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Rescooped by Martin (Marty) Smith from MarketingHits!

Create Your 'Why' With Story Branding [Video]

StoryBranding Part II-How it works- Learn about how the persuasive powers of story can be applied to your brand.


This is the second video about story branding from Jim Signorelli. It is short, sweet and to the point -- focusing on WHY.


By WHY, Jim means -- what is the 'why' behind your business? What is the cause behind what you do? Understanding, articulating, and communicating the WHY of your business is the first critical step in story branding.


Because remember -- people don't buy the 'what', they buy the WHY.

 Enjoy this video and if you haven't already, start figuring out your WHY!

***** When I worked at P&G we called "Why" our USP or Unique Selling Proposition. Now I prefer UVP or Unique Value Proposition since no one "sells" anything anymore at least not in the old way. People buy with emotion and justify with logic another important P&G idea. I think "emotional buying" challenges dry UVPs to incorporate "save the world" ideas.

The other thing I would change ever so slightly is the idea of people buying things. Just as we don't "sell" anything anymore now we JOIN more than we buy. Author Faith Popcorn was prescient when she said, "People don't BUY brands they JOIN them." If that was true then (90's) it is even more so now after Facebook, Twitter, SumbleUpon et al.


Via Karen Dietz, Brian Yanish -
clarice's comment, May 21, 2012 1:18 PM
I really liked this video, Karen, thanks for discovering it. (I've tweeted it forward, too!)
Karen Dietz's comment, May 21, 2012 3:21 PM
Thanks Clarice! Glad you like it so much. Jim Signorelli is terrific. Have an awesome day :)
Rescooped by Martin (Marty) Smith from Just Story It! Biz Storytelling!

The Awesome Power of Family in Social Media Storytelling

The Awesome Power of Family in Social Media Storytelling | Curation Revolution |
In honor of Thanksgiving, I wanted to write a post about the power of family in social media storytelling. And as you site down to whatever celebration you embrace, think about the videos below and what they evoke within you.

I love this article because of the points it makes about social media and your business stories.  For example: "But first, remember that the goal isn’t to be good at social media. The goal is to be good at business because of social media."

And then: "We want to do business with what we know, like, and trust. Social media can be used to increase the degree to which we know, like, and trust companies."

The article then goes on to demonstrate how a delicatessen in Phoenix, AZ has used stories of its founders to create a loyal customer base.  There are 4 videos to view in the article and I'll let you determine if you think they work or not.

But what I do like is the author saying, "The More You Sell, The Less You Sell...What I love about these videos is that they don’t devolve into promotions-based drivel. There’s no coupon. There’s no “35th Anniversary Special”. There’s not even a call-to-action."

As consumers, we are all becoming jaded about marketing, branding and sales.  So keep this in mind as you create your business stories.  The points above and others in this article may be well worth following.

Via Karen Dietz
Dea Elmi's comment, November 26, 2011 11:38 AM
Wow! Awesome just what I needed for some research and presentation I am working on, thank you! :)
Karen Dietz's comment, November 26, 2011 12:37 PM
Glad it came just in time Dea! Let me know how the presentation goes :)
javier gil's curator insight, February 23, 2013 10:10 PM

add your insight...

Rescooped by Martin (Marty) Smith from Just Story It! Biz Storytelling!

Create Great Advertising with Storytelling

Create Great Advertising with Storytelling | Curation Revolution |
**** All advertising is and always will be storytelling. Marty

Why storytelling is such an effective advertising technique and how to tell compelling stories in your smart marketing strategy.

Creating stories for advertising can sometimes be tricky -- you've got a short amount of time and need maximum impact in order to gain and keep those eyeballs --and make sales!

This article helps us understand th 7 characteristics of effective advertising storytelling, gives us a few lessons for developing your story ad strategy, and then includes a final tip/link about what not to do.

Nice -- solid ideas without being too long or difficult to grasp :)

Via Karen Dietz
Karen Dietz's comment, March 11, 2012 9:44 PM
Thank you for re-scooping this Bi!
Karen Dietz's comment, March 13, 2012 12:02 PM
Thank you for re-scooping the article! Have a wonderful week :)
Karen Dietz's comment, March 13, 2012 1:33 PM
Thank you for re-scooping the article Morgan! Have a great week :)