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Just Story It! Biz Storytelling
Growing executive's impact, influence and income through the power of business storytelling                  www.juststoryit.com  619-235-0052
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Beyond Storytelling: Narrative Brand Marketing

Beyond Storytelling: Narrative Brand Marketing | Just Story It! Biz Storytelling | Scoop.it

" 'Stories' and 'narratives' are often used interchangeably as synonyms, but I’d like to draw a distinction between the two terms and explain how a sequence of stories makes up a narrative. Let’s explore how thinking about narrative brand marketing will help guide your story-telling marketing efforts."


There are some great points made in this article about how a repertoire of business stories creates your overall brand narrative.  That's an excellent way to think about it.


I also like the point the author makes about storytelling being an ongoing and dynamic activity that business engage in with their marketing. Again a reminder that biz storytelling is about the interplay between telling and listening, sharing and engagement. It is not about broadcasting.


There are more insights here. I think you will enjoy reading this quick article.

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This Is How You Sell Products Now: Low-Budget, Heartbreaking Stories

This Is How You Sell Products Now: Low-Budget, Heartbreaking Stories | Just Story It! Biz Storytelling | Scoop.it

This is how you sell products now. This film probably cost a tiny fraction of what a standard TV commercial costs, but it’s about 10,000 times more effective. Why? The story, stupid. It’s real, it’s unique, it’s true--and it’s creatively designed with a human touch. "Product placement" always feels irritating because the product being placed is somehow supposed to fly under our radar, but never does. This is the total opposite: The story unapologetically features the product, but it’s in such an organic way--making adorable little projects like Red Blooded's love-letter pop-up book is exactly what someone in the real world would actually do with a Field Notes notebook--that not only do we not object, we feel genuinely moved and inspired by it.

 

Hear hear! Right on the heals of the blog post I recently posted here on storytelling in Super Bowl ads is this article from Gregg Morris' Story and Narrative collection about ads/marketing and being real.

 

Just because Coca-Cola spends millions on crafting storied ads does not mean you are left out in the cold. Use low budget techniques and tools, be yourself, and share your story.  Just make sure it is crafted and told well


Via Gregg Morris
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Marketing - It’s All About Storytelling and Emotions

Marketing - It’s All About Storytelling and Emotions | Just Story It! Biz Storytelling | Scoop.it
The best way to unite an idea with an emotion is by using storytelling.


Imbuing your business story with emotion is one of the keys to creating compelling content or presentations. And this article highlights this story element and why it makes sense in our business stories.


Emotion ranks as one of my top 3 elements that every story needs. The other two are contrast and sensory material (see, hear, touch, taste, smell). When you add these elements to a story arc that includes a problem + resolution, you've got a winning combination.


Enjoy reading this article for additional insights into the power of emotion in business stories, marketing and branding.


I like the quotes, too!

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Why effective branding is about doing, not telling

Why effective branding is about doing, not telling | Just Story It! Biz Storytelling | Scoop.it

A brand can no longer afford to simply trade on an idea of what it stands for. Instead, in this era of radical transparency, a brand must be willing to tell the story of what it’s actually doing.


Yep -- storytelling without living the story is inauthentic. Business storytelling has to be authentic or you are doomed. You've got to have a story.  But then you actions and story have to match up to generate authenticity.


Read this article for a really good discussion about branding, storytelling and walking the talk.  Otherwise your storytelling is just another form of vaporware.

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janlgordon's comment, January 27, 2012 2:31 PM
Karen Dietz
Can't remember if I thanked you or not for this, makes the point for sure:-)
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Brand Storytelling at Its Finest -- TOMS Shoes

Brand Storytelling at Its Finest -- TOMS Shoes | Just Story It! Biz Storytelling | Scoop.it

What makes a brand stand out? What makes a brand resonate with consumers? What makes a brand evoke an emotional connection that is so powerful, it turns consumers into brand ambassadors? It’s when a brand can tell an incredibly influential yet simple story that touches a consumer on a personal level.


It boils down to this: "Why have I felt so compelled to focus on this one brand? It’s really quite simple. This brand has forged an emotional connection with me. I honestly want to buy as many shoes as I ca,n because I know I am doing something good at the same time."


The author Natalie Drugan does a great job in pulling together how brand storytelling has propelled TOMS Shoes to success.


In the end, she challenges us all to tell our own inspiring business stories. And we all have them. Now go find yours if you need to!

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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.

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Zeega Enables Communities to Create Interactive Documentaries, New Forms of Storytelling | PBS

Zeega Enables Communities to Create Interactive Documentaries, New Forms of Storytelling | PBS | Just Story It! Biz Storytelling | Scoop.it

We at Zeega want to enable anyone to create interactive documentaries and invent new forms of storytelling. Today is a moment of dramatic media transformation. We see this as an opportunity for journalists, artists and the public to invent new ways to tell and gather stories.


Zeega looks like an application that bears watching. Read about their collaborative story projects and think about how you might be able to use this documentary story tool to create business stories of your customers or stories about your business.  Think of customers and you creating collaborative stories together.  Think of you and your staff creating collaborative stories together about your business.


Hmmmm -- lots of food for thought here.

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Essential organization stories every nonprofit [& business] tells to be successful

Essential organization stories every nonprofit [& business] tells to be successful | Just Story It! Biz Storytelling | Scoop.it

Organization communication has the power to be effective through the use of seven types of stories, all essential to success.

 

What a great list with good explanations for each type of story. Whether you are a nonprofit or a for profit firm, use this list to develop your repertoire of stories to share with others and grow your business.

 

Thank you fellow curator Wilton Blake for finding and sharing this article!


Via Wilton Blake
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Pinterest is Great for All Types of Professionals - Here's Why

Pinterest is Great for All Types of Professionals - Here's Why | Just Story It! Biz Storytelling | Scoop.it

This piece was written by Carolyn Elefant for Smallfirminnovation and she has some very interesting suggestions for professionals and how they can take advantage of this exciting new site.

 

And review below was written by fellow curator Jan Gordon on her new Scoop.it curated content called Pinterest Watch. I've added this to the collection here because it looks like Pinterest is going to be a great visual storytelling tool.  I've already signed up for an invitation and can't wait to get started. 

 

Pinterest is definitely not going away anytime soon, I've been on here for a week and it's a whole new way connecting with people through points of interest by sharing topics that tell a story about your business. It's a wonderful way of interacting with them without being intrusive while observing who your customers and seeing how  you can might be of service to them.

 

Here are a few great tips that caught my attention:

 

Depending upon your practice focus, Pinterest can provide a similar source of content.

 

**For example, if you represent small business owners, you might create a board for low-cost office products.

 

**If you work with families with children with special needs, you could aggregate educational toys and products that might help overwhelmed parents alleviate stress.

 

**As you take a look around Pinterest, you’re sure to come up with ideas that work for you.

 

Curated by Jan Gordon covering "Pinterest Watch"

 

Read full article here: [http://bit.ly/yze3vV]

 


Via janlgordon
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Rowan Norrie's comment, January 13, 2012 6:45 AM
Looks interesting Karen. Have signed up, so see how it goes.
Karen Dietz's comment, January 13, 2012 11:07 AM
Yeah, can't wait to get started and share what I learn, along with my pinned pages. Stay tuned!
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How to Become Your Company's Storyteller

How to Become Your Company's Storyteller | Just Story It! Biz Storytelling | Scoop.it
Biographies, product histories and compelling anecdotes can lend a personal touch to any brand--and this resonates with consumers.


This post has great examples of companies who are telling their stories effectively -- including local San Diego business Chuao Chocolatier (one of my favorite chocolates).


Other companies discussed here include erincondren.com and Stauer -- small companies who are making a big impact because of their storytelling.


All businesses in this article either told their personal story in their 'About' and other website pages, or shared the 'history' behind each item they sold.


I had to laugh that the consultant interviewed in the article felt she had to ask nosy, rude and irrelevant questions in order to collect the companies stories.  Obviously she does not know tried and true story evoking techniques.  


There are many other great insights in this article to gather: understanding the 'underdog effect,' emotional connection, and figuring out what your goal is -- so go read it!

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Curation As Story – The Importance Of Human Filters

Curation As Story – The Importance Of Human Filters | Just Story It! Biz Storytelling | Scoop.it

This piece was written by Jeff Turner who has curated a great conversation from members of a tweetchat #tschat today.

 

The article and review below if from fellow curator Jan Gordon and her Content-Curation-Social Media Scoop.it. Thanks Jan for the article and great review! I then read that another fellow curator, Beth Kanter (Social Media & Nonprofits Scoop.it) created the graphic that's used here, but for different blog post of hers.  Ahhh, the social nature of the web!


I hope my readers start thinking about any content they are putting together (website, blog posts, curated topics, etc.) as a larger story that should all be hanging together as a coherent piece.

 

Here's Jan's review:

 

There are many forms of curation, I think this is an excellent real life example of the many ways you can use curation to add value for others.

 

I agree with this, no matter what you're curating, it has to have a story that ties it together:

 

"Curation is a form of storytelling. Curation tools need to support this truth."

 

**Collecting content without qualitative human judgement is aggregation, not curation. The best automation tools alone will never replace the ability of a human being to provide meaningful context.

 

****And the best curation, the curation I subscribe to via email, takes context to the next level. It tells a story.

 

**This post is being written, primarily to serve as an example of what I’m calling “social curation.”

 

**The act of curating a conversation, like the one that took place this morning at #tschat, should be a storytelling act.

 

**every act of curation is a storytelling exercise, whether you use a tool hosted on a third-party site, like Pinterest or Storify, or whether you choose to use tools that allow you to self-host your curation.

 

**In the end, the story is what matters. It’s what has always mattered. Have I told a story, or have I simply collected a bunch of links?"

 

Selected by Jan Gordon covering "Content Curation, Social Media and Beyond"

 

Read full post here: [http://bit.ly/uSxFoL]


Via janlgordon
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Beth Kanter's comment, December 27, 2011 11:49 AM
Just noticed that he used a graphic I created! Small world. Good one for my nonprofit curation list.

I really like that last question -- curation is a storytelling act
janlgordon's comment, December 27, 2011 1:06 PM
Beth Kanter -
I love that graphic:-) -

Yes, he makes alot of sense, simple, but to the point
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Case Study: Zappos — How to Create and Tell a Unique Corporate Story

Case Study: Zappos — How to Create and Tell a Unique Corporate Story | Just Story It! Biz Storytelling | Scoop.it

"When you create a strong brand, creating a memorable story is easy. Opportunities to tell your story begin with your employees and radiate outward.  Your story goes viral effortlessly."


So says author Gail Kent and she's right.  Whether you have employees or not, her advice for creating your unique brand story is useable for any size business. It has to do with values, passion, standing out.


Gail uses the company Zappos as an example to illustrate her points.  And there's a great video to watch where Zappos shares its story.


Read the author's tips and start creating your unique story. Enjoy!

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Authenticity Vs. Perfection: How To [Story] Brand Like A Rock Star | Fast Company

Authenticity Vs. Perfection: How To [Story] Brand Like A Rock Star | Fast Company | Just Story It! Biz Storytelling | Scoop.it

Billy Joel’s schmaltzy ballad “Honesty” spoke the truth back in 1979.


I really like this post because it is all about the quality of authenticity -- and not worrying about being perfect!


Authenticity is the heart and soul of business storytelling. This post uses rock bands to talk about this.  As the author says, "There was a point, only a few years ago, where having a solid rock star brand meant covering up every wart and imperfection."


And, "A point to consider about honesty in branding: We human beings are wonderfully imperfect creatures, and we can only relate and bond with other wonderfully imperfect creatures."


Dare to be honest, authentic, and imperfect in your stories and story sharing.  It will make you much more human and relatable :)

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Karen Dietz's comment, January 3, 2012 6:24 PM
Thanks Jan!
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Small Business Labs: The Rise of [Biz] Storytelling

Small Business Labs: The Rise of [Biz] Storytelling | Just Story It! Biz Storytelling | Scoop.it
Over the last few months a hot topic in the media has been business storytelling. Entrepreneur's How to Become Your Company's Storyteller is a good example.


Here is a short quick read on how storytelling is fast becoming a critical business skill.


I like this article for 2 reasons:

  1. The additional links it shares for specific examples of businesses engaged in storytelling.
  2. The emphasis on being human.


All the emphasis on branding and storytelling aside, it's the being human part of storytelling -- being you, authentic, and unique -- that is the most valuable for your customers and your business.


Go read more for a great way to start your week.

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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.

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Why every business needs a corporate story | eSocialMedia

Why every business needs a corporate story | eSocialMedia | Just Story It! Biz Storytelling | Scoop.it

Some months ago I was waiting heart-in-mouth to run a corporate story session for eight alpha-males preparing to sell their extremely lucrative data analytics business. They had convened at 8.30 for a high-level strategy meeting before starting my session at 9.00. Would I be able to convince these men they needed stories? Would I be able to facilitate these techy geeks to find their stories? Loud testosterone fuelled laughter emanated from the boardroom and I heard the golden words from the CEO, "before we start let me finish my story".


The author goes on to discuss the power of business storytelling, and the danger for companies as well.


This is a very well balanced article with good cautions and tips.  Enjoy!

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Where Do You Most Authentically Tell Your Story? - A Storied Career

Where Do You Most Authentically Tell Your Story? - A Storied Career | Just Story It! Biz Storytelling | Scoop.it

People are people. They aren’t brands. When people become “brands,” they stop being people and become one of three things: vessels for cultural archetypes, characters in a narrative, or products. … Can you realistically remain “authentic” and real once you have surrendered yourself to a process whose ultimate aim is to drive a business agenda?


I'm right there with author Kat Hansen, Oliver Blanchard, Gregg Morris and other colleagues on this topic.


Effective business storytelling is all about authenticity. It is easy to cross the line into fakery when your story is so objectified it becomes disconnected from reality.


Go read this great article, take the insights to heart, and stay real.

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3 Beautiful Examples of Video Storytelling & How It Boosts Loyalty -- NOT!

3 Beautiful Examples of Video Storytelling & How It Boosts Loyalty -- NOT! | Just Story It! Biz Storytelling | Scoop.it
When you're marketing your small business you often find yourself recalling different situations and moments that best illustrate what you're trying t (I agree.


OK -- after watching these 3 videos I only counted 1 story among all of them -- and it was a story fragment at that. Bummer, because I was really excited to listen to some great storytelling based on the blog author's descriptions.


So what are these videos? Profiles.  Full of concepts and information.  Please don't do what these folks did.  Tell stories!


Each one of these videos could have been dynamite if the owners had shared the defining moment that got them to start their business.  


Each one of these videos could have been awesome if they had shared a customer story.  


Each one of these videos could have been riveting if the owners had shared their vision of the future.


Those are the kinds of stories we want to hear! And that's what builds customer loyalty -- not profiles.

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So That’s What “Build Your Brand Story” Means!

So That’s What “Build Your Brand Story” Means! | Just Story It! Biz Storytelling | Scoop.it

The advertising agency had to reinvent the Volkswagen for the U.S. market, because we still had a lot of hard feelings after the war. And they did. They took a German made car and turned it into a U.S. quality brand. How? With stories. The really fascinating thing about the Volkswagen ads is the stories they create.


I like this article because it's a story about how a guy finally 'got' that every brand has a story -- and it is done through sharing a story.  So it's double fun.


The author shares his story and experience with Volkswagon. In his story we come to understand more about the critical links between branding and storytelling.


Unfortunately at the end, the author's advice is to NOT tell a unique story -- just a relevant story to your customers/prospects.  LOL -- every business is unique and their stories will be unique.  And there's nothing more unique than Volkswagon! But point taken -- don't get so wild that people can't relate to your stories.


Enjoy this read.

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Rowan Norrie's comment, January 19, 2012 12:19 PM
great example, Karen!
Karen Dietz's comment, January 19, 2012 4:36 PM
Thanks! Glad you like the article and example. Have a great rest of the week!
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5 Strategies for Creating Magnetic Online [Storied] Content

5 Strategies for Creating Magnetic Online [Storied] Content | Just Story It! Biz Storytelling | Scoop.it
Brands are content publishers, and the Holy Grail of brand-produced content is magnetic content.


Read this article for 5 strategies that will help you create magnetic stories to share about your business, products, or services.  


The 5 strategies include:

  1. Make it relevant
  2. Connect across time
  3. Extend across media
  4. Inspire people
  5. Draw from the everyday


Each strategies has a video that illustrates the point the author is making.


I think 'Make it relevant' needs some work though. I get the point the author is making with the video that's included, but more could be said here -- like, "make sure your stories help customers find answers to the problem they are trying to solve." Can't get more relevant than that.  Or "have your stories reflect the values, needs and desires of your customers."  You get the idea.


I bet you'll gain several ideas from this article and videos that you'll be applying to your business storytelling. 

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12 Most Transformational Business Insights From The Last 11 Months -- Lists Storytelling!

12 Most Transformational Business Insights From The Last 11 Months -- Lists Storytelling! | Just Story It! Biz Storytelling | Scoop.it
Don F Perkins captures key business insights from the last 11 months.


So cool -- Storytelling ranks #1 and #12! Truly business storytelling is on the radar screen.  Read the rest of the list to get the whole picture and where this may lead in the future.

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Narrative Transport: Worry less about the shoelaces -- Seven Story Learning

Narrative Transport: Worry less about the shoelaces -- Seven Story Learning | Just Story It! Biz Storytelling | Scoop.it
Wait a second, though – have you developed a compelling new branding story with the customer as the hero? As enthusiastic as you may be about the new product features, it may not mean much to a skeptic.


Love love love this article -- about the research and mechanics of narrative transport and how it actually applies to businesses in their marketing and advertising.


Understanding these principles not only makes us smarter about our work, but we have more control (read more success) when we know about, and can apply, these principles to our business storytelling.


The author cites academic research and links to the research article -- but writes in such an engaging (re: storied) way that we completely understand what narrative transport is and what to do about it by the end of the article.


Yahoo!

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Cause Marketing and Fundamental Human Needs by @brianfmartin | Spin Sucks

Cause Marketing and Fundamental Human Needs by @brianfmartin | Spin Sucks | Just Story It! Biz Storytelling | Scoop.it

Cause marketing is now expected from companies and brands. Instead, I propose marketers trace their efforts back to those basic human needs and start trying to meet them.


There are 2 points this article makes that I like:

  1. Make sure the business stories you are telling connect to fundamental human needs
  2. Make sure your business stories, values, and the values of your customers are aligned.


The author also makes the case for adding cause marketing into your efforts.  Read this article to see how KFC didn't connect these dots and got in trouble, and what happened when Yoplait did and won.

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Stories and Games Part 2: The Emotions of Play

Stories and Games Part 2: The Emotions of Play | Just Story It! Biz Storytelling | Scoop.it

Nonetheless, there is a powerful sense that the fun of a game and the fun of a story are different in some way. What is that distinction?


I love this post because it goes into depth about the nature of play, gaming and story sharing. It's a great romp through the imagination and another facet about why storytelling is so powerful -- whether you are sharing a business story or just sharing a story with friends.


I've long said that storytelling is deep play.  This article explains the how and why of that. The author talks here about the emotions of play he has identified and how that connects to our imagination -- and the imagination of our listeners when we tell a story.


This post is Part 2. Part 1 is about Stories and Games: Art. Can't wait to read that one next!

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Telling Stories. | Clarity and Perspective about Online Marketing

Telling Stories. | Clarity and Perspective about Online Marketing | Just Story It! Biz Storytelling | Scoop.it

"It’s probably too early to select the “catchphrase of 2012,” but as an early front-runner you’d have to go with Storytelling."


I love this article because it's straight talk about biz storytelling. My favorite quote from this article is: "In the world of sales, the idea of Storytelling is often little more than a sophisticated way to say 'pitching.' We go to great lengths improve the way we tell our story." Ugghhh.


But then the author says, " Truth is, the only story customers want to hear is their own."


He then explains more about how businesses need to tell their customers stories and avoid telling the wrong story. It's a great quick read! Enjoy the insights.


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