IMC Communications Mix
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Rescooped by Kevin Chai from Story and Narrative
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Coke, Nike succeed with new style of brand storytelling online

Coke, Nike succeed with new style of brand storytelling online | IMC Communications Mix | Scoop.it
The focus is not on product but on driving an emotional connection, and social media leads the way...

 

The days when companies relied on 30-second TV spots and full-page newspaper ads as their main tools for staying top-of-mind are long gone. The proliferation of new media and different ways to access information have changed the marketing mix forever.

 

Listing communications channels for a marketing initiative used to be like counting the number of houses on a street; now, you’re looking at a whole neighbourhood packed full of high-rises.


Via Gregg Morris
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Kevin Chai's comment, May 8, 2013 8:36 AM
This article does indeed capture the essence of the modern age, or more specifically why modernized companies such as Coke and NIke are succeeding. In this day and age, consumers are not satisfied with simply accepting basic tv ads, they want to interact with the brands of their choice. The two companies recognized this and use social media to meet those needs. From there, this back and forth communication ties the companies more closely with their consumers.
Jack Tang's comment, May 9, 2013 1:59 AM
I agree with Kevin's point where consumers now would not satisfy by just simply TV ads. Brands needs to come up with same ways that it can interact with their target consumers.
An, SungBin's comment, May 9, 2013 10:28 PM
I agree with Kevin's idea. as mentioned in article, they are shifting fast to offline to online and that is why companies trying to make a new style of ads and brand image to increase their brand images and awareness through out the online. Also, these days, they don't focus on product advertisement but on brand.
Rescooped by Kevin Chai from Just Story It! Biz Storytelling
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SXSW: Confusion between stories and narratives for biz

SXSW: Confusion between stories and narratives for biz | IMC Communications Mix | Scoop.it
If you’ve spent any time at all recently reading PR and marketing blogs, you know that storytelling is a top trend, and for good reason.  Building storytelling into the communications mix delivers ...

Via Karen Dietz
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Jack Tang's comment, May 9, 2013 2:10 AM
I agree with Kevin that narrative is different with stores. Narrative is more affective way for company to understand the process of what they did wrong or right. In the other side, stories are just to tell and it is not really interactive to the company.
An, SungBin's comment, May 9, 2013 10:43 PM
I agree with the article, any company can have their own stories. However, it is hard to get attention by the customers in these days. and I think the narrative has more powerful influences then a just stories. of course, it depends how you narrate the stories to customers, it might get worse.
Karen Dietz's comment, May 10, 2013 11:31 AM
All of these comments are very interesting and I think some additional points need to be made. First, not all narratives re stories. A report or an essay or a testimonial are all types of narratives and are definitely not stories. A report can have stories within it, but is still a type of narrative. If people understood the DYNAMICS of storytelling they would know that stories continually evolve and are all about engagement. Storytelling is NOT about telling, it's about the co-created experience that happens when people are experiencing the telling and listening at the same time. Stories by their nature are interactive. Can narrative evolve? Sure. But the points made at the conference is setting up a false dichotomy between narratives and stories, which when put into practice, is less relevant. The most important piece to pay attention to is the engagement and evolving nature of stories. Saying stories end and narratives don't is silly and not true.
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Capturing Your Organization's Stories

Capturing Your Organization's Stories | IMC Communications Mix | Scoop.it

We’re always hearing that stories can be effective in engaging donors or empowering volunteers. But it can be challenging to find ways of collecting or capturing stories, especially if your organization relies on a network of volunteers.

So I was intrigued when I saw that one of the “Movie Monday” videos (from 501 Videos) focused on collecting and sharing stories. In the short video, Zan McColloch-Lussier from Mixtape Communications, offers some simple, practical tips to help non-profit communicators gather stories from folks in the field.


Via Gregg Morris
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Kevin Chai's comment, May 8, 2013 8:41 AM
To be successful, or even just a player in their respective industries, companies must have a personable relationship with their customers. The communications mix helps with this by capturing the stories and lore of the organization and relaying it back to the public. The problem however is that an organization is bound to have dozens or hundreds of stories, deciding which ones are relevant are a whole other story. This article defines the relevant articles as having 3 requirements; to be aimed at the heart, have a compelling character and have a good structure and length. I agree completely as both emotions and a face to the story makes it more personable, and a proper lenth allows it to be repeated easily.
Jack Tang's comment, May 9, 2013 2:01 AM
I agree with Kevin with if a company wants to be successful, they need to think about their consumers, in a simple words, company needs to build up relationship with the consumers. Therefore, consumers will purchase the product or service from that shop
An, SungBin's comment, May 9, 2013 10:52 PM
This article is about how the non profit organization can get the attention from the donor or volunteer by story telling. there is a three tips for it. and I think its a good tips for approach. firstly, they talking about aim for the heart. human is emotional animal and we are weak at emotional. so it is good to capture people's hearth to get helped. and with stories, we can personalize then, we can get more people to agree what we try to tell by the stories.