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Brand Building Through Storytelling
Curated by Omar Kattan
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Rescooped by Omar Kattan from Just Story It! Biz Storytelling
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Brand Storytelling @ Cannes This Year: Don't Miss These Insights

Brand Storytelling @ Cannes This Year: Don't Miss These Insights | Brand Stories | Scoop.it
With the prestigious 2014 Cannes Lions festivities coming to a close, it’s almost sinful not to blog about a major theme during this year’s “Oscars of the Advertising industry” event… Brand Storytelling. The importance of brand storytelling in this year’s Cannes Lions was highlighted by another Chipotle story-styled campaign win. This time, the company won the [...]

Via Karen Dietz
Omar Kattan's insight:

Thanks for the re-scoop Karen and glad you found it useful. Yes, also glad that the big whigs are getting on the band wagon and placing more importance on the art of storytelling.

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Karen Dietz's curator insight, June 24, 2014 1:46 PM

My colleague Omar Kattan, an expert in brand storytelling, did all of us a great favor. He put together quotes and video clips of top advertising and business folks at the Cannes Film Festival on the importance of storytelling.


Wow! Who knew brand storytelling was such a hot topic there this year.


I love the material shared here. Not only are the big-whigs firmly behind storytelling, their comments are insightful. One of my favorite is from Miles Young, chief executive at ad agency Ogilvy and Mather: "Narrative techniques are critical as a component of creativity and were not give a lot of attention before." Right on Miles!


There are 5 other quotes and video clips of interviews that Kattan shares with us. Many thanks Omar for putting this collection of gems together for us!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Rescooped by Omar Kattan from Just Story It! Biz Storytelling
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Cinderella 2.0: Is this really storytelling?

This short film, created by our Madrid office, is a tutorial for storytelling, brand content and transmedia.


Via Soraia Ferreira, Ph.D., Karen Dietz
Omar Kattan's insight:

A story to explain transmedia storytelling. Brilliant! Cinderella 2.0 @Soraiaferreira via @KDietz

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Bad Spoon's curator insight, August 18, 2013 1:36 AM

Une modernisation du conte de fée Cendrillon,

 

ou comment l'art de la transmission orale peut s'adapter aux médias modernes, offrant aux marques de belles opportunités de visibilité

Rudolf Kabutz's curator insight, August 22, 2013 2:42 AM

Storytelling over the centuries has always been exciting - today the media technology brings totally new dimensions to storytelling.

Rescooped by Omar Kattan from Just Story It! Biz Storytelling
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Storytelling Reconsidered

Storytelling Reconsidered | Brand Stories | Scoop.it
As you may already know, storytelling can be a powerful tool in any marketer’s repertoire. Crafting and telling engaging stories is an important skill to develop.

 

“If you know what story your customers live in, you can sell to them with ease.

… there is one thing I know for certain: You want to make your story BETTER.

Stories run deep. If you want to change the story you’ve been in to the story you want to be in, it’s best to just assume it’s going to take everything you’ve got. If there’s a resource that is capable of improving your story, you should avail yourself of it.”

 

I really like this article because of the solid advice it gives about how to frame and orient your business stories. For example, it's all about THEM and not you! And work with an org story professional to make sure you've got the stories well crafted (even I do this). Plus, if you are not happy with the story that defines you, then change it!

 

There are the points about Eucatastrophe and and lessons from Captain America. Fun, imagintative, and great points/reminders for us all!


Via Karen Dietz
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Below the Fold: Why Most Brands Will Suck at Storytelling

Below the Fold: Why Most Brands Will Suck at Storytelling | Brand Stories | Scoop.it
"STORY" IS THE NEW "CONTENT." As buzzwords go, story isn’t entirely bad -- for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits.

 

I love this post and its irreverent attitude. It is quite refreshing in this day and age when 'storytelling', 'branding', and 'content' are such pervasive buzzwords and hyped as the cure-all for everything.

 

There are great reminders in this article that great business stories are not sanitized, and that there is danger in always crafting a happy ending.  Only sharing your 'success' stories eventually undercuts your believability. We know there have been mistakes, trials, and tribulations along the way and we want to hear about those too.

 

Why? Because it makes you human. As the author Gary Goldhammer says, storytelling is about people. Brands aren't about Hollywood actors, and "companies are not logos. There are human beings behind them all."

 

There are more insights here in this quick post -- reading it is almost like hitting the 'reset' button when we forget the fundamentals of storytelling after getting caught up in the hyped-up excitement about story branding, social media, content creation, and technology.


Via Karen Dietz
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The Power of Story -- short video

Stories are powerful. We put together this little demonstration to inspire our people make more emotional connections.

 

I love his short video about why stories work so well to make information meaningful and memorable!

 

I share it with you today for 2 reasons:

It looks like it would be a very simple video technique you could use for sharing your own business stories. If you need to demonstrate the power of storytelling in your work, share this video!

 

Hope this video gets your week off to a roaring start.


Via Karen Dietz
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Karen Dietz's comment, April 14, 2012 3:26 PM
Thanks for re-scooping this JD! Have a wonderful weekend :)
Karen Dietz's comment, April 22, 2012 8:57 PM
Thank you for re-scooping this Elena!
Karen Dietz's comment, April 23, 2012 5:35 PM
Thank you for re-scooping this Heiko!
Rescooped by Omar Kattan from Just Story It! Biz Storytelling
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Facebook Timeline For Brands: It's About Storytelling - Forbes

Facebook Timeline For Brands: It's About Storytelling - Forbes | Brand Stories | Scoop.it
Guest post written by Jamie Tedford Jamie Tedford is founder at CEO of Brand Networks, a social branding consultancy. Jamie Tedford As anticipated, Facebook Timeline for Pages was announced Wednesday.

 

All right -- I've had it today. I'm burning through the articles and am getting annoyed at all of the blog posts on storytelling and branding. Why? Here's the tone of them all: push push push your stories! Find them. Craft them. Push them out to your customers. Whether it's about the new Facebook timeline, or finding and telling your brand's stories, it's still the same old advertising/pr/marketing paradigm of 'telling.'

 

Yuck! These folks are totally missing the dynamics of engaging content through stories which includes listening, conversations, and story sharing back and forth.  Oh, and where's the conversation about authenticity??  It seems like brand storytelling is all about morphing and shaping stories to hook customers. Danger, danger! That sounds more like manipulation than authentic storied conversations.

 

OK, I'll get off my soap box now.

 

Here's what you can take away from this article that I like: tips in this article to use storytelling elements for your Facebook timeline.  

 

Your thoughts?


Via Karen Dietz
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Karen Dietz's comment, March 22, 2012 3:33 PM
Thank you so much both Liz and Rowan!
Liz -- I agree with you 100%. I was trained as a journalist and I am dismayed at how 'journalism' has been co-opted these days to mean anything but. Storytelling is also getting co-opted, and not always in good ways.
Rowan -- you are absolutely correct. We can 'tell' our stories but it truly is about story sharing. And so many companies just aren't getting it. As a result, they are losing out on huge engagement opportunities, I think. And yes Rowan, please send me the stories of the two companies you are working with. They sound like marvelous projects and I would love to see them.
I so appreciate both of your comments! We'll just have to keep being vocal about what is working and not working in the story and journalism space :)
Karen Dietz's comment, March 22, 2012 3:41 PM
Thank you for re-scooping this Liz and also for your wonderful comments! Have a great rest of the week :)
Karen Dietz's comment, March 25, 2012 2:14 PM
Thank you for re-scooping this Omar! Have a great week :)
Rescooped by Omar Kattan from Curation, Social Business and Beyond
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How Can Curation Tell Your Story? 6 Steps to Finding Your Voice

How Can Curation Tell Your Story? 6 Steps to Finding Your Voice | Brand Stories | Scoop.it

Via janlgordon
Omar Kattan's insight:

If you've been asking yourself the question, why is Curation important and how do I do it, then this article by Karen Dietz is a must read.  

 

One of Karen's  most important insights/tips: "your curation should be  telling a story–your story–through the material you curate, the reviews you write, and the voice you bring to your topic."

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janlgordon's comment, December 8, 2013 3:18 PM
Intriguing Networks, Great to meet you here! You are so right, whether an individual or a business curates, it's the story that is woven throughout your topic or niche that gives readers a chance to connect with you at different entry points along the way. I agree with you, Scoopit is a very vibrant and generous community. Look forward to sharing more with you in the future!
janlgordon's comment, December 8, 2013 3:21 PM
Vicki Hansen, Thank you for your comment! Happy you found it valuable. Keep coming back, we will be covering curation in an ongoing series on Curatti.
janlgordon's comment, December 9, 2013 12:19 AM
Karen Dietz - I had a great weekend, hope you did too! Loved your article, it definitely got traffic and comments, so happy to have you on the team. Looking forward to your next article. Have a wonderful new week!
Rescooped by Omar Kattan from Just Story It! Biz Storytelling
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CharacterLab :: Figuring Out Your Brand Story Persona

CharacterLab :: Figuring Out Your Brand Story Persona | Brand Stories | Scoop.it

While it may not have been popular marketing theory at the time, the most successful brands figured out decades ago that it takes character to turn a product into a brand. When a brand has character, it takes on an identity of its own. Its every word, gesture, action, became natural expressions which make the brand instantly recognizable.

 

What is the character or persona of your brand? The company Added Value has a tool called CharacterLab that helps you figure this out.

 

There is a free demo to try at this site. The demo will give you a series of photos and characteristics to rank. At the end it will give you the character/persona of your business -- if you are a sole proprietor.


Via Karen Dietz
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Storytelling sounds like a great idea, but how do I make it work for my brand?

Storytelling sounds like a great idea, but how do I make it work for my brand? | Brand Stories | Scoop.it

If you enter the phrase “storytelling as a marketing tool” into Google search, you will get 1,650,000 results. Obviously a lot of people are talking about the value of storytelling in building awareness and trust for your marketing message.

 

Well, the title is an excellent question. And the author has the right idea in the solution he offers. But then everything goes haywire.

 

Yes, a case study is one way to tell your brand story. And the author makes good points about why. Yet the key elements he identifies for a case study will most likey generate text that is dry as desert sand. You'll get a half-baked promo and not a story.

 

So what do you do? Check out this article: http://terribleminds.com/ramble/2012/05/08/25-things-writers-should-know-about-creating-mystery/ I didn't curate this piece because the translation from this post for writers to the business world would have taken a long time.  

 

However, pay attention to at least these points (the others are great too):

#3 -- the case study elements in this post will read more like a news piece. Avoid this at all costs.

#4 -- the audience wants to work. Effective storytelling is about connection and engagement. People want to work for the story. Follow the advice here.

#9 -- Sue Spence & the Mystery Squad. Create suspense & mystery (yes! even in your biz stories this is critical). It is not hard.

#14 -- have a plot and a character

 

OK -- there are more insights in the second article. Not all the points in this second article apply to business storytelling, but they sure will get you a lot further along than the original advice about how to build a case study. And you'll have a lot more fun in the process!


Via Karen Dietz
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Rescooped by Omar Kattan from Storytelling versus Human Centered Branding
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Brand Driven Innovation Presentation: What's Human Centered Branding

Brand Driven Innovation Presentation: What's Human Centered Branding | Brand Stories | Scoop.it
Here's a presentation that summarises the ideas behind Brand Driven Innovation and provides a concrete 4 step plan for action, including many examples. The presentation was held for a group of French CEO's of a large mutual insurance fund.

Via Mariana Rodrigues de Sousa
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Five Ways To Weaponize Your Brand Storytelling

Five Ways To Weaponize Your Brand Storytelling | Brand Stories | Scoop.it
The future of your social media success is not chasing friends and followers, but rather influencing what they are talking about.

 

Truer words cannot be said! Love this article on branding. What I'm thrilled about is the verticle/horizontal axis of storytelling that the author talks about. It's brilliant!

 

Horizontal storytelling = your history and establishing your heritage.

 

Verticle storytelling = digging deep into your identity and core values and sharing those stories.

 

Ugghh on the title and original photo that I changed for this platform. So now we are militarizing branding??!! Oh, please. I almost didn't curate the article for this reason. 

 

So just ignore the title and photo and get to the gems this post offers.


Via Karen Dietz
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Karen Dietz's comment, April 6, 2012 5:13 PM
Many thanks for re-scooping this Heiko! Have a wonderful weekend :)
Karen Dietz's comment, April 7, 2012 11:24 AM
Thanks for re-scooping this article Omar! Enjoy your weekend and sending you many good thoughts.