Brand Stories
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Brand Stories
Brand Building Through Storytelling
Curated by Omar Kattan
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Introducing Hemlock - The Busy Unicorn - Brand Stories - New Age Brand Building

Introducing Hemlock - The Busy Unicorn - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

Brand Stories will be 9 months old this January.

 

What better way to celebrate this than by breathing life into the unicorn in our logo.

 

Like any well defined character in all good stories, we’ll give him a name; let’s call him “Hemlock Misty Colt”

 

And what a character he is!  Hemlock is often very naughty and is always being told off. He is misty like the blue mountains, and he casts spells of plenty and bounty.

 

Above all, he’s always restless and loves to keep himself busy.

 

Watch...

 

Omar Kattan's insight:

Every brand has a story, does yours?

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Canon's Project Imagination: Brands as Creative Storytelling Platforms - Brand Stories - New Age Brand Building

Canon's Project Imagination: Brands as Creative Storytelling Platforms - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

Last year, Canon called upon screen director Ron Howard to create a short film based on eight photos submitted by Canon owners.

 

The idea was to tell a story from eight photos, each chosen to fulfill one of the following story elements: setting, time, character, mood, relationship, goal, obstacle and “the unknown” ....

Omar Kattan's insight:

When brands get to grips with what they’re actually selling, magic happens. Canon is case in point.

 

Canon sells cameras but they’re not in the camera selling business.

 

They realized early on that they’re  in the imagination and creative inspiration industries. They also happen to sell cameras.

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Purina ONE: Because Pet Stories Also Need to Be Told... - Brand Stories - New Age Brand Building

Purina ONE: Because Pet Stories Also Need to Be Told... - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it
Last week, CMI sent around this deck with 58 examples of social media brilliance.

Once example that caught my eye… how PurinaONE uses Facebook.

Pet brand PurinaONE tells pet stories to stand out on Facebook.

They use longer posts, supplemented with pictures that tell compelling stories. The posts are well written and inspire engagement from their fans. Each piece of content is highly relevant to the brand’s audience.

Their posts garner thousands of likes and ignite passionate conversations. They’ve tapped into the emotion trigger to host the conversation and own a lucrative content niche. Brilliant.
Omar Kattan's insight:

Using Facebook as a storytelling platform allows brands to connect with their audience in a place where they feel comfortable.  Here are a few best practices to follow to ensure that this engagement works well for your brand.

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Organizational Storytelling: an interview with Paul Smith

A dialogue on the subject of organizational storytelling; narrative as a leadership capability. Author and story consultant David Hutchens of www.DavidHutche...

Via Karen Dietz
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Karen Dietz's curator insight, December 4, 2012 11:49 AM

Woo hoo! Here are two of my favorite colleagues -- David Hutchens and Paul Smith -- talking about Paul's recent book Lead With A Story.


Paul, who works for Proctor and Gamble, shares with us his insights about storytelling and leadership based not only on his research with CEOs around the country, but also from his own corporate expeirence. That's what I love -- a guy in the trenches sharing lessons with us all.


Now David is no slouch either and is one of the earliest practitioners of working with stories in organizations around knowledge management, knowledge transfer, and systems thinking. He's been on my bookshelf for years now, and I always enjoy our conversations together.


This 60-minute video -- from a Google Hangout that happened a few days ago -- is great. I love the questions David asks and I love what Paul shares with us -- stories about PPTs, how to avoid being a boring, and learning who the real hero is. And that's just for starters!


Thanks guys for a terrific session.


Hey -- each one of you is a leader in your own right. Take the time to dig in here and get even better as a leader!


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

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Rise to Glory: The Dubai Brand Story [WIP] - Sandstorm Digital

Rise to Glory: The Dubai Brand Story [WIP] - Sandstorm Digital | Brand Stories | Scoop.it

In celebration of the United Arab Emirates National day, we’ve created a story about the rise to glory of one of the most amazing cities in the world [also Sandstorm Towers Headquarters].

 

The story is work in progress so stay tuned throughout the day for updates as the full story evolves to show how Dubai rose to become one of the world’s most vibrant cities, financial hub and the gateway between East and West.

 

We will also be supplementing this story with a video that will be published over the next few days. Stay tuned and in the meantime and without further ado, the story of Dubai…

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The Sandstorm Story - Shaping Digital in the Middle East act 1 (WIP) - Sandstorm Digital

The Sandstorm Story - Shaping Digital in the Middle East act 1 (WIP) - Sandstorm Digital | Brand Stories | Scoop.it

If you know me, you’ll know how passionate I am about brand storytelling.   You’ll know that I’m a big believer in and advocate of the telling of a brand’s story, including its purpose and what it stands for.

 

If you know me, you’ll also know that I’m a champion of the idea that to be truly successful,  a brand must effectively communicate why it does what it does rather than harp on about what it does and how it does it.

 

It’s time I started sharing with you what the Sandstorm Digital brand stands for, why we do what we do, and to begin telling you our brand story.

 

More on why we do what we do...

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Coca-Cola Becomes A Full-Fledged Storyteller - Brand Stories - New Age Brand Building

Coca-Cola Becomes A Full-Fledged Storyteller - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

A while back I wrote about Coca Cola’s content strategy and my disappointment in its execution.

 

I did qualify it by saying:

 

"There is no doubt that Coke have the right mentality and resources to tackle the challenges brought on by the digital age and a new empowered consumer, but they’ve yet to master the art of storytelling online. 

 

Last year’s drop of the brand out of the top 10 most valuable brands shows how steep the hill is.

 

Coke’s got a long way to go before they can actually implement what they’ve so eloquently described as their vision “2020″.  I for one will be watching this space."

 

It happened sooner than I expected.

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The VW Beetle Story: A Lesson in Brand Persona Development - Brand Stories - New Age Brand Building

The VW Beetle Story: A Lesson in Brand Persona Development - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

✤ “A brand is not just a name and a logo. It’s a living, breathing entity equal to the sum of all its communication parts; verbal, visual and experiential.

 

A brand must develop a multi-dimensional persona. If it succeeds at this, it can garner customer loyalty and encourage brand advocacy; only then can it earn the right to charge a premium rather than compete on price.”

 

✤ “The VW Beetle is a perfect example of a brand with a well-developed persona.

 

Thanks to the masterful and brilliantly executed early communication strategies dreamed up by visionary admen, the brand’s persona is so well developed that you sometimes forget it’s a car.

 

Remember Herbie?

 

For another article on Volkswagen and narrative, see: 
http://sco.lt/7TnN3J

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Content Marketing: Superheroes Teach the Art of Storytelling | ClickZ

Content Marketing: Superheroes Teach the Art of Storytelling | ClickZ | Brand Stories | Scoop.it
Effective content marketing is about mastering the art of storytelling. Facts tell, but stories sell.

 

Great content marketing planning follows the structure of a powerful story; using an inciting incident that compels you into the narrative arc, strong characters including a hero (protagonist) and an enemy (antagonist), and a sense of conflict and resolution.

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Stakeholder Passion - Brand Story Alignment - Brand Stories - New Age Brand Building

Stakeholder Passion - Brand Story Alignment - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

To inspire passion, a business must effectively communicate why it does what it does rather than just how it does it.  If it accomplishes this goal, stakeholders will align themselves with and rally behind the brand and champion its cause. Brand advocates are born.


When stakeholders share passions, stories are aligned and brand advocates (myself included) are born – no matter what the product or service.

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Advertising Entertainment: Transmedia Goes Mainstream - Branded Entertainment, BMW and Pirates of the Caribbean | Sparksheet

Advertising Entertainment: Transmedia Goes Mainstream - Branded Entertainment, BMW and Pirates of the Caribbean | Sparksheet | Brand Stories | Scoop.it
With people watching TV on the Internet, and media going mobile, the terms old media & new media are becoming meaningless. Jacqueline Parker discusses how smart brands engage customers in a transmedia world.
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Storytellers on a Mission: Walt Disney's Living World Program - Brand Stories - New Age Brand Building

Storytellers on a Mission: Walt Disney's Living World Program - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

Walt Disney, leaders in themed entertainment and master storytellers, have embraced the art of Transmedia storytelling — the telling of a story across multiple platforms and formats.

 

In a nutshell, they’re encouraging the transmedia design community to expand the art of immersive storytelling by working with innovative storytellers willing “to push the limits to create fully immersive worlds where guests can explore, play and discover deep narratives”.

 

Walt Disney’s aim is to crowd source talent and imagination, mix it with a bit of cutting edge technology to produce immersive storytelling experiences that transcend reality. Love it!

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Consumer-led Storytelling: Brand Communication in a New Age | Omar Kattan - New Age AdMan

Consumer-led Storytelling: Brand Communication in a New Age | Omar Kattan - New Age AdMan | Brand Stories | Scoop.it

Some insight from @OmarKattan on what it takes for brands to effectively communicate in a new age.


His article was originally published on the Huffington Post.

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A Christmas Story from BrandStories.Net

Merry Christmas and a Happy Story-Filled New Year from BrandStories.Net Dedicated to my two kids (Jana and Jad) whom I can't be with this year.
Omar Kattan's insight:

To celebrate #Christmas story-style we created this short video about a stick boy on a mission. Watch and enjoy.

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Coke Wants in on Storytelling

Coke Wants in on Storytelling | Brand Stories | Scoop.it
Trying to capitalize on the brands as publisher trend, Coca-Cola revamps its corporate site to now be a magazine of sorts.
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Brand Storytelling | Lessons from Facebook Stories

Brand Storytelling | Lessons from Facebook Stories | Brand Stories | Scoop.it

Just four months ago, Facebook launched headfirst into the world of active content marketing with Facebook Stories, a website that showcases unique ways people across the globe use the social networking site. The engaging new channel also offers a rich source of data, featuring infographics and interactive data visualizations.

 

Facebook, one of the web’s most recognized brands, already has the attention of a billion people. But a little extra branding can go a long way.

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Charity Water: The Brand Story That Launched A Global Movement - Brand Stories - New Age Brand Building

Charity Water: The Brand Story That Launched A Global Movement - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

The Charity: Water story is Scott’s own personal brand story; they’re one and the same.

 

The brand's aura is derived from Scott’s unyielding commitment and  passion for his cause. You can hear it in his voice.  His voice is the Charity Water brand voice.  

 

This is how new age brands are born.

 

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TOMS: The Story Of A Business With A Conscience

TOMS: The Story Of A Business With A Conscience | Brand Stories | Scoop.it

One of my all time favorite brand stories belongs to TOMS.

 

It’s the story of a man who had an altruistic vision born out of the need to contribute practical solutions to the severe poverty situations in developing countries around the world.

 

The man behind the brand is Blake Mycoskie, a 36 year old American entrepreneur and author. At TOMS, Blake’s known as Chief Shoe Giver.

 

Blake was inspired to launch the brand during one of his visits to Argentina where he witnessed kids running in the streets with no shoes.

 

He had to do something about it. TOMS was his response.

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Prisilla Zazueta's curator insight, May 13, 2013 2:09 PM

This is based on the beginning of a change an how one man began an entire revolution many want to join and others that joined without an initiative.

Haley Mead's curator insight, December 13, 2013 3:57 PM

TOMS is an organization with a one-to-one movement: Buy shoes or sunglasses and inturn give to someone in need. What's great about TOMS is they provide various opportunities to get involved. If you are a college student, you can start TOMS campus programs to help contribute to the cause. You can participate in "One day without shoes" or "World Sight Day" which are events created by TOMS to raise awareness about their causes. You can participate in "Ticket to Give" which is an opportunity for TOMS fans to be a part of the giving trips and travel with TOMS to give shoes or sunglasses to people in need. Another opportunity they provide is amazing internships. With TOMS, you'll actually gain real-world experience through your work. Interning gives you the opportunity to be coached for your future career and work on projects that are actually used by TOMS. TOMS provides opportunities to volunteer and to actually work as an intern. To find out more about their job opportunities and internships, go to the following link and check out what opportunities are available! http://www.toms.com/our-movement/intern/l?icid=us-home-092011_73

117John's curator insight, January 21, 2014 9:19 AM

We have always taken advantage of what we possess, for example a pair of shoes. A few torns and we throw it away without realising that it is valuable to others. One man's trash is another man's treasure. This applies to the people who can't even afford a pair of shoes. not to mention throwing away one. That is why we need to treasure what we have and help people in need, which is what a man is doing, Blake Mycoskie. The idea of "for every pair of shoe purchased, one pair is donated to a child in need" is rather creative and encourages people to help by buying the shoes. This will make people be more aware of the plight many people are in without shoes. If only the world knows how to treasure what they have and to give rather than to take, then it will be a better place.

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How Apple Tells Their Product Stories - Brand Stories -

How Apple Tells Their Product Stories - Brand Stories - | Brand Stories | Scoop.it
How Apple Tells Their Product Stories rather than tell the benefits alone of the product.
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The #Tide Story: Storytelling to Reinforce Market Leadership - @BrandStoriesNet - New Age Brand Building

The #Tide Story: Storytelling to Reinforce Market Leadership - @BrandStoriesNet - New Age Brand Building | Brand Stories | Scoop.it

The laundry detergent market is massive and extremely competitive.   Margins are dwindling and USPs alone no longer sell the product.

 

The use of storytelling in brand communication by P&G is spot on. They tell us their story of firsts to reinforce their market leadership:

 

- The first detergent to advertise on TV

 

- The first to provide new samples inside washing machines

 

- The first US detergent to be formulated with enzymes to thoroughly breakdown protein and carbohydrate stains

 

- The first without perfumes

 

- The first detergent with colour-safe bleach

 

- The first compact powder and liquid detergent

 

Nicely done P&G.  Yet another example of storytelling brilliance to support your brands.

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Birth of An Icon: The #Tide Story from @ProcterGamble

From mysterious "Product X" in the 1930s, to PODS today, join us on an amazing journey through the history of Tide detergent—from its birth, to its innovatio...

 

Brilliant use of storytelling by @ProcterGamble to reinforce #Tide's market leadership 

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Whoever Tells the Best Stories Wins | The People Behind the Paper.lis

Whoever Tells the Best Stories Wins | The People Behind the Paper.lis | Brand Stories | Scoop.it

There are four core stories, whether you’re a solo entrepreneur or an enterprise.

 

1) How you got started and your solution – what obstacles did you overcome?

 

2) People and results – who do you serve and what do you do for them?

 

3) The future – what’s your vision and what are you struggling with and overcoming?

 

4) My story – what’s my committment, why do I do what I do, what keeps me going?


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Taking the Dive [Rite] Into Content Marketing - Brand Stories - New Age Brand Building

Taking the Dive [Rite] Into Content Marketing - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

If you’re a regular reader of this blog you’ll know how much I like to harp on about brands needing to “own their conversation”. Till this day, it still baffles me to see how many brands completely miss out on this golden opportunity.

 

In most cases it’s the older more established brands that seem to fall into this category, mainly due to the fact that they’re more risk averse.

 

Sometimes it takes a smaller company to show traditional well established ones how to build a brand in a new age. Storytelling is at the heart of it and Dive Rite is one such company.

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Media Marketing and the Evolution of Narrative Structure

Media Marketing and the Evolution of Narrative Structure | Brand Stories | Scoop.it

Comic books have used myriad narrative techniques such as multi-issue story arcs, crossovers, team-ups, reboots, and multiple title tie-ins to “maxi-story” series to sell more comic books. In the process, they may have also blazed a trail for new forms of complex storytelling.


Via Héber Sales
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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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