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Emotional Connection Is the Focus Of Brands

Emotional Connection Is the Focus Of Brands | Digital Brand Marketing | Scoop.it
Successful brands don’t just set out to entertain and engage via content – they play to core emotional motivations in a disciplined way, says Philip Otley.

Via malek
Os Ishmael's insight:

Emotions can exert a more powerful behavioral effect than purely rational decision-making.

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malek's curator insight, March 23, 9:16 AM

Emotions can exert a more powerful behavioral effect than purely rational decision-making.

oconnorandkelly's curator insight, March 23, 1:55 PM

Emotions can exert a more powerful behavioral effect than purely rational decision-making.

massimo facchinetti's curator insight, March 23, 4:19 PM

Emotions can exert a more powerful behavioral effect than purely rational decision-making.

Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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Can You Instill Hope Via Stories? If Not You'll Fail Miserably As A Leader

Can You Instill Hope Via Stories? If Not You'll Fail Miserably As A Leader | Digital Brand Marketing | Scoop.it
You may think you're an effective leader, but if you're crushing hope in your organization, you'll fail.

Via Karen Dietz
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Karen Dietz's curator insight, December 2, 2014 3:57 PM

This post is all about leadership and storytelling -- specifically, the ability to be hopeful, and instill that hope in others. And how do leaders instill hope? The way it's been done for 100's of 1000's of years: through effective storytelling.


This article is an interview with Libby Gill who is on a mission to bring hope, and "hope theory" back into the workplace, and a front-and-center activity for leaders.


A business axiom these days is "hope is not a strategy". I say that holds true only when the context is about not taking action. At any other time, hope definitely IS a strategy, and one of the most important activities of a leader. Crafting stories with messages of hope is critical for success.


I like the etymology of hope that Gill provides. I'll add a bit to it. Before the 12th Century, hope meant "trust; reliance". Good words to ponder.


Gill shares a lot about hope theory, research into hope, and the dynamics of hope in the workplace. She distinguishes hope from positive thinking, and gives us tangible steps to take -- and some to avoid -- to instill this emotion in others.


It's time to get our hope mojo on. Read the article -- you'll be glad you did.


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

Cathryn Wellner's curator insight, December 3, 2014 3:03 PM

Good one, Karen Dietz, and thanks for your overview

Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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What do we share online? This is how our brains decide!

What do we share online? This is how our brains decide! | Digital Brand Marketing | Scoop.it
Studies show that four basic emotions combine to create our experiences. Here's what that means for the way content is shared online.

Via Karen Dietz
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Karen Dietz's curator insight, March 19, 2014 2:45 PM

What a terrific summary article this is about emotions in marketing. It covers not only why emotions work, the author Courtney Seiter also talks about WHICH emotions get shared and why.


Seiter covers happiness, sadness, fear, plus anger and the types of reactions each creates. I also like the charts and graphics she uses to make her points. 


And what I think is really cool is how she shares recent research from IPA dataBANK who validated -- once again -- that pure emotional content wins out over a combination of rational and emotional.


So check out the article. It is well done. If you want to gain mastery over crafting stories with specific emotional content, then this post will bring a lot of clarity to your work.


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

Bart van Maanen's curator insight, March 20, 2014 10:58 AM

Interessant artikel over waarom mensen dingen delen via internet. Zowel positieve als negatieve emoties kunnen zorgen voor het virale effect. De woede die Wilde Geert momenteel en regelmatig effectief oproept, helpt om zijn dubieuze boodschap verder te verspreiden. Daar komt waarschijnlijk ook het ontzag vandaan als mensen zeggen: "Hij durft het toch maar te zeggen'. Dat zijn mensen, Nederlanders, die hun verstand overslaan, de emotie gaat voor. MInder mensen dan maar? Dat is een heel ander pleidooi.

Ivon Prefontaine's curator insight, March 20, 2014 12:54 PM

It is an interesting article with neuroscience research involved. It is about the emotional suggestions that our brain makes leading us to share on the Internet. The challenge might be is contributions become Technique and focused on being positive in a contrived way. What does it mean in education?

Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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Going Viral--The Science of Sharing Biz Stories

Going Viral--The Science of Sharing Biz Stories | Digital Brand Marketing | Scoop.it

Jonah Berger, Wharton School professor and author of Contagious: Why Things Catch On.


Via Karen Dietz
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Mirjana Podvorac's curator insight, June 4, 2013 6:17 AM

From Harvard Business Blog.

Renee Baribeau's curator insight, June 4, 2013 1:56 PM

Going viral is an art and also a guessing game.

Jose Nevarez's comment, June 27, 2013 10:29 AM
Thanks Karen, I just purchased the book because of your insight.
Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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Putting More Emotion In Your Storytelling: New App Toneapi Helps

Putting More Emotion In Your Storytelling: New App Toneapi Helps | Digital Brand Marketing | Scoop.it
Toneapi is a Web-based app that analyzes (and potentially improves) the emotional impact of your writing.

Via Karen Dietz
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Karen Dietz's curator insight, February 8, 2:32 PM

Do your stories carry enough emotion in them? Are they connecting emotionally with your audience? A lot of people struggle with this.


I ran across this app and tried it out over the weekend, thinking this would be really cool and helpful if it works! The results? Mixed.


First, it's fun and easy to play with. Take some text and copy/paste it into their program (free 15 day trial). Then analyze it for emotional content. The app will give you an score on emotional content along with some other neat maps. Then you can optimize your content to bring up your emotional score.


So far so good. I took some of my website text and could see I needed to make some improvements. I followed their suggestions and this is when it didn't work as well as I wanted it to.


For example, the words story and storytelling kept being highlighted as red, meaning they were negatively charged. Hmmmmm. Then other suggested word substitutions just flat out didn't work, probably because the app doesn't read for context, only the emotional value of a word. For example, it rated 'presentation' as neutral. Substitute words had no connection to the word presentation. Other times it worked great, though.


Bottom line, I improved my score slightly. I'm going to continue to play with this however, and see what improvements I can make with both the app and on my own.


Have fun with this one!


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

malek's curator insight, February 9, 4:23 PM

For better emotional impact of your writing.

Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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The Power of Visual in Biz Storytelling

The Power of Visual in Biz Storytelling | Digital Brand Marketing | Scoop.it

Forget about “show, don’t tell.” These days it’s show and tell. And this holds ever more relevant when it comes to creating a compelling brand story. The power of visual is simply encoded in our genes. We process visual information incomparably faster than impressions from other senses and we retain it for much longer periods …


Via Karen Dietz
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Karen Dietz's curator insight, September 9, 2014 1:20 PM

This is a quick article with some great reminders about the power of imagery in storytelling -- and a few additional insights on how visuals can immediately connect with/activate emotions.


Of course, all effective storytelling is based on the storyteller being able to transmit/spark images in the listener's brain. Oral storytellers have been doing this successfully for 100,000+ years.


Today we also have widespread abilities to add photographs and other visual elements to our storytelling that occurs in a wide variety of media. And it is important to leverage this kind of digital work as stories show up in all kinds of different forms.


The 6.30 minute TED video shared in the post is a must watch for explaining how the brain works with visual images and creates meaning.


I really like the point made in the article about how visual also means social. In other words, bringing photos and images into your digital stories promotes sharing. 


I don't necessarily agree that visuals are required because of shortened attention spans. But I do agree that visuals can entice people into a story.


The folks from Edgar (Damjan Obal, Marusa Novak), a European branding agency, wrote this piece. They've won a number of awards in Europe, and included a couple of examples of their brand storytelling. Watch them -- they are good -- but are they really stories? Let me know what you think!


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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Biz Storytelling: What Marketers Are Missing About Making Emotional Connections

Biz Storytelling: What Marketers Are Missing About Making Emotional Connections | Digital Brand Marketing | Scoop.it
Douglas Van Praet discusses the neurological nature of empathy and how marketers often focus on competition at the expense of real connections.

Via Karen Dietz
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David Hain's curator insight, November 26, 2013 12:16 AM

Using empathy adds to your business story. 

Juliana Loh's curator insight, November 27, 2013 4:17 AM

Marketers are a strange breed... so attached to their 'numbers and analytics'. After returning from a series of marketing-focused conferences, I heard one say to the other: "they want more empathy? okay then, throw them more testimonials and let them talk about it online". *groan*  No no no...  maybe you should read this article. (Thanks Karen)

Julien Pepiot's curator insight, November 27, 2013 10:00 AM

"Provide value and not take value = a customer for life"