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Art Of Persuasion - Lessons from A Master Brand Storyteller - Brand Stories - New Age Brand Building

Art Of Persuasion - Lessons from A Master Brand Storyteller - Brand Stories - New Age Brand Building | Sparkyourstory | Scoop.it

One adman’s view I particularly subscribe to is that of Bill Bernbach.

“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.”

Bernbach had deep insight into human nature. He believed that in order for brand communicators to become human persuaders they needed to get at the heart of what motivates people.

 

Bernbach believed that successful communicators are not only concerned with what they put into a piece of writing but what the reader gets out of it; they’re “students of how people read and listen”.

 

Good communicators understand that readers read with their ego, their emotions, their compulsions, their prejudices, their urges, their aspirations and that they plot with their brain to rationalize the facts until they become the tools of their desires.

 

Good communicators must therefore be good storytellers.

 


Via Omar Kattan - New Age AdMan
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Omar Kattan - New Age AdMan's curator insight, January 21, 2013 1:29 PM

Human beings are creative by nature, instincts such as storytelling are embedded at the heart of our psyche and we’re all hard wired to react to them.

New age brand communicators must master the art of storytelling and learn to balance emotion and intellect in order to succeed.

Omar Kattan - New Age AdMan's curator insight, January 21, 2013 1:31 PM

Human beings are creative by nature, instincts such as storytelling are embedded at the heart of our psyche and we’re all hard wired to react to them.

New age brand communicators must master the art of storytelling and learn to balance emotion and intellect in order to succeed.

Sparkyourstory
How to resonate with your customers, employees and other potential fans, by using authentic stories
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Spark - Scooped Business Storytelling content

Spark - Scooped Business Storytelling content | Sparkyourstory | Scoop.it

In this topic I curate articles from the web about Storytelling in Business. Storytelling seems to be a buzzword these days, but rightly so. Leaders and marketeers have been discovering that telling authentic stories succesfully create engagement of employees and customers.

 

Many articles on this subject are being published, worldwide. I try to cherry pick amongst them, and focus on the how. Because I like to read about companies, leaders, people who actually tell stories and found out that it worked. This will help me and others learn from them and putting this into practice. Because knowing that telling stories in business works is only the beginning. Doing it, living it, and improving it, that's another story entirely!

 

I hope you'll enjoy these articles as much as I do. And please let me know when you find any real-life story on storytelling in business.

 

For more information about what I do, please visit my website www.sparkyourstory.nu (only in Dutch sofar).

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Here's the Wonderful Storytellers Ad by Google That Makes Us Smile

Here's the Wonderful Storytellers Ad by Google That Makes Us Smile | Sparkyourstory | Scoop.it
That's what's so special about stories - they're not predictable. During the Oscars show on ABC, Google aired a commercial they call We're All
Elsemiek Meijs's insight:

That's what's so special about stories - they're not predictable." During the Oscars show on ABC, Googleaired a commercial they call "We're All Storytellers", a wonderful 60-second spot build mainly around a part of the speech Pixar filmmaker Andrew Stanton (who won Oscars for Wall-E and Finding Nemo) gave in a TED Talk in 2012.

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▶ "IF WE COULD SEE INSIDE OTHERS' HEARTS": LIFE, in 4 min - YouTube

WOW! A profound look at life, in 4 minutes. You have to watch this -- and share it. We literally welled up with tears -- very rarely does that happen. The ca...
Elsemiek Meijs's insight:

Beautiful tiny stories in a hospital

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▶ 3 pearls of entrepreneurial storytelling: Michael Margolis at TEDxMillRiver - YouTube

Michael is an educator, evangelist, and entrepreneur for the global storytelling movement. For the last decade, Michael has taught thousands of marketers and...
Elsemiek Meijs's insight:

This is where it's all about when you want to tell valuable stories to your customers as an entrepeneur - great model.

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Worn Wear: a Film About the Stories We Wear, presented by Patagonia -- Official

Worn Wear: a Film About the Stories We Wear Presented by Patagonia Directed by Keith, Lauren, Chris, and Dan Malloy Closed-captioned in English, Spanish and ...
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Resonate - present visual stories

Resonate - present visual stories | Sparkyourstory | Scoop.it

Present visual stories that transform audiences.


Via Baiba Svenca
Elsemiek Meijs's insight:

My favorite book on stories and presentations now online available!

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Belinda Suvaal's curator insight, November 13, 2013 12:58 AM

Complete guide to storytelling. Resonate with your audiciences, how its done. Very useful, informative and entertaining #bookmark!

 

Richard Baxter's curator insight, November 15, 2013 4:47 AM

Really thought provoking stuff for Medical communications - the age old problem of how to make your presentations memorable

Judih Weinstein Haggai's curator insight, December 7, 2013 10:20 PM

love this book. and check it out

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Jargon, Branded Content, & Storytelling

Jargon, Branded Content, & Storytelling | Sparkyourstory | Scoop.it
One of the takeaways from Advertising Week in New York last week is the rise of “branded content”. Brands are embracing the potential of branded content to blur the lines between advertising and entertainment.

Via Karen Dietz
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Karen Dietz's curator insight, October 3, 2013 7:59 AM

LOL -- cartoonist Tom Fishburne does it again. Forget the hype. Forget the jargon. Just focus on telling great stories. That's your ticket to success.


And go read Fishburne's blog post -- he makes some great points there about how "branded content" is now being treated as a commodity. Since business storytelling is all about creating relationships, not customers as commodities, you can see the disconnect. "Branded content" as commodity typically generates bad storytelling. So let's not go there.


Enjoy Fishburne's humor today as a lift to get us through the rest of the week.


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

Wendy Flanagan's curator insight, October 3, 2013 11:49 AM

Fairly certain that only a marketer would smile at this one.

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Stories Are About Change

Stories Are About Change | Sparkyourstory | Scoop.it

"We are vehemently faithful to our own view of the world, our story. We want to know what new story we’re stepping into before we exit the old one. We don’t want an exit if we don’t know exactly where it is going to take us, even – or perhaps especially – in an emergency. This is so, I hasten to add, whether we are patients or psychoanalysts."


Via Gregg Morris
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Esther Coronel De Iberkleid's comment, August 10, 2013 8:59 PM
Great article SHAWN COYNE! Thank you very much. Even though it is difficult for anyone to say what he would have done in an emergency situation like 9/11 since the emotions have to be felt to fire the engine and take any action, it is very interesting to still reflect and think about these type of situations for sure. What I believe is the most important thing for us human beings is to understand the value of life more than the value of things. Wealth is related with that fact, because wealth is related to freedom, love, compassion and understanding of the purpose of our own life
Karen Dietz's curator insight, September 4, 2013 4:27 PM

Many thanks to fellow curator Gregg Morris for finding and sharing this article! 


I'm working with an organizaiton right  now in the throws of huge change on multiple levels. It is a wild time and helping them find, frame, and share their stories is just beginning.


This article is a terrific place to start for thinking about the stories people need to hear when facing change. And the story shared in the post is powerful indeed.


In fact, this article fits very nicely into another recent article I posted by Rafe Martin on the importance of folklore and stories. Stories -- specifically folk tales -- help us respond to change, providing mental structures and pathways for us to follow when change happens.


As we all know, change is constant. Storytelling is a huge help. I hope you gain lots of great insights from this article and it gets you thinking about your next steps.


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

Krista Finstad-Milion's curator insight, October 6, 2013 9:21 AM

The Kübler-Ross Change curve is a tool you can store in your back pocket and pull our to help others get on with what is essential. You can also use it to coach yourself through the challenges of dealing with changes beyond your control.  In the ICN Executive MBA change management module, we combine this tool with others such as story-telling in a co-learning approach.

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Why Story Matters (SSIR)

Why Story Matters (SSIR) | Sparkyourstory | Scoop.it

Modern, effective communication is about engagement. 


This is why Thaler Pekar prefers to speak about story sharing, rather than storytelling. Telling is old school, pedantic, and pompous. Telling is transactional; when you tell someone something, you shut down true communication. 

 

Elsemiek Meijs's insight:

When you share a story, you will spark a story. That is the power of story: it is an emergent form of communication, possessing the ability to tap into the experiences of your listener. You can connect seemingly abstract, new information to your listener’s existing web of knowledge.

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Anecdote: A simple way to embed your values with stories

Anecdote: A simple way to embed your values with stories | Sparkyourstory | Scoop.it

Most organisations have a list of core values and it hasn't helped them that much. These espoused values sound good but just like having a glorious view from your office, after a while they become invisible. So, how do you keep them alive so people really know what they mean and care about them.?


Elsemiek Meijs's insight:

I totally agree that managers and employees need a richer picture of their values and this comes from hearing a range of different stories that show a value in action. Anecdote has developed a systematic way to not only share the stories across the company but help people talk about what the story actually means to them. It's only in this discussion that they make sense of the value.

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Here's An Awesome Story About Steve Jobs Telling An Employee He's Going To Become The World's Best Story Teller In 1994

Here's An Awesome Story About Steve Jobs Telling An Employee He's Going To Become The World's Best Story Teller In 1994 | Sparkyourstory | Scoop.it
"The storyteller sets the vision, values and agenda of an entire generation that is to come."
Elsemiek Meijs's insight:

He understood .... and he did!


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Discover Your Personal Narrative

Discover Your Personal Narrative | Sparkyourstory | Scoop.it
Step back from your experience and let the story emerge.
Elsemiek Meijs's insight:

I like this article because it emphasizes that even if you don't have a conscious narrative as a business, you've been living one. In my experience, this is the hardest part for business people to understand about business storytelling. The first step in finding your true story is asking "what's my narrative?" And then, this is not something to handover to the PR department, but they emerge from shared experiences. The best place to look, at least initially, is at the stories you tell, to yourself and about yourself. You'll start to see patterns and themes.

 

This review was written by Elsemiek Meijs for my curated content on http://www.scoop.it/t/sparkyourstory

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Examples: Organizational storytelling in IBM - Press42

Examples: Organizational storytelling in IBM - Press42 | Sparkyourstory | Scoop.it
Fantastic example on how IBM Research is using organizational storytelling to tell the story of the science they're doing.
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How leaders use storytelling to get the message over

How leaders use storytelling to get the message over | Sparkyourstory | Scoop.it
A growing number of corporations are using the power of the parable to tell their story, their way.
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Southwest Airlines Motivates Its Employees With A Purpose Bigger Than A Paycheck

Southwest Airlines Motivates Its Employees With A Purpose Bigger Than A Paycheck | Sparkyourstory | Scoop.it
Southwest Airlines retains loyal customers not by resting on its laurels but by renewing its vision.
Elsemiek Meijs's insight:

Dreams, the Why and storytelling coming together .....

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Beeban Kidron: The shared wonder of film - YouTube

http://www.ted.com Movies have the power to create a shared narrative experience and to shape memories and worldviews. British film director Beeban Kidron in...
Elsemiek Meijs's insight:

"If we want different values, we have to tell a different story. A story that understands that an individual narrative is an essential component of a person's identity, that a collective narrative is an essential component of a cultural identity and without it, it is impossible to imagine yourself as part of a group."

 

A beautiful tale by Beeban Kidron about how Filmclubs for children changed these children and gave them a story.

 

This review was written by Elsemiek Meijs for my curated content on http://www.scoop.it/t/sparkyourstory

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It's all about pull: The New 4Ps of Marketing (from storytelling)

It's all about pull: The New 4Ps of Marketing (from storytelling) | Sparkyourstory | Scoop.it

The 4Ps is a concept originally coined in the 1960s by E.J. McCarthy. In short, if you have the right Product, in the right Place, at the right Price, supported by the right Promotion, you will likely have the right marketing mix in place to be successful. It’s an idea that is still taught in many marketing classes and continues to have traction in certain marketing circles. However, in the Age of Now this model seems out of touch with the expectations of empowered consumers. In turn, we are seeing the traditional 4Ps give way to a new set: Purpose, Passion, Participation, and Profit...


Via Jeff Domansky, Karen Dietz
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Miklos Szilagyi's curator insight, December 28, 2013 12:48 PM

Very interesting (and highly relevant to the helping professions such as coaching...) move from the original 4Ps of marketing (the right Product, in the right Place, at the right Price, supported by the right Promotion) to the new 4Ps:

Purpose (what your business stands for),

Passion (all about leveraging the power of your people to build your brand, see Empowerment...), 

Participation (companies are looking for partners with the same values whom they can work with to make a difference and further their reach)

Profit (self-explanatory...)

 

Now, this is not a gobbledygook, these are real elements and here also appears the unavoidable need for a passionate, involved, engaged, aligned and empowered staff... do you understand the importance of this? It is a free advertisement for the helping professions, guys...

Anthony M Turner's curator insight, January 2, 5:12 PM

this makes a lot of sense....

Ashley Pero's curator insight, January 31, 10:45 AM

Great insights on marketing that might make the whole concept seem less foreign to nonprofits.

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Storytelling Matters: Awesome Storied Ads to Make You Cry

Storytelling Matters: Awesome Storied Ads to Make You Cry | Sparkyourstory | Scoop.it

Via Karen Dietz
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Peter (PJ) Fulcher-Meredith's curator insight, November 27, 2013 7:06 PM

If you ever doubted the power of storytelling I challenge you to watch thesde TVCs without being moved. Simple yet profound. A lesson for all of us in how to make genuine human connections. Okay, so they are tv commercials - it doesn't matter.  There are terrible TV commercials but what these stories do in just 1-3 minutes is sheer brilliant storytelling.  Well done to all involved.

Omar Kattan - New Age AdMan's curator insight, November 28, 2013 4:33 AM

Brilliant examples for emotional storytelling in advertising.

AlysseH's curator insight, November 30, 2013 10:18 AM

Emotion is the key to connection

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Robert McKee, Screenwriting Guru, Teaches Us How Brands Tell Better Stories

Robert McKee, Screenwriting Guru, Teaches Us How Brands Tell Better Stories | Sparkyourstory | Scoop.it
If you want everyone from customers to colleagues to believe in your mission you need to tell them a story not make an argument.

Via Karen Dietz
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Jim Signorelli's comment, October 24, 2013 10:51 AM
Karen, I went to McKee's Story for Business course a few weeks ago in NYC. I HIGHLY recommend. He applies many of the principles discussed in his book STORY to marketing communications. Entertaining, Illuminating and well worth the price of admission! P.S. Love the same quote you shared.
Karen Dietz's comment, October 24, 2013 4:07 PM
Hey Jim! LOL, McKee is just up the freeway from me and you'd think I'd get up to LA to take his course. Now with your recommendation I definitely have to register. Many thanks for letting me know you found it valuable. Onward!
Pasquale Abiuso's curator insight, February 17, 3:55 AM

L'imprenditore è un narratore.

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Creating a Company Vision

Creating a Company Vision | Sparkyourstory | Scoop.it
Do you have a vision of where your company will be in three years? In five? 10? Here’s a sure-fire way to get clear about the future you want.
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The Neuroscience of Your Brain on Fiction

The Neuroscience of Your Brain on Fiction | Sparkyourstory | Scoop.it
Stories stimulate the brain. Metaphors like “He had leathery hands” rouse the sensory cortex.
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The woman behind the Netflix Culture Doc

The woman behind the Netflix Culture Doc | Sparkyourstory | Scoop.it

Patty McCord served as Netflix Chief Talent Officer from 1998 until 2012. She made Netflix write down the things they expected in people instead of listing standard values. This led to an infamous document and philosophy know as Netflix Culture: freedom and responsibility. It drives to a single point: a company is like a pro sports team, where good managers are good coaches, and the goal is to field stars in every position

Elsemiek Meijs's insight:

I love everything about the story of this woman, Patty McCord. In the video (find it at the end of the article, in the comments), she calls herself a storyteller. And that is what she does: telling stories about her employee philosophy in Netflix, stating she "knows nothing about HR". She totally gets me inspired!

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Do You Know How to Tell a Great Story?

Do You Know How to Tell a Great Story? | Sparkyourstory | Scoop.it
“There have been great societies that did not use the wheel, but there have been no societies that did not tell stories.” — Ursula K. Le Guin, American authorIn 1906, Congress
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Anecdote: Writing oral stories

Anecdote: Writing oral stories | Sparkyourstory | Scoop.it

Why an oral story on business strategy should not be a business document - and what's the difference ......

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3 Ways for How to Gather Biz Stories

3 Ways for How to Gather Biz Stories | Sparkyourstory | Scoop.it
Three ways to gather powerful and persuasive stories from colleagues, customers, donors, grantees, and yourself for effective messaging.

Via Karen Dietz
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Karen Dietz's curator insight, May 8, 2013 1:00 PM

Story professional and colleague Thaler Pekar wrote this helpful post that is a companion piece to the article I just curated on where to find stories in your organization: http://www.giftworksconnect.com/2013/04/scouring-for-stories/ 


What I love about Pekar's article is that the 3 ways she lists are more about effective processes for finding stories instead of a list of who to talk with.


She tackles evoking a story in person, tips for when someone writes a story for you, and then tips for videoing a story.


Again, this post is written for nonprofits, but the same tips apply to any type of business.


Between these 2 articles, I hope you find and capture the amazing stories that I know surround you!


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