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Brand Building Through Storytelling
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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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Gamification within Your 360 Story - Elliot Dwennen

Gamification within Your 360 Story - Elliot Dwennen | Brand Stories | Scoop.it

Understanding Gamification within your 260 immersive story experience. Starts with understanding the different types of player behaviours.

 

These behaviours can change for different tasks at different times.


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Stand Out By Telling A Better Brand Story

Stand Out By Telling A Better Brand Story | Brand Stories | Scoop.it

The summer of 1980 was a terrible time to own a hair salon on Sydney’s Queen Street. The mile long suburban street had over twenty salons to choose from, and haircuts that were once $20, had been steadily knocked down a dollar at a time by each salon in turn.

 

The first salon to discount started doing cuts for $19, and very quickly every salon on the street was advertising $12 haircuts just to compete and stay open.

 

The situation was desperate, and many businesses were going to the wall for want of a better solution. Apart from one smart salon owner who created a big sign to put in his window which simply read:

 

WE FIX $12 HAIRCUTS.

 

You don’t have to tell the same story as everyone else. You actually get to choose.

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New Downloadable infogrphic on characterizing your brand persona.

New Downloadable infogrphic on characterizing your brand persona. | Brand Stories | Scoop.it

Some had commented that the infographic that was posted on my Scoop.it page was hard to read. Apologies.  This is now downloadable at http://bit.ly/PAveas

 

A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...


Via Jim Signorelli
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The New Brand Guardian | Brand Storytelling Consultant - Mark Sampson

The New Brand Guardian | Brand Storytelling Consultant - Mark Sampson | Brand Stories | Scoop.it

"There is no doubt that the Internet has revolutionised how we all shop. We’ve kissed goodbye to the endless stress and queues, opting instead to spend our hard-earned cash from the comfort of our own armchairs."

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Women Riders: Harley Davidson as a Storytelling Platform - Brand Stories - New Age Brand Building

Women Riders: Harley Davidson as a Storytelling Platform - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

Harley Davidson have provided a storytelling platform for women riders. They remind us about Harley's heritage in supporting female bikers and invite women riders to submit their stories. Perfect!


By hosting the conversation, Harley have solidified their position as the undisputed authority on riding, and in this case specifically, women riders.

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Logitech’s New Office Stories: Identifiable Characters Sell

Logitech’s New Office Stories: Identifiable Characters Sell | Brand Stories | Scoop.it

Why do I love Logitech’s “New Office” Campaign?

 

Besides the fact that it utilises storytelling techniques, here are a few more reasons why I admire this campaign.


I was able to identify with at least one of the characters in the ads (the father).

The focus of the campaign is on the storyline and the customers, not the product.

Product placement is un-obtrusive, the products are naturally woven into the storyline.

The stories are relevant globally and the content can easily be localised.

They follow the campaign with real life stories solidifying their role as the small business authority

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Storytelling For Effective Corporate Communication - Brand Stories - New Age Brand Building - Brand Storytelling

Storytelling For Effective Corporate Communication - Brand Stories - New Age Brand Building - Brand Storytelling | Brand Stories | Scoop.it

More brands should learn from EMC’s use of storytelling to communicate an otherwise mundane topic.

 

With over 15,300 views as of this date, the story of the social media caveman is not only a hit with EMC’s global employee audience, but also with potential clients all over the world.

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The Best Night Ever: A Hair Care Story By You - Brand Stories - New Age Brand Building - Brand Storytelling

The Best Night Ever: A Hair Care Story By You - Brand Stories - New Age Brand Building - Brand Storytelling | Brand Stories | Scoop.it

Earlier this year, Unilever launched their Clear hair care brand in what I consider brilliant use of social TV technology.

 

In a nuthsell, they empowered viewers of a story-styled advert to chart their own path to “the Best Night Ever”.

 

Try it for your self…

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ShipServ Pages – The Movie: B2B Storytelling to Fill The Funnel - Brand Stories - New Age Brand Building - Brand Storytelling

ShipServ Pages – The Movie: B2B Storytelling to Fill The Funnel - Brand Stories - New Age Brand Building - Brand Storytelling | Brand Stories | Scoop.it

The Shipserv story shows Rex (also a shipserve customer) as a hero who overcame all the odds to succeed.

 

The Results Speak for Themselves.

 

Shipserv customers can relate to Rex, spare parts supplier, hero and modern-day Everyman, trying to grow his business.

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Do You Suffer from Story Humility?

Do You Suffer from Story Humility? | Brand Stories | Scoop.it

Several recent experiences inspired me to write this post. Stories are one of the most powerful ways to communicate an idea, yet they’re underused. Why? One of the biggest hurdles to sharing stories professionally is self-imposed. I’m going to call it “Story Humility” for lack of a better term. (If anyone could suggest another phrase, let me know.)

 

Some of the most engaging and inspiring stories remain unheard, because the story owner believes that no one else would be interested. There certainly may be other reasons that great stories aren’t retold, such as privacy and confidentiality. But this post is all about plain old-fashioned humility. Ironically, some of the most heroic people I know have very modest personalities. Isn’t it in the nature of a hero to be humble?


Via Gregg Morris, Hans Heesterbeek
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Sweet Leaf Tea: A Success Story, Bottled. - Brand Stories - New Age Brand Building - Brand Storytelling

Sweet Leaf Tea: A Success Story, Bottled. - Brand Stories - New Age Brand Building - Brand Storytelling | Brand Stories | Scoop.it

I’m in love with the Sweet Leaf Brand. I’ve yet to taste a drop of their “homemade goodness in a bottle”, but I’m sure when I do, I won’t be disappointed.

 

Sweet Leaf Tea get storytelling.  The brand is essentially the story of its founders, David and Clayton, proudly printed on each and every bottle they produce.

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F-Secure's Brand Journalism; Storytelling at Its Finest - Brand Stories - New Age Brand Building - Brand Storytelling

F-Secure's Brand Journalism; Storytelling at Its Finest - Brand Stories - New Age Brand Building - Brand Storytelling | Brand Stories | Scoop.it

Brand journalism is all the buzz these days.

 

Companies are scrambling to get onto the storytelling bandwagon, but few understand it and even fewer know how to strategically execute it.

 

One of the brands that do get the value of storytelling is the virus-protection company F-Secure.

 

Read on...

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Story Worldwide's Storytelling Matrix - Brand Stories - New Age Brand Building

Story Worldwide's Storytelling Matrix - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

This excellent video by Story Worldwide has been featured on Brand Stories for a while now.  Not sure if you’ve seen it? If you haven’t,  it’s definitely worth your time.

 

One of the tools they use when creating branded storytelling is their storytelling matrix — a framework that allows organisations to fully understand and orchestrate their brand narrative.

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Grey Poupon: A Story of Class, Sophistication & Good Taste - Brand Stories - New Age Brand Building

Grey Poupon: A Story of Class, Sophistication & Good Taste - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

Unlike a number of high profile brands that’ve recently resorted to begging for likes, Grey Poupon have masterfully carried their storyline into the digital age.

 

In line with their exclusive brand, their Facebook page is not open to everyone.

 

Refreshingly, they’re asking Facebook users to submit an application to be considered into their exclusive “Society of good taste”.

 

How do you qualify? Simple. You need to have class, sophistication and …you guessed it… good taste.

 

How does Grey Poupon decide if you have good taste? An app scans your Facebook profile to see if you qualify.

 

“Many apply, few cut the mustard.” Brilliant!

 

Once you’re in, you qualify for membership rewards and other benefits available only to “classy” people.

 

Grey Poupon’s Facebook campaign is a great example of a classic brand reincarnated into its digital self while maintaining its essence and heritage.

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The 3 Pillars of Digital Storytelling

The 3 Pillars of Digital Storytelling | Brand Stories | Scoop.it

Directing digital storytelling means nothing more or less then attempting to build a conversation in time. In such a way that you control this conversation, to the extent possible in this virtual world. Hence the three pillars of Digital Storytelling.


Read more at http://www.business2community.com/marketing/the-3-pillars-of-digital-storytelling-0300166#T9YVpju4hhP762Ff.99


Via Gregg Morris
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Who Is Winning The Browser Story Wars? - Brand Stories - New Age Brand Building

Who Is Winning The Browser Story Wars? - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

TV is changing, in the last few months I have seen much more dynamic adverts wanting you to participate with browser based games or that of the browser itself.

The big players of search are battling out with new commercials trying to gain interest and promote awareness. The browser story war is in full swing, what sides are there? Microsoft V Google.

 

These promotional browser commercials used to drive usage. Drawing and retaining new users to browsers rather than to actually sell products or services, in the traditional way. As well as being quite surprisingly entertaining on a level that quite frankly that most product orientated commercials have failed to do.

 

Google jumped off with a big push for Google Chrome, showcasing a success story of Jamal Edwards the founder of SBTV.

 

Some time later after Google has put out a couple of commercials, we see Microsoft outputting a video commercial. I say video because its beyond TV we see these Ads.  Sometimes just before YouTube videos (even Microsoft’s IE one!). And why shouldn’t we? It is a video format nothing should be kept for one viewing platform. Should we have to watch a compulsory 15+ second

commercial? That’s another question.

 

Then came the question, Who is winning the browser story wars?

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Branding a City: The Watsonville Story - Brand Stories - New Age Brand Building

Branding a City: The Watsonville Story - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

In preparation for an upcoming pitch I’ve been doing some research around city branding.

How do you put an obscure city on the map?

 

Ask the folks over at Gerardot & Co. who did  some brilliant work for the City of Watsonville.

I took the liberty to turn their slides into a video and added some production and music to make them come to life.

 

Excuse the crude job (it’s almost 3 am!), I’ll fix it once I get a minute or two.  For now, I just wanted to get this post up.

 

Watch.

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IBM's CityOne Sim Game: Interactive Storytelling to Engage & Educate - Brand Stories - New Age Brand Building

IBM's CityOne Sim Game: Interactive Storytelling to Engage & Educate - Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

Growing up I loved playing war games. Back then we didn't have technology to aid our imagination but the experience was there nonetheless. The storyline was whatever we wanted it to be; amazing memories!

 

Why did I reminisce? Gaming and storytelling are ingrained in all of us from childhood; we respond well to them.

 

Computer games promise the potential to move beyond this strictly linear form by offering stories that interact with the player, allowing them to participate in the decisions or actions that shape the narrative.

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Future of Package Delivery: The Bufferbox Story - Brand Stories - New Age Brand Building - Brand Storytelling

Future of Package Delivery: The Bufferbox Story - Brand Stories - New Age Brand Building - Brand Storytelling | Brand Stories | Scoop.it

Storytelling for Tech start-ups is as essential as the business plan itself. 

Angels and VCs alike are often looking to invest in the people behind the business; their story if you will. 

The story of Bufferbox is case in point. Have you heard of them? Would you invest?

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The Latitude Framework: 4 i’s of Transmedia Storytelling | Omar Kattan - New Age AdMan

The Latitude Framework: 4 i’s of Transmedia Storytelling | Omar Kattan - New Age AdMan | Brand Stories | Scoop.it

Research consultancy, Latitude, has come up with a framework that helps businesses tell their story across multiple media channels. The four i’s of storytelling (immersion, interactivity, integration, and impact) is their transmedia approach to content marketing.

 

Social media, apps, tablets, and televisions… all these technologies have become increasingly integrated. But technology isn’t the only thing that has evolved. Technology users evolved too.

 

The more possibilities there are available to users, the more demanding users become. Online users’ expectations about what constitutes good content have changed over time, a fact that business website owners shouldn’t ignore.

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More Effective B2B Content Marketing with Storytelling, Positioning & Personas

More Effective B2B Content Marketing with Storytelling, Positioning & Personas | Brand Stories | Scoop.it

Free B2B buyer persona development tool. 

 

Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story. It’s about making the story so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum.


Via Gregg Morris, Hans Heesterbeek
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Storytelling to Inspire Action: Shaun MacGillivray at TEDxChapmanU - Brand Stories - New Age Brand Building - Brand Storytelling

Storytelling to Inspire Action: Shaun MacGillivray at TEDxChapmanU - Brand Stories - New Age Brand Building - Brand Storytelling | Brand Stories | Scoop.it

People such as Shaun MacGillivray re-affirm my belief in the power of story. They remind me why I’m so passionate about this subset of marketing; brand storytelling to inspire action.

 

What do you think of Shaun MacGillivray’s storytelling strategy? Does it inspire you to take action to save the Oceans? Can you see how this relates to your brand?

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The Tequila Avion Story: When Make Believe Meets Reality - Brand Stories - New Age Brand Building - Brand Storytelling

The Tequila Avion Story: When Make Believe Meets Reality - Brand Stories - New Age Brand Building - Brand Storytelling | Brand Stories | Scoop.it

I just saw this update on Twitter and had to investigate further. What is Tequila Avion and why haven’t I heard of it before?

 

Digging further, I knew why.  I don’t watch Entourage!

 

The founder of Tequila Avion (Ken Austin) is best friends with the creator of the hit show (Doug Ellin).  Their friendship lead to a free product placement on one of his episodes.

 

However, unlike traditional product placement deals, in this instance the brand was actually an integral part of the story line. Brilliant!

 

Watch...

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Transmedia Storytelling From Lego: A World Without Limits - Brand Stories - New Age Brand Building - Brand Storytelling

Transmedia Storytelling From Lego: A World Without Limits - Brand Stories - New Age Brand Building - Brand Storytelling | Brand Stories | Scoop.it

I’m a huge fan of Lego, not only as a marketer, but also as a loyal consumer.

 

Growing up, Lego played an important role in my life.  The colorful plastic bricks allowed me to explore my imagination and build whatever came to mind.

 

Fast forward 35 years, and my children -specifically my 7 year old son Jad- also have the same enthusiasm for Lego!

 

So, how does a toy brand that essentially sells plastic bricks inspire so much loyalty?

Powerful and consistent transmedia storytelling.

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