Brand Stories
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Brand Stories
Brand Building Through Storytelling
Curated by Omar Kattan
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Rescooped by Omar Kattan from Just Story It! Biz Storytelling!

CharacterLab :: Figuring Out Your Brand Story Persona

CharacterLab :: Figuring Out Your Brand Story Persona | Brand Stories |

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

Make It Count -- Nike Story & Engagement

like me on we shot this in 10 days, just the two of us. Max, my friend in the movie, is a talented filmmaker, he edited thi...


Well this is fun and perfect for a Friday treat! Nike charged these 2 guys to make a video/digital story about its brand. They stepped out of the box and had an adventure. And in the end, they put together this fab video that perfectly expresses the Nike brand!


What a hoot. And a terrific example of engaging your customers in creating brand stories for you. Not only is the end product engaging, but this shows what customers engagement is all about.


Whether these guys are customers or professionals hired to create the video, it's still representative of great customer engagement.


Enjoy watching this short video and have a great weekend!

Via Karen Dietz
go girl's comment, April 28, 2012 5:50 PM
Great! I wanna buy those shoes. That little clip was certainly packed with loads of stimulous to underpin the brands vision and message in a variety of ways.
Karen Dietz's comment, April 29, 2012 4:23 PM
I so agree with your comment Go Girl! It made me want to go out for a run and further solidified my great feelings about Nike :)
Rescooped by Omar Kattan from Just Story It! Biz Storytelling!

Below the Fold: Why Most Brands Will Suck at Storytelling

Below the Fold: Why Most Brands Will Suck at Storytelling | Brand Stories |
"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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Rescooped by Omar Kattan from Just Story It! Biz Storytelling!

Storytelling is the New Currency in Digital Marketing

Storytelling is the New Currency in Digital Marketing | Brand Stories |

This piece is from Evivio Blog - I selected this piece because today is the beginning of the Reinvention Summit where people from all over the world gather together to hear and share stories of change. All businesses are going through reinvention, telling the right stories to connect with their audiences in a new way is crucial. 


This is a review by my curating buddy Jan Gordon. I couldn't have said it better myself! Enjoy her review:


Here are some highlights:


**Stories are the new currency in digital marketing, as digital media allow consumers a surfeit of channels to listen to and engage on.


**Consumers want to be engrossed and entertained, and as with other entertainment media, they expect a story.


But stories are not just entertaining.


**Stories are useful, descriptive, beautiful, interesting: shareable.


**Shareable, and participatory: when your audience shares your content, they often add their perspective to it, adding social credence that can further enhance its relevance


**The iconic marketing goal of the social media era is ‘viral’ content – a video, photo or other content that spreads like a virus from host to host, making millions of people laugh, cry or think.


**But one must consider how many of those attempts at ‘viral’ marketing have succeeded.


**On a Wikipedia list of the most viral internet memes very few of them are associated with a brand and those that are were almost always created by a third party or viewed as a public joke.


**Trying to produce a viral internet meme is like trying to stand up on a water slide. The chances that you will fall flat on your face and look pretty silly in the process are very high.


**Rather than attempting to create ‘viral’ content, marketers should aim for ‘shareable’ content. That is, content that genuinely affects their target demographic; content that addresses real problems or communicates similar ideals.


Selected by Jan Gordon covering "Storytelling, Social Media and Beyond"


Read full article here: []

Via janlgordon, Karen Dietz
misslenali's comment, April 21, 2012 12:34 PM
:) you´re very welcome Karen I probably will rescoop more from you!
I like you.....
Deb Nystrom, REVELN's curator insight, January 2, 2013 1:43 PM

There are few things so captivating, so memorable, as a good story.  Change is empowered by sharing examples of what works, or what changes feature quick wins.  Digital marketers are the purveyors.  

What is really needed are change leaders who stir the mix so the stories come forward.  Change Leaders champion the best stories and shape their cultures with them.  ~  Deb

Audrey's curator insight, January 5, 2013 3:59 PM

After reading your article I am going to do some of my lessons as stories. You know psychology is an area of study which naturally lends itself to story telling;