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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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Metaphor Marketing-The Hidden Secret in Stories

Metaphor Marketing-The Hidden Secret in Stories | Stories - an experience for your audience - | Scoop.it
Harvard Business School professor Jerry Zaltman makes pictures that reveal our deepest feelings about your favorite brands. Can he scan your brain and...

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Jacqueline Freeman's comment, September 22, 2013 11:17 AM
Absolutely. We are often frustrated when we're doing everything we know to do but still find ourselves mired in the same unproductive patterns. Most are unaware that its not our conscious mind, but what's behind the curtain that's actually driving our life. The more self-aware we are, the more firmly we move into the driver's seat of our life.
Karen Dietz's comment, September 22, 2013 11:45 AM
Excellent points and I agree whole-heartedly. I so appreciate you adding your insights to the conversation.
Alessio Carciofi's curator insight, September 23, 2013 3:30 AM

beautiful ...

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Want to design great products/services? Start with storytelling!

Want to design great products/services? Start with storytelling! | Stories - an experience for your audience - | Scoop.it
It’s not uncommon for designers to confuse a beautiful looking product with one that works beautifully. A great technique for creating smarter, better products is to approach them using story-centered design.

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Karen Dietz's comment, April 18, 2013 2:55 PM
I agree GplusSage! More businesses need to think about doing this for their products and services from the customer's perspective. Thanks for your comment.
Karen Dietz's comment, April 18, 2013 2:55 PM
Thank you so much Alison! I appreciate the shout-out. You made my day :)
Tom Tabaczynski's comment, April 21, 2013 11:14 AM
Interesting.
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Marketing Is Dead -- Story Is Now

Marketing Is Dead -- Story Is Now | Stories - an experience for your audience - | Scoop.it
In our social media-infused world, traditional marketing logic just doesn't work.

 

I had earmarked this article to share with you awhile ago and just found it again when cleaning up my emails. Better late than never!

 

Here's what I love about this post -- it makes no bones about the fact that marketing is changing. And if you haven't gotten with the program, get on board quick!

 

Now, I don't agree that ALL traditional marketing techniques are dead. But the author Bill Lee sure does make a great case explaining how things are changing. And his statistics are riveting.

 

And I also like that he shares with us what we need to do to stay with the curve:

Getting into community marketing Identify and promote customers that bring value (and not just based on how much they buy) Help your customers build social capital Involve your customers in creating solutions together

 

What's story got to do with it? Stories are the way the points above happen. It's all about the stories you share, listen to, promote, ask for, engage with, and retell. And hint hint -- these are your customer stories mostly!

 

Go read the article for all of Lee's insights. This will post will definitely get you thinking differently.

 

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


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Storytelling by Design

Storytelling by Design | Stories - an experience for your audience - | Scoop.it
If you want a seamless guest experience your hotel needs to have a story Heres an example how to turn story ...

 

This is a quick yet very insightful article linking the interior design of a hotel, storytelling, and women's liberation.

 

"Whaaaaattttt??!!" you say. Yep. It's a perfect example of how a hotel got creative and leveraged storytelling in order to market themselves more effectively, and increase sales.

 

The post about a New York City hotel that originally opened as the Hotel Martha Washington. It was the first hotel in the country specially designed for women only. Based on the the building's history, the new owners of the hotel created a persona that typified women who stayed at the hotel.

 

From there they created interior designs that connected together its history, the contributions of 12 women to our world, their identified persona, and their marketing efforts. Brilliant!

 

I love how this company translated storytelling into the physical world through its interior designs. More companies need to be doing this for enhancing both employee and customer experiences/engagement.

 

For all the details, go read this article. Like a chocolate truffle, it's small but rich with a lasting impression!

 

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


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Igniting Word-of-Mouth Marketing With Storytelling

Igniting Word-of-Mouth Marketing With Storytelling | Stories - an experience for your audience - | Scoop.it
Storytelling is by far the most underrated skill when it comes to business. Gary Vaynerchuk, master marketer and entrepreneur Even...

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Ellyn Winters's curator insight, April 25, 2013 1:01 PM

I'm a huge believer in storytelling in marketing, but also in sales. It is our natural form of communication in life - so why would we abandon this format when talking business? 

Jean-Marc TRESOR's curator insight, April 26, 2013 10:44 AM

Storytelling

Alison D. Gilbert's curator insight, May 2, 2013 4:08 PM

I love storytelling, listening and telling.

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The Drivers Of Brand Storytelling Strategy: Branding Strategy Insider

The Drivers Of Brand Storytelling Strategy: Branding Strategy Insider | Stories - an experience for your audience - | Scoop.it
Customers own the story of the brand now. What brands say is far less important than what brands actually do to serve the well being of the faithful. Whereas before, the brand conversation was based on delivery and interruption, successful...

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Karen Dietz's curator insight, January 10, 2013 2:28 PM

What a great article that goes a long way in de-mystefying brand storytelling!


I particularly like the emphasis on brand storytelling creating deep affinity if done right, that chemistry is part of the equation, and that it is a strategic imperative, not a promotional tactic. 


With these attitudes in mind, this brings brand storytelling out of the realm of mere transaction into an ongoing relationship between company and customer.


The authors Derrick Daye and Brad VanAuken then go on to talk about the drivers of brand storytelling: purpose, method, and opportunity.


I wish they had included company examples -- good, bad, or indifferent -- to illustrate their points. Nevertheless, their article does help us all know the steps we need to take to either create or further enhance our brand storytelling.


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

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What does your brand stand for? [inforgraphic]

What does your brand stand for? [inforgraphic] | Stories - an experience for your audience - | Scoop.it
A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...

 

Here's a terrific infographic from colleague Jim Signorelli that will help you create a persona for your business. Once you have a persona, it becomes much easier to target your storytelling and marketing/branding efforts. And connect more forcefully with customers.

 

There are 2 ways of finding your persona:

Examine all of your stories and determine their common characteristics. Then look at Jim's infographic to refine and finalize those qualities. Create your persona based on your discoveries. Examine this infographic to determine which character/characters you think you/your business embodies most. Check it against your stories. Build your persona from there.

What is a persona? It is a descriptive profile of a typical customer that includes a character type/archetype, demographic info, and as much flesh and bones information you can collect to create a bit of a story about this customer -- their likes, dislikes, challenges, etc.

 

Thanks Jim for putting together this very helpful infographic.

 

And if you want to dig into this topic more -- and get even smarter about using archetypes for marketing/branding -- read The Hero and The Outlaw; Building Extraordinary Brands Through the Power of Archetypes by M. Mark & C. Pearson. It's one of my bibles :)

 

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


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Saptarishi Das's curator insight, August 21, 2013 1:13 PM

And the story begins..