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Rescooped by Os Ishmael from Just Story It! Biz Storytelling
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The Power of Story Branding: Which country does the world most good?

It's an unexpected side effect of globalization: problems that once would have stayed local—say, a bank lending out too much money—now have consequences worl...

Via Karen Dietz
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Karen Dietz's curator insight, July 8, 2014 12:03 PM

Simon Anholt recently delivered this TED talk and it is a doozy on several fronts.


What caught my attention when watching this is the point Simon makes about a nation's brand story -- i.e. reputation -- and its effect on economic prosperity plus being able to make a difference in the world.


If this is true for nations, it also holds true for business. Which is one reason why companies embracing doing good in the world as a fundamental way of doing business are gaining more customers in the marketplace. This is beyond simply attaching your company to a social cause.


This is a terrific talk and you will be surprised at which countries do the most good in the world. Simon indicates that these countries consciously create their story. People are attracted to that story, which they in turn tell. At least that seems to be part of the dynamic Simon talks about.


Maybe I'm reading too much into this -- or maybe not. In the end, if you wanted your country to be in the top 10, what parts of your country's story needs to change? What kind of story do you want to be a part of?


If this was a business list, what would need to happen to have your company be in the top 10? What kind of story (stories) would it need to be embodying and sharing?


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 Just Story It! Biz Storytelling
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A New Core Story: IKEA Thinks This Biz Mega-Trend Will Define The Next 30 Yrs

A New Core Story: IKEA Thinks This Biz Mega-Trend Will Define The Next 30 Yrs | Digital Brand Marketing | Scoop.it
“Sustainability will be a decisive factor in terms of which businesses will be here in 20 or 30 years time. It is the future of business,” explained Steve Howard, Chief Sustainability Officer of IKEA Group. In a recent in-depth interview, we dug into the company’s worldwide efforts over the past [...]

Via Karen Dietz
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Karen Dietz's curator insight, February 8, 2014 1:31 PM

How is business storytelling changing? Perhaps in the set of core stories every business needs to share about itself and its impact on the world.


IKEA has identified -- and so have other companies -- sustainability as a story that is core to how it serves its customers, the world, and its bottom line.


This is not a new story, but it is surely growing in significance. Corporate Social Responsibility (CSR) has been around along time, usually in the form of a non-profit foundation the business operates. 


But today social responsibility -- in particular sustainability -- is moving into being a core business function embedded in all aspects of the company. At least that's how IKEA and a few others are treating it.


Doing so is not easy though. For the sustainability story to be real, authentic, trustworthy, and believable, it can't be just a marketing story that's told. The story (or set of stories) has to be lived and embodied by the organization. Check out the HBR article that talks about the perils of telling a sustainability story that doesn't work.


So how can you get on board with an authentic and believable sustainability story? What do you need to do to get there and keep up with the changing game of business? What's your own sustainability story that you can tell? Both articles have insights here for you.


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