Communication narrative & Storytelling
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Communication narrative & Storytelling
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Brand Storytelling: 3 Different Ways To Think About It For Success

Brand Storytelling: 3 Different Ways To Think About It For Success | Communication narrative & Storytelling | Scoop.it
To tell the most effective stories, you have to have an awareness of the frames through which your audience will consume them.

Via Jessica Kelly, Karen Dietz
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Jessica Kelly's curator insight, March 24, 2015 10:59 PM

What's pareidolia, and why does it matter in terms of brand storytelling/framing? If you don't know, you will as soon as you read this very interesting, informative, useful (and several other positive adjectives) post. Bonus: As the title indicates, you'll also read about three storytelling categories--reinforcer, supporter, and challenger. Yep, it's a good post.

Karen Dietz's curator insight, March 26, 2015 7:35 PM

Do you know what pareidolia is? Do you know about framing and how it connects to pareidolia? Do you know the 3 types of brand messages to use?


If you answered "no" to any one of these, you are going to want to read this article. Written by branding professional Laura Petrolino, she takes us deeper into successful brand storytelling.


Understanding what pareidolia is and it's link to storytelling is crucial. From there you can to better framing, and then move on to improved messaging.


Dig into this article if you want better brand storytelling for your business. The only thing I wish the author had done for us is give us a few brand storytelling examples. Hopefully next time. That being said, the information here could still make a world of difference for you.


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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Is brand storytelling really about storytelling?

Is brand storytelling really about storytelling? | Communication narrative & Storytelling | Scoop.it
Storytelling is quite the buzzword these days. Shane Snow even predicted storytelling would be the #1 business skill of the next 5 years. I’ve become i

Via Karen Dietz
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Karen Dietz's curator insight, February 25, 2014 9:36 PM

What a great piece this is! Written by Keith Nerdin, it tackles whether all the buzz about storytelling and branding really makes sense. Nerdin takes a very common sense approach to this question and his conclusions are spot on.


What I also appreciate is that Nerdin approaches this question from a beginner's mind. He admits he is new to the biz storytelling world. As a result, his discussion and insights are very refreshing.


Too often those new to the field simply parrot what has already been said. Not Nerdin. He's put a lot of thought into the topic of story branding and is not afraid to share these with us.


This is a well written post that I think you will enjoy. And learn from. I won't spoil the ending for you but will tell you his words cut through all the hype out there.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

oconnorandkelly's curator insight, February 26, 2014 6:46 PM

Tremendous read ..... please do.

Barbara Ganley's curator insight, February 28, 2014 2:50 PM

Exactly...

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What is Story Theory? How to Use It to Create Awesome Brand Affinity

Presentation given to University of Chicago Alums re: Story Theory and its Application To Marketing

Via Karen Dietz
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Karen Dietz's curator insight, November 25, 2014 7:48 PM

Here's a great piece colleague Jim Signorelli put together about how story theory works better as an approach in branding than giving a list of essential story elements or simple story structures.


Right on Jim! It won't take readers long to go through this SlideShare piece and reap the benefits. Of course I love Doug Lipmans story dynamics chart on slide 18, the Identification Filter (oops Jim, there's a typo here!) on slide 20, and the motive chart on slide 27.


The definition of story beginning on slide 37 is OK and goes beyond what most people produce. I'm biased though. I like what Peggy Van Pelt from Disney and I came up with oh so many moons ago -- "a story is an act of communication providing packets of sensory material and an emotional narrative arc allowing listeners to quickly and easily internalize it, understand it, and create meaning from it."


I like this definition because it focuses not on what a story is, but on what it does. What's the lesson here? There is no 1 right definition. Be aware of the variety of existing story definitions and use the one that fits your objectives at that particular time.


OK -- enough said. Enjoy the insights in Jim's post and keep the light for storytelling well lit and tended!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Tina Stock's curator insight, November 25, 2014 10:56 PM

good reference material AND highlights a big issue - what is your archetype?

Brad Tollefson's curator insight, March 19, 5:49 PM

good reference material AND highlights a big issue - what is your archetype?

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Transmedia Storytelling: Building Worlds For and With Fans

Transmedia Storytelling: Building Worlds For and With Fans | Communication narrative & Storytelling | Scoop.it

Gianluca Fiorelli:  "Every brand has a story to tell, and the way users consume stories is changing faster than ever. How will you tell your brand's story across multiple media outlets and platforms, while still giving users an active role in the expansion process?"


Via The Digital Rocking Chair
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Dr. Pamela Rutledge's curator insight, May 2, 2013 7:17 AM

Brand experience is already 'transmedia,' but the opportunity with media convergence is to make it a coordinated story-based experience designed for audience participation.  Narrative = cognitive coherence and participation = stakeholders.

Charles Martini's curator insight, May 18, 2013 11:55 AM

Simple but genius.