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Nicholas Kuhne had the pleasure of chatting with Timothy Kalinowski, president of Lore, an agency that's all about crafting compelling brand stories that connect with customers. Tim isn’t your run-of-the-mill marketer—he’s got a knack for blending creative narratives with real, measurable results, and his experience with brands like Starbucks, Kohler, and Mercury Marine backs it up.
Tim kicked things off by highlighting an eye-opening statistic: brands with a consistent, compelling story typically see their products valued 10 to 20% higher than those without. He illustrated this by referencing how Coca-Cola’s unwavering brand identity has kept it ahead of Pepsi, despite occasional hiccups like New Coke. Tim emphasised that your customers should always be the hero of your brand’s story—not the product or service itself.
Nicholas, ever curious, grilled Tim on why a well-crafted brand story matters, especially for less glamorous businesses. Tim explained that brand storytelling isn’t just glitter—it's foundational. It unites employees, streamlines marketing efforts, and creates consistency across advertising, social media, and even SEO.
The conversation got juicy when Nicholas cheekily questioned whether brand storytelling is just “tits and balloons” (his words, not ours!). Tim fired back with some impressive numbers: a strong, consistent brand story can make products and services valued 10-20% higher on average, and customers are 22 times more likely to trust and buy from brands with compelling stories.
So, how does this magic happen? Tim shared Lore’s practical approach—first understanding the client deeply through interviews (everyone from factory workers to C-suite execs) and then building a cohesive narrative. From there, Lore’s in-house production team jumps into action, producing videos, photography, podcasts, and more, ensuring every brand story is brought vividly to life.
Wrapping up the chat, Nicholas couldn’t resist asking Tim about his experience working for Kohler in Sheboygan, Wisconsin. Turns out it’s less Groundhog Day and more Willy Wonka’s chocolate factory—a pristine place where top-notch storytelling meets impeccable quality.
In short, brand storytelling isn’t just icing on the cake; it's a strategic asset that brings real value and efficiency across your entire business.
Feeling inspired? Connect with Tim and his team at Lore:
Website: Lore
LinkedIn: Timothy Kalinowski
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