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Content Strategy as Storytelling | Born on State Highway 1

Content Strategy as Storytelling | Born on State Highway 1 | Brand Stories | Scoop.it
An article on using storytelling elements and structures to inform your approach to digital content.

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Dell Beginnings: Restoring The Brand Story "WHY'' - Brand Stories - New Age Brand Building

Dell Beginnings: Restoring The Brand Story "WHY'' - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
Dell’s “Beginnings” ad was brought to my attention by Raquel Del Pozo from our LinkedIn Group. The “big idea” behind it .. celebrating the entrepreneurial spirit by recounting the humble beginning and amazing success stories of well known companies. Some of the featured brands include Trip Advisor, the world’s largest travel site, born in February of [...]
Omar Kattan - New Age AdMan's insight:

Dell sells computers, they’re very good at it, one of the best actually.

However, over the years, they became defined by WHAT they do rather by WHY they do it. They became “That Great Computer Company”.

Ironically, their strength became one of their weaknesses.

Read on to see how their latest ad is helping them re-connect with their customers on a more emotional level...

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What do HP Sauce and a Notebook have in Common? | Brand Storytelling Consultant - Mark Sampson

What do HP Sauce and a Notebook have in Common? | Brand Storytelling Consultant - Mark Sampson | Brand Stories | Scoop.it
When I was a kid, a bottle of HP Sauce was a common sight on our dining room table. My Dad loved it, and his Dad did too. Subsequently, I've never bought a
Omar Kattan - New Age AdMan's insight:

Couldn't agree more: "Loyalty isn’t built from just having a better product. Loyalty comes from also having a better story. The story your customer tells himself every time he uses your product."

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9 Inspiring Ways CISCO Uses Story To Communicate Brand - Brand Stories - New Age Brand Building

9 Inspiring Ways CISCO Uses Story To Communicate Brand - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
As Chief Strategy Officer at the MENA region’s first specialist content marketing agency, I help our clients concieve, develop and implement their content marketing strategies.  Many of our clients are B2C, some are B2B,  but all are H2H (human to human). One of the areas I focus on (and enjoy!) during the early stages of the engagement, [...]
Omar Kattan - New Age AdMan's insight:

I’m quite impressed with CISCO's ability to constantly and consistenetly create content that is inspirational, informative and sometimes even funny to tell their story.

 

Here are 9 examples of such content…

 

http://www.brandstories.net/2014/03/01/inspiring-ways-cisco-uses-story-communicate-brand

 

 

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McDonalds Brand Reposition Starts With A Story - Brand Stories - New Age Brand Building

McDonalds Brand Reposition Starts With A Story - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
Branding is one thing but brand reposition takes skill, patience and above all time. And MacDonalds is doing just that. A brand owns a variety of words, names, phrases, and identity. All of this IP is shared with audiences.

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Japanese Tire Brand Tells Horror Story To Advertise - Brand Stories - New Age Brand Building

Japanese Tire Brand Tells Horror Story To Advertise - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
A quick post this week and one to prove that brands telling stories, even if used with with the intention to shock, can be extremely effective. Have you watched the Japanese Tires horror ad yet?
Omar Kattan - New Age AdMan's insight:

The horror storytelling genre, if done well can be extemely effective.  It puts us in a place where we feel safe, a situation we can all relate to, and then throws us the unexpected, to our horror! This is what this tire ad does.

 

The message BBDO J West, the brand’s ad agency, wanted to get across is that “Autoway tires are so reliable, the only thing scary about a snow storm will be things like the sudden appearance of an evil dead girl.”

 

Be ready for the unexpected.

 

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Unilever's Project Sunlight: A Real Life Story With A Happy Ending - Brand Stories - New Age Brand Building

Unilever's Project Sunlight: A Real Life Story With A Happy Ending - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
Today, Unilever launched Project Sunlight, a new sustainability campaign to coincide with Universal Children’s day. The aim: To change the way you view the world for your children and future generations..
Omar Kattan - New Age AdMan's insight:

The power of this campaign lies in the brilliant manipluation of our emotions.  By daring to start with the question: Why bring a child into this world?  they were able to position their Project Sunlight initiative as the positive force for good and change in our world.

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Storytelling At Christmas: John Lewis' Stories Of Giving - Brand Stories - New Age Brand Building

Storytelling At Christmas: John Lewis' Stories Of Giving - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
John Lewis have done it again this year; tugged at our heartstrings with a heart warming story of the bear and the hare.
Omar Kattan - New Age AdMan's insight:

The story of the bear and the hare is one of giving. What better way to convey a commercial message of buy for your loved ones than through an animated cartoon played to the background music of Lilly Allen’s haunting rendition of Keane’s “Somewhere Only We Know”. Beautiful! 

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Why Agencies and Brands Need to Embrace True Storytelling

Why Agencies and Brands Need to Embrace True Storytelling | Brand Stories | Scoop.it
To build on the opportunities that today’s hyperconnected and social consumer as well as new distribution platforms offer, agencies and brands need to move away from thinking about branded content and embrace true storytelling.
Omar Kattan - New Age AdMan's insight:

Excellent article about the diffenrce between branded content and storytelling.

 

The difference? Stories rely on the intended audience to develop their own imagery and detail to complete and, most importantly, to co-create, whereas content does not. Content is primarily created in the internal mind of the content originator, with no heed to the mind or to the context of the audience.

 

Biggest takeaway:

 

"When we start to program a brand, we need to understand its full narrative and which parts of the story we need to create, which to co-create with the audience and which to leave to allow the audience to impart and complete their own meaning."

 

As the German literary scholar Wolfgang Iser noted: “No tale can ever be told in its entirety.” 

 

Read the entire article, well worth your time...

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Jeff Domansky's curator insight, October 13, 2013 4:20 PM

More storytelling and less shouting would do marketing a world of good!

Michelle Nelson LeBow's curator insight, October 15, 2013 9:01 AM

The magic behind the story is the emotional experience we have when we hear a story.  The only way to create a story experience is to tell a repeatable drama that includes all the story elements in the personal story model.

 

To learn about the personal story model  of elements needed in a repeatable drama -- story truth, setup, hero/villian, struggle, arc-tension and finale visit www.michellelebow.net.

Michelle Nelson LeBow's curator insight, October 15, 2013 9:13 AM
Michelle Nelson LeBow's insight:

The magic behind the story is the emotional experience we have when we hear a story.  The only way to create a story experience is to tell a repeatable drama that includes all the story elements in the personal story model.

 

To learn about the personal story model  of elements needed in a repeatable drama -- story truth, setup, hero/villian, struggle, arc-tension and finale visit www.michellelebow.net.

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Interview with Jim Signorelli about StoryBranding

Ray Somich and Ellen Foley Kessler interview Charlotte and Peter Fiell with 30's and 40's fashion; Bill Whiteon home mortgages; Karen McLeod from Extended HOusing; Jim Signorelli, author of Storybranding; Bill from Atlas Cinemas.

Via Jim Signorelli
Omar Kattan - New Age AdMan's insight:

Jim discusses brand storytelling and is latest book story branding.  

 

On what makes for a good story: a character, conflict (problem or obstacle) that needs to be overcome and a point of view on how that obstacle is overcome (moral of the story).      

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Jim Signorelli's curator insight, September 21, 2013 10:54 AM

Radio Interview with Jim Signorelli re: StoryBranding. 

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Metaphor Marketing-The Hidden Secret in Stories

Metaphor Marketing-The Hidden Secret in Stories | Brand Stories | Scoop.it
Harvard Business School professor Jerry Zaltman makes pictures that reveal our deepest feelings about your favorite brands. Can he scan your brain and...

Via Karen Dietz
Omar Kattan - New Age AdMan's insight:

Brilliant scoop by Karen D on the power of metaphor as a tool in brand storytelling to tap into our subconscious. Article discusses the ZMET technique to reveal our deepest feelings about brands and the associated images that lie within. Inlcudes case studies from Nestle, Motorola and the pantyhose industry.

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Jacqueline Freeman's comment, September 22, 2013 8:17 AM
Absolutely. We are often frustrated when we're doing everything we know to do but still find ourselves mired in the same unproductive patterns. Most are unaware that its not our conscious mind, but what's behind the curtain that's actually driving our life. The more self-aware we are, the more firmly we move into the driver's seat of our life.
Karen Dietz's comment, September 22, 2013 8:45 AM
Excellent points and I agree whole-heartedly. I so appreciate you adding your insights to the conversation.
Alessio Carciofi's curator insight, September 23, 2013 12:30 AM

beautiful ...

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Adjacent Storytelling from Guinness: Wheelchair Basketball Ad - Brand Stories - New Age Brand Building

Adjacent Storytelling from Guinness: Wheelchair Basketball Ad - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
I’ve discussed adjacent storytelling  a few times here before. Guinness’ latest ad (with a touching  twist)  is yet another perfect example of this extremely effective form of advertising.
Omar Kattan - New Age AdMan's insight:

In an advertising sense, adjacent storytelling allows the consumer to take center stage rather than the brand.  The brand just happens to be there (like a prop, literally.) 

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Storytelling : #1 Business Skill Of The Next 5 Years

Storytelling :  #1 Business Skill Of The Next 5 Years | Brand Stories | Scoop.it
Last year, a pale woman with crazy eyebrows and a keytar strapped to her back made a video of herself, wearing a kimono and holding up hand-Sharpied signs on a street in Melbourne. One by one, the

Via Kurt Frenier
Omar Kattan - New Age AdMan's insight:

Spot on: "Good stories surprise us. They have compelling characters. They make us think, make us feel. They stick in our minds and help us remember ideas and concepts in a way that numbers and text on a slide with a bar graph don't."

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Apple Go From Strength to Strength - Brand Stories - New Age Brand Building

Apple Go From Strength to Strength - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
You may have noticed the significance Apple places on storytelling. It is something we have explored in depth in previous posts such as How Apple Tell Their Product Stories. Today Apple have a new commercial.

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5 Secrets to Use Storytelling for Brand Marketing Success

5 Secrets to Use Storytelling for Brand Marketing Success | Brand Stories | Scoop.it
Learn the five secrets that brand storytellers understand and use to intrigue, engage, and connect emotionally with consumers.

Via IMCyclopedia.com
Omar Kattan - New Age AdMan's insight:

A must read, highlights 5 essential guidelines for effective brand storytelling.  Especially relevant for b2b marketers.

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Trek Brand Story: The Quest to Build the Best Bicycles in the World - Brand Stories - New Age Brand Building

Trek Brand Story: The Quest to Build the Best Bicycles in the World - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
Whilst on the constant look out for brilliant brand stories to bring to you every week, I stumbled upon this gem of a brand, Trek bicycles and their brand story.  And what a fascinating story it is! I love how thoroughly and passionately they tell it. Text book storytelling at its best. The loyalty and passion [...]
Omar Kattan - New Age AdMan's insight:

The Trek story follows the Quest narrative.  

 

They're on a mission to build the best bikes in the world and to push the boundaries on all the things a bike can do;  battle climate change, lessen congestion, improve health, bring us together and help us explore. 

 

I love how thoroughly and passionately they tell their story, text book brand storytelling at its best.  


Read on to fall in love with the Trek brand as much as I did...

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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 - New Age AdMan'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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How You Can Master The Art Of Good Story-Selling

How You Can Master The Art Of Good Story-Selling | Brand Stories | Scoop.it
While many brand marketers understand that content is king, they’re also discovering it’s only half the battle. Trust comes through the art of good story-selling.
Omar Kattan - New Age AdMan's insight:

Amy Callahan (@CollectiveBias), discusses "StorySelling" and how @Charmin does it.  Must read.

 

Story-selling content gives your brand context. 

 

Story-selling is about tapping the emotional and the pragmatic quotient. 

 

Story-selling is about transparency.

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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 - New Age AdMan'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 12:18 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 12:21 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 8, 2013 9:19 PM
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!
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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 - New Age AdMan's insight:

Brilliant examples for emotional storytelling in advertising.

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malek's curator insight, November 27, 2013 2:31 PM

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

Peter (PJ) Fulcher-Meredith's curator insight, November 27, 2013 4:06 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 7:18 AM

Emotion is the key to connection

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The 5 Things Every (Great) Marketing Story Needs

The 5 Things Every (Great) Marketing Story Needs | Brand Stories | Scoop.it
Here on Copyblogger, you've seen us talk many times about how to tell a terrific marketing story. Why? Because stories are fundamental to how we communi
Omar Kattan - New Age AdMan's insight:

Brilliant article about what every great marketing story needs...

 

A Hero

A Goal

An Obstacle

A Mentor

A Moral

 

and my favourite, the bonus...

 

the truth!

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Chipotle's Scarecrow Ad: Transmedia Storytelling Win - Brand Stories - New Age Brand Building

Chipotle's Scarecrow Ad: Transmedia Storytelling Win - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
A while back, I criticized Chopotle’s efforts at brand storytelling.  It was not a very popular opinion back then (read comments) but I stood by it.
Omar Kattan - New Age AdMan's insight:

What I especially like about this campaign is its transmedia execution.

 

Chipotle extended the story into a game app to allow interaction with the story and to further educate and build awareness about the negative implications of industrialized farming.

 

The viral ad acted like a mini trailer for the game app.

 

Where the ad ends with what happens next,  the app takes over…

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How telling a story can help your content: 4 tips for better blog writing | couch & associates

"There is one feature of a story that bloggers should make a decision on: characters. Building a character doesn’t necessarily require you to create a fictional mascot that is the star feature of all of your posts. Although this works for some brands, it is not the only way to create a connection between your blog and readers. You can also choose to change point-of-view, or use real life examples in your posts."

 

Read the full article to find out more about these introductory tips:

1. Personality is key

2. Know your hero and know your villain

3. Point of view

4. Beginning, middle, end


Via Kim Zinke (aka Gimli Goose)
Omar Kattan - New Age AdMan's insight:

An excellent guide on making your blog posts more readable by utiilising storytelling elements and techniques.

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Kim Zinke (aka Gimli Goose)'s curator insight, September 20, 2013 11:21 PM

This was my favourite take-away from this article.  It clearly explains who a villain is for most organizations - the customer's problem:

"You are their hero, and their problem is the villain. Sometimes remembering this makes it easier for people to write out their story, because they focus on the steps that the hero needs to accomplish in order for the villain to be defeated."

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Customer Storytelling- Elevating the Voice of the Customer in a B to B World

Julie Roehm, Chief Storyteller at SAP, delivered an engaging multimedia keynote at the Inbound Marketing Summit on April 3, 2013. Throughout this presentatio...

Via José Carlos, Hans Heesterbeek
Omar Kattan - New Age AdMan's insight:

Julie recaps storytelling all the way back from the first painting on caves, through the Gutenburg press, motions pictures and radio as storytelling mediums and how the internet and social impacted the methods in which brands must communicate in a new age.  Brilliant brand storytelling examples and insights.

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Hans Heesterbeek's curator insight, September 11, 2013 9:52 PM

Julie Roehm,  did was she does best: she told a story.

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Why Don't You Drink It? Your brand is no longer what you say; it’s what you do

Why Don't You Drink It? Your brand is no longer what you say; it’s what you do | Brand Stories | Scoop.it
When it comes to advertising claims, the majority of us are sceptics. And it’s no surprise. From beauty creams that make our wrinkles vanish, pills that
Omar Kattan - New Age AdMan's insight:

Mark summarises this article at the end:

 

"Your brand is no longer what you say; it’s what you do. People have heard enough exaggerated truths. They go in one ear and out the other." 

 

Can't agree more

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A Tribute To 'The Greatest Slogan In Advertising History' - Brand Stories - New Age Brand Building

A Tribute To 'The Greatest Slogan In Advertising History' - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
July 1st 2013 marked the 25th anniversary of the birth of Nike’s “Just Do It” Tag line. Created by Weiden and Kennedy, it was touted by many as one of the best ad slogans ever.
Omar Kattan - New Age AdMan's insight:

Nike sells shoes but it’s not in the shoe-selling business. It’s in the business of selling emotion and aspiration.  Nike sells achievement, Nike sells perseverance and Nike sells Victory.  Nike also happens to sell running shoes and athletic wear.

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