Successful brands use data visualization, storytelling

Becca Colbaugh, senior director of digital content at Saxum, says people process visuals much faster than text.
Oklahoman Modified: November 6, 2013 at 6:00 pm •  Published: November 5, 2013

Q: Can you provide some examples?

A: Locally, Saxum created the U.S. of Energy map, the first data visualization piece of its kind to comprehensively detail our nation's vast and diverse energy portfolio. The piece reached more than 200,000 unique users on Twitter alone. During the second quarter, 20 percent of all Web traffic to was directed to our blog post about the project. Nationally, Panera's recent “Live Consciously, Eat Deliciously” commercial illustrates the company's larger impact from its daily route through a Rube Goldberg machine, demonstrating a unique form of storytelling both in execution and conversation. GE, Kraft and the NBA (especially when they are featuring OKC's own Russell Westbrook) are other big brands that are doing it right.


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by Paula Burkes
A 1981 journalism graduate of Oklahoma State University, Paula Burkes has more than 30 years experience writing and editing award-winning material for newspapers and healthcare, educational and telecommunications institutions in Tulsa, Oklahoma...
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