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Rescooped by Robin Martin from The Daily Leadership Scoop
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Courageous Branding: How Marketers Use the Underdog Story | Beneath the Brand

Courageous Branding: How Marketers Use the Underdog Story | Beneath the Brand | Market to real people | Scoop.it

Everyone loves an underdog. That's why so many marketers build their brands upon the powerful emotions of courage and redemption. In this three-minute emotional marketing lessonvideo, emotional marketing expert Graeme Newell explains best practices for giving your marketing message a strong feeling of hope. See how some of the world's best marketers make us believe that better days are just around the corner. Courageous Branding: How Marketers Use the Underdog Story http://t.co/MEcsDW4C #branding #brand


Via Karen Dietz, Bobby Dillard
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Karen Dietz's curator insight, January 30, 2013 10:47 AM

And here is another example of a plot form that businesses can successfully use!

Karen Dietz's comment, January 31, 2013 4:00 PM
Glad you liked it Hari!
Rescooped by Robin Martin from Storytelling, Social Media and beyond
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How Brands Have Become Storytellers - The History of Content Marketing

How Brands Have Become Storytellers - The History of Content Marketing | Market to real people | Scoop.it
We are all publishers today, but that did not used to be the case. Here's an overview of the history of content marketing and how got here.

 

Content marketing and storytelling are becoming a larger part of the marketing organization in general.

 

**Content Marketing Institute and their colleagues are seeing an evolution of the marketing department transform itself into more of a publishing department.

 

Although this is not an easy transition and the pain has just begun, some larger brands have clearly made this transition.

 

**For example, Kelly Services now spends over 60% of their marketing budget on content creation and distribution activities. Even though Kelly’s VP of Thought Leadership Todd Wheatland (and Content Marketing World speaker) states that Kelly has been “doing content marketing for more than 10 years”

 

**many brands are still struggling with content marketing structure. Even though the barriers to entry are gone and we have all the opportunities in the world to develop valuable and compelling content

 

**the biggest corporate challenge is the creation of engaging content.

 

Selected by Jan Gordon covering "Storytelling, Social Media and Beyond"

 

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


Via janlgordon
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