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Storytelling and Primal Branding -- Essential Elements

From www.youtube.com - October 30, 2012 8:28 AM

Ideas For Strengthening Online Video Community [Creator's Tip #58] is the original title of this post.


This is the second part of our conversation with Patrick Hanlon, the author of, "Primal Branding... WATCH PART 1 OF OUR INTERVIEW FIRST! http://youtu.be/upzypRWCcDE


Here's a 15:46 minute video interview with the author of "Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future," Patrick Hanlon. 


In the interviewer Tim Schmoyer chats with Patrick about how businesses can use the Primal Code and they share examples as they go along.


What caught my attention was element #2: The Creed. This is your "I believe..." statement.


I'm thinking that your creed/I believe statement is a new way to think/talk about a company's Unique Selling Proposition -- which is a good thing! I find creeds/I believe statements to be much more compelling and easier for many to get their heads wrapped around.


The rest of the Primal Code are these elements:

  1. Creation story
  2. Icons
  3. Rituals
  4. Language
  5. Anti-believers
  6. A Leader

When you link your stories into elements 2-6 you will have a dynamite marketing voice or point of view. And you can use these elements to adjust the rest of your biz stories so you have a tight, united whole.


Watch the video if you want to know more and then check out this other article for more text about Primal Branding: http://www.reelseo.com/strengthen-online-video-brand-primal-code/


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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Brian Yanish - MarketingHits.com's comment, October 30, 2012 10:41 AM
Thanks for sharing
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When Good Storytelling Goes Bad - Biz Myth Busted!

When Good Storytelling Goes Bad - Biz Myth Busted! | Just Story It | Scoop.it
From www.i4cp.com - April 22, 2012 11:53 AM

What we discovered was that neither the Yale nor the Harvard study actually exists. There is no evidence that the studies took place and no papers were ever published. Yet the "goal-setting to-money" study is a particularly imperishable business myth that has circulated for several decades. It persists despite sound debunking efforts on the part of entities such as Fast Company, which conducted an in-depth investigation of the myth in 1996.


Here's an interesting piece about phantom research, business mythology, and evaluating the research stories we hear.


It's a good and interesting read -- not so much about being skeptical, but questioning and thinking carefully about research that is presented to us, particularly when it is imbedded within a story.


No question -- it's a tricky dance. The best way to convey data is through a story -- doing so builds trust credibility, believability, and emotional connection. The easiest way to manipulate and skew research is through the stories you tell about it. 


What to do? Obviously for the teller it is to represent the research accurately.  In presentations when I talk about story research, I always offer the original research up for review for any listener who wants it.


For the listener, it's to check the research you hear about. Don't accept it unquestioningly. Ask for the original document.


Now go read the article to discover what popular biz myth was busted!

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True Stories, Honest Lies: Storytelling in a suit: the art and craft of business storytelling

True Stories, Honest Lies: Storytelling in a suit: the art and craft of business storytelling | Just Story It | Scoop.it
From truestorieshonestlies.blogspot.com - October 13, 2011 6:12 PM

"Organizational storytelling is quite different from our usual model of storytelling and yet surprisingly similar. As storytellers know, when you “story” something, you give it life and depth and meaning. This is true in organizations, as well. Storying a company, a process or a product humanizes it – in a way that a memo or spreadsheet does not – and thus extends ownership throughout the organization or community. The story itself actually becomes a deliverable, a product, alive and vital to the audience, whoever they may be.  But it’s not always a simple process."

 

As I was reading this post I was saying to myself, "Yep -- been there, done that!" and "Oh yeah, I remember when something similar happened to me!" I love this article by colleague Laura Packer because she not only talks about her adventures in organizational storytelling, she is also educating others about the skills and talents required on the part of business story professionals for successful engagements.  

 

This is also teaching companies about how to hire quality org story consultants.  Too often businesses are quite cavalier in their attitude toward storytelling, thinking any consultant or facilitator can do this kind of work.  Not so -- it requires training in the dynamics of storytelling in addition to training in organizational development.  And, oh, by the way -- as valuable as Appreciative Inquiry is, it is not the be-all and end-all of organizational storytelling.

 

This kind of post is sorely needed in our field and I hope other practitioners will add their voices and experiences to Laura's.

 

Different organizational applications for stories and storytelling require different processes and skills.  With posts like Laura's we will continue to educate companies about the care, feeding, facilitation, dynamics, and applications of org storytelling.  And we will continue to build quality standards into our professional practice.

 

Thank you Gregg Morris @greggvm for bringing this article to my attention.


Via Gregg Morris
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Storytelling as Leadership Imperative + Quotes

Storytelling as Leadership Imperative + Quotes | Just Story It | Scoop.it
From jennifersertl.amplify.com - February 2, 2012 2:24 PM

Love these quotes about business storytelling! Some are familiar and there are a few new ones here.


I also appreciate the author's coaching work with leaders, helping them articulate the powerful saga of their company.  

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Biz storytelling-Failure as a Tool; Success as a Core Competence

Biz storytelling-Failure as a Tool; Success as a Core Competence | Just Story It | Scoop.it
From www.storybag.nl - September 25, 2011 12:42 PM
Tool or ingredient?

'Storytelling' is 'in'. Finally, you might say. Today, p.r.

 

What a great article with an additional teaching tale included for twice the impact!  Want to know how to succeed with your biz storytelling?  Read the article and my review below:

 

For all those business, marketers, branders, consultants and coaches take heed -- business storytelling is NOT a tool.  It is a core competence that takes training, honing, and skill to do.  

 

Treat storytelling as a quick and dirty means to an end, and you are doomed to failure.  Treat storytelling as a practice that builds a core competence for your business and you will succeed.

 

Read articles to get informed.  Work with business professionals officially trained in oral storytelling (the gold standard of effective communication), and you will see amazing results.

 

The story shared in this article references these points very powerfully, and it's a tale you can share with others.  Go grab it now. 

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