by Matt Oxley
As a co-founder and a member of the executive team at Opal, I have focused lately on enabling brands to become more foundationally organized (read our CEO’s post here that highlights our approach.) As our customer advocacy leader, it is my job to make sure the stories of our customers are being heard — and that we are learning all we can from the work they are building in Opal. One of the things I’ve had the privilege of witnessing at Opal is the magic that happens when marketing and communications teams become foundationally organized. These teams are empowered to create meaningful, effective, and creative brand stories.
Watch Chapter 1
Watch Chapter 2
To bring value to our community of forward-thinking marketers, I am honoured to bring you the Opal Foundations Series. This series will bring you lessons learned from the frontlines by some of the most exceptional marketers, communicators and storytellers from the world’s most iconic brands.
To help us launch this new series, we called upon one of our longest-standing customers whose storytelling is truly second to none. We’ve been working with NASA for the past eight years, empowering them in their marketing and communications efforts, and I’ve been fortunate enough to have a front-row seat to experience their team bringing amazing, award-winning work — through numerous launches and milestones — to life.
Something I’ve always admired about NASA is their ability to tell captivating stories that transcend audiences, despite not being able to rely on traditional marketing tactics such as paid media or market research. The manner in which they are able to inspire again and again, capture imaginations, and create lasting emotional connections with almost everyone is truly remarkable.
In this first episode, which we’ve titled, Creativity in Storytelling, you will meet Ashley Edwards, Communications Manager for Human Exploration and Operations at NASA. Ashley will walk you through the approach she takes with her team to inspire bold work, and capture the imagination of the world, in ways you wouldn’t expect from a traditional marketing team.
Watch Chapter 3
In episode 1 of The Opal Foundations Series, Ashley outlines the steps she takes to set her team up for success. She shares her coaching on understanding a brand’s value, uncovering the nugget of truth, and making storytelling personal.
As a brand, NASA does partnerships just about better than anyone (in our opinion). From LEGO to Sesame Street, Comic-Con to Peanuts, NASA has hand-picked these and other meaningful partnerships that deliver for the brand, without the ability to spend on traditional marketing (e.g. paid media).
Ashley also discusses the strategy and tactics that NASA taps to develop and maintain successful brand partnerships and the role teamwork plays in achieving success in brand storytelling. The results? Award-winning content that consistently stands out in the feed, time after time.
