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Your Transmedia Brand Story Arc Begins With The 'Why' - Brand Stories - New Age Brand Building

Your Transmedia Brand Story Arc Begins With The 'Why' - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
Why do you do what you do?

Answered correctly, this simple question can form the backbone of your brand story and help inform the manner in which you communicate with your customers, fans and followers; your transmedia story arc if you will.

Omar Kattan's insight:

“People don’t buy what you do; people buy why you do it”.  It’s the feeling they get out of your product or service and what it can do for them that defines your brand.  In a nutshell, When a brand’s personality complements our own, we form a friendship and give it our trust and loyalty.

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Brand Building Through Storytelling
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Google’s Reunion Ads: Brand Storytelling to Reinforce Mission

Google’s Reunion Ads: Brand Storytelling to Reinforce Mission | Brand Stories | Scoop.it
Not sure why it took me this long to cover this brand storytelling masterpiece, Google's reunion Ad. Better late than never. Back in 2013 Google India showed a 3.5 minute story-styled ad facilitating a reunion between two childhood friends separated by the 1947 India-Pakistan partition. Synopsis The India-Pakistan partition in 1947 separated many friends and…
Omar Kattan's insight:

With “Reunion”, Google reinforced its mission statement not by boring us with what it does and how it does it, but by telling a relatable customer story about why it does what it does. They masterfully communicated this message by weaving their USPs within captivating brand storytelling narrative.

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The Two Degrees Food Brand Story – A Worthy Call To Action

The Two Degrees Food Brand Story – A Worthy Call To Action | Brand Stories | Scoop.it
Will Hauser and Lauren Walters – old friends – decided to start a new kind of food company: one that would make healthy, delicious products and help feed hungry children around the world. They had similar backgrounds – both were the sons of 2 doctors and both decided on business careers instead of medicine. Both…
Omar Kattan's insight:

The Two Degrees Food brand story and message is simple: The separation between you and a hungry child in the developing world may seem distant. But you are only Two Degrees away.

 

Today the bar is in 1,000 stores and 500,000 have been donated meals so far, now that’s impressive.

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What Makes a Good Story? - Brand Stories - New Age Brand Building

What Makes a Good Story? - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
Don’t you just love a good story? Perhaps you grew up having a story read to you every evening. Even when they were about hat-wearing cats or spiders named Charlotte, those stories could capture your imagination and enable you to enter into the narrative. Maybe you still enjoy cuddling up with a good novel today. [...]
Omar Kattan's insight:

Love this latest guest post by Greg Hanson on the  Brand Stories blog about what makes for a good story.

 

Specifically:

 

"a truly great story is one that is life-changing. It goes beyond just creating a feeling or a memory; it creates a desire to become a better person. Perhaps it calls you to action, challenges your value system, or enables you to see life in a brand new light. It may even cause you to re-examine your worldview."

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The Post-Advertising Age - Your Story First, The Platform Second - Brand Stories - New Age Brand Building

The Post-Advertising Age - Your Story First, The Platform Second - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
What’s your brand story? If you can answer this question, you’re equipped to tackle the challenges brought about by the post-advertising age; an age where traditional advertising and media spend are just not what they used to be. Deep pockets don’t count as much anymore. Not too long ago, and long before the inception of [...]
Omar Kattan's insight:

In a post advertising age, your story comes first and the medium you tell it in comes second; even if that medium is a billboard or traditional TV.

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How British Airways Tells Emotive Customer Stories - Brand Stories - New Age Brand Building

How British Airways Tells Emotive Customer Stories - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
I can’t believe it took me this long to find this gem. Happened across it while reading this excellent post shared by the Sandstorm Digital curation team. Watch how British Airways India tells the story of an Indian Mom, her expat son, his longing for home and the touching story that everyone can relate to.  No [...]
Omar Kattan's insight:

Telling your customer stories demonstrates empathy.  Empathy generates loyalty.  Loyalty translates to referrals and sales.

Start telling your customer stories today.

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Lessons from Angela Ahrendts on Brand Storytelling - Brand Stories - New Age Brand Building

Lessons from Angela Ahrendts on Brand Storytelling - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
Angela Ahrendts (ex-Burberry chief, now Apple head of retail) and Christopher Bailey have transformed the way Burberry engages with the world, from its consumers to its associates, leveraging disruptive technology to share its pure brand vision through content-rich, compelling storytelling. Blurring the lines of physical and digital—with a flagship store that mirrors the website and [...]
Omar Kattan's insight:

Arguably the best brand storyteller out there, our latest post summarizes @AngelaAhrendts' insights on what it takes for brands to succeed in today's marketplace.

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6 Lessons In Storytelling From Steven Spielberg

6 Lessons In Storytelling From Steven Spielberg | Brand Stories | Scoop.it
We are no strangers to the benefits of storytelling in content marketing. Knowing that audiences are more likely to remember (and share) stories that connect in an emotional way has allowed marketers to develop truly unique content. But storytelling is an art that requires finesse, integrity and a touch of humility, and there is possibly no greater storyteller than filmmaker Steven Spielberg.

With more than 30 films, seven Academy Award nominations and three wins, Spielberg has the...
Omar Kattan's insight:

Some good ideas, tips and inspiration for your content marketing and brand storytelling from Spielberg, arguably the best storyteller of our time...

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Art Jones's curator insight, October 13, 2014 10:52 PM

Guidance from a Master Storyteller

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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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Empower Your Customers To Be Your Best Brand Storytellers

Empower Your Customers To Be Your Best Brand Storytellers | Brand Stories | Scoop.it
In this day and age and with the proliferation of brilliant self-publishing/broadcasting tools such as YouTube, WordPress, Twitter, etc.,  your customers are your best brand storytellers. Your job as a brand manager is to empower and inspire them to tell and re-tell your brand stories. It’s your job as brand guardian to provide your customers [...]

Via Karen Dietz
Omar Kattan's insight:

When your customers start to tell stories involving your brand you know you've hit gold. 


Read about this amazing and very touching BMW brand story (told by a BMW owner) involving a man, his son and the BMW bike that tied them together. 

Do you empower your customers to tell and re-tell your brand stories? Which brands inspire you to tell their stories? Share your thoughts…

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Jeff Domansky's curator insight, May 24, 2014 11:40 PM

Valuable business storytelling tips from Omar Kattan and Karen Dietz..

Shelley Costello's curator insight, May 26, 2014 7:25 PM

I find if you give the space on your page to share about your products and services customers can become your best PR agent.

 

--Shelley

http://www.creativewebconceptsusa.com

 

Sarah Skelly's curator insight, May 27, 2014 8:49 AM

The key message in this brandstories article shared by PR/social media expert, Jeff Domansky is: Inspire & empower your customers to tell and re-tell your brand stories.  Women are willing, keen and naturally inclined to share stories with people in their lives. Give them reason & encouragement and they'll happily share YOUR brand story. 

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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'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'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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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'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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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'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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Storytelling from Skype: ‘Stay Together’ Family Portraits

Storytelling from Skype: ‘Stay Together’ Family Portraits | Brand Stories | Scoop.it
The “Stay Together” storytelling campaign from Skype was brought to my attention by one of our readers as a “perfect example of brands as storytelling mediums”. I agree. I’ve discussed this before in various blog posts but most notably this one where Harley Davidson provided their website as a platform to tell the stories women riders.
Omar Kattan's insight:
For each of the four stories in the Skype “Stay Together” Family Portraits, the brand is completely interwoven in each story and could not be told without Skype. Instead of focusing on the nuts and bolts of the technology, “Portraits” focus on how it affects lives. Each story is wildly different from the next and equally as emotional.
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Become the David Mamet of Marketing With These 3 Storytelling Tips

Become the David Mamet of Marketing With These 3 Storytelling Tips | Brand Stories | Scoop.it
Storytelling is the communication of human experiences in words, images, and sounds. From its origins around the camp fire, to modern-day literature and film, storytelling has continually evolved as a tool for communicating experiences and traditions from one generation to the next. In marketing, storytelling has the power to engage target audiences on an emotional…
Omar Kattan's insight:

These words by American playwright, screenwriter, and director, David Mamet, have been taken to heart by marketing professionals everywhere.


"The audience will not tune in to watch information. You wouldn’t, I wouldn’t. No one would or will. The audience will only tune in and stay tuned in to watch drama."

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Why Brand Storytelling Works

Why Brand Storytelling Works | Brand Stories | Scoop.it
Storytelling is an ancient human occupation. There’s not a culture on Earth without its rich share of myths and legends—and its tawdry gossip and scary stories. We’ve had tales as long we’ve had language; further, we’ve had them as long as we’ve had visual imagery, as the magnificent Paleolithic cave paintings of Europe and the narratives they seem to convey attest to.By considering the effects of a fine-crafted yarn on our brains, modern psychological research seems to bear out the deep roots storytelling has in our species. For one thing, studies suggest
Omar Kattan's insight:

The vivid language and narrative momentum of stories, some studies show, stimulate our brains to a significant degree. As fascinating as this research is and will surely continue to be, you don’t need it to detect the power of a saga or a yarn: You feel it right in your blood and your bones.


Read more of my views on why Brand Storytelling works

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7 Brand Story Archetypes that Changed the World - Brand Stories - New Age Brand Building

7 Brand Story Archetypes that Changed the World - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
Need some branding inspiration? Then head to the movies. The best brands in the world aren’t built on great products, they’re built on great stories. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell reveals the seven story plots that can change a brand from an impersonal pitch to a transcendent human [...]
Omar Kattan's insight:

These insights are provided by Graeme Newell, Emotional Marketing Researcher at 602 Communications

 

“What would you say if I told you that you’ve seen every single movie ever made?

 

It’s true — in a way.

 

Experts say that there are only seven basic movie plots, so you probably polished off all seven before you could even spell your own name.

 

Incidentally, the seven archetypes are:

 

rags to riches

rebirth

quest

voyage & return

comedy

tragedy

overcoming the monster 

 

So what does this mean for positioning a brand? Every great marketer uses one of these stories when making a customer focused brand.

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Kevin Spacey’s Top 3 Tips For Better Storytelling. Yes, That Kevin Spacey

Kevin Spacey’s Top 3 Tips For Better Storytelling. Yes, That Kevin Spacey | Brand Stories | Scoop.it
Omar Kattan's insight:

Summary of Kevin Spacey's  insights at the recent Content Marketing World conference ...


"Good content marketing is not a crap shoot—it has always been about the story.” 

“The audience doesn’t care about the platform--they care about the content,” 

“Conflict creates tension and keeps people engaged..." 

"[Nike] channel the voice in the back of our heads—get your ass off the couch...” 

“Our stories become richer, and become far more interesting, when they go against the settled order of things to achieve the unexpected,” 

“The truth? Face up to it. Consumers appreciate authenticity.” 

"creatives now have more control over storylines than ever before." 

“It begins with knowing what story you want to tell, everything else will follow.” 

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Every great bar has a great story. Jack Daniel’s wants you to hear them.

Every great bar has a great story. Jack Daniel’s wants you to hear them. | Brand Stories | Scoop.it
Yesterday, Jack Daniel’s and Arnold Worldwide launched a new, fully-immersive digital campaign known as The Few and Far Between. With this campaign, the iconic whiskey brand is raising a glass to celebrate great stories from the authentic establishments that have gathered folklore and rich characters over time. As the brand believes, these places are among [...]
Omar Kattan's insight:

The website features tales of mischief, revelry and whiskey as told by proprietors, bouncers, barflys and patrons. Each story was captured in the very places that have made Jack the legendary American whiskey that it is today. In addition, the brand also engaged their social media fans to seek out epic bar stories. To bring this experience to life, Arnold partnered with the digital wizards at MediaMonks—one of the most awarded digital production companies in the world.

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Brand Marketers: Think Like Storytellers | Omar Kattan - New Age AdMan & Brand Storyteller

Brand Marketers: Think Like Storytellers | Omar Kattan - New Age AdMan & Brand Storyteller | Brand Stories | Scoop.it

Writing is a craft. Be it in fiction or in a business context, words are your raw material.

 

A story, fiction or otherwise is shaped by plot and characters. It seems a simple enough process. So why does the finished story so often lack the vision you started with? Why don’t the words flow together on the page to create the scenes and the characters that were so vivid in your mind just a short while ago?

 

It could be that you are so focused on the writing that you’ve forgotten to let the storyteller speak.

Omar Kattan's insight:

Good storytellers know their audience. They can judge, just by looking at the assembled faces, what the mood is in the room, and can pitch their story accordingly. 

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Johnson's Baby Middle East - The Grandparents Frame - Brand Stories - New Age Brand Building

Johnson's Baby Middle East - The Grandparents Frame - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
Johnson’s Baby (Middle East) recently launched a campaign called “The Grandparents Frame“. The idea (in a nutshell) revolves around an app that allows parents to send pictures of their kids to their parents (the grandparents). The pictures would then be automatically added to a digital frame and updated whenever new pictures are sent via the [...]
Omar Kattan's insight:

When a brand taps into its customers’ emotions and provides a storytelling utility to support it, magic happens. Kudos are earned and the brand soars.

 

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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'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'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'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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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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