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How great marketers tell stories

How great marketers tell stories | Change Communication | Scoop.it

"Former P&G marketing chief Jim Stengel says that the best companies tell two types of stories to build strong and enduring brands."

 

"The Brand Ideal, or Purpose, of Louisville Slugger is "to make players great." That statement could sound like puffery, except that the stories surrounding the brand make it plain and true. This is the case for most Ideal-driven businesses. Stories make the Ideal wheel spin.

 

Much has been written about the importance of storytelling in marketing and management, but nowhere do tales have a taller order than inside the walls of Ideal-driven companies. They bring definition to the Ideal. They authenticate it and animate it. They inspire and direct its activation.  They reaffirm the course and perpetuate the narrative."


Via Gregg Morris
Pat Heffernan's insight:

When positive social change is the purpose, good storytelling is just as effective (and essential).

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Rescooped by Pat Heffernan from Content Marketing, Curation, Social Media & SEO
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5 Curation Habits That Can Change Your Content Marketing

5 Curation Habits That Can Change Your Content Marketing | Change Communication | Scoop.it
I am inspired by curators—and it is a relevant idea for marketing. The business world has been increasingly turning towards curation as a way to add meaning to marketing. I often describe it as the forgotten side of content marketing. Amidst all the discussion about creating great content – who will take on the valuable role of just helping us to find the great content that already exists on the web or otherwise?

Via Guillaume Decugis
Pat Heffernan's insight:

Agreed. Curation is an under-appreciated skill, especially it seems, by marketers..

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Assignment Help's curator insight, February 19, 2:14 AM

www.assignmenthelpsite.com

kot's curator insight, February 19, 2:46 AM

http://homengraden.xyz/

eddy woj's curator insight, February 19, 5:43 AM

La curation est un excellent moyen de partager l'information, de découvrir de nouvelles idées ou concepts, et d'influencer.

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Avoid Sustainability Language Disconnect: Show Don’t Tell

Avoid Sustainability Language Disconnect: Show Don’t Tell | Change Communication | Scoop.it
Signs abound of a growing sustainability language disconnect between marketers’ communications and what consumer and business customers care about.
Pat Heffernan's insight:

Solid tips on how to avoid the disconnect between #sustainability language and your audience.

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Rescooped by Pat Heffernan from Social Media PR Public Relations
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Google: How Earned Media Impacts Search & New KPIs for #PR

Google: How Earned Media Impacts Search & New KPIs for #PR | Change Communication | Scoop.it
Business 2 Community
Google: How Earned Media Impacts Search & New KPIs for PR
Business 2 Community
In short, PR is SEO(or part of it).

Via Josepf J Haslam
Pat Heffernan's insight:

Confirmation of the value of PR from SEO land....

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Rescooped by Pat Heffernan from Story and Narrative
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How great marketers tell stories

How great marketers tell stories | Change Communication | Scoop.it

"Former P&G marketing chief Jim Stengel says that the best companies tell two types of stories to build strong and enduring brands."

 

"The Brand Ideal, or Purpose, of Louisville Slugger is "to make players great." That statement could sound like puffery, except that the stories surrounding the brand make it plain and true. This is the case for most Ideal-driven businesses. Stories make the Ideal wheel spin.

 

Much has been written about the importance of storytelling in marketing and management, but nowhere do tales have a taller order than inside the walls of Ideal-driven companies. They bring definition to the Ideal. They authenticate it and animate it. They inspire and direct its activation.  They reaffirm the course and perpetuate the narrative."


Via Gregg Morris
Pat Heffernan's insight:

When positive social change is the purpose, good storytelling is just as effective (and essential).

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Theories of Change: Social Marketing, Movements and Change

Theories of Change: Social Marketing, Movements and Change | Change Communication | Scoop.it
Theories of change. In the midst of a messaging session on a hot, sticky summer day, one statistic shouted rethinking my choice of change theory was necessary.
Pat Heffernan's insight:

The basics of matching actor, desired action, level of influence and theory of change in social marketing and change communication.

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BDI: Behaviour Change - Behavioural Dynamics Institute

All credit for this video goes to the Behavioural Dynamics Institute. For more information click the link below http://www.bdinstitute.org/
Pat Heffernan's insight:

Great intro to the subject of communication for behavior change, done in the engaging story animation style pioneered by the RSA.

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How stories change hearts and brains

How stories change hearts and brains | Change Communication | Scoop.it
Across time and culture, stories have been agents of personal transformation – in part because they change our brains

Via Gregg Morris
Pat Heffernan's insight:

Good storytelling feels more and more important for change, given the overwhelming flood of disjointed, impersonal information.

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Noemi Valencia's curator insight, February 3, 10:17 PM

The power of stories has been proven throughout history.

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Social Marketing: Hope for the Future?

Social Marketing: Hope for the Future? | Change Communication | Scoop.it
I want to share news of critical importance to those who care about positive, lasting change. It is signs of hope for use of the social marketing approach.
Pat Heffernan's insight:

Behavior change and social change have always been linked, just as a social marketing approach (but NOT social media marketing) and community-based change movements are.

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Frames Matter More Than Facts to Change Minds

Frames Matter More Than Facts to Change Minds | Change Communication | Scoop.it
Language shapes the way we think, and determines what we can think about. —Benjamin Lee Whorf I can no longer count on my fingers the number of times I’ve searched fruitlessly for the perfect,
Pat Heffernan's insight:

The Sunday morning talk shows reminded me yet once again of the need to be vigilant about the frames and the framing of the questions we encounter every day.

#framing

 

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Coming to America: social impact bonds finally make headway

Coming to America: social impact bonds finally make headway | Change Communication | Scoop.it
Two new US bonds aim to fund social programs and potentially make money in the process. Will they catch on, or will businesses find them too risky?
Pat Heffernan's insight:

Social impact bonds hold promise not only financially, but also as proof positive of a successful social change program.

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Reframing My Lawn (or Marketing Spin in Suburbia)

Reframing My Lawn (or Marketing Spin in Suburbia) | Change Communication | Scoop.it
I lead a hectic life—by choice, mind you. But by reframing our concept of lawn, we went from lawn slobs to environmental activists. And all it took was a sign.
Pat Heffernan's insight:

A story about a suburban lawn, social norms, and reframing that has reportedly ignited a rush on the National Wildlife Federation.

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CRED Communications Guide – Center for Research on Environmental Decisions

CRED Communications Guide – Center for Research on Environmental Decisions | Change Communication | Scoop.it
Pat Heffernan's insight:

A helpful guide to using behavior change psychology for climate change communications. [Free download.]

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