Just Story It Biz...
Follow
Find tag "advertising"
141.5K views | +8 today

Just Story It Newsletter

Sign up for my rather infrequent newsletter
Just Story It Biz Storytelling
Growing executive's impact, influence and income through the power of business storytelling                  www.juststoryit.com  619-235-0052
Curated by Karen Dietz
Your new post is loading...
Scooped by Karen Dietz
Scoop.it!

Your Best Strategic Biz Tool: The Irresistible Power of Storytelling

Your Best Strategic Biz Tool: The Irresistible Power of Storytelling | Just Story It Biz Storytelling | Scoop.it
It might seem old-fashioned. But that's what makes it so effective.
Karen Dietz's insight:

What a terrific HBR article about the power of storytelling for business. And it contains solid advice for how to make stories work for you as a strategic tool.


What caught my eye was the premise that researcher Keith Quesenberry was able to predict the most popular Superbowl ad based on who used a simple story structure. It did not matter what the content of the ad was -- what mattered is if it had a complete story structure.


In other words, if the ad told a story, it was the most popular among viewers.


There are other insights to gain from reading this article. Enjoy reading this piece!


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

more...
malek's curator insight, March 11, 12:44 PM

One of the best modern commercials. Is the advertising industry at a crosspoint: seeking emotional resonance Or make you giggle ?

Doc Watson's curator insight, March 12, 10:41 AM

The gifted storyteller impacts his audience at an emotional level and in a way "features and benefits" presentations can't.... 

Scooped by Karen Dietz
Scoop.it!

Are These 4 Companies Creating Great Stories Or Just Entertaining Advertisements?

Are These 4 Companies Creating Great Stories Or Just Entertaining Advertisements? | Just Story It Biz Storytelling | Scoop.it
Video History is repeating itself. Last week, branded content took huge steps to demonstrate that brands will own the future of web media and entertainment consumption.  Coca-Cola, Google, Prada, and Volvo released extremely compelling...
Karen Dietz's insight:

Well -- for some it's about both!


I saw the new Google ad yesterday and immediately wanted to share it with you as a fabulous story that will promote business growth.


I'm glad I waited a day because here's this article that includes the Google ad plus a story from Prada and a link to the new Coca Cola polar bear story. All are good, but the Google ad is the best I think because it actually shows how someone's life can transform by using the product. The Volvo ad is not really a story but a cool stunt nonetheless.


Stories as ads is the new normal. And it is much more fun.


Not every business can create Hollywood films. But we sure can keep telling our authentic business stories as a pathway to success. What's your take-away from this article?


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

more...
Jose Nevarez's comment, November 22, 2013 10:02 AM
I agree with you Karen, the Google Story is very emotional and the product/service is blended in a natural way, not forced.
Jose Nevarez's comment, November 22, 2013 10:02 AM
Thanks for sharing.
Karen Dietz's comment, November 22, 2013 11:55 AM
Yes, I liked the Google story the best. And it is easy for other companies to see how they might do something similar for their products/services. Glad you like the article Jose.
Rescooped by Karen Dietz from Intelligent Communications
Scoop.it!

7 Basic Types of Biz Stories: Which Ones Are You Telling?

7 Basic Types of Biz Stories: Which Ones Are You Telling? | Just Story It Biz Storytelling | Scoop.it
You think you're being all clever and original with your brand storytelling. In fact, you're not.

Via Neil Gains, Insight Narrator
Karen Dietz's insight:

Do you business stories fall into any of these story types? These are ads for companies so you may have stories that don't match the list here. And that is OK!! But maybe you do. It could be fun to see :)


Many thanks to Caroline Florence and her curation Insight Storytelling http://www.scoop.it/t/insight-storytelling for finding and sharing this!


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

more...
Carol Sanford's curator insight, November 8, 2013 6:22 PM

This reminds me a lot of The Hero's Journey where you can find yourself in different places at different times. And very useful for imaging.

Scooped by Karen Dietz
Scoop.it!

Choosing One Action to Help Companies Lift Storytelling--What Would It Be?

Choosing One Action to Help Companies Lift Storytelling--What Would It Be? | Just Story It Biz Storytelling | Scoop.it
The Art Of Storytelling In Business Communications And Public Relations
Karen Dietz's insight:

This is a quick post with great insights from PR expert Lou Hoffman. I really like what he says about 'focusing less on the key message of your stories.'


Since colleague Lori Silverman and I just finished writing an entire book on business storytelling (Business Storytelling for Dummies) where we repeatedly said, "Find your key message!", I have to laugh.


You see, Hoffman is right. And so are we. For marketing and advertising departments, focusing on a single key message for all stories does lead to suffocation, as Hoffman points out. Focusing on a theme -- or two -- that you can create multiple stories around works better.


But for leaders and managers, finding the key message for each of their stories is critical -- and often challenging for people to do. It is one of the main skills we help leaders build in our biz storytelling work.


In the end, it all boils down to the specific application you are using stories in. Each application -- internally and externally -- for business stories has its own unique processes and methods. No one size will fit all.


That means Hoffman's advice and ours co-exist side-by-side -- both are relevant and accurate.


When applying storytelling to marketing and advertising, I hope you get some good insights here!


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Ads Worth Spreading: See The 10 Most World-Changing Ads, According To TED

Ads Worth Spreading: See The 10 Most World-Changing Ads, According To TED | Just Story It Biz Storytelling | Scoop.it
Communicating on behalf of a brand can be tricky business. A decent idea once passed through the brand’s filter and massaged and molded to hit key messaging targets can come out the other side a shell of its possible self.
Karen Dietz's insight:

Here is a way to start your weekend -- watching fabulous and inspiring ads that have had a positive impact on the world.


And there are some business lessons here to boot.


Ads you say? My business doesn't do ads! Well, there is still lots to learn here. Like writing down what made each ad effective and then thinking about how you bring that element into your business storytelling.


So go have fun exploring what works in these ads here and working with the ideas you get!


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

more...
Ignacio Conejo Moreno's comment, March 2, 2013 5:16 AM
Thank you, Karen, are amazing!
Denyse Drummond-Dunn's curator insight, March 2, 2013 10:15 AM

Must have been a difficult choice TED.

Karen Dietz's comment, March 2, 2013 3:43 PM
I bet it was Denyse!
Scooped by Karen Dietz
Scoop.it!

Why most marketing content rarely connects with an audience -- there's no story!

Why most marketing content rarely connects with an audience -- there's no story! | Just Story It Biz Storytelling | Scoop.it

"Aren't marketing platforms today oversold in what they can do on the business side of things? Are organizations even aware that their message has lost all connection with their audience? Hey, some even seem to excel at finding ways to render their content marketing completely pointless!"


Here's an article by my colleague Raf Stevens who really drives the point home about how most advertising is anything but a story -- yet stories are what customers want. I love the research he shares and charts included. They really help make his point.


Scroll down below the fold when you click through so you can skip the promo for an upcoming workshop. Look for the 'Look Who's Talking" photo.


And I also like the tips and examples Raf gives us for how to actually get our heads away from traditional advertising and into the narrative space.


And then I reflected on another article I just discarded that mentioned Burberry's The Art of the Trench storytelling project: http://artofthetrench.com/  I checked it out and hah! It's anything but storytelling. Just a collection of photographs from customers wearing trenchcoats set to some music: 


But then I realized that if businesses can't figure out how to craft and share meaningful stories (and don't even know/care what a story really is), then customers might not know what to share either! Which means businesses need to get really smart about how to evoke stories -- because people will tell you lots of stories (yes, stories -- not opinions. thoughts, or observations) when you know how to properly evoke them.


OK, I went off on a tangent there because Raf barely mentions evoking stories. For help with story evokingsearch this article collection under 'storycapture'.


To get back to Raf and his article -- go read it. It has lots of great info and is a good kick-in-the-pants reminder to build narrative into all of your marketing work.


Link to original article: http://us5.campaign-archive1.com/?u=630ffc3b05a1a80b71c170805&id=5705e9c6f3&e=79985a9819 


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Nike Story -- Everyday Champion Advertisements

Nike Story -- Everyday Champion Advertisements | Just Story It Biz Storytelling | Scoop.it

Everyday Champion Advertisements - Nike has launched its newest commercial in time for the 2012 London Olympics entitled ‘Find Your Greatness.’

The idea behind the video is truly inspiring, as it brings to light the fact that greatness can be found in anyone and in any place.


Here's what I love about this latest ad from Nike -- it's subtlety! Earlier in the week I curated an article about marketing and subtlety and storytelling across channels.


Nike is a master of marketing subtlety. While this one example is only about one channel, its marketing and sales messages are still subtle.


Enjoy the ad!


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Friday Fun! 30 Insanely Creative Billboard Advertisements

Friday Fun! 30 Insanely Creative Billboard Advertisements | Just Story It Biz Storytelling | Scoop.it
As our attention spans are getting shorter and shorter & as more and more of us are head down checking our smartphones and status updates, it's getting harder for advertisers to get their products & services noticed.


What a hoot some of these billboards are! I thought they were very clever and many brought a smile to my face.


It's Friday -- get your imagination tickled -- and enjoy viewing these photos.


Link to original article:

http://sobadsogood.com/2012/06/29/30-insanely-creative-billboard-advertisements/ 


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

more...
oliviersc's comment, July 29, 2012 11:08 AM
In Bloguer ou ne pas bloguer later this 07.29
Scooped by Karen Dietz
Scoop.it!

Empowerment Marketing [Storytelling]: Advertising To Humans As More Than Just Selfish Machines

Empowerment Marketing [Storytelling]: Advertising To Humans As More Than Just Selfish Machines | Just Story It Biz Storytelling | Scoop.it
Editor’s NoteThis is the first of three excerpts that we’re running from Winning the Story Wars: Why Those Who Tell--and Live--the Best Stories Will Rule the Future by Jonah Sachs, the cofounder of Free Range Studios (the creative studio behind The...


Well, I am totally not crazy about this whole business of the 'Story Wars' and continue to find this framing about war and battles very limiting. And what I find amusing about the author's premise here is that for all of us to be successful in business, we need to move away from appealing to people's baser natures (like war?) and focus on empowering stories and advertising. Yet when you are in a battle, there are only winners and losers -- and extreme debilitating costs.  So while the metaphor totally does not work here, the ideas presented do.


I hardly find war empowering. Nevertheless, this article makes some great points. Take some time here -- between the text and the videos and additional links, there is lots to explore.


As a Folklorist, interestingly enough I am not wild about his Vimeo on "Winning the Story Wars - The Myth Gap". I hardly find that advertisers have been the mythologists of our age. I think people from the advertising world may think so however! So take that whole notion with a grain of salt please.


What's the bottom line here? Appeal to hope, courage, empowerment, community, and anything that enlivens us, expands our experiences, and calls us to something greater.


Surely we can all do this in our business storytelling!


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Why Storytelling Is The Ultimate Weapon

Why Storytelling Is The Ultimate Weapon | Just Story It Biz Storytelling | Scoop.it
In business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival.


HOLD ON! I'm amending my review!! I just read my colleague Shawn Callahan's review of this article and I COMPLETELY MISSED a critical issue: the author Gottshall is focused on tales -- not personal experience stories. Ooops! Big mistake. To view Shawn's fabulous critique, here's the link: http://www.anecdote.com.au/archives/2012/05/jonathan_gottsc.html 


Then go read my other colleague's comments, here on Facebook. Sean Buvala makes excellent points! https://www.facebook.com/dietz.karen/posts/302818036462378 



Here's my original review -- I must have been asleep at the wheel: :)

I usually don't curate articles whose main message is that business storytelling is important because it's old news.


But I really like this article because the author, Johnathan Gottshall, wonders if storytelling is just another biz fad, or if it is a key insight into communications strategy.


How he answers his own question is great! Plus he gives us more good information on the why's and wherefore's of stories being so powerful as a business strategy.


So go grab those insights so you can incorporate them into your work. And enjoy this well-written piece. 


more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Four Examples of Successful Long-Form Branded Content (Stories)

Four Examples of Successful Long-Form Branded Content (Stories) | Just Story It Biz Storytelling | Scoop.it
In a world where audiences consuming media have a fleeting attention span, one would think that long-form branded content wouldn't stand a chance. Wrong.


LOL -- in the nano-second world of today's advertising, this article talks about long-form branded content that is 2-5 minutes long. Too funny!


But the video examples shared are great stories and one is a complete sports back-story that lasts 28 minutes.


And I love the main point of the post:  that when you give a compelling story for someone to view, listen to, or read you can capture and keep their attention.


Of course, that means you need excellent storytelling skills that lead to excellent stories. 


I bet these videos give you great ideas about the biz stories you can tell, and how to craft + share them. Enjoy watching them!

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

How to Create Great Advertising with Storytelling | Smart Marketing Strategy

How to Create Great Advertising with Storytelling | Smart Marketing Strategy | Just Story It Biz Storytelling | Scoop.it
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 :)

more...
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 :)
Scooped by Karen Dietz
Scoop.it!

If you’re in the business of storytelling, you need to adapt to a storytelling way of business

For over one hundred years now, agencies have been organized to create, produce and place either individual messages or groups of messages categorized together as “campaigns.”


Campaigns are going the way of the dinosaurs, it seems.


I'm fascinated by how PR and ad agencies are shifting and changing in response to storytelling as a pull dynamic (we pull you into our business with stories) in the business landscape as opposed to the traditional push dynamic (we push our message out to you).


I like this article because it reminds us that storytelling is an iterative process, not a linear one. And that storytelling is about an ongoing conversations instead of a broadcast.


There are 3 questions at the end to help readers assess where they are with their brand story. This is a good quick read, and a reminder about how our thinking needs to change as we get our heads wrapped around effective business storytelling.

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Storytelling Matters: Awesome Storied Ads to Make You Cry

Storytelling Matters: Awesome Storied Ads to Make You Cry | Just Story It Biz Storytelling | Scoop.it
Karen Dietz's insight:

Here are 5 ads that tell wonderful stories. All are guaranteed to touch your heart-strings. At least they did mine! These ads will warm your heart and are a perfect lead-in to our Thanksgiving holiday here in the US.


The first ad is particularly interesting because it tells a story without words. Your imagination kicks into high gear as you fill in the blanks and make the story your own. Very ingenious and powerful.


The second ad is another terrific story from Google. They really are knocking it out of the park lately with their storytelling.


A chewing gum company tells a delightful story in the third ad -- which just goes to show that even a company as mundane as gum can tell amazing stories. You can too.


Skype provides the fourth ad. It almost borders on a narration of events, but the conversations between the two girls who are featured rescue this ad from becoming boring. Then there is the 'until something happened' cliff hanger statement and end to the story that pushes the story into memorability. Yeah!


The fifth ad truly made me cry. It's an amazing story from TrueMove H. company. It's got English subtitles but you hardly need them. The story tells itself and demonstrates that language and culture are not barriers to good storytelling.


What's truly great is that the stories eclipse the 'ad' for the company. Meaning the company is well in the background. This is good. It leaves us with positive feelings about the company, and curiosity to learn more about them. I'm hooked. Are you?


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

more...
Peter (PJ) Fulcher-Meredith's curator insight, November 27, 2013 7:06 PM

If you ever doubted the power of storytelling I challenge you to watch thesde TVCs without being moved. Simple yet profound. A lesson for all of us in how to make genuine human connections. Okay, so they are tv commercials - it doesn't matter.  There are terrible TV commercials but what these stories do in just 1-3 minutes is sheer brilliant storytelling.  Well done to all involved.

Omar Kattan - New Age AdMan's curator insight, November 28, 2013 4:33 AM

Brilliant examples for emotional storytelling in advertising.

AlysseH's curator insight, November 30, 2013 10:18 AM

Emotion is the key to connection

Scooped by Karen Dietz
Scoop.it!

3 Fab Examples of Companies Using Storytelling w/ $$ Results

3 Fab Examples of Companies Using Storytelling w/ $$ Results | Just Story It Biz Storytelling | Scoop.it
Three companies demonstrate how they use storytelling to get their message across.
Karen Dietz's insight:

Hey folks -- here are 3 companies who've used storytelling in different ways to grow their businesses. Yeah! These are the kinds of stories we always want to hear.


What I love about the first example is how the stories shared helped clarify/strengthen the internal culture of the business and the success that brought.


The second example uses a creative method to share the company's story. Actually, it's their supplier's stories which is even better! And wholesale customer's loyalty soared.


The third example shows the power of capturing and sharing customer stories. Customer engagement and business grew.


All of these can happen on a shoe-string budget. And some did! I hope this article gives you some ideas for what you can do too.


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

The Science Behind Why Great Stories Spread

The Science Behind Why Great Stories Spread | Just Story It Biz Storytelling | Scoop.it
In the second of a two-part series Jonathan Gottschall discusses the unique power stories have to change minds and the key to their effectiveness.
Karen Dietz's insight:

And so the discussion continues. Jonathan Gottschall writes his second blog post in his series about why/how storytelling works so well for businesses (and in general).


He does a good job in laying that foundation.


I have two thoughts for readers as they check out this post:


1. Gottschalk talks about story structure. Of course you have to know story structures to craft a good story. But structure alone won't make you successful IMHO. There's a whole lot more going on in telling a compelling story and structure is only one piece. Ask any creative writer! There are many different formulas. Most biz folks in the US are completely unaware that different groups/cultures have different story structures than what we see broadcasted on the Internet. Which in a global marketplace has huge significance! I'm not anti-story structure -- I just want us to understand its role better.


2. Stories and manipulation. Yes we are being influenced by stories -- and have always been. Yes we are being manipulated all the time. Yes, at some level we know this. No, access to information via the Internet and social media does not innoculate against this. Which is one reason why consumers are getting much more savvy about purchasing from companies who are socially and environmentally conscious.


Gottschalk focuses mostly on ads in this post. Ads are only one type of business storytelling however. He asks questions at the end, "Is storytelling really locked into a master formula?" No. 


Another question he asks is, "Hasn't the digital revolution paved the way for a new kind of storytelling?" and "Is it time for story 2.0?" LOL -- both remain to be seen and I look forward to the next post!


This review was written by Karen Dietz for the Just Story It curation on business storytelling at www.scoop.it/t/just-story-it 

more...
Linda Alexander's curator insight, October 21, 2013 8:13 PM

This is important data for teachers to understand in terms of embedded learning and understanding.  

John Michel's curator insight, October 22, 2013 5:36 AM

 When we enter into a story, we enter into an altered mental state--a state of high suggestibility.

Charlie Dare's curator insight, October 22, 2013 7:55 PM

Many songs in particular Country or blues ballards tell a story often of love lost like "Me and Bobby Magee "..."

And so the discussion continues. Jonathan Gottschall writes his second blog post in his series about why/how storytelling works so well for businesses (and in general).

 

He does a good job in laying that foundation.

 

I have two thoughts for readers as they check out this post:

 

1. Gottschalk talks about story structure. Of course you have to know story structures to craft a good story. But structure alone won't make you successful IMHO. There's a whole lot more going on in telling a compelling story and structure is only one piece. Ask any creative writer! There are many different formulas. Most biz folks in the US are completely unaware that different groups/cultures have different story structures than what we see broadcasted on the Internet. Which in a global marketplace has huge significance! I'm not anti-story structure -- I just want us to understand its role better.

 

2. Stories and manipulation. Yes we are being influenced by stories -- and have always been. Yes we are being manipulated all the time. Yes, at some level we know this. No, access to information via the Internet and social media does not innoculate against this. Which is one reason why consumers are getting much more savvy about purchasing from companies who are socially and environmentally conscious.

 

Gottschalk focuses mostly on ads in this post. Ads are only one type of business storytelling however. He asks questions at the end, "Is storytelling really locked into a master formula?" No. 

 

Another question he asks is, "Hasn't the digital revolution paved the way for a new kind of storytelling?" and "Is it time for story 2.0?" LOL -- both remain to be seen and I look forward to the next post!

 

This review was written by Karen Dietz for the Just Story It curation on business storytelling"

Scooped by Karen Dietz
Scoop.it!

Storytelling vs Storydoing - the stupidest hype ever.

Storytelling vs Storydoing - the stupidest hype ever. | Just Story It Biz Storytelling | Scoop.it
Rage, Rant & Rave. I am pissed off and I've had enough. Here is why. There is this big hoopla now around storytelling versus storydoing. Oh my God. As if Aristotle in 500 BC - yes 2600 years ag...
Karen Dietz's insight:

A few articles ago I curated the piece on the research between storytelling and storydoing companies. http://www.scoop.it/t/just-story-it?q=storydoers 

As I said in my review, I applaud the endeavor to quantify storytelling, and the results shown are promising. But some of the assumptions are troubling and I end up having more questions than applause. Some of the comments in the discussion thread in the online article by Ty Montague are interesting too. Some make valid points. Some raise my eyebrows.


In any event, my friend and business story colleague Ashraf Ramzey in the Netherlands chimes in with his opinion in his recent blog post. He is hot under the collar like I get sometimes :) Ashraf is brilliant, knows his stuff, is well trained in storytelling, and he isn't just blowing smoke.


For Ashraf, the research is just another expression of the hype around storytelling these days. And he puts in a better context some of the thinking these days about business storytelling and marketing/branding. 


Many thanks Ashraf for weighing in. And I hope my readers are getting the sense that there are many sides to business storytelling. The clearer we are about the approaches, methodologies, terms, etc. that we are using, the better of we will be.


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

more...
Hans Heesterbeek's curator insight, July 29, 2013 3:23 AM

I love this blog. I would call it authenticity. I agree most stories are made up, make believe and even worse the companies believe these stories themselves. I agree fully that's not story telling that is Adevertising. 

Karen Dietz's comment, July 30, 2013 10:10 PM
Glad it struck a chord Hans! Yes, it's not storytelling but advertising.
Scooped by Karen Dietz
Scoop.it!

Is corporate America hijacking real storytelling?

Is corporate America hijacking real storytelling? | Just Story It Biz Storytelling | Scoop.it
Karen Dietz's insight:

Now here's an interesting article -- and a perspective I rarely see.


Basically, the author is asking if businesses are overdoing storytelling. Not in terms of quantity, but in terms of quality and messaging.


As the author, Ed Heil, says at one point about McDonalds and Coca-Cola: "I commend both companies for stepping out and trying something different, but what would be really different if someone had the guts to stop and say, “because we produced this, it’s a reflection of what we believe and who we are,” and leave it at that. If you like that and identify with the message and cause, so be it."


This article is not very long, but it does raise some interesting questions.


Bottom line: mixing ads and storytelling might not be the best way to go.


You be the judge. It is interesting to consider, though.


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

more...
Christine Cavanaugh-Simmons's curator insight, February 25, 2013 1:33 PM

I would agree with the article - storytelling without true narrative intelligence can be shallow and backfire.  

Scooped by Karen Dietz
Scoop.it!

To Successfully Launch A Product, You Have To Tell A Compelling Story

To Successfully Launch A Product, You Have To Tell A Compelling Story | Just Story It Biz Storytelling | Scoop.it
I'm still waiting for the company who will crack the code of storytelling — just like Vladimir Propp did for fairy tales — and get it right every time, with every product launch. (Image credits: Mario Lapid, Wikimedia Commons) ...


LOL -- this article heated up the Twittersphere last night, and with good cause. It's message is simple and clear: if you want lots of sales when you introduce a new product or service, you must tell a story!


For most of us, we've already figured that out. What I like about this article is that the author, Romain Dillet shares his experiences of new technology product launches from Apple, Samsung & Microsoft at recent conferences.


His conclusion? Apple definitely fell of the wagon and did not proivde a story. Microsoft definitely did not tell a story -- both of these companies defaulted to promoting product features. Boring -- as the author says!! He points out that being able to hold the new iPad in one hand is a 'use case' (how someone would use the product) and not a story. 


Samsung got closer. The author included a link to a Samsung commercial that was a story -- about the phones features, LOL -- I watched it and it sounds like an interesting 'use case' to me! The Samsung commercial is a fun poke at Apple, but the story line is all about the bigger screen and weight. That .is OK but it doesn't get the story job done.


OK -- so where does that leave us? 


To avoid defaulting to product features or use cases, for starters make sure your story has a problem and resolution. A challenge to overcome. Something meaningful to happen. 


Check out another article I curated with a great example so you can see exactly what I meanhttp://www.scoop.it/t/just-story-it?q=how+to+weave+a+story 


So who does tell great product stories? Nike and Lego come to mind. If I had more coffee this morning I'm sure I'd think of others.


In addition, the author cites someone near and dear to my heart -- Vladimir Propp from the Russian School of Folklore who published The Morphology of the Folktale in the 1920s. Propp was the first to diagram the common structure of fairy tales which Joseph Campbell, Chris Vogler and others have used ever since. Anyone who cites Propp in an article gets a gold star from me!


Overall, even though the examples Dillet gives don't quite hold up 100%, there are still lots of good insights here that make this worth reading.


And yes, every successful product lauch does need a good story!


Do you have a good example to product launch + story to share?


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Ericsson - Cool Digital Storytelling

The brief: show how a ‘multi-purpose, multi-technology network node enables operators to meet their three priorities in relation to data traffic explosion: differentiation,…...


LOL -- the text above makes this Ericsson digital story sound so boring! But the video is great.


Here Ericsson takes a thorny problem (overloaded data networks) and turns it into an engaging story. There's a problem, challenges to overcome, and a resolution.


And the design of the entire digital story is quite unique.


Is it a story? Is it an ad? Is it a promo piece? Yes to all, and is a great example of all 3 intersecting.


Enjoy this short video and get inspired!


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


more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Marketing Needs a New Metaphor -- Telling Better Stories

Marketing Needs a New Metaphor -- Telling Better Stories | Just Story It Biz Storytelling | Scoop.it
Last month, I learned what Dian Fossey must have felt like in Gorillas in the Mist, surrounded by mysterious creatures and unknown dangers, and yet compelled to edge ever closer.


This article proves my point EXACTLY about my criticisms of framing storytelling as a war (see the article and my review on "Empowerment Marketing") -- or any marketing as a war or battle.


I just posted a review of another article on the 'Story Wars' material that has just hit the scene ("Empowerment Marketing"). The author makes great points, but the framing of war totally undermines his basic premis.


Here's the article that explains why -- and offers a different metaphor to use to shape our marketing.


How we think about our marketing and our business storytelling shapes our actions and the types of stories we tell. So read this article's points about a better alternative metaphor to war. Everyone will benefit!


PS -- an don't forget to read the many comments posted at the end of this article. Very illuminating!


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

more...
No comment yet.
Rescooped by Karen Dietz from Story and Narrative
Scoop.it!

Apple, Victoria's Secret And IKEA All Fall Into The Same Brand Archetype

Apple, Victoria's Secret And IKEA All Fall Into The Same Brand Archetype | Just Story It Biz Storytelling | Scoop.it
What do the Apple, Victoria's Secret and IKEA brands have in common? They're all from the same archetype.

 

The brand are "Creators," according to a case study from marketing firm Added Value.

 

It's all about how consumers are able to use the brands to create their own identities. Creator brands allow people to "tap into their potential and re-invent themselves — their minds, personalities, environments, bodies, ambitions, and dreams," according to the report.


OK -- I curated this piece because it show how specific archetypes are reflected in organizations. It is a very brief article and starts to get us thinking about how this information can be used in marketing, branding, and advertising. But make sure to click through to Added Value http://www.added-value.com/culturaltraction/index.html and poke around their site for more info, case studies, and their tool.


But here is what I find disturbing about this short post and the Added Value website -- nowhere does anyone mention that these archetypes originally came from Carol Pearson's and Margaret Mark's book The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001) http://www.amazon.com/The-Hero-Outlaw-Extraordinary-Archetypes/dp/0071364153/ref=sr_1_1?s=books&ie=UTF8&qid=1337476690&sr=1-1 


Enjoy poking around the websites, but go read the book!! It contains a wealth of fabulous information and how-to tips you can use immediately for articulating your brand and targeting your communications (I'm not affiliated in any way with the authors).


Via Gregg Morris
more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Marketing Messages That Tap Into Classic Sins and Virtues | Guest Columnists - Advertising Age

Marketing Messages That Tap Into Classic Sins and Virtues | Guest Columnists - Advertising Age | Just Story It Biz Storytelling | Scoop.it
Marketers should make use of the Seven Deadly Sins and Seven Heavenly Virtues.


Hey -- not all marketing messages need to appeal to our higher virtues! So here's an article about crafting content and marketing messages that appeal to our vices.


This might not be your approach, or this approach might not work all the time. Or you might want to slip a few messages in that appeal to our vices while still focusing on our virtues. Or it might work best for you to be all about vices and forget those pesky virtues!


In any case, enjoy reading this article and then figure out what mix of virtues and vices will work best for your content and marketing.


Thank you Grace Decker @TheBoardroom for sending me this article!


Now I'm stopping work to sin with a glass of wine :)

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Why Collaborative Storytelling Is The Future Of Marketing | Fast Company

Why Collaborative Storytelling Is The Future Of Marketing | Fast Company | Just Story It Biz Storytelling | Scoop.it

Any marketer worth her salt has always understood the power of storytelling. Stories are the blood that pumps through any vital community. They document our histories, they educate us, they entertain us, and at their best they inspire us into action. We’re evolving from storytelling to story sharing, and we're on our way to story making.


Love these concepts! This is a quick piece that will get you oriented away from storytelling as a 'push' medium and into thinking about storytelling as a 'pull' medium.


If properly understood, the dynamics of storytelling focus on story sharing.  That requires listening, and creating sustainable storytelling within your organization.  


Sustainable storytelling (I keep talking about this recently so my apologies for repeating myself) if you haven't read some of my recent article reviews, are the structures and processes a business puts in place to regularly find, collect, and share stories in ongoing ways. The focus is on building storytelling into the organization as a core competence.


This article helps point the way to how storytelling is evolving in the business world -- for the better I must say!

more...
Karen Dietz's comment, April 4, 2012 11:15 AM
Thanks Silvia! Have a wonderful day :)
Scooped by Karen Dietz
Scoop.it!

Storytelling -- the $245 Million New Ad Game

Storytelling -- the $245 Million New Ad Game | Just Story It Biz Storytelling | Scoop.it

In just one day top companies will pay $3.5 million for each 30 second spot to air their Super Bowl ads. At a bare minimum, a whopping $245 million is being spent this year by companies to pitch their products. Wow! The difference this year? The ads are stories!


THE ORIGINAL LINK IS BROKEN. HERE'S THE NEW LINK: http://kmacgroup.ca/super-bowl-ad-trending12-ads-that-changed-super-bowl-marketingbest-super-bowl-ads/


Read the rest of my recent blog post about the fundamental shift into storytelling that is occuring these days with marketing, advertising, and branding.


Big bucks are being spent on Super Bowl ads and it's all about ads as stories. Read more about what advertising execs are saying and how this pertains to your business.

more...
No comment yet.