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Brand Building Through Storytelling
Curated by Omar Kattan
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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 

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Why Tell a 'Story' When You Can Tell The Truth? Keeping donors & fundraisers loyal

Why Tell a 'Story' When You Can Tell The Truth? Keeping donors & fundraisers loyal | Brand Stories | Scoop.it

About half our donors are leaving. According to Third Sector’s latest survey half the fundraisers are close behind them. It seems the only ones staying are the beneficiaries and God knows they’d leave if they could!

 

Now here's an interesting article -- all about when storytelling fails.

 

There is little talk about how/why storytelling fails in marketing, so I appreciate this post because it starts bringing our attention to this important topic.

 

As the author points out, one reason stories fail when you use them is when audiences perceive your stories as hype or a new kind of sales pitch.

 

How does that happen? It happens when YOU don't have an emotional link to the stories. They come across as inauthentic then.

 

As Charlie Hume, the author says at the end of this blog post, "What’s my real goal – a bonus if I hit this quarter’s target, or a world without poverty, an end to exploitation, a cure? Am I passionately committed to making this happen or am I making a living out of people dying?"

 

Ouch! But good points. 

 

Read this article for more points about why some stories don't work. Then make sure when you create and share your stories that you are as personally inspired by them as you hope your audience is. That's the secret to success!

 

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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The Power of Storytelling; What Marketers Can Learn From Casey Neistat and Google

The Power of Storytelling; What Marketers Can Learn From Casey Neistat and Google | Brand Stories | Scoop.it

And, last Saturday morning, before I got up and on with my day, I watched his short film entitled ‘Guthrie Beach Raft’ and it got me thinking about the power of storytelling in marketing.

 

Yes, successful marketing is all about emotions -- not facts.

 

There are two videos to view here that make the author's point. The first video is OK -- for whatever reason it didn't really grab me.

 

But the second video about Google Chrome is a hit! That's because it tells a very engaging story about how someone uses Google's integrated suite of tools. It's brilliant.

 

Enjoy both of these -- and take these lessons to heart. When creating your content, decide which emotions you want to evoke in your audience and then craft your material to evoke those. 

 

As the author says, "Sometimes, facts and figures are great, but if you’re really looking to create loyalty and build a relationship with your audience then creating an emotional bond is the way forward."


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Four Examples of Successful Long-Form Branded Content (Stories)

Four Examples of Successful Long-Form Branded Content (Stories) | Brand Stories | Scoop.it
In a world where audiences consuming media have a fleeting attention span, one would think that long-form branded content wouldn't stand a chance. Wrong.

 

LOL -- in the nano-second world of today's advertising, this article talks about long-form branded content that is 2-5 minutes long. Too funny!

 

But the video examples shared are great stories and one is a complete sports back-story that lasts 28 minutes.

 

And I love the main point of the post:  that when you give a compelling story for someone to view, listen to, or read you can capture and keep their attention.

 

Of course, that means you need excellent storytelling skills that lead to excellent stories. 

 

I bet these videos give you great ideas about the biz stories you can tell, and how to craft + share them. Enjoy watching them!


Via Karen Dietz, Jim Signorelli,Story-Lab
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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!


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StoryBranding™ Video Part III

Success Stories, Sad Stories. How StoryBranding has worked for some brands and how it could have worked for others.

 

Here's the last video from StoryBranding author Jim Signorelli about what to pay attention to when branding your company.

 

The examples he cites are great.

 

Enjoy this 3+ minute video!


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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 :)
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Storytelling Matters: Awesome Storied Ads to Make You Cry

Storytelling Matters: Awesome Storied Ads to Make You Cry | Brand Stories | Scoop.it

Via Karen Dietz
Omar Kattan's insight:

Brilliant examples for emotional storytelling in advertising.

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malek's curator insight, November 27, 2013 5:31 PM

"Telling To Win",  more examples to illustrate the power of storytelling.

Peter (PJ) Fulcher-Meredith's curator insight, November 27, 2013 7:06 PM

If you ever doubted the power of storytelling I challenge you to watch thesde TVCs without being moved. Simple yet profound. A lesson for all of us in how to make genuine human connections. Okay, so they are tv commercials - it doesn't matter.  There are terrible TV commercials but what these stories do in just 1-3 minutes is sheer brilliant storytelling.  Well done to all involved.

AlysseH's curator insight, November 30, 2013 10:18 AM

Emotion is the key to connection

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What are story maps?

What are story maps? | Brand Stories | Scoop.it

Story maps use the concepts and tools of geography to tell stories about the world. They combine intelligent Web maps with text, multimedia content, and intuitive user experiences to inform, educate, entertain, and inspire people about a wide variety of topics. Most story maps are designed for non-technical audiences.

 

Hey -- here's another cool set of tools/templates to use for innovative storytelling!

 

Want to tell your story using maps? For example, do you have customers across the nation or globe? You can find ways perhaps to share this story using story maps.

 

This site contains a Workflows & Best Practices guide for how to use and create these maps, and a white paper on Telling Stories With Maps. And then there are free templates to download to get you started!

 

Hmmmmm -- so interesting. Yet another fab tool for visual storytelling to add to your biz story toolkit!

 

Original link:

http://storymaps.esri.com/wordpress/?page_id=909 

 

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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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.


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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!


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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.


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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!
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B2B Social Media Story Telling | Socialnomics

B2B Social Media Story Telling | Socialnomics | Brand Stories | Scoop.it
Some  B2B marketers are slow to invest in social media because they believe that the ROI should be based on an increase in sales. Wrong.

 

This a short but great post on shifting your thinking about social media and the power of storytelling for your business.

 

What I really like, besides the mindset, is the example of how Cisco is using storytelling so effectively.  It's about connecting with your audience and pulling them in, not pushing your company on them.

 

This is sophisticated business storytelling at its best -- that we all can do.  

 

Enjoy the post and the fabulous 5 minute video.


Via Karen Dietz
Omar Kattan's insight:

A brilliant post about Cisco's approach to b2b storytelling from Tim Washer, social media head for Cisco Systems’ SP Marketing group.  

 

Tim discusses various initiatives that focus not on the brand and its products but on helping spread inspiring industry stories that matter to their target audience.  

 

Watch and enjoy their first video from their "Network Effect" web documentary.

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