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Executive leadership
Great leaders are always learning ~ sometimes from unexpected sources
Curated by Janice Tomich
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Rescooped by Janice Tomich from Just Story It! Biz Storytelling
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Reinventing the Chief Marketer: Storytelling & the New World Order

Reinventing the Chief Marketer: Storytelling & the New World Order | Executive leadership | Scoop.it
Why marketing and sustainability must be under one leader.

Via Karen Dietz
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Karen Dietz's curator insight, July 22, 2014 5:32 PM

This article is the perfect companion to the other article I curated today on Patagonia.


Here Keith Weed, Chief Marketing Officer at Unilever, gives us insights into how to balance the tensions between marketing, communication, and sustainability.


You see, Weed is responsible for all 3 functions at Unilever. What??!! Now how does that work? When I first read that, I thought, "Oh jeez, communication and sustainability is now just another bunch of hype from marketing. Yuck!"


Not so, grasshopper. As I read the post I understood how fundamentally different Weed's approach is -- where he manages the tension between all 3 without sacrificing any one. And this re-thinking/re-fashioning of marketing is where the future of business is.


And storytelling is at the core, even though it is not the focus of the article. But we know it's importance when Weed says, "Well, the real tension you have in companies is when marketing is in one silo, identifying what consumers need and driving demand, while sustainability is in another trying to reduce environmental impact, while Corporate Social Responsibility is in another working on the company’s social contribution while communications is telling its own, possibly different, story. In a connected world, this kind of internal disconnection is a hindrance not a help." So true! Yes, these are all different stories being told that in  most organizations are never reconciled. And it sure does negatively impact the bottom line.


Read more about how Weed has managed this reconciliation and is moving Unilever into a solid future. No matter what size your business is, there are lessons here for everyone.


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


 

Rescooped by Janice Tomich from Just Story It! Biz Storytelling
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How Honda's Agency Taps Authentic Stories for Social | ClickZ

How Honda's Agency Taps Authentic Stories for Social | ClickZ | Executive leadership | Scoop.it

RPA's new VP and director of creative social media, J Barbush, seeks passionate everyday brand fans and stories.

 

Hey -- here's a company doing brand storytelling the right way! What a great article -- complete with examples and a video. The company? Honda!

 

What are they doing right?

Listening first Finding authentic customer stories that have a connection to Honda Connecting with those customers and making them feel comfortable in sharing their story Sharing those customer stories but NOT as a campaign Recognizing that brand storytelling is iterative and evolves over time

 

The way they are doing these steps creates engagement. And I loved the story and the video.

 

Read the article for all the details about how effective brand storytelling is happening. Now here's the good part -- you can do this too!

 

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


Via Karen Dietz
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Rescooped by Janice Tomich from Just Story It! Biz Storytelling
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Concise Storytelling for Leaders Video

Concise Storytelling for Leaders Video | Executive leadership | Scoop.it
JD Schramm, Stanford GSB lecturer in organizational behavior and director of the Mastery in Communication Initiative, presents this workshop specifically des...

Via Karen Dietz
Janice Tomich's insight:

Thanks for this great find Karen Dietz! 

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Karen Dietz's comment, March 2, 2013 3:44 PM
I agree Annette! It would be a wonderful and enriching experience.
Flutura Decision Sciences & Analytics's comment, March 9, 2013 7:53 AM
Thanks Karen ... this was a brilliant share ... changed my perspective dramatically ...Keep them coming
Karen Dietz's comment, March 10, 2013 2:20 PM
Thank you Derick! So glad you found it helpful and I will keep 'em coming :))
Rescooped by Janice Tomich from Just Story It! Biz Storytelling
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Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes

Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes | Executive leadership | Scoop.it
Winning entrepreneurs bond emotionally with employees, investors and customers--and dramatically increase their chances for funding and for long term success--when they hone their ability to tell meaningful stories about their businesses.

 

Here is an article discussing 2 examples of effective business storytelling for marketing/branding/identity purposes that really work. One is a small business (Baby Steals) and the other one is a large enterpriese (IKEA). You will notice the difference in their stories as the size of the business kicks in.

 

Pay close attention to what the founder of Baby Steals did/does -- because implicit in the example shared are story listening skills and how the stories she was hearing from customers/prospects also shaped the success of her company.

 

And then there are 10 tips for bringing storytelling into your business marketing/branding efforts. All are solid. A word of advice here -- working on several of these 10 tips takes time. The ideas you come up with during your first pass you will want to test with friends, colleagues, customers, and prospects. This is an iterative process where your focus and messaging gets sharper, clearer, and more powerful over time. So give yourself the opportunity to play. This goes no matter what size of business you have -- micro to large enteprise.

 

We are heading into the 4th quarter of the year -- what a great time to hone in on your business storytelling, laying a stronger foundation for your company in 2013.

 

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


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Ken Morrison's comment, September 5, 2012 8:49 PM
Thank you for the recent rescoops! Hope you are having a nice weei.
Ken
Carole Pyke - The Personal Brand Storyteller's curator insight, April 15, 2013 4:53 PM

just testing