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Brand Building Through Storytelling
Curated by Omar Kattan
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Four Storytelling Genres of Brand Re-invention

Four Storytelling Genres of Brand Re-invention | Brand Stories | Scoop.it

It seems everywhere you look established brands are in the midst of radical and ambitious re-inventions.

 

Beyond just new logos and taglines, brands are struggling to maintain relevance in the eyes of more sophisticated and savvy consumers. Brands often need to re-address the value proposition and create a more responsive and meaningful customer experience. Regardless of circumstances, a brand always has a story – a past, present, and future where its coming from and where its going. The key is to keep that story fresh without confusing or alienating your core audience. Our job as leaders and marketers is to tell a story that people can identify with, and locate themselves into.

 

It may be helpful to walk you through a few examples and teach you about four basic genres of brand re-invention that may guide the path forward.

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Art-inspired storytelling

Art-inspired storytelling | Brand Stories | Scoop.it

Storybird reverses the process of visual storytelling by starting with the image and "unlocking" the story inside. Choose an artist or a theme, get inspired, and start writing.


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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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Storytelling From the Dating Scene: Match.com is Nailing It | Brand Stories - New Age Brand Building

Storytelling From the Dating Scene: Match.com is Nailing It | Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

By providing us with a woman’s perspective as she goes on a date, Match.com nailed one of the golden rules of communication in a new age; make it real.

 

Re-creating real-life scenarios is brilliant advertising. Doing it for a dating brand is simply genius!

 

However, they've missed a trick or two however, read on...

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Storytelling: How Advertisers Compare with Content Marketers

Storytelling: How Advertisers Compare with Content Marketers | Brand Stories | Scoop.it
Not only is a story essential for content marketers, but other marketers and advertisers are following the "story" model as well.

 

[Image courtesy of Brian A Jackson/shutterstock]


Via Gregg Morris, Jim Signorelli,Story-Lab, Edna Yahil
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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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5 Of The Best Brand Stories On The Planet | The Story of Telling

5 Of The Best Brand Stories On The Planet | The Story of Telling | Brand Stories | Scoop.it
Three Steps To Telling A Great Brand Story

1. Caring
Start by caring about your customers, the work you do, the products and services you sell and the difference that you can make in the world. Yeah, yeah, sounds obvious to you I know, but it’s not to everyone.

 

2. Significance
This is where most businesses, startups and their brand stories come unstuck. They forget to ask themselves the most important marketing question in the world. Why will people care about this? You need to work out why your product or service could be important to your customer? Why does she need it? How does it add meaning to her life? To do this you need to know who your target audience is.

 

3. Story
When you know your audience and understand the significance of your product, service or idea, all that’s left to do is to tell the story about how what you do or sell fits into the life of your customers and clients.

What’s great about the brand stories featured below is that they have a unique set of values and they truly understand the audiences they speak to. Take some time to read the stories I’ve linked to on their websites as well as watching the videos.

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Jack Daniel’s: When A Brand Becomes Its Story | Brand Stories - New Age Brand Building

Jack Daniel’s: When A Brand Becomes Its Story | Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

It’s not Bourbon, it’s Whiskey. Tennessee “sippin” Whiskey.

 

That’s what the folks over at Jack Daniel’s call the brand that made them famous, the world over.

 

A brand that single-handedly managed to own the category.  A brand that only 10 years ago was worth $1.58 billion and ranked 90th among the world’s most valuable.

 

Jack Daniel's is not the best tasting Whiskey, not by a long shot. It is however the best selling American Whiskey and ranked 8th in the world by volume sales.

 

How did it achieve all this? 

 

Good old fashioned storytelling, that's how.

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For Your Company To Last, The “Brand” Must Die. But Stories Should Survive

For Your Company To Last, The “Brand” Must Die. But Stories Should Survive | Brand Stories | Scoop.it
There’s something bigger still: What makes the project particularly interesting was not the idea of "branding" the effort. Instead, it was the simple act of telling an already wonderful story clearly, directly, and elegantly.
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National Lottery Funding: Does a Storytelling Strategy Work? [FAIL] | Brand Stories - New Age Brand Building

National Lottery Funding: Does a Storytelling Strategy Work? [FAIL] | Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

I just watched the National Lottery’s  new storytelling-styled ad aimed at selling more lottery tickets; but does it work?

 

I’m not sure it does.

 

Watch…

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More Brilliant Adjacent Stories from P&G: ‘Here’s to Dad’ | Brand Stories - New Age Brand Building

More Brilliant Adjacent Stories from P&G: ‘Here’s to Dad’ | Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

This campaign from the folks at BBDO NY is another great example of adjacent storytelling.

 

Most consumers (especially dads) can totally relate to it.  

 

They’re “a tribute to dads who have coached us, supported us and shared their wisdom with us through the years”.  How can you not agree?

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Reflections on Ad Age Digital Conference Part I - Brand Storytelling

Reflections on Ad Age Digital Conference Part I - Brand Storytelling | Brand Stories | Scoop.it

Brand Storytelling is one of my major takeaways from the Ad Age Digital conference in New York last week.

 

At the event we saw an all-star lineup including Tencent, Hulu, Facebook, Google, GAP, Sony and Buzz-Feed and nearly every one of them talked about the importance of brand storytelling.

 

They talked about it as if it was a new trick but it's nothing new, in fact all great brands are great because they do that simple thing well - tell the story that connects the consumer.


Via Gregg Morris
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The Harley-Davidson Story

The story behind the most inspirational brand EVER! Harley Davidson. Scroll through their illustrious story timeline and stay tuned for my blog post on BrandStories.net.
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Adjacent Storytelling from Estrella: The Summercat Ad | Brand Stories - New Age Brand Building

Adjacent Storytelling from Estrella: The Summercat Ad | Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

Estrella is a Spanish Pilsner with a story to tell.  A story of summer love.

 

The brand launched in the UK in the Spring of 2012 with a cracking 90+ second story-styled ad. The backdrop:  The ideal summer vacation of a handsome tourist building a relationship with 2 beautiful girls he met while on the trip (a Greace prequel on Steroids if you will).

 

The brilliance of this ad lies in the selection of the perfect summer song used in the background, Billie the Vision & the Dancers- Summercat.

Watch.

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Storytelling For SMEs: The Elevator Pitch Re-Invented | Omar Kattan - New Age AdMan

Storytelling For SMEs: The Elevator Pitch Re-Invented | Omar Kattan - New Age AdMan | Brand Stories | Scoop.it

Storytelling is playing an increasingly important role in SME marketing.

 

Recently, Forbes contributor and CEO of Advertising and Marketing agency PJA , Phil Johnson, named storytelling as “the hottest trend in marketing today”; and what works for big business can often be adapted for smaller and medium-sized businesses as well.

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Chipotle Sustainable Farming: Storytelling Fail? | Brand Stories - New Age Brand Building

Chipotle Sustainable Farming: Storytelling Fail? | Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

Chipotle recently won a Grand Prix for a short animated film that tells a “moving story” about sustainable farming.

 

Does it work?  I didn’t think so.

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Why Your Brand Needs a Story Standards Guide

Why Your Brand Needs a Story Standards Guide | Brand Stories | Scoop.it

“So, tell me about your brand.” For most of us, describing our brand is a challenge. We can point to a logo, website or mission statement, but is that really our brand? A Story Standards Guide makes it possible for you to describe your brand through storytelling, the oldest and most compelling means of communication.

 

Since the dawn of branding, businesses and organizations have struggled to find a process that helps them communicate who they are in authentic, consistent ways. We know that brand clarity impacts not only our customers, but also our staff, the public and the media. When we know who a brand is and what it stands for, it becomes memorable and influential. When a brand story is only half told or it’s inconsistent, the brand is not reaching its full potential.


Via Gregg Morris
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Truth in Advertising: What’s Your Story? | Brand Stories - New Age Brand Building

Truth in Advertising: What’s Your Story? | Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

Traditional advertising focused on either building brand awareness or selling.  

 

Modern advertising must focus on telling the brand story.  

 

The truthful one.

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linking everything 2 everything 2 create a brandstory > 5 KILLER tips! — by Kurt Frenier, The Red Hot Marketing Blender

linking everything 2 everything 2 create a brandstory > 5 KILLER tips! — by Kurt Frenier, The Red Hot Marketing Blender | Brand Stories | Scoop.it

You will have seen from my various previous posts that I am passionate about how brands tell their stories. [e.g. here] And I keep searching for more answers on how to do that better.

 

Key question to solve, today, is: how to cross all media with one single story in a seamless, media-complementary way. And by doing so, making the story (and thus, the brand) more appealing for the audience (i.e. your consumers). Seems easy to do, but proves very difficult to execute.

 

How many brands really achieve that? It’s so easy to tailor your story to a certain medium, instead of looking at the overall picture and using each medium in itself as “part of” the story. And how do you organise for that to happen? Transmedia is the new way! See further in this note my 5 tips on how to get into transmedia the right way.

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Storytelling Marketing: TOMS Beyond Shoes..

Storytelling Marketing: TOMS Beyond Shoes.. | Brand Stories | Scoop.it

Maybe you’ve heard about TOMS, a shoe brand came out around 2007. TOMS is a great example of a marketing campaign driven by a story. Storytelling marketing (Video) is a great way to market a product by making it relevant to the people hearing its story, and also give them a reason to talk about it which will generate word-of-mouth.

 

Their campaign (and slogan) says “With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One.” And it does not stop at this, people need to involve more for it to stick in their minds.

 

A Personal Story..

 

TOMS story is a personal story. It starts with a guy called Blake who traveled to Argentina and found out that children there need shoes. His story is filled with emotions, and his name and personal touch is added all through their marketing campaign. It basically gives you a feel you’re dealing with a person not a corporate.


Via Gregg Morris
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The Harley-Davidson Story: How A Motorcycle Brand Achieved Cult Status | Brand Stories

The Harley-Davidson Story: How A Motorcycle Brand Achieved Cult Status | Brand Stories | Brand Stories | Scoop.it

I spent the past couple of weeks researching Harley Davidson; re-creating their story on Storify and even following them on Facebook and Twitter. 

 

I did all this to get a better feel of what it is about the brand that makes it so damn appealing!

 

I also wanted to understand how a motorcycle brand -just over 110 years old- managed to achieve world-wide cult status.

 

Most importantly, I wanted to see how a brand such as H-D communicates in a new age.


So, how did a motorcycle brand -just over 110 years old- manage to achieve world-wide cult status?

 

Brilliant storytelling. Read on...

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Telling the tale of storytelling – how to bring your brand to life

Telling the tale of storytelling – how to bring your brand to life | Brand Stories | Scoop.it
Storytelling is a current buzzword in marketing and it's an obvious one in some ways – after all, people like stories. A well – told story helps...
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Gin and Stories Anyone? Bombay Sapphire Gets UGC! | Brand Stories - New Age Brand Building

Gin and Stories Anyone? Bombay Sapphire Gets UGC! | Brand Stories - New Age Brand Building | Brand Stories | Scoop.it

Bombay Sapphire has always been associated with imagination.  It’s what built the brand; their story if you will.

 

What better way to take the story online than to leverage the incredible power of UGC.

 

The brilliant campaign is spearheaded by Geoffrey Fletcher, an Oscar-winning screenwriter behind the film Precious.

 

Geoffrey simply asks aspiring storytellers to submit their script for a chance to win BIG.

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What a Lemonade Stand Taught Me about Storytelling via @PostAdvertising

What a Lemonade Stand Taught Me about Storytelling via @PostAdvertising | Brand Stories | Scoop.it
A recent appearance on MSNBC by Seth Godin reminded me of why I'm compelled to stop at every child's lemonade stand and why storytelling is so important.
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creating a brand behind the story

creating a brand behind the story | Brand Stories | Scoop.it

Telling a story is an important element of any news content you are looking to share. But what about your brand behind your story? Marketers often focus more on the elements of the story they are trying to tell rather than concentrating on the image they are trying to provoke in their consumers mind. To establish credibility with your target audience, your story needs to provide a richer context to your brand by connecting to consumers with emotion and relevance. Your brand has a direct connection.


Via Gregg Morris
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