%20for">An excellent example of brand storytelling in action</a>.</li></ul><h2 id="what-is-brand-storytelling"><strong>What is brand storytelling?</strong></h2><p>The aim of brand storytelling is two-fold. Firstly, you want to convey your brand message and voice to your customers. Secondly, you should connect to your audience on an emotional level, conveying your own brand values and priorities with your customers, specifically through a narrative or story. <br></p><p>But why connect to your customers emotionally? If we’re talking about buying a product, the idea that emotions have a hand in the decision-making process may sound a little strange, but it’s true for all types of consumers. In particular, emotions have a huge hand in impulse purchases (which make up the most common type of consumption). <strong>It’s the emotional connection that </strong><em><strong>makes</strong></em><strong> the sale. </strong><br></p><p>Your story has to suit you and your business. It’s a way to identify customer needs and highlight how your brand solves them. It must have authenticity to capture the audience’s attention; transparency is highly valued by customers.</p><h2 id="why-is-brand-storytelling-important"><strong>Why is brand storytelling important?</strong></h2><p>Traditional advertising is losing steam, especially with attention spans becoming shorter, now only <a href="https://krausgroupmarketing.com/marketing-strategy/average-consumer-attention-span-has-dropped-again-in-2022/?ref=customermarketingalliance.com">eight seconds</a>. So, you need something to hook your audience.</p><p>Storytelling within content marketing offers a more unique type of marketing, which focuses on creating a narrative around the product. It’s, in essence, an answer to ‘why’ customers should buy the product. <br></p><p>When a stable bottom line is dependent on your customers shopping with you regularly, you must foster brand loyalty by creating an emotional connection with them.</p><p><a href="https://textunited.medium.com/the-art-of-storytelling-text-united-creating-a-brand-narrative-c88ec1f175bd?ref=customermarketingalliance.com">Put simply by Katrice Horsley</a>: “People don’t buy products, [...] they buy the story of who they will be if they have the product.” Make your target audience the main character of the story you’re creating. Creating a narrative to suit your brand can be built in a number of different ways but, all of them, when done right, serve to elevate your marketing strategy.</p><h2 id="types-of-brand-storytelling"><strong>Types of brand storytelling</strong></h2><h3 id="data-driven-storytelling"><strong>Data-driven storytelling</strong></h3><p>This blends your hard facts and data with narrative. Often, it represents the data visually in graphs, charts, and infographics to convey the data in a compelling way. </p><p>One of the best things to represent in a data-driven story is trends. Customers can see the lines rise and fall, and can compare these changes to previous years. The main things to get right are: <br></p><ul><li>Make sure it’s data your audience will care about (even if it’s just something fun, such as preferred chip flavors or colors or styles),</li><li>They should understand the plot (developments and changes over the years), and</li><li>Have a satisfying end (what conclusion can be drawn up from this?).</li></ul><h3 id="stories-from-customers"><strong>Stories from customers </strong></h3><p>This type of storytelling is a path that customer marketers are more familiar with. Customers love hearing from other customers and are more likely to trust their experience than the brand itself. <br></p><p>Testimonials, reviews, and case studies are all types of storytelling, and one of the best things a brand can do is create a platform for these stories to be told. You can do this on forums, or directly on your website. <br></p><p>Companies such as Vocal Video have recorded testimonials on their homepage. These not only showcase customer voices as the front of their business, but these testimonials also showcase their SaaS video-making product at the same time. <br></p><p>Another way companies do this is by using social media - lots of companies have their own hashtag on Twitter and Instagram that customers can use to share and connect with the brand. Lots of companies host these testimonials on their Instagram Stories so they can be seen by more people. <br></p><h3 id="visual-storytelling-through-video"><strong>Visual storytelling through video</strong></h3><p>There are a variety of ways the visual medium can be used to tell your brand story, and help customers visualize the “story of who they’ll be” with your product. <br></p><p>Human beings thrive on visual storytelling, as we communicate and convey emotion visually, including via facial expressions. Arguably, it’s easier to connect with an actor crying in a movie than it is to a character in a book crying. <br></p><p>That’s not to say the written word can’t produce waterworks, but, for the sake of advertising, the visual medium is simply quicker at making a connection with the audience - remember those shortening attention spans?</p><h2 id="the-elements-of-brand-storytelling"><strong>The elements of brand storytelling</strong></h2><p>Creating a good story relies on things like pacing, script, editing, music, and more, to create a genuine emotional response. But the priority is to convey your brand tone, brand identity, and your brand story. To do this, think about the hero’s journey:</p><figure class="kg-card kg-image-card"><img src="https://lh4.googleusercontent.com/1_aEXr5fMT4UF8LWe6nIFaQPDc6_wKmO4ju9dr9AbXXQ1WltsXyKa8MOJlFz_smEyE058fA2w3pR3p35_FqB1eC4x8wWjNwmv97WwExSOaqGahXoeSvgAtczq5QJDRzoPRcjfQKFlpDWrxP8KIo" class="kg-image" alt loading="lazy"></figure><p><strong>The hero’s journey </strong>has 12 main stages, some of which can be translated into different parts of the customer journey.<br></p><p><strong>The ordinary world</strong></p><ul><li>The ordinary world - the ordinary life of the hero where something is lacking.</li><li>Translates to: The customer has a need that isn’t being met. <br></li></ul><p><strong>The call to adventure</strong></p><ul><li>Call to adventure - The hero is given a challenge that highlights their goals.</li><li>Translates to - The customer realizes what their need is.</li></ul><p><strong>The refusal of the call</strong></p><ul><li>Refusal of the call - The hero may be reluctant to set off on the right path.</li><li>Translates to - The customer may browse the internet for solutions, but isn’t ready to make any purchases. <br></li></ul><p><strong>Meeting with the mentor</strong></p><ul><li>Meeting the mentor - The hero encounters a wise figure who prepares them for their journey.</li><li>Translates to - The customer comes across a testimonial or an advocate for your business who tells them about their experience with your company. <br></li></ul><p><strong>Crossing the threshold</strong></p><ul><li>Crossing the threshold - The hero commits to the task and enters the unknown world.</li><li>Translates to - The customer makes the decision to explore your website. <br></li></ul><p><strong>Approach to the innermost cave</strong></p><ul><li>The innermost cave - The hero reaches the place where the ‘object of the quest’ is hidden.</li><li>Translates to - The customer decides on a product that is right for them. <br></li></ul><p><strong>Seizing the sword</strong></p><ul><li>Seizing the sword - The hero take possession of the object of their goal</li><li>Translates to - The customer purchases your product. <br></li></ul><p><strong>The road back</strong></p><ul><li>The road back -The hero must deal with the consequences of their actions.</li><li>Translates to - The customer begins to learn how to use your product, and experience how it changes their work. <br></li></ul><p><strong>Resurrection</strong></p><ul><li>Resurrection -The hero transforms into their best self.</li><li>Translates to - The customer realizes how your product fulfills their need and they become a loyal customer. <br></li></ul><p><strong>Return with the elixir</strong></p><ul><li>Return with the elixir - The hero returns to their ordinary life bearing the rewards of their conquest.</li><li>Translates to - The customer now knows your brand, and becomes an advocate for your business. </li></ul><p>Now, while not every single customer will follow each of these steps, you now understand how successful brand storytelling can make compelling stories from your customers' experiences.</p><h2 id="brand-storytelling-examplepatagonia%E2%80%9Cdon%E2%80%99t-buy-this-jacket%E2%80%9D"><strong>Brand storytelling example - Patagonia - “Don’t buy this jacket”</strong></h2><p>In 2011, for Black Friday, Patagonia released an ad in the New York Times titled <a href="https://eu.patagonia.com/gb/en/stories/dont-buy-this-jacket-black-friday-and-the-new-york-times/story-18615.html?ref=customermarketingalliance.com">“Don’t buy this jacket”</a>. Now this may sound like a ludicrous idea of an advertisement but, in reality, Patagonia’s sales rose by <strong>30%</strong> and that was because of the story and messaging behind this campaign.</p><figure class="kg-card kg-image-card"><img src="https://lh3.googleusercontent.com/PqHlybn3FshEX5YsMDIYH_H8shrUawjTbP9wpUZKuih7BgNePc2nBax2-wejC5fwY9ztx1Vk0GPe7_O3DDkhtkAoVBorbKDI102KXe0eudhrjps64mI0bMaqE6hOZSP5ca1u_0DlxtLR8gcDREM" class="kg-image" alt loading="lazy"></figure><p>Their aim for this ad was two-fold. They wanted to raise awareness to the dangers of consumerism, and promote their initiatives that work to counter this consumerism issue.<br></p><p>Patagonia has always been a company involved in activism, specifically around environmental issues. Releasing this ad during Black Friday, when spending and consumerism are at an all time high, was a conscious choice and set up their story. In 2019, Black Friday saw a whopping <a href="https://nrf.com/media-center/press-releases/thanksgiving-draws-nearly-190-million-shoppers?ref=customermarketingalliance.com">93.2 million consumers shopping online</a>. <br></p><p>The ad read:</p><p><em>“Because Patagonia wants to be in business for a good long time – and leave a world inhabitable for our kids – we want to do the opposite of every other business today. We ask you to buy less and to reflect before you spend a dime on this jacket or anything else.”</em><br></p><p>It then goes into the exact resources used to make their jacket, specifically citing:</p><ul><li><strong>135 </strong>liters of water, enough to meet the daily needs of 45 people, and</li><li><strong>60%</strong> recycled polyester, which generated nearly 20 pounds of carbon dioxide.<br></li></ul><p>These are scary statistics, which is the point. They begin by making you aware of the problem they want to try and solve, the marketing equivalent of the call to adventure. Then they take you through how they’re going to try and solve it. <br></p><p>They mention the jacket is made to a high standard and durable. They also talk about their initiatives to recycle their worn products into new items; they introduce their exchange and repair system, “worn wear”, where you can pay to have your existing clothes fixed or buy pre-loved items. <br></p><p>The story for Patagonia is that it wants to sell you clothes that are long-lasting and sustainable as an active protest against fast fashion and climate change. This aim was clear from the moment they launched the brand and they’ve stuck to it.<br></p><p>This story is woven into everything that they do. At this point, they’re not just making clothing but also producing films, books, and articles, all of which serve to elevate their brand story and core values. <br></p><h2 id="putting-people-at-the-heart-of-your-brand-story"><strong>Putting people at the heart of your brand story</strong></h2><p>Want to keep learning? Look no further than our Storytelling Certified Masters Course which will help you to: </p><p>📚 Construct an actionable storytelling framework.</p><p>📚 Tailor your story like a pro.</p><p>📚 Authentically connect with your customers through a story.</p><p>📚 Communicate to your audience with confidence and passion.</p><p>📚 Use your purpose to ensure your story remains consistent.</p><p>📚 Have an impactful change on your approach to story and success.</p><div class="kg-card kg-button-card kg-align-center"><a href="https://certified.customermarketingalliance.com/p/storytelling-certified-masters?ref=customermarketingalliance.com" class="kg-btn kg-btn-accent">Get certified</a></div><p></p> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <p>Eve is a Junior Copywriter at Customer Marketing Alliance. She has been writing for as long as she can remember and enjoys creating content that helps others with their career goals.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/article/">Article</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/succeed-in-customer-experience-as-a-team-of-one/"> <img class="post-card-image" src="/content/images/size/w800/2024/12/CMA_Website_Article_Images_Author_Highlight--6---1-.jpg" alt="How to succeed in customer experience as a team of one" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/succeed-in-customer-experience-as-a-team-of-one/"> <header class="post-card-header"> <h2 class="post-card-title">How to succeed in customer experience as a team of one</h2> </header> <section class="post-card-excerpt"> <p>Companies recognize customer focus reduces churn. 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// Stop checking once the button is found viewPlansButton.addEventListener("click", function (event) { console.log("viewPlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("viewPlansButton was not found on the page"); console.log(viewPlansButton); } const changePlansButton = portalIframe.contentDocument.querySelector('.gh-portal-btn.gh-portal-btn-list[data-test-button="change-plan"]'); if (changePlansButton) { console.log(changePlansButton); console.log("changePlansButton was found!"); clearInterval(intervalId); // Stop checking once the button is found changePlansButton.addEventListener("click", function (event) { console.log("changePlansButton was clicked!"); setTimeout(function () { setPortalPricing(portalIframe); attachClickListeners(portalIframe); }, 30); }); } else { console.log("changePlansButton was not found on the page"); console.log(changePlansButton); } if(intervalId) { clearInterval(intervalId); intervalId = null; } }); } else { console.error("Could not find #ghost-portal-root iframe, retrying..."); if (!intervalId) { intervalId = setInterval(callPortalIframe, 1000); } } } document.addEventListener("DOMContentLoaded", function() { console.log("DOM fully loaded"); let currentUrl = window.location.href; let link = document.querySelector('a[href="https://www.customermarketingalliance.com/#/portal/signup/"]'); if(link){ link.addEventListener('click', function(event) { console.log('Link was clicked!'); callPortalIframe(); }); } else { console.log('The link was not found on the page'); } if ( currentUrl === "https://www.customermarketingalliance.com/#/portal/signup/" || currentUrl === "https://www.customermarketingalliance.com/#/portal/account/plans/" ) { callPortalIframe(); console.log("You are on the signup page"); } else if ( currentUrl === "https://www.customermarketingalliance.com/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account-free/#/portal" || currentUrl === "https://www.customermarketingalliance.com/pro-plus-membership-dashboard/#/portal" || currentUrl === "https://www.customermarketingalliance.com/account/#/portal" ) { callPortalIframe(); console.log("You are on the portal/viewplans page"); } else { console.log("You are not on the signup/plan page"); } // Start observing the target node for configured mutations const targetNodePortalRoot = document.getElementById("ghost-portal-root"); if (targetNodePortalRoot) { const config = { attributes: true, childList: true, subtree: true }; const poratalObserver = new MutationObserver(function() { callPortalIframe(); }); poratalObserver.observe(targetNodePortalRoot, config); } else { console.error("Could not find #ghost-portal-root element"); } }); })(); </script>  <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.js?v=20329a8829" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/jquery.fitvids.js?v=20329a8829" ></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/ghost-lunr.js?v=20329a8829" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/built/search.js?v=20329a8829" defer></script> <script type="text/javascript" src="https://www.customermarketingalliance.com/assets/%20built/jquery.fitvids.js?v=20329a8829"></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $(".post-full-content"); 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