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Pier 1 Imports – Your Home Is A Story – Great Branding, Great Metaphor

By December 8, 2004 July 20th, 2019 No Comments
pier 1 imports, your home is a story, metaphor, powerful branding and messaging

I was at a friend’s house last night and saw a television ad from Pier 1 Imports. It really, really resonated with me. The message is crystal clear, engaging, powerful, moving, and is the perfect visual story or visual metaphor: “Your home is a story. How you tell it is up to you.” While not a Better Tomorrow MessageTM per se, it has many of the characteristics of being a great BTM – simple, memorable, and inspiring.

The commercials are part of the new branding and identity campaign started in 2004, called “Life More Interesting.”

From its website: “In 2004, Pier 1 announced that it had signed Deutsch Inc. and OMD Midwest to develop a new marketing campaign for the company. The Pier 1, Life More Interesting, campaign was designed to remind customers of the globally inspired, one-of-a kind mix of home furnishings and accessories offered, and the exciting in-store experience discovered when shopping. It also introduces the product as our new spokesperson, instead of using a celebrity to communicate our brand and messaging.”

Visit Pier 1 Imports’ History page.

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Updated May 2019
Photography Source:  DepositPhotos

Ira Koretsky

About Ira Koretsky

Ira Koretsky has built The Chief Storyteller® into one of the most recognized names in business storytelling. He has delivered over 500 keynote presentations and workshops in nearly a dozen countries, in more than one hundred cities, across 30 plus industries. His specialties are simplifying the complex and communicating when the stakes are high. He is also an adjunct professor in public speaking and storytelling at the University of Maryland's Business School. With over 25 years of experience, he is a sought-after global speaker, trainer, consultant, and executive communication coach.