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This new class of shoppers cares about style, status, and doing right by the planet. Here's how to reach them.
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This article by Mitch Baranowski and Raphael Bemporad is all about the extent of aspirational consumers and how to reach them. This has huge implications for both branding and storytelling -- because they are the largest consumer segment globally.
What is the biggest implication? Branding is not a tool for marketing. Storytelling is not a tool for branding. Instead, both are ways of being. As the authors say, "What’s new here is that Aspirationals don’t want flat, empty statements conveyed in slick ad campaigns. They want brands to embody a deeper purpose." The authors provide links to research plus provide examples.
Storytelling is the way to communicate deeper purpose, vision, values, and beliefs. Story is the way these come alive. Story is the way companies embody them -- it's the ability to walk your talk.
That being said, the 5 ways offered here to engage aspirational consumers all involve storytelling -- your stories give them something to believe in, build a shared story they want to belong to, you can share their stories as a way to amplify their voices plus give them social status, and the body of stories forms a platform for action.
So get your story on and connect better with this increasingly powerful consumer segment that is only going to grow.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
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As the new year approaches, I am resolved to read and listen to more stories and that means less of other kinds of content, such as opinion, most social media and even some elements of news. Why would I do this?
What a great short article with a powerful message: vow to listen to more stories in 2014 and improve your brain -- and your life, and your well-being.
Of course, it all depends on what kinds of stories you listen to. As I always say, "garbage in, garbage out". So select your stories really well to get the most benefits. Me? I feed myself stories that induce awe, wonder, beauty, inspiration, kindness, gratitutde, optimism, hope, empathy, appreciation, respect, laughter, and the like. And yes, action and spy thrillers can qualify :))
Have fun reading this post on storytelling, the brain, and quality of life.
Flat web design has been a huge topic in the web, even Apple is adopting flat web design style and you need to make sure you upgrade your site too!
Why so FLAT?Mobile is the single word answer to why most websites are flattening out their designs. As phones outnumber desktops one of the manifestations of "mobile first" is we are adopting designs that look better on our phones and pads - FLAT designs. Amazing how quickly this worm turned, but you won't have trouble finding hundreds of examples of great flat website design like these 40. My favorite is http://madebyfibb.com/ for its cascading windows feel and images that engage and point at CTAs. Marty
Us social media types have two main loves at the moment: Pinterest and inspirational quotes. So we thought, why not bring them together?