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Just Story It Biz Storytelling
Story as a path to transformative leadership & business success    www.juststoryit.com  619-235-0052
Curated by Karen Dietz

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Digital Storytelling- It is not about the Tools...It's about the Skills | Flickr - Photo Sharing!

Digital Storytelling- It is not about the Tools...It's about the Skills | Flickr - Photo Sharing! | Just Story It Biz Storytelling | Scoop.it
Digital Storytelling- It is not about the Tools...It's about the Skills...

 

Well, I think this visual says it all!  

 

I posted this because many companies creating digital storytelling focus on the technology, not on the valuable skills required to create a digital story. And they are often not thinking strategically about storytelling with their client (all the required story prep, training, and evoking skills needed) in order to make the project successful.

 

Certainly the technology is seductive.  Yet this visual is a terrific reminder of what really makes digital storytelling work!

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Masterclass 36: Seven essential tools for visual storytelling | Multimedia Journalism

Masterclass 36: Seven essential tools for visual storytelling | Multimedia Journalism | Just Story It Biz Storytelling | Scoop.it

This is a quick video and a short list of digital tools for telling stories.  Think more like being a citizen reporter creating your biz stories or customer stories on the fly than a film maker with these tools.  

What I like about the list is that it shares tools for capturing stories (yours or someone else's) on your phone.  It also lists tools that quickly create timelines or maps for your stories.

 

Go have fun and share with me your results!

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Social Media & The Art of Storytelling.

Social Media & The Art of Storytelling. | Just Story It Biz Storytelling | Scoop.it
This was inspired by a recent conversation I had as part of the IAB’s MIXX Spotlight Series during Advertising Week 8. UPDATE: This post is dedicated to Steve Jobs, my biggest storytelling inspiration.

 

OK -- I've posted this article because it is a perfect example of some of the gobbly-gook about there about 'the new storytelling' or the 'reinvention of storytelling' that's happening in the realm of social media and multiple digital platforms.

 

This article contains very confused thinking about story structure and the dynamic process of sharing stories.  Here's what I posted on Facebook as a response to the author:

 

"Well, you've made some good points about how branders need to move their thinking from traditional branding activities to new ways of thinking about branding via social media and the multiple digital platforms we have today.

 

However, there is a distinct difference between the structure of a story, and the dynamic process of storytelling. And our way of thinking about linear storytelling (both in structure & process) reflects our culture's mental construct of linear time that is not necessarily shared by other cultures.

 

It seems most people in this field [branding, social media] are totally unaware about the non-linear nature of how stories move between people, across groups and cultures which folklorists and anthropologists have understood for 40 years.

 

The more branding professionals have training in the dynamic processes of storytelling, and get wise about cultural mental constructs, the more they will understand how to move ahead more clearly."

 

For additional clear thinking on this topic, read the related article, "Transmedia Storytelling is Bullshit..." by Mike Jones on this same page.

 

In the end: many marketing and branding professionals are bumping around in the dark, declaring all kinds of hype about storytelling, think they are making earth-shattering discoveries about storytelling, and believe they are inventing new storytelling.  Hmmmmmm -- maybe yes, most likely not.  

 

I think folklorists, anthropologists, storytellers and marketing/branding professionals all need to get in the same room sometime to work these issues out and get inspired together about the future of storytelling.

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Video-Commerce.org » Transmedia and the Art of Brand Storytelling

Video-Commerce.org » Transmedia and the Art of Brand Storytelling | Just Story It Biz Storytelling | Scoop.it

I like this article for several reasons:

1.  There are great examples of how to re-think your business into a compelling brand statement

2.  The video from Snapple explains the steps they took to creatively engage their customers

 

Both points engage storytelling. Redefining your business into a compelling brand statment generates tons of ideas for stories to share about your business.  And the steps Snapple went through to engage their customers includes both storytelling and aspects of gaming -- both very powerful.

 

No matter what the size of your business is -- even if you are a non-profit -- there are lessons to take home here.

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The Arc of Storytelling by Bobette Buster

The Arc of Storytelling by Bobette Buster | Just Story It Biz Storytelling | Scoop.it

Run, don't walk to watch this incredibly inspiring video about what we are all searching for in our storytelling.

 

Even though Bobette Buster is speaking about the entertainment industry, her words are incredibly important to anyone who is crafting and sharing their business stories.

 

Bobette talks about the most powerful stories (and this applies to our biz stories) being ones showing transformation, becoming fully alive, and offering hope. When we think about stories in marketing/branding we often forget these fundamentals.  The majority of 'business story' videos I watch these days totally miss these themes and end up being more like digital brochures than real compelling stories that build a growing cadre of loyal customers.

 

But think about this for businesses:  a founding story of an organization is often about being faced with a challenge and overcoming it -- that is showing transformation and offering hope to others.

 

Business stories about people (customers/staff) and the obstacles they've overcome + the results produced offer the same messages.

 

I could go on and on.  It's better to just watch the 15 minute video. Bobette talked 2 years ago at the Storytelling in Organization's Special Interest Group (SIO SIG) and was masterful.  The book "The Uses of Enchantment" she cites was a textbook in my PhD program.  I'm currently reading "Inside Story: The Power of the Transformative Arc" and it dovetails nicely with Bobette's talk.  I hope you get inspired and lots of ideas by watching this.

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A look at Mercedes visual storytelling print ad series

A look at Mercedes visual storytelling print ad series | Just Story It Biz Storytelling | Scoop.it
Mercedes Benz launched a new print ad series in 2011 that is all about visual storytelling. The ads are both about the buyers and the cars.

 

OK -- I'm going to be nit-picky here and say that while I absolutely love these graphics, what Merecedes Benz is doing here is producing STORY TRIGGERS, not visual stories.

 

So these are not examples of visual storytelling (a series of images that actually tell a story), but they are story triggers -- images that trigger stories within the minds of the viewers.

 

I was so captivated by the visuals themselves that at first I couldn't even figure out what part of 'story' was happening here, or why Mercedes was doing this as an ad campaign.  Then I finally saw the Mercedes logo on the lower right corner and got it.

 

Go view the visuals and read the comments from others.  The ad campaign seems to be working!

 

The lesson here: know what you are doing.  Know the difference between visual storytelling and story triggers.  You will have more control over the medium and it will only help you get better at successfully sharing your stories and experiencing the results you desire.

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The ingredients of a great story

The ingredients of a great story | Just Story It Biz Storytelling | Scoop.it
You need to tell your unique story. So what are the key ingredients? Developing your “behind-the-scenes” story is one of the most powerful and valuable things you can do for ...

 

There is all kinds of advice on how to create a compelling business story and I like what the author has to say here.

 

Usually story crafting advice focuses on elements: beginning, middle, end, protagonist, conflict, drama, transitions, etc.

 

What I like about Robert Clay's article is that there is a lot of focus on how to craft the story so it creates a desired effect.  It's about what you want the story to be doing for you.  That's different than satisfying a laundry list of elements.

 

So go read this article to gain new insights and become better at your business storytelling.

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Bread time stories – pull marketing & corporate storytelling

Bread time stories – pull marketing & corporate storytelling | Just Story It Biz Storytelling | Scoop.it
A great cafe deli in London, an example of corporate storytelling (Le Pain Quotidien - an example of great corporate storytelling (but with one exception!

 

Here's a short post that does three things: 1) shares an effective corporate story; 2) illustrates the power of customers sharing stories about your business; and 3) shows the necessity of employees knowing the story so the company does come across as disconnected from it.

 

It's a gem of a post, quick reading, and is a perfect cautionary tale about business storytelling.  I hope you walk away with some good insights about what to do, and what not to do.

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Realizing Your Worth: A Best Practice: Corporate Citizenship & Storytelling

Realizing Your Worth: A Best Practice: Corporate Citizenship & Storytelling | Just Story It Biz Storytelling | Scoop.it
RT @RealizedWorth: A Best Practice: Corporate Citizenship & Storytelling http://t.co/aFNWenHY #flownonfiction...

 

I really like this article because the author clearly points out how to create an effective video for a business.  The example used from fabric softener Downy was OK -- I have mixed feelings about it as an effective story and I think maybe the company was mentioned too many times.  But I'm still thinking about this last point here and may post an updated review in a few days.

 

Regarding the actual story:  the challenges the kids face are front and center, and that is good.  The challenges the organization has in making the quilts is not understood, nor how Downy is helping the quilters.  The pitch at the end is to buy Downy's product so they can give more money -- I think to the quilting group but I'm not sure.  Which is frustrating. So there is a significant piece of the story missing. And that is why I'm not enthusiastic about the video.

 

But I am enthusiastic about the author's advice which I find very valuable.  Yes, a professional production company did the video.  But with the advice in the article, you too can make a home-grown video for your business, tell your story, and grow your business.

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The Human Side of Brand Storytelling | Sparksheet

The Human Side of Brand Storytelling | Sparksheet | Just Story It Biz Storytelling | Scoop.it
In his last three columns, Gunther Sonnenfeld explored how brands are “co-creating” meaningful experiences with people. This time he explains the connection between branded experiences and brand advocacy.

 

Here's another article by Sonnenfeld on collaborative branding/storytelling for businesses.  I particularly like his examples (Whole Foods and P&G) because they include back stories along with customer stories.

 

Still, for entrpreneurs and small businesses, the video will give you ideas for scaling to your business. I also like that the author talks about brand storytelling being rooted in listening, story sharing, and the kinds of relevant stories customers are seeking.

 

Any business can apply these ideas for more effective branding, so get busy!

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Email Marketing Strategy - Let Email Marketing Tell Your Story | Bronto Software

Email Marketing Strategy - Let Email Marketing Tell Your Story | Bronto Software | Just Story It Biz Storytelling | Scoop.it
Bronto Community Marketing Manager, Caroline Riddle, explains how an IKEA campaign tells an engaging story through email that has the reader wanting to know more. (Let email marketing tell your story.

 

What a great and creative application of business storytelling!  Enjoy reading this article.  Get ideas about innovative ways you can tell a story in your email marketing, and increase click-throughs and sales.

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How Starbucks Transformed Coffee From A Commodity Into A $4 Splurge | Fast Company

How Starbucks Transformed Coffee From A Commodity Into A $4 Splurge | Fast Company | Just Story It Biz Storytelling | Scoop.it
"it's all about having a story to tell" - Stanley Hainsworth, talking on branding.

 

Here's an interview with Stanley Hainsworth who has been a catalyst for the great brands of modern times. There is a ton of great information about branding here, and a section of storytelling in branding.  So if you get confused by all the storytelling and branding hype, read this article to get a clearer picture.  I really like that he uses a real company -- Starbucks -- to illustrate his points.

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Fables for Board Tables - FT.com

Fables for Board Tables - FT.com | Just Story It Biz Storytelling | Scoop.it
In a small white room in central London, a man clad in a Ralph Lauren shirt and jeans stands up, pushes his hair back from his face and tells 11 people seated on plastic seats about the time his rock band emptied a room of partygoers.

 

This article makes some great points, and then really misses it with other comments.

 

Here are the points I like: 

-- Telling the right story is crucial to success. Huge opportunities are lost because businesses are not sharing their stories, meaning customers are less engaged and building  loyalty is haphazard.

-- It is not just about telling stories orally.  You business stories need to show up in brochures, websites, etc.

-- Few businesses use story strategically to convey their values, brand, or to inspire others.

-- Do not call what you are doing storytelling.  Call it executive presence or narrative case studies because people perceive storytelling as 'fluff.'

-- Share your story but make sure it fits the audience.

-- Do not read your story or use notes when telling it, but share it from the heart.

-- The 'getting started' list on the left side of the article.

 

Here are the points I think are problematic:

-- Sharing fables.  Well, that is OK, but not great.  Sharing your personal story is the best kind of story to share in business because it allows you to show up more authentically.  I reserve fable telling for advanced story work.  If you can learn to tell your own stories comfortably, you will have much greater self confidence, and will have built a deeper level of trust with your audience.

-- Do not tell stories when you are building techinical skills.  Balderdash. Research shows that technical skills are best transfered when mixed with stories that provide a context for the knowledge or skills being built.

-- The same old same old example of the Xerox copier repair folks was used to talk about effective knowledge transfer through the sharing of stories. Unfortunately, what is not mentioned in the article is that once the stories were placed in a database, they were hardly used. The lesson? People learn best by sharing stories, not necessarily by reading database entries.

-- Good advice was given about NOT telling a story that is a simple narration of events: I went to the store; I bought some bread; I came home.  However, in the article they still call it a story.  It's not.  It's a simple narration of events along a timeline.  I really would have liked them to make a stronger distinction about this so readers don't become confused.  I know, I know...I'm picky!

 

So overlook the parts of this article that do not work, and take to heart the other insights about busines storytelling.

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Visual Language -- New Converging Forms of Storytelling

Visual Language -- New Converging Forms of Storytelling | Just Story It Biz Storytelling | Scoop.it

Go to the URL listed below and download your free copy of this paper from Stanford Univ. on "Visual Language and Converging Technologies in the Next 10-15 Years."

 

http://www.stanford.edu/~rhorn/a/recent/artclNSFVisualLangv.pdf 

 

It's a fairly easy read as academic articles go (and short!).  What I like about it are the cool points the authors make about how we are developing a visual-verbal language, and the nifty diagram showing how all kinds of different visual vocabularies from different fields are converging together. 

 

It was written in 2001 so you are probably wondering why the heck I'm including it here.  It's because it seems the predictions have come true!

 

What does this mean for our business stories?  1) Understand how visual -verbal language works, and then 2) pick your visual vocabularies to share your stories and get your points across.  Read on for insights into how this convergence into a visual-verbal language is continuing to affect our future thinking, learning, knowledge retention, storytelling, and human potential.

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Presentation Zen: Steve Jobs on marketing & identifying your core values

Presentation Zen: Steve Jobs on marketing & identifying your core values | Just Story It Biz Storytelling | Scoop.it
Steve Jobs had a talent for identifying what was important and what was not, and having the courage to toss what he felt was the nonessential. We see this reflected in the Apple line of products and in the Apple...

 

What an awesome video a great presentation by Steve Jobs on what marketing is really all about -- sharing your story.  Here he explains what he means by that, and how clarity about your business values leads to clarity about your story and how to tell it.

 

This is a gem of a video with inspiration and insights for us all.  Read the brief intro and watch the video.  Then write down ideas for how to tell your story better.

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The Power of Transmedia - Brands Become Stories & People Become Storytellers

The Power of Transmedia - Brands Become Stories & People Become Storytellers | Just Story It Biz Storytelling | Scoop.it

 

"This piece was selected and curated by JanLGordon covering "Storytelling, Social Media and Beyond" on Scoopit.

 

The Social Media Brandsphere is a new collaboration between Brian Solis and JESS3. The Brandsphere explores how brand storytelling can cross different communication mediums.

 

Amazing project, lots of information that will show you how brands are using storytelling, to engage their audience on different media channels where they connect and fold them into the narrative and so much more.

 

In any given network, brands can invest in digital assets that span five media landscapes.

 

Take a look at this infographic created by:

 

Randy Krum President of InfoNewt

 

Data Visualization, Infographic Design, Visual Thinking, Product Development and Marketing professional fascinated by good infographics.

 

**Always looking for better ways to get the point across."

 

If you want to know more about Transmedia Storytelling and how it might apply for your business, visit Transmedia: Storytelling For The Digital Age at http://www.scoop.it/t/transmedia-storytelling-for-the-digital-age

 

http://www.coolinfographics.com/blog/2011/10/5/social-media-brandsphere.html


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Storytelling in Business -- Change Your Story

Storytelling in Business -- Change Your Story | Just Story It Biz Storytelling | Scoop.it
This article explains the importance of storytelling in the workplace and suggests ways to build awareness of your own story. (I see so many negative stories out there. Be careful how you talk about your opportunities.

 

Here's what I like about this article -- it's pointing out the fact that the stories we tell about our business define us.  Not getting the results you want?  Find a new (and still authentic) story to share.  

 

One single story that stereotypes a business is not written in stone.  Any business, any group, any person is a complex of stories.  If you are not happy with the story that you are telling about your business, or that others are telling about your business, start promoting a different story.

 

This article gets us thinking about the opportunity and perhaps our next action steps.

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Storytelling in Design

Storytelling in Design | Just Story It Biz Storytelling | Scoop.it

“Design is not just the way a product or a website may look – design is the product in its entire form, and a big part of that is its story.”

 

In our businesses, some would argue that almost everything we do is based in design.  Certainly our product/service development is a design process.  So is our marketing and branding.  

 

Here's a delightful post about how business activities, design, and storytelling interconnect.  It's a powerful way to think about your business and creating success.

 

Fellow curator Gregg Morris clued me into this article.  Thanks Gregg!


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The Role of Mobile in the Transmedia Brand Narrative

The Role of Mobile in the Transmedia Brand Narrative | Just Story It Biz Storytelling | Scoop.it

"Aware of location, sensitive to time, and ever connected, the mobile medium delivers contextual relevance to brand communications and allows marketers to truly engage consumers in the moment."

 

I like that this article summarizes how to think more creatively about sharing your stories across different media -- and how marketing on mobile phones demands another layer of creative thinking.

 

I'm still digesting all the ideas I'm getting from reading this article, and I know it will take me awhile to figure out exactly what steps I want to take in sharing my brand story in a mobile environment.  I hope this article stimulates your thinking in the same way!


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Experience Economy and storytelling - new ways in the branding process

Experience Economy and storytelling - new ways in the branding process | Just Story It Biz Storytelling | Scoop.it

Which is the main purpose of “experience economy”? The most important result of this new way of branding is that the customer’s emotions and senses are influenced. the customers are involved and actively participate into this new type of relationship. Through this the customer is invited to make use of all his five senses. the sixth one being represented by the atmosphere, the feelings that are created.

 

The story telling is considered to be another strategic tool in the branding process, a concrete rhetorical tool. It can be described by the emotional involvement, the experience, the corporate branding and spirit and also the recognition of the products/services. It can be used when products are alike and there is a need for differentiation, and also when the price or the quality of the offers are not enough and there must be something else in order to engage the customer. The storytelling can be a very powerful way to illustrate the value of your products/services.

 

The words above are from the article.  I like this piece because it hooks the significant of storytelling and branding into our present-day experience economy. We know stories capture listener's imaginations.  Stories also provide listeners with an experience.  So read this article for more insights around creating effective business stories.

 

Thanks Gregg Morris for this article!


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Context, Not Content, Will Drive Consumers To Buy Online [Think Story!]

Context, Not Content, Will Drive Consumers To Buy Online [Think Story!] | Just Story It Biz Storytelling | Scoop.it
Content marketing on facebook and google. Using content to generate sales. Context, not content, the key to consumer online sales through social media.

 

And what is one of the most powerful tools you have available to build context?  Your business stories of course!

 

That is one of the beauties of sharing business stories -- the automatic creation of context if the story is well-crafted.

 

Watch this short but impactful video about the shift in branding and marketing from content to context.  And there is a great story/ad at the conclusion that is a very good example of an effective digital business story.  I particularly like it because the focus is on the story, with the company placement only briefly at the end -- which I think is a perfect balance.

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Corporate Storytelling and Your CSR Strategy

Corporate Storytelling and Your CSR Strategy | Just Story It Biz Storytelling | Scoop.it

I can't believe I've had this PDF sitting on my hard drive for quite awhile and haven't shared it with you yet!  Thanks to fellow curator Gregg Morris for reminding me I had this excellent file:

 

CSR--Corporate Social Responsibility. What does that have to do with storytelling?  Everything!  Because it's really about how to effectively build your business reputation with stories.

 

Read this well done PDF to discover how you can apply storytelling to building your brand and reputation.  Just remember -- you've got to walk your talk for this to reallly work.

 

Go grab the PDF.

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The Business of Brand Storymaking | Sparksheet

The Business of Brand Storymaking | Sparksheet | Just Story It Biz Storytelling | Scoop.it
In his latest column on “The Business of Storytelling,” corporate technologist Gunther Sonnenfeld explains how brands like Audi, Kraft and Red Bull are using stories to curate meaningful experiences for people.

 

I like this article for several reasons:  there are really good examples shared here, and I love the concept of brand storymaking. This term gets me thinking abour co-creating stories and experiences with clients as a branding activity, not just sharing stories together for marketing purposes.

 

Even though the examples shared are from big companies with lots of money to spend on brand storymaking, the basic principles apply to any size business or non-profit.  

 

I hope you get several ideas from reading this article.

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Harry Potter Casts A Spell for Website Success

Harry Potter Casts A Spell for Website Success | Just Story It Biz Storytelling | Scoop.it
The latest Harry Potter movie has opened to critical acclaim and to box office records.

 

LOL -- forget the Harry Potter references!  This article is really about the little understood skill of using story triggers.

 

What is a story trigger?  It is an image, icon, photo, reference, proverb, metaphor, name and the like that triggers a story within someone's mind.  You do not even have to tell a story, just trigger it using a device like the ones I named above.

 

Read the article for more insights and ideas for how to use story triggers on your website and in your other marketing channels.

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Storytelling in a hyperconnected world

Storytelling in a hyperconnected world | Just Story It Biz Storytelling | Scoop.it

But, hyperconnectivity isn’t just about technology, media channels and networks. At heart, it’s about the power of word-of-mouth and new applications for the oldest of oral traditions - storytelling. In the heyday of the 30-second spot, advertisers used stories to educate and convert a captive, attentive consumer. Today, hyperconnectivity has led to fragmentation. Audiences are conditioned to receive information whenever and wherever they want it, across multiple screens, in 140 characters, in countless newsfeeds editorialized by their friends.

 

Here are ways to think about sharing your business story across various media.  It's not about telling the same story in different modes, but in creating a repertoire of stories, a network of stories, that creates your story world -- your brand -- that people can connect with and play in.


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