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Is brand storytelling really about storytelling?

Is brand storytelling really about storytelling? | Smarter Business | Scoop.it
Storytelling is quite the buzzword these days. Shane Snow even predicted storytelling would be the #1 business skill of the next 5 years. I’ve become i

Via Karen Dietz
oconnorandkelly's insight:

Tremendous read ..... please do.

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Karen Dietz's curator insight, February 25, 2014 4:36 PM

What a great piece this is! Written by Keith Nerdin, it tackles whether all the buzz about storytelling and branding really makes sense. Nerdin takes a very common sense approach to this question and his conclusions are spot on.


What I also appreciate is that Nerdin approaches this question from a beginner's mind. He admits he is new to the biz storytelling world. As a result, his discussion and insights are very refreshing.


Too often those new to the field simply parrot what has already been said. Not Nerdin. He's put a lot of thought into the topic of story branding and is not afraid to share these with us.


This is a well written post that I think you will enjoy. And learn from. I won't spoil the ending for you but will tell you his words cut through all the hype out there.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Barbara Ganley's curator insight, February 28, 2014 9:50 AM

Exactly...

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Hanging on to Problem People for Too Long

Hanging on to Problem People for Too Long | Smarter Business | Scoop.it
“Top 7 Reasons We Hang on to Problem People As you read through them, consider that usually more than one is going on at the same time, and the more that are "true" for you, the harder it will be to take the necessary action. Check them out and see if any of them are familiar to you or true of a manager/leader you may know:1. Being overly optimistic about their ability to change. If you’re a good leader, chances are you have a fairly optimistic mindset; you see possibilities where others see only problems. Apply that positivity to chronic underperformers and it works against you. You may be saying to yourself, "Maybe if I give it more time," or "Maybe I'm not helping them enough," and things can go on for too long.2. Avoiding a conflict or painful situation. Even for some tenured, successful CEO’s I know, the prospect of having a conversation where performance or fit has become an irreconcilable or prolonged problem can be daunting. It can almost be like breaking up with a spouse or partner. People simply don’t want to do it, particularly if the person is well-liked.3. Finding and recruiting a replacement is hard. Whether you have to make a case internally for a replacement req, or go through an internal/external recruiting process, or you have doubts about your ability to select and hire the “right” person, finding a replacement is difficult and time-consuming.4. Not wanting to take on their work. Face it, we’re all super-busy, and the prospect of taking on someone’s work yourself, or assigning it to one of your team, is off-putting. Some elect to hang on to a problem person rather than deal with the additional work for the time it may take to justify and/or find a replacement.5. Reluctance to admit a failure. Whether you’ve recruited the person and feel it would reflect on you badly that they didn’t work out, or they’ve worked for you for a long time, and your relationship is otherwise strong, having to fire or exit someone, it can be seen as your own failure, one that can be a hard pill to swallow.6. Belief that they are irreplaceable or holding something together. They may have deep specialized knowledge that others lack, or manage a business, region, or set of functions that others don’t know, or they are particularly beloved by their team, it can be seductive to imagine that they are the “glue” holding things together, and without them (even despite their prolonged underperformance) things will come apart.7. Loyalty or humanity. Maybe you like them, they like you, or both. Perhaps you worry about their family, livelihood future, or the emotional impact of a job loss. It’s both understandable and admirable that you would care about someone on your team, although if they are wrong for the role or not delivering results for a prolonged time period, chances are good a) it's going to have to happen, and b) their issues are a problem for their colleagues/your other people too.What to do about it”
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How to build a strong employee referral culture

How to build a strong employee referral culture | Smarter Business | Scoop.it
Culture club

What makes a great employee want to refer their friends, family and former colleagues? Culture, benefits, flexibility and a sense of mission and purpose, says Dan Schawbel, partner and research director at Future Workplace.

"Culture is your most important competitive advantage. As long as you're paying people fairly, of course, then they are going to look for factors aside from that as positives or negatives -- they want meaningful work, solid benefits, flexibility, and those are the things they'll talk about with friends, former colleagues, family," Schawbel says. If you already have those things, you're well on your way to building a referral culture.

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A New Era Of Innovation

A New Era Of Innovation | Smarter Business | Scoop.it
For the past 20 or 30 years, innovation, especially in the digital space, has been fairly straightforward. We could rely on technology to improve at a foreseeable pace and that allowed us to predict, with a high degree of certainty, what would be possible in the years to come.

Via Peter Verschuere, michel verstrepen, Lockall, juandoming, Anna, Marco Favero
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3 reasons your content isn't getting shared -- and how to fix them

3 reasons your content isn't getting shared -- and how to fix them | Smarter Business | Scoop.it
There are three main types of problems that could be behind your content’s lack of shares.

1. Audience problems
The first type of problem is audience targeting, which can prevent your content from getting seen by the people most likely to share it.

Pick the right audience. Are you writing for a “general” audience, or do you have a specific niche in mind? It’s almost impossible to get shares unless you’re writing for some specific demographic. Who’s going to be most interested in this content? What niche hasn’t already been targeted by a competitor?
Choose the right topics. There are two baseline requirements for choosing topics relevant to your target audience. The first is that your topics need to be original — if someone else has covered this topic sufficiently already, your users are far less likely to respond. The second is that they need to be powerful in some way — they could be intriguing, surprising, interesting or valuable, or they could invoke some kind of emotion.
Write in the right voice. The body of your content, too, should be tailored to your audience. If you write in a vocabulary that’s too sophisticated or unsophisticated for your audience, they’ll be turned off and won’t want to share it. This is your chance to prove you know your audience well. You should take it.
Distribute your article to the right channels. Even once the article is written, your audience targeting isn’t over. You have to distribute your article to the right channels, publishers and social media platforms if you want to maximize its visibility. For example, there are powerful demographic splits among social media platforms. Use the ones your audience is most likely to use.

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8 Most Valued Things That Startups Cannot Ignore

8 Most Valued Things That Startups Cannot Ignore | Smarter Business | Scoop.it

Discussed in this post is a list of some of the most essential things that need to be done by startups in order to start a successful business


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Dying Sales Funnel? Bring Dead Leads to Life Through Lead Nurture

Dying Sales Funnel? Bring Dead Leads to Life Through Lead Nurture | Smarter Business | Scoop.it
Sales - Rather than just pass leads off to Sales, marketers now shape and guide prospects through the sales funnel until purchase intent is clear. Thanks to lead nurturing, doing s
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Advertising agencies unveil rejected Remain campaign posters

Advertising agencies unveil rejected Remain campaign posters | Smarter Business | Scoop.it
The agencies behind the Remain advertising campaign have shared their unsuccessful designs and described a "frustrating" process that was "doomed" to fail
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How Psychology and Marketing Go Hand In Hand

How Psychology and Marketing Go Hand In Hand | Smarter Business | Scoop.it
Psychology can provide the insight you need to better understand what makes your audience click, signup or buy.

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janlgordon's comment, July 11, 1:49 PM
Thank you @Skylly_W @Jenne & @Jason L Mashal :-)
janlgordon's comment, July 14, 10:45 AM
Thank you @Anna :-)
janlgordon's comment, July 24, 9:00 PM
Thank you @Antonio Ormachea :-)
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13 Small Businesses Marketing Strategies

13 Small Businesses Marketing Strategies | Smarter Business | Scoop.it

Whether you have just started a small consulting business, run a local consignment shop, or opened a café, you are constantly looking for ways to attract business without breaking the bank. 


Via Daniel Watson
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How to Build Trust With Almost Anyone

How to Build Trust With Almost Anyone | Smarter Business | Scoop.it
Building trust is something we all need to, here's how to do it
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6 Steps to Building a Strong Company Culture

6 Steps to Building a Strong Company Culture | Smarter Business | Scoop.it
Culture is the everyday reality of organizational life. What are you doing to develop yours?
Via Alexis Assimacopoulos, Alex
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What Will the Future of Storytelling Look Like?

What Will the Future of Storytelling Look Like? | Smarter Business | Scoop.it
Using YouTube stars, Astronauts Wanted are creating transmedia storytelling, across Vine, Snapchat, Facebook and social media.

Via Soraia Ferreira, Ph.D., massimo facchinetti, SENAME Interactive
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Intel's Storytelling: Narratives That Go Beyond Chips

Intel's Storytelling: Narratives That Go Beyond Chips | Smarter Business | Scoop.it
Intel’s internal advertising group and video and digital studio have produced a slew of original content that shows some incredible ways innovators are using its technology.

Via Karen Dietz
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Karen Dietz's curator insight, June 28, 12:03 PM

Trying to find really great articles on business storytelling these last 10 days has been like being in the desert without water. That's the main reason why I haven't been posting. Until today!

 

Here's a terrific piece on Intel's storytelling. They've been doing a masterful job of that lately, and the author, Rob Walker, takes us behind the scenes into how and why their storytelling is so effective.

 

What makes their storytelling work so well? It's because they are focusing on telling stories of experiences people have of their product. If they can do it with a product that remains invisible to most of us, you can do it too.

 

We all need good examples of companies, plus their insights, who are really excelling at storytelling in a land of mediocrity. Enjoy!

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it. Follow her on Twitter @kdietz

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A New Approach to Organization Design

A New Approach to Organization Design | Smarter Business | Scoop.it
Reorganization can boost company performance, but the results are often disappointing. A smart new approach dramatically increases the likelihood of success. Recognizing that company performance is determined above all by employees’ behaviors, it uses a variety of organizational levers to maximize the cooperation, engagement, and effectiveness of staff throughout the organization.

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What are the differences among virtual, augmented and mixed reality?

What are the differences among virtual, augmented and mixed reality? | Smarter Business | Scoop.it
They're pretty big and important.
Via Cindy Rudy, Luciana Viter, malek
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75 Marketing & Biz Acronyms & Abbreviations Industry Pros Should Know

75 Marketing & Biz Acronyms & Abbreviations Industry Pros Should Know | Smarter Business | Scoop.it

Have you ever heard an acronym but you didn't know what it meant? It can really throw you off your game in a conversation. I usually try to write it down discreetly or, if I have a laptop, look it up online without anyone seeing.


But industry-specific acronyms can have multiple meanings, and sometimes Wikipedia doesn't do them justice.


That's why we curated 34 of the most common marketing acronyms and 41 of the most common business acronyms -- and put them into an epic glossary you can skim, study, or bookmark and save for later...


Via Jeff Domansky
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Jeff Domansky's curator insight, July 15, 9:59 AM

Check out these 75 common marketing acronyms and abbreviations you can skim, study, or bookmark to save for later.

tubesspecific's comment, July 15, 11:51 PM
Nice
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Stop These 8 Negative Mindsets That Make Entrepreneurs Miserable

Stop These 8 Negative Mindsets That Make Entrepreneurs Miserable | Smarter Business | Scoop.it
Taking joy in the journey is an inside job. To find what gives you an edge, take time to re-evaluate, fine-tune and reset.

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The Power Of Storytelling From John Kotter

The Power Of Storytelling From John Kotter | Smarter Business | Scoop.it
There’s enough evidence today that the brain is hardwired for stories and by that I mean that they can easily slide into our minds with a bit of emotional punch that keeps them memorable and ‘sticky.’ If the story holds some basic lessons, then they have a chance of staying around over time and modifying what we do: changing actions, reinforcing behaviors, making us do what we do (or need to stop doing) with more confidence.

Via Karen Dietz
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Karen Dietz's curator insight, July 8, 1:00 PM

Here are 2 heavyweights talking about the power of storytelling: its stickiness, fables, Bruno Bettelheim, evolution and storytelling, and how storytelling can generate long lasting effects. 

 

John Kotter is Founder and Chairman of Kotter International and Professor of Leadership, Emeritus at Harvard Business School. In this post he's talking with his friend Michael McCaskey, author, photographer and former President of the Chicago Bears about the power of storytelling in personal and organizational life.

 

I had the privilege of being certified by Kotter himself in his change management system. He's always been deeply involved in stories, using them in his work.

 

This is a nice, easy read -- perfect for a Friday. Enjoy!

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it. Follow her on Twitter @kdietz

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How to Build a Rock Solid Company Culture

How to Build a Rock Solid Company Culture | Smarter Business | Scoop.it
From retention to revenue, there is no doubt that culture plays a role in a successful company. Here are some tips to help build a healthy company culture.

Via RingCentral
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How Smart Leaders Build Trust

How Smart Leaders Build Trust | Smarter Business | Scoop.it
The chairman of JetBlue explains how a high-trust culture makes a better company (and life).
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3 Skills Every Marketing Professional Must Have 

3 Skills Every Marketing Professional Must Have  | Smarter Business | Scoop.it
Not everyone is made out to have a career in marketing. Find out if you are one of them by looking at these 3 skills every marketing professional is expected to

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Why Do I Trust You?

Why Do I Trust You? | Smarter Business | Scoop.it
Here are five assurances I look for when choosing to trust someone without hesitation.

I trust you because I know you. Knowing someone helps set the stage for trust. If I have a sense of knowing someone, including their likes, interests, habits, and ways of interacting, I can choose to trust them. Time helps that, too. I trust my friend to take my daughters camping for days at a time because she first kept them for a few hours, then overnight, and because they are happy and have fun when they’re with her. Knowing someone includes knowing how they behave over time.

I trust you because we have a history together. Some of my most comfortable relationships are the longest-term, which makes sense. Not long ago, some friends visited. We’ve known them more than twenty years. Though we haven’t spent time together much in recent years, I trust them completely, without hesitation, because I know them to be trustworthy, over time. I work with their daughter and working together is natural because of our history. I knew I could trust her to be a reliable worker even before I hired her. How? I’ve watched her mature, seen her grow in confidence and maturity. Our shared history compounds our trust.

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12 ways to help your team recharge - CUInsight

12 ways to help your team recharge - CUInsight | Smarter Business | Scoop.it
1. Take Them Away From the Work Environment I’ve been on many team-building exercises away from the office environment that are fun, like ziplining and go-karts. I get to know my team members better outside of work projects. These experiences have gotten us excited about working together again on a new project. Plus, just not …

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Reducing the Risk of Innovation

Reducing the Risk of Innovation | Smarter Business | Scoop.it

Innovation is never risk-free. That doesn’t mean you have to throw money away every time you want to try something new. Follow these tips to think more like an entrepreneur, and watch as your company begins to solve more problems more quickly.


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Simon Sinek: How to Build a Company that People want to Work For

Simon Sinek: How to Build a Company that People want to Work For | Smarter Business | Scoop.it
Simon Sinek, author of Start With Why , explains to Inc. features editor Diana Ransom why great leaders give their employees the space and responsibilities to grow.
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