As Chief Strategy Officer of the MENA region’s first specialist content marketing agency, I help our clients concieve, develop and implement their content marketing strategies. Many of our clients are B2C, some are B2B, but all are H2H (human to human). One of the areas I focus on (and enjoy!) during the early stages of the engagement, [...]
“What keeps your customers up at night?” One of the most important elements in b2b marketing is empathy, without it, your story will not resonate with the intended audience; and if the story doesn’t connect or resonate, you might as well not be...
"Former P&G marketing chief Jim Stengel says that the best companies tell two types of stories to build strong and enduring brands."
"The Brand Ideal, or Purpose, of Louisville Slugger is "to make players great." That statement could sound like puffery, except that the stories surrounding the brand make it plain and true. This is the case for most Ideal-driven businesses. Stories make the Ideal wheel spin.
Much has been written about the importance of storytelling in marketing and management, but nowhere do tales have a taller order than inside the walls of Ideal-driven companies. They bring definition to the Ideal. They authenticate it and animate it. They inspire and direct its activation. They reaffirm the course and perpetuate the narrative."
IJNet.org is the premier global website for journalists and media managers to learn about training and networking opportunities. The site and its weekly e-mail bulletin reports on the latest innovations, resources and awards. IJNet publishes in Arabic, Chinese, English, Persian, Portuguese, Russian and Spanish. Users come from more than 185 countries.
Donors and media-training groups use IJNet to publicize their work to an ever-growing community dedicated to improving journalism.
The World as Story: Emergent storytelling in World of Warcraft Joystiq I ask this in part due to a developing discussion on the scale and scope of how the world we interact with as we play reveals the story elements.