business storytelling
319 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Scooped by Janet M. Wentworth
Scoop.it!

What We Learned Telling Customers’ Stories

What We Learned Telling Customers’ Stories | business storytelling | Scoop.it
An inside look into our Customer Spotlight project.
Janet M. Wentworth's insight:

Very interesting review of a project to tell customer stories. Many useful points about what can go wrong and how to fix story projects starting to veer off the rails. If you are thinking of interviewing customers for potential stories, read this before you start! and save yourself some grief and mis-steps Also, link to Power Your Podcast with Storytelling course by Alex Blumberg. I haven't taken this course but am intrigued enough to consider it. Sounds like it is well worth the $99 price tag.

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

5 Inspiring B2B Marketing Campaigns

5 Inspiring B2B Marketing Campaigns | business storytelling | Scoop.it
Source: GE The words “inspiring” and “B2B” may not seem like they belong together in the same headline. B2B companies have gotten a bad rap when it comes to marketing campaigns, and that rap…
Janet M. Wentworth's insight:

Some useful ideas here for B2B stories.

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

Would You Sit Next to Yourself at a Party?

Would You Sit Next to Yourself at a Party? | business storytelling | Scoop.it
Up your game. Tell that great story we all want to hear.
Janet M. Wentworth's insight:

The best part of this article is the comparison of the droning what-we-do speak full of jargon and the compelling, can't resist, aha moment that becomes a story.

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

Brand Stories

Brand Stories | business storytelling | Scoop.it
Brand Stories, by Brand Stories: New Age Brand Building
Janet M. Wentworth's insight:

If you work in brand storytelling, sign up for updates to the new Brand Stories: New Age Brand Building magazine (online and free)

more...
Scooped by Janet M. Wentworth
Scoop.it!

6 Brand Stories The Media Wants That You’re Probably Not Telling

6 Brand Stories The Media Wants That You’re Probably Not Telling | business storytelling | Scoop.it
Every day, consumers are inundated with tens of thousands of marketing messages. When making decisions about the products they’re purchasing, your target audience is often looking to journalists, b…
Janet M. Wentworth's insight:

Good refresher to think in terms of what will get media attention. Not all stories have the same media value. Of course, you don'tt' write stories just for the media . . . but a little media love now and then can't hurt!

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

Seven Strategies for Humanizing Brand Storytelling

Seven Strategies for Humanizing Brand Storytelling | business storytelling | Scoop.it
Prior to the emergence of social networks, brand storytelling would typically unfold as a controlled narrative told from the perspective and interests of the business.
Janet M. Wentworth's insight:

Too bad that most businesses don't really follow this advice. They keep up the same old push marketing and TELL us they are using stories. Maybe they do this to convince themselves that they are using stories rather than doing the hard work of storytelling. Take a loo at these 7 strategies and find where you can really use a story to improve your communications.

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

The Secrets Behind Our Favourite Logos | The Knowledge | The Journal | Issue 215 | 06 May 2015 | MR PORTER

The Secrets Behind Our Favourite Logos | The Knowledge | The Journal | Issue 215 | 06 May 2015 | MR PORTER | business storytelling | Scoop.it

I always love reading the backstory of famous brands (and even not famous ones!)What do the numbers on a Margiela label mean? How did Maison Kitsuné get so foxy?

Janet M. Wentworth's insight:

I always love reading the backstory of famous and not so famous brands. Some of this is familiar some new . . .

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

The man behind MakerBot on finding the stories that build your brand

The man behind MakerBot on finding the stories that build your brand | business storytelling | Scoop.it
What stories should you tell?
more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

Starting up in the time of history: Stories of how three leading brands came to be

Starting up in the time of history: Stories of how three leading brands came to be | business storytelling | Scoop.it
Think starting up is difficult now. Imagine doing it in times like these.
Janet M. Wentworth's insight:

If my Google Alert is any indication, India is really into business storytelling! This article is from an Indian media platform for entrepreneurs. Who would have thought that Prime Minister Jawaharlal Nerhu cared about promoting women's cosmetics! Good lesson for business story tellers to get out of our usual patterns and look for stories everywhere.

 

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

How to Build a Brand Voice with True Personality

How to Build a Brand Voice with True Personality | business storytelling | Scoop.it
Brand voice is the tone and personality of your written words, which can jump off the page and engage your readers in subtle, almost undetectable ways. The strength of your brand voice in large part depends upon the appropriateness of its personality...
Janet M. Wentworth's insight:

A useful article discussing something that seems to be overlooked so often when talking about business stories--the personality! I find that finding your company archetype really helps here. If you know you are the rebel, her caregiver, the lover, or whatever and that is what attracts your ideal customers, then the personality is easier to pinpoint. It also means it is easier to find word choices that are consistent and drive your brand personality. Having an archetype helps to ground your thinking, where the more open ended "personality" can be harder to stay true to. When you are working with staff or hired consultants, if you can say "we see ourselves as a hero brand and here is how we show that", it is easy for them to get on board. Otherwise people are all over the place and your brand personality can start to drift.

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

15 B2B Brands That Tell Great Stories

15 B2B Brands That Tell Great Stories | business storytelling | Scoop.it
How storytelling is working in B2B and SaaS industries, where past marketing tactics were mathematical, calculated, and much less human than storytelling.
Janet M. Wentworth's insight:

I always look for examples of small businesses using stories. Big businesses have big budgets and often what they do doesn't scale down to a smaller budget.

 

However, tt doesn't take a big budget to share customer stories and many of these companies have idea nuggets that anyone can adapt.

 

Take a look at the Workday video. Sure it has high production values a small business cannot afford. But if you just listen, it is a story anyone can model: the story of the business owner's fear that their business is stuck with outdated systems and how Workday can help with a new infinitely flexible system.

 

Evey business should have a transformation/vision story like this . . . or else they are not offering a solution to anyone's problem!

 

So re-watch the video and see how you can use this to craft your own story. You won't have the professional voice-over, animation effects or other other high cost elements. But you can have a story has the same effect on the listener. Don't be swayed by graphics, instead work on the story.

 

As always it is important to make sure anyone you are using for inspiration is really telling a story, and it isn't just another example of hijacking a trend and doing more "storywashing" than story telling!

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

Ottawa to protect 'Canada brand' in foreign mining operations

Ottawa to protect 'Canada brand' in foreign mining operations | business storytelling | Scoop.it
It's taken almost a decade of loud, often unwelcome advocacy, but the federal government appears to finally recognize that Canada's international brand when it comes to the mining sector needs a little spit and polish.
more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

Shinola Detroit: rise and shine-Telegraph

Shinola Detroit: rise and shine-Telegraph | business storytelling | Scoop.it
A vanguard of social change with a commitment to quality maufacturing, Detroit-based startup Shinola is redefining the face of modern luxury, says Caroline Issa
Janet M. Wentworth's insight:

When I first heard of the "new" Shinola brand I was underwhelmed with the idea and the web site. They had a live video feed from the factory floor that showed workers sitting around, roaming around and basically not doing much. They had a few very pricey products and it seemed more a rich guy's "toy" company than a serious business endeavor. They are still a luxury brand but the company seems to be evolving and doing what it set out to do:

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

What’s next for Coke’s branded content site, ‘Journey’ - Digiday

What’s next for Coke’s branded content site, ‘Journey’ - Digiday | business storytelling | Scoop.it
Coke's Doug Busk talks about getting the soda brand on Facebook's Instant Articles and other nontraditional publishing outlets.
Janet M. Wentworth's insight:

Is it possible for an older, well-established brand to really change its stripes, adopt storytelling and see a major transformation? Will I buy Coke now because they tell stories? Will it make me forget that they sell sugar water? That they have contributed to our obesity problem?

 

For 3 years Coke has been using its Web site (now branded Journey) to make this shift. From this article it doesn't appear to be working all that well.I think it is too late for Coke to convince me it cares about me or the planet. I am too skeptical of its motives and have so many other drink options. Too late Coke. I don't really care about you. It will be interesting to see how long this "experiment" with branded content goes on and the results. . .

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

Harness the power of storytelling to appeal to new customers

Harness the power of storytelling to appeal to new customers | business storytelling | Scoop.it

Good insights here but I question the ida that Della's Kitchenhas a good story. It has distinctive visuals with the primary school colors and very youIn today’s world, which is crowded with messages, businesses need to create a brand with an authentic story

Janet M. Wentworth's insight:

Good insights here but I question the use of Ella's Kitchen as an example. Ella's Kitchen has strong, distinctive visuals (primary colors, childlike drawings, kindergarten spelling) but there is no story.

 

Why did Ella;s father start this business? Their story is "I set up Ella’s Kitchen® because I passionately believe that Ella, my daughter, along with her generation, should have the opportunity to eat better food and also to discover that healthy food can be fun, tasty and cool." That is not a story. It is a reason but there is no story here. Just saying you are passionate about something does not a story make.

 

And maybe I am too far away from having really young kids but I found the the writing style and kid images very annoying after the first few minutes on the site. Kids are not the audience for this company; Parents are the audience.

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

How Challenger Brands Disrupt Convention to Win Customer Loyalty | Loyalty360.org

How Challenger Brands Disrupt Convention to Win Customer Loyalty  | Loyalty360.org | business storytelling | Scoop.it
Mark Barden gives a presentation on how challenger brands can increase customer engagement by beating the status quo.
Janet M. Wentworth's insight:

This article on challenger brands uses big company examples (Dove vs the beauty heavyweights) but the concepts work for small businesses as well. As challenger brands are all about change (changing the way something in the world works or how others see your company), well there is no more effective way than telling stories!

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

4 Top Storytelling Examples to Inspire and Optimize Your Content Marketing -

4 Top Storytelling Examples to Inspire and Optimize Your Content Marketing - | business storytelling | Scoop.it
How can storytelling actively boost your content marketing? These 4 storytelling examples give you an insight into narratives, content and marketing effects
Janet M. Wentworth's insight:

No insights yet as I am having trouble getting through to the article itself . . .too many hurdles: popup boxes, sign in to read whole article, no ability to add the full article to Evernote. Now trying Scoopit. this had better be a useful read after I get done with this. I did learn to avoid linkbird blog if at all possible. They are more concerted with protecting their content than letting me read it!

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

2015 Marketing Hall of Fame: Storied Marketers and the Power of Stories | Branding Magazine

2015 Marketing Hall of Fame: Storied Marketers and the Power of Stories | Branding Magazine | business storytelling | Scoop.it
The power of story was reflected in one way or another in all four acceptance speeches, from Aaker, Trevor Edwards, Yvon Chouinard, and Shelly Lazurus.
Janet M. Wentworth's insight:

Recap of the acceptance speeches and showed that some marketers really do "get it."

 

Chouinard himself was the evening’s best example of what Aaker was touting, at least as regards story – and he was also likely the least comforting to the crowd at hand. Here’s how he launched into his acceptance speech:  “I don’t really deserve this, because marketing at Patagonia is very simple. We just tell people who we are. I don’t have any agencies to thank up here. [Marketing is] a pretty easy task if you have nothing to hide and you have interesting, true stories.

If you’re going to build a brand based on honesty and telling about your product and business, you better have some interesting stories to tell. – Yvon Chouinard, Founder, Patagonia

hmmm . . . Marketing is pretty easy if you have nothing to hide . . . food for thought.

 

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

Infographic: What's Changed, and What Hasn't, in 100 Years of Brand Storytelling

Infographic: What's Changed, and What Hasn't, in 100 Years of Brand Storytelling | business storytelling | Scoop.it
Much has been made about how modern communication—even as it accelerates exponentially—is returning in some ways to more simple, even primitive forms. Paul Adams, at the time the global head of brand design at Facebook, put it succinctly at Cannes in 2012 when he said the social web mimics pre-industrial times.
Janet M. Wentworth's insight:

Well, you can ignore the part of the headline about brand stories as there is no mention of stories in this infographic. However, the infographic is a useful revisit of the past 100 years and how new things/ideas are often just retreads of what has gone before. If you love this sort of historical surprise, read the book The Victorian Internet. A fun read on the parallels of the introduction of the telegraph and the Internet.

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

[Happy Beer Day] How these entrepreneurs brewed their startup stories

[Happy Beer Day] How these entrepreneurs brewed their startup stories | business storytelling | Scoop.it
Stressed after work? Grab a beer. Quit your job? Grab a beer.  Starting up? Grab a beer.  Today is International beer day, and a good time as any to drink
more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

The art of story-making and what it means to brand and content strategy

The art of story-making and what it means to brand and content strategy | business storytelling | Scoop.it
When it comes to storytelling, Christopher Booker said there are only seven stories anyone could ever tell.
Janet M. Wentworth's insight:

Wow--This article was on smartcompany.com but I don't think this article falls into the "smart" category. The author states that now that we have so many new social tools the old idea of the seven basic plots no longer applies. Really? We have been sharing stories for thousands of years and they all fall into variations of the hero, rags-to-riches, quest, comedy, tragedy, etc. and now just because we have Twitter they no longer apply? These proven story forms are obsolete?

 

This writer apparently does not understand that these are only themes for story and that the true story happens in the mind of the reader/listener. So the variations are endless.

 

Western musicians have been using the 12 tone scale for writing music for centuries. Do you notice a lack of new songs because they can't think of a new way to string those 12 notes together?

 

I agree with the writer that story is a collaborative process. I agree that social media has provided new ways to share story.

 

But I seriously doubt if she really understand story.

 

 

 

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

Storytelling in Business - The Hybrid Story

Storytelling in Business - The Hybrid Story | business storytelling | Scoop.it
Depending on the client and the event, I use stories that can be targeted towards lessons that are applicable in leadership, sales, marketing, fundraising or inspiration. The needs of the client de...
Janet M. Wentworth's insight:

I am not sure you need to give this type of story structure a name (hybrid story) but the article is very good at explaining how you use a real life example as an memorable opener that is a metaphor for the information you are communicating. In this case it is how to get a dog to swallow a pill is the metaphor for why stories work. A nice touch is the video of Doug delivering the story.

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

Storytelling Your Way to a Better Job or a Stronger Start-Up

Storytelling Your Way to a Better Job or a Stronger Start-Up | business storytelling | Scoop.it
Learning — or relearning — how to tell stories requires some skill. And consultants and researchers are lining up to teach it, often for a hefty fee.
Janet M. Wentworth's insight:

Great article! Covers the why and much of the how. A must read for those looking forward to 2015 and looking for was to improve their marketing and all their purpose-told business stories!

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

How to Tell Your Small-Business Story

How to Tell Your Small-Business Story | business storytelling | Scoop.it
When there are thousands of brands vying for attention, resorting to same old marketing tactics hardly cuts the mustard.
Janet M. Wentworth's insight:

Another story article that starts off well and then crashes!

 

Nice intro on why you need to tell your business story but then has only one paragraph on "Know your story."

 

Worse  there is advice such as "how did you overcome barriers". No one really cares about your challenges in starting the business unless there is a connect to me, the reader. Yes, there is a place for "what I learned by starting this business" in your story arsenal but it comes later in the process. First you need to get their attention with a story that emotionally connects with the reader and their problem.

 

Have a compelling voice is useful advice but the only specifics given of do not ramble, keep it short, keep it simple and tell the truth are not exactly new insights.

 

The article then moves to tell your story on multiple channels and in multiple formats . . . OK . . . not ground breaking news here and then closes with your story will evolve. Oh, thanks for the heads up on that!

 

What a disappointing article. Doubly disappointing as it came from Entrepreneur.

more...
No comment yet.
Scooped by Janet M. Wentworth
Scoop.it!

The Five Parts to Brand Storytelling Nearly Everyone Misses

The Five Parts to Brand Storytelling Nearly Everyone Misses | business storytelling | Scoop.it
If an organization is effectively doing brand storytelling, it's likely they stop with way too soon. Here are five parts every story must include.
Janet M. Wentworth's insight:

Yes, sadly, storytelling has become a buzzword but that doesn't mean using business stories are not useful. It just means a lot of businesses do it badly (mostly by being lazy or "storywashing"  their marketing). But everyone sees through this . . ., after all we are all experts in storytelling! Storytelling may be a buzzword, but the underlying power of story is hardwired into us . . . you just can't lose by telling well-written purpose-told stories.

more...
No comment yet.