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Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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Strong ‘Signature Stories’ Shape More Than Just Your Brand

Strong ‘Signature Stories’ Shape More Than Just Your Brand | Digital Brand Marketing | Scoop.it
Businesses can touch customers and clarify corporate values by creating a powerful narrative.

Via Karen Dietz
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Karen Dietz's curator insight, June 16, 10:40 AM

What I like about this post is the emphasis on signature stories for your business. Notice I said signature "stories" NOT a signature story.

 

The author, Clifton Parker, points out that, "Signature stories...may be standalone stories like those of Nordstrom, Molson, and L.L. Bean that have a single, complete narrative. Or they may consist of several stories based on similar messages and themes. Either way, they can inspire both customers and employees."

 

He then goes on to talk about how to leverage your signature stories.

 

Parker makes lots of good points that are supported by Stanford Business School. Enjoy.

 

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

Rescooped by Os Ishmael from Public Relations & Social Media Insight
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The Future Of Branding Is Debranding

The Future Of Branding Is Debranding | Digital Brand Marketing | Scoop.it

BRANDED CONTENT: A SHORTSIGHTED CON


But branded content isn't a long game. There are several reasons why. The first issue is intent. The essence of branded content is deliberately blurring the line between editorial content and advertising. Hiding your true colors is never a good idea. Another issue is the logic behind branded content itself. It’s misleading to use a totally different set of qualities—good stories—to sell a product that has intrinsically nothing to do with these qualities. Hiring a top filmmaker won’t improve the quality of your energy drink. Brands cannot deliver what they advertise. Shoes or coffee can never live up to their brands’ promises—they are just shoes and coffee. You could even say that the better the stories, the more dishonest the companies are being.

A camouflage strategy also complicates an already too complex world driven by hidden agendas. Even well-informed people who are able to both enjoy branded content and take it with a grain of salt will subliminally become accustomed to the new branded content standard—not to mention more vulnerable groups such as kids and adolescents. And what about the stories no one wants to hear, stories incapable of selling something? People are more likely to follow a happy, undemanding brand instead of bonding with real people and real-world problems. A brand will never ask you for help. It won’t confront you with difficulties or opposing views....


Via Jeff Domansky
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Jeff Domansky's curator insight, June 7, 10:15 PM

Is branded content, native journalism and content marketing a short sighted con? Jasmine de Bruycker thanks "de-branding" is the future of marketing.

Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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Marketing Secret: Why real-time storytelling with real-time listening works best

Marketing Secret: Why real-time storytelling with real-time listening works best | Digital Brand Marketing | Scoop.it

"To get real-time storytelling right, marketers need to rethink the storytelling process, emphasizing listening first and foremost. Many people, and in particular many marketers, have quite an idealised, romantic concept of the storytelling process."


Via Karen Dietz
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Karen Dietz's curator insight, April 25, 11:51 AM

Happy Monday! Here's what I love about this article: the author understands what real time storytelling is, and that to make it work, marketers must engage in real time listening. Why do this? To accelerate results. 

 

As the author Keith Richey points out, most marketing narratives are created in isolation back at the office. However, "...enduring narratives that are dreamed up in isolation have a hard time changing and responding to what’s happening out there amongst their audiences."

 

So true! The opportunity Richey points out is for marketers to listening and dig into real time conversations/engagement that is happening on social networks/the web and tap into the stories being told. The next step is to respond to the stories being told with ones of your own.

 

Here's what Richey misses, though: he assumes listening to stories is the same as listening to any conversation. But it is not. Story listening requires listening without an agenda (so people feel genuinely heard), and then asking reflective questions of the storyteller to understand meaning, motivation, desires, emotions, etc. Story listening on social media/the web is no different. So maximize the opportunity -- learn to deliberately story listen instead of just winging it. Watch my TEDx talk for the process: https://www.youtube.com/watch?v=ahN_FDHFWmg

 

Read all of what Richey has to say and start your story listening now, and make it a great week!

 

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

Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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Creating an Authentic Brand Story to Improve Trust

Creating an Authentic Brand Story to Improve Trust | Digital Brand Marketing | Scoop.it

What’s in a story, though? How does the story develop authenticity? More to the point, how does such a story create that trusting feeling that customers crave?


Via Karen Dietz
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Karen Dietz's curator insight, February 2, 4:32 PM

Neil Patel has written a terrific blog for kissmetrics on brand storytelling. What I particularly like about this article is how he helps companies get their heads on straight about storytelling. We all can learn from this.


First Patel goes into how stories create trust. It's a good synopsis, and we should all be familiar with this now.


Next he tackles why your brand story must be about real people. It has to have a personality. The key word here is "people", not "person". Go read his opening sentence to this section. I love it.


He goes on to talk about the need for simplicity in your brand story -- and I get it. Save longer more involved stories for other biz storytelling occasions.


Patel discusses several other key elements, and the ends the article articulating the transition between telling a story and a customer buying a product. It's very elegantly said. Most companies focus on the transaction and use storytelling to get there. Patel points out that without the story, a transaction may never happen. It's all about where companies need to place emphasis. I couldn't agree more. Read Patel's own words - they are better than mine.


There's more here and every point Patel makes is backed up with examples and links to explore. Awesome!


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

Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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Your Future Story: The Single Most Important Question To Ask Employees

Your Future Story: The Single Most Important Question To Ask Employees | Digital Brand Marketing | Scoop.it

If you’re spending a great deal of energy and hand wringing over how well your company is regarded in the marketplace, you’re not alone.  It's a well-accepted fact that as the brand affinity needle drops or stagnates, companies are forced to ride down the slippery slope of lost market share, declining profit margins and damaged stakeholder enthusiasm.


Via Karen Dietz
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Karen Dietz's curator insight, September 29, 2015 2:30 PM

Here's the direct link: https://www.linkedin.com/pulse/single-most-important-question-you-should-ask-every-jim-signorelli


Colleague and fellow curator Jim Signorelli, author of Story Branding, has written a great piece here about when an organization's story stops working and what to do about it.


He offers a question that you can ask every employee that tests how effective your 'story' is, and the consequences depending on the answer.


Depending on your results, Jim then offers the new kind of story your organization needs. Brilliant! 


Enjoy this quick piece and the question you should be asking yourself, too.


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

Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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The Latest: Storymakers -- Ways Brands are Battling Storytelling

Presented at Inbound 2015, see how marketers are engaging in storymaking - building on the stories their consumers tell. See examples from Starbucks, Visa, Coc…

Via Karen Dietz
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Karen Dietz's curator insight, September 10, 2015 7:04 PM

Oh boy -- I like part of this SlideShare, and don't like other parts of it. Basically this is about how storytelling is maturing in the branding field.


Here's what I like: brands are finally getting beyond the "telling" part of working with stories, realizing there's gold in listening to/capturing/promoting the stories customers are sharing back with you.


There's also a nice definition of Storymaking. which is facilitating and tapping into the stories people are creating and sharing with each other. I guess they are "making" stories together.


Next the author, Dan Berkowitz, shares a chart of Storytelling versus Storymaking that seems OK -- these dynamics of storytelling have long been recognized. I quibble with juxtaposing Storytelling as "Approved" to Storymaking as "Authentic", however.


He then lists the action steps to get to storymaking, which seem reasonable for branding and advertising folks to take. Ads and social media examples are included. But outside of this field, all of these steps might not apply or work.


I kind of laugh though -- because we are still dealing with polarities of decentralized, unpredictable, fan-inspired storytelling and the desire for corp. control bleeding through here. There's a big difference between being deliberate and being in control, however.


Here's what I don't like -- the title of this SlideShare. The revenge of the storymakers?? Really??!!  Or "backtracking on storytelling"? How absurd. But LOL -- it got our attention :)


Bottom line: I'm happy to see advertising and branding folks finally waking up to the power of story dynamics. Some refinements need to be made, though.


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

Rescooped by Os Ishmael from Public Relations & Social Media Insight
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Beyond Partnerships, Brands Should Build 'Ecosystems'

Beyond Partnerships, Brands Should Build 'Ecosystems' | Digital Brand Marketing | Scoop.it

Brands looking to be successful in the world of fragmented, distracted and time-crunched consumers, might not be rated just on how well they serve customers’ needs, but how well they work with others to combine forces. 

In the latest edition of its Sentinel Report, software developer and technology services company Globant suggests companies that find partners to provide a “seamless ecosystem” will be well-positioned to meet consumers’ needs in the future. 

“The main goal for brand ecosystems is to lean on the best attributes of both companies to improve the offering with the clear goal of making life easier for consumers,” Martín Migoya, Globant CEO and co-founder, tells Marketing Daily. “As a result, consumers are often more engaged with brands and share a greater stake in their success.”...


Via Jeff Domansky
Os Ishmael's insight:

An important point of view about brands and partnerships.

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Jeff Domansky's curator insight, August 10, 2015 3:48 PM

An important point of view about brands and partnerships.

Rescooped by Os Ishmael from Business in a Social Media World
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6 Clever Uses of Domain Extensions | SEJ

6 Clever Uses of Domain Extensions | SEJ | Digital Brand Marketing | Scoop.it
Domain = branding component. The right domain extension can sometimes be challenging. Here are alternative domain extensions you've probably not considered.

Via Cendrine Marrouat - cendrinemarrouat.com
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SENAME Interactive's curator insight, July 3, 2015 1:25 AM

Domain is a branding component. Yes it's really true.


malek's curator insight, July 3, 2015 7:00 PM

The domain name suffix is known as a generic top-level domain (gTLD) and it describes the type of organization. However in the last few years, the lines have blurred somewhat between these categories

Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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Storied Characters: How to Increase Your Blog Reader #s

Storied Characters: How to Increase Your Blog Reader #s | Digital Brand Marketing | Scoop.it
Get 100,000 blog readers by creating personas, optimizing your posts, and converting casual readers into dedicated blog subscribers.

Via Karen Dietz
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Karen Dietz's curator insight, May 18, 2015 1:34 PM

This hand dandy free guide from HubSpot (I have no affiliation) is all about storytelling. Their premise (and mine) is that without well developed personas, it will be hard to market effectively and get high numbers of blog readers.


Personas are simply storied characters about who uses your products/services. Do these well, and you will be light years ahead of others.


What I like here is how complete the section is on creating personas. There are clear instructions and 2 pages of questions to help you flesh out your characters.


The rest of the guide focuses on how to optimize and promote your blog post.


Crafting great personas/storied characters will definitely make a difference in your business. And I love that this guide addresses a side of business storytelling that often gets overlooked.


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

Rescooped by Os Ishmael from Ecom Revolution
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Ecommerce: 30 Must Master Tactics Infographic Explained via @Scenttrail

Ecommerce: 30 Must Master Tactics Infographic Explained via @Scenttrail | Digital Brand Marketing | Scoop.it

Ecommerce is changing fast. This Scenttrail Marketing post shares and explains 30 "must master" to win ecommerce strategies and tatics.


Via Martin (Marty) Smith
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Rescooped by Os Ishmael from Content Creation, Curation, Management
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Every Brand Is A Story but Does That Make It 'Transmedia'?

Every Brand Is A Story but Does That Make It 'Transmedia'? | Digital Brand Marketing | Scoop.it

Via The Digital Rocking Chair, massimo facchinetti
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Rescooped by Os Ishmael from Content Creation, Curation, Management
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Storytelling Wins Again: Top Business Skill of the Future

Storytelling Wins Again: Top Business Skill of the Future | Digital Brand Marketing | Scoop.it
Storytelling has been the buzzword off and on since advertising became a thing.

Via Karen Dietz, malek, massimo facchinetti
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Karen Dietz's curator insight, April 10, 2015 12:14 PM

I like how this post goes through the necessity of building storytelling skills today in order to survive and thrive in the marketplace of tomorrow.


The author, Shane Snow, links storytelling into the ability of a company to create effective content to capture customers. He talks about the huge shift in advertising and marketing that has been happening, and how storytelling is the critical factor. In fact storytelling is now a core competence that every business needs to pay attention to.


This is a quick read, with an important business slant that you are going to want to capture and use.


Story on!


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

Janet Vasil's curator insight, April 11, 2015 2:51 PM

Facts and figures are important but they'll resonate better when paired with a story. Stories make ideas stick.

Rescooped by Os Ishmael from Ecom Revolution
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Marketing Master Class: Know Thyself - YouTube

FedEx Ecommerce Summit
Will be presenting the New Ecommerce to about 100 Small to Medium Sized Businesses in Atlanta at Georgia Tech on 4.16. Here is the agenda:

* Know Thyself (video notes done).

* Ask the right ?s.
* Share Thyself.
* Ask for Help.
* Favorite Tools.

We are working on video notes for each section.
Find the Ask For Help: The New Collaborative, Curated, Community Ecommerce Haiku Deck Here: http://shar.es/1gJbLS

Find Know Thyself Marketing Master Class video notes here:
https://youtu.be/OvJ92tZ2dtA


Via Martin (Marty) Smith
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