With Carolyn Schofield, former Head of Brand, TrustPower.
We heard from Carolyn Schofield, former Head of Brand at TrustPower, who took us behind the scenes of the famous ‘Blue’ campaign — the ad with the three legged dog that went on to become New Zealand’s most loved ad of 2022.
Carolyn showed how a simple, emotional story transformed an everyday utility brand and proved that even electricity can feel meaningful when wrapped in the right narrative.
She explained that the real win wasn’t just making the nation tear up, it was building genuine connection. By shifting from product features to human emotion, TrustPower carved out a distinctive place in a crowded category without relying on price.
Carolyn reminded us that positioning sits at the centre of every brand decision, and the long running debate about difference vs. distinctiveness doesn’t need to be complicated: what matters is choosing to stand out. TrustPower did exactly that, and the results followed.
She also shared practical takeaways for marketers:
create emotional resonance,
stay authentic,
experiment with new formats,
and keep your brand story consistent across every touchpoint.
Video, she noted, continues to be one of the most powerful tools for awareness and storytelling.
Drawing on thinkers like Byron Sharp and Mark Ritson, Carolyn highlighted the importance of balancing long term brand building with short term activation, ideally at a 60:40 ratio, adjusted for a company’s stage. She also touched on the science behind emotional storytelling, referencing Daniel Kahneman’s work on the brain’s fast, feeling driven responses.
Overall, her message was clear: Emotional storytelling isn’t a marketing trend — it’s a long-term growth strategy. Brands that tap into real human feelings become memorable, distinctive, and far easier to remember.