Stories - an experience for your audience -
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Stories - an experience for your audience -
- Everyone - every company, organization has a story. Tell it, we all can learn and benefit from your story but be authentic, real
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Rescooped by Hans Heesterbeek from Just Story It! Biz Storytelling!

5 Places To Look For Your Brand's Story

5 Places To Look For Your Brand's Story | Stories - an experience for your audience - |
5 Places To Look For Your Brand's Story - 07/17/2012 (RT @BrandSquare: 5 Places To Look For Your #Brand's Story #branding #storytelling...)...


Not sure how to get started in crafting your brand story? Here's a piece by Jim Signorelli with 5 tips on where to starting looking for the qualities and elements you want your brand story to embody. And don't forget his last tip -- ask your customers!


Start answering the questions Jim poses and it will make crafting and sharing your brand story much easier -- and just remember -- your brand story is made up of a set of stories that you get to share and tell, IMHO.


The creation of a 'grand narrative' -- a mono-story -- that reflects ALL you are about is passe and not as workable as in the past. We are moving away from the 'grand narrative' notion to the understanding of the power of sets of micro-stories -- even in marketing. This article really does not address this issue, so just keep this in the back of your mind as you are digging for your stories.


There is value in distilling these stories down to a workable few. So dig into these 5 places, have fun, and see what you come up with!

Via Karen Dietz
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Rescooped by Hans Heesterbeek from Just Story It! Biz Storytelling!

Below the Fold: Why Most Brands Will Suck at Storytelling

Below the Fold: Why Most Brands Will Suck at Storytelling | Stories - an experience for your audience - |
"STORY" IS THE NEW "CONTENT." As buzzwords go, story isn’t entirely bad -- for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits.


I love this post and its irreverent attitude. It is quite refreshing in this day and age when 'storytelling', 'branding', and 'content' are such pervasive buzzwords and hyped as the cure-all for everything.


There are great reminders in this article that great business stories are not sanitized, and that there is danger in always crafting a happy ending.  Only sharing your 'success' stories eventually undercuts your believability. We know there have been mistakes, trials, and tribulations along the way and we want to hear about those too.


Why? Because it makes you human. As the author Gary Goldhammer says, storytelling is about people. Brands aren't about Hollywood actors, and "companies are not logos. There are human beings behind them all."


There are more insights here in this quick post -- reading it is almost like hitting the 'reset' button when we forget the fundamentals of storytelling after getting caught up in the hyped-up excitement about story branding, social media, content creation, and technology.

Via Karen Dietz
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Rescooped by Hans Heesterbeek from Storytelling, Social Media and beyond!

Storytelling is the New Currency in Digital Marketing

Storytelling is the New Currency in Digital Marketing | Stories - an experience for your audience - |

This piece is from Evivio Blog - I selected this piece because today is the beginning of the Reinvention Summit where people from all over the world gather together to hear and share stories of change. All businesses are going through reinvention, telling the right stories to connect with their audiences in a new way is crucial. 


Here are some highlights:


**Stories are the new currency in digital marketing, as digital media allow consumers a surfeit of channels to listen to and engage on.


**Consumers want to be engrossed and entertained, and as with other entertainment media, they expect a story.


But stories are not just entertaining.


**Stories are useful, descriptive, beautiful, interesting: shareable.


**Shareable, and participatory: when your audience shares your content, they often add their perspective to it, adding social credence that can further enhance its relevance


**The iconic marketing goal of the social media era is ‘viral’ content – a video, photo or other content that spreads like a virus from host to host, making millions of people laugh, cry or think.


**But one must consider how many of those attempts at ‘viral’ marketing have succeeded.


**On a Wikipedia list of the most viral internet memes very few of them are associated with a brand and those that are were almost always created by a third party or viewed as a public joke.


**Trying to produce a viral internet meme is like trying to stand up on a water slide. The chances that you will fall flat on your face and look pretty silly in the process are very high.


**Rather than attempting to create ‘viral’ content, marketers should aim for ‘shareable’ content. That is, content that genuinely affects their target demographic; content that addresses real problems or communicates similar ideals.


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


Read full article here: []

Via janlgordon
misslenali's comment, April 21, 2012 12:34 PM
:) you´re very welcome Karen I probably will rescoop more from you!
I like you.....
Deb Nystrom, REVELN's curator insight, January 2, 2013 1:43 PM

There are few things so captivating, so memorable, as a good story.  Change is empowered by sharing examples of what works, or what changes feature quick wins.  Digital marketers are the purveyors.  

What is really needed are change leaders who stir the mix so the stories come forward.  Change Leaders champion the best stories and shape their cultures with them.  ~  Deb

Audrey's curator insight, January 5, 2013 3:59 PM

After reading your article I am going to do some of my lessons as stories. You know psychology is an area of study which naturally lends itself to story telling;

Rescooped by Hans Heesterbeek from Just Story It! Biz Storytelling!

Batman and the Storytelling Map -- Brand Storytelling

Batman and the Storytelling Map -- Brand Storytelling | Stories - an experience for your audience - |
In my last post I wrote about the Story Map I used to analyze stories and search for ways to incorporate brands into well known narratives. By using the same tools as Hollywood its possible to effe...


Well, this is interesting -- but maybe doesn't go far enough. The map is useful. The tricky part is putting all of the elements together effectively to create a compelling story. The nuances between these elements is not always obvious.


No question, these elements need to be present. But conveying tension, motivation, conflict, and empathy are done by employing either linguistic devices like contrast, triggering emotions in the reader, etc. They are subtle, powerful techniques that are more often experienced rather than told.


And in the end, all business storytelling is about moving people to action. While Batman is an engaging story, it doesn't move us to take action. That is what is missing on this map, which is why I said it probably doesn't go far enough.


But overall I like what is being said. Now we need to watch for the next installment where the author will share how he has used the map to create pharmaceutical brand stories.

Via Karen Dietz
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Rescooped by Hans Heesterbeek from Just Story It! Biz Storytelling!

Make It Count -- Nike Story & Engagement

like me on we shot this in 10 days, just the two of us. Max, my friend in the movie, is a talented filmmaker, he edited thi...


Well this is fun and perfect for a Friday treat! Nike charged these 2 guys to make a video/digital story about its brand. They stepped out of the box and had an adventure. And in the end, they put together this fab video that perfectly expresses the Nike brand!


What a hoot. And a terrific example of engaging your customers in creating brand stories for you. Not only is the end product engaging, but this shows what customers engagement is all about.


Whether these guys are customers or professionals hired to create the video, it's still representative of great customer engagement.


Enjoy watching this short video and have a great weekend!

Via Karen Dietz
go girl's comment, April 28, 2012 5:50 PM
Great! I wanna buy those shoes. That little clip was certainly packed with loads of stimulous to underpin the brands vision and message in a variety of ways.
Karen Dietz's comment, April 29, 2012 4:23 PM
I so agree with your comment Go Girl! It made me want to go out for a run and further solidified my great feelings about Nike :)