Branding and Storytelling
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Branding and Storytelling
The future belongs to brands that have a story and build deep emotional connections with their customers. Here's how it's done.
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Brands Need to Stop Trying to Play Hero

Brands Need to Stop Trying to Play Hero | Branding and Storytelling | Scoop.it

Consumers befriend mentors that serve to help them achieve a goal, satisfy a desire or meet a need. Making your customer the hero of your brand’s narrative landscape empowers them. Brands that serve the needs of consumers naturally become part of their stories—and who better to tell your brand story than a hero?

Richard L. Robinson's insight:

Your customers are all heroes. Can your brand become their sidekick? 

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Corporate Branding: What It is, and How to Do It Right

There's more to corporate branding than just a logo. Learn how to take your company's WHO, WHAT, WHY and FOR and turn it into a strong brand campaign.
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Brands Need to Know Their Purpose and What They Aspire to Be

Brands Need to Know Their Purpose and What They Aspire to Be | Branding and Storytelling | Scoop.it

"Kinship requires work, and while people inherently are driven by it, brands are not individuals and often do a poor job evoking similar feelings. Consumers have been skeptical of today’s brands’ intentions for some time now, and so is it any wonder they have such a hard time earning trust?"

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Sandra Pickering @opento's curator insight, April 8, 2014 3:44 AM

This is a good piece but - have motivations really changed?

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The Seven Deadly Sins of Startup Storytelling

The Seven Deadly Sins of Startup Storytelling | Branding and Storytelling | Scoop.it

When it comes to persuasion, companies have traditionally appealed to the left side of the brain — logic, pricing, specs. Emotion, however, has proven to be the better marketing tool... Appealing to the right side of the brain allows for deeper engagement by uniting an idea with an emotion. The best way to do this: Tell a story.

Richard L. Robinson's insight:

These storytelling dont's were written with start-ups in mind, but they can easily be applied to businesses of any size. This piece won't help you develop your story, but it will really improve the way you tell it. 

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Feeling Your Consumer: What Marketers Are Missing About Making Emotional Connections

Feeling Your Consumer: What Marketers Are Missing About Making Emotional Connections | Branding and Storytelling | Scoop.it
Douglas Van Praet discusses the neurological nature of empathy and how marketers often focus on competition at the expense of real connections.
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What The Best Brands Will Do In 2014

What The Best Brands Will Do In 2014 | Branding and Storytelling | Scoop.it

"The pace of change, disruption, and fragmentation in many industries can sometimes overwhelm even the savviest and experienced of us. There is a very solid level of know-how and experience required to successfully drive marketing and brand strategies and to execute in excellence. Even more so in the future."

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Everything You Know About Branding Is Wrong

"In an increasingly chaotic marketplace, yelling louder isn’t the answer. Business today doesn’t come down to what you sell or what you do. It’s about who you are and what you stand for."

Richard L. Robinson's insight:

While not as revolutionary as the title may suggest, this article is an important reminder that a brand is an all-encompassing idea, an energy that should flow throught EVERY part of your business. A brand isn't a logo or a marketing gimmick, it is the very soul of your company.

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Make an Emotional Connection with Your Ad… But Don’t Forget Your Brand!

Make an Emotional Connection with Your Ad… But Don’t Forget Your Brand! | Branding and Storytelling | Scoop.it
As TV watchers and marketing experts well know, in only a few seconds, an ad can engage –or alienate – the hypercritical American viewer.
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A More Human Model for Product Storytelling

A More Human Model for Product Storytelling | Branding and Storytelling | Scoop.it

"The resurgence in storytelling, the original social medium, is an important and welcome evolution for many reasons. Memorable stories scale in a way that facts alone cannot."

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Guinness: Being 'Made of More' With Your Brand

Guinness: Being 'Made of More' With Your Brand | Branding and Storytelling | Scoop.it

I like this type of branding because it focuses on addressing the emotion of a purchase or choice, and by that, I mean the subconscious emotions that play into the purchase or choice. Emotions play a really big role in decision-making. 

Richard L. Robinson's insight:

I've always felt that emotions are a marketer's most important tool. Price, specifications, and features play a role, but to assume that customers always make decisions based on these factors is to assume that humans are rational - not emotional - creatures. If the emotional tie to a brand is strong enough, I believe consumers will choose that brand whether it is the most logical choice or not. 

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The Top 3 Marketing Challenges Facing Brands Today

The Top 3 Marketing Challenges Facing Brands Today | Branding and Storytelling | Scoop.it
Richard L. Robinson's insight:

As the shift from traditional marketing towards digital media and technology continues, brand managers and marketing leaders are finding it difficult to keep up. Without a digital agency or a in-house digital specialist to assist them, the pace of change is often too rapid for a clasically trained brand manager to handle. 

 

Lack of digital experience, "silo" thinking, and ingrained legacy practices all contribute to brand marketers struggle to adapt to a more digital marketplace. This article details how each of these challenges effects modern brand marketers - and how they can be overcome! 

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The 100 Most Beloved Brands

The 100 Most Beloved Brands | Branding and Storytelling | Scoop.it
Walt Disney, Yahoo, Google, Sony and Nestlé, in that order, are the most-loved companies in the world, according to an extensive study by APCO Worldwide.
Richard L. Robinson's insight:

What is it that makes a brand memorable? Or lovable? Comparing these top brands to discover what they do similar may provide some valuable insight.

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Make Your Brand a Teller of Tales

Make Your Brand a Teller of Tales | Branding and Storytelling | Scoop.it
Make your brand a teller of tales, It can be engaging, powerful and reinvigorating... how brands can benefit from building, sharing and communicating a clear brand ideal | Marketing Magazine
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Consumers Seem to Be Falling Out of Love With Brands

Consumers Seem to Be Falling Out of Love With Brands | Branding and Storytelling | Scoop.it
More people today are using online reviews—sidestepping the role of marketers—and look at both the good and the bad before making a buying decision.
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Brands Aren't Dead, But Traditional Branding Tools Are Dying

Brands Aren't Dead, But Traditional Branding Tools Are Dying | Branding and Storytelling | Scoop.it

"The role of a brand is—and never was—just about solving an information problem. It’s about providing meaning and satisfying emotional needs. These fundamental human needs have not changed."

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Last Year Was About Content, But 2014 Will Be the Year of the Story

Last Year Was About Content, But 2014 Will Be the Year of the Story | Branding and Storytelling | Scoop.it
It might come across as the flavor of the day, but storytelling as marketing inspiration and a course of content development action is here to stay.
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How to Stop Mismanaging Your Brands

A brand is the only corporate asset that, managed properly, will never depreciate. Never depreciate. Those are magic words.

Via Jason Poblete
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Jason Poblete's curator insight, January 7, 2014 9:58 AM

A brand is what defines your company for the public. It is, in my opinion, the foundation of all things within a company's vision, strategy, and day-to-day operations.

 

Your brand should be what defines each move your company makes and can be crafted with a few questions:

 

1) Why do we exist? That is, what purpose do we serve?

2) What are we positioned to do better than our competitors and other companies that can become competitors?

3) What do we believe in? Does the strategy and commitments of our business units stay in line with our corporate beliefs and values?

4) What do we put first- loving our customers, or loving our bottom-line?

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Looking Back at Brand Management in 2013

Looking Back at Brand Management in 2013 | Branding and Storytelling | Scoop.it

A branding expert revisits his predictions for brand management in 2013, showcasing the tools and trends that shaped the year in branding while sharing several incredible blunders and successes.

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The Future Of Branding Is Creating Real Connections Between Consumers And Products

The Future Of Branding Is Creating Real Connections Between Consumers And Products | Branding and Storytelling | Scoop.it

"It's not about selling, it's about giving control to the people."

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Infographic: The Science Behind Transmedia Storytelling

Infographic: The Science Behind Transmedia Storytelling | Branding and Storytelling | Scoop.it

Getty Images has released a new infographic explaining how effective transmedia storytelling can be at engaging the consumer if done correctly.

 

The infographic details how a transmedia story can lead to stronger emotional connections to brands and the ability for businesses to engage with new or jaded audiences to send brand loyalty soaring via this new media experience.

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Why Agencies and Brands Need to Embrace True Storytelling

Why Agencies and Brands Need to Embrace True Storytelling | Branding and Storytelling | 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.
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How to Write Brand Stories that Build Emotional Connections

How to Write Brand Stories that Build Emotional Connections | Branding and Storytelling | Scoop.it
Learn the four key steps used by the world's most powerful brands to writing brand stories that evoke emotions and build brand trust.
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The Death of the Tagline

The Death of the Tagline | Branding and Storytelling | Scoop.it

Flexible Branding is the New Name of the Game.

Richard L. Robinson's insight:

In a new marketing environment dominated by shortened attention spans, smaller budgets (fewer huge campaigns), and micro-targeted messages, the importance of the tagline has diminished. That's very evident.

 

However, I still think taglines serve an important purpose. Aside from a logo, a tagline is the first and most concise message a brand can deliver to consumers. For that reason, marketers that are able to capture the personality and core ideas of their brand in a short tagline have already won a major battle; they've reminded their customers what they're about in a memorable way. Thus, taglines can still serve an important purpose.

 

Furthermore, I'm wary of the term "flexible branding." I believe this might lead brands to change their message too much in an effort to appeal to multiple audiences. Being flexible is a good thing, but not if marketers become so willing to tweak their messaging that the original idea is lost completely. 

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7 Keys To Creating A Killer Brand

A professor and entrepreneur from the University of Michigan shares his seven tips for creating a successful, "killer" brand.
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