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Storytelling and Brand Resurrection in the Age of Social Media

Storytelling and Brand Resurrection in the Age of Social Media | Story and Narrative | Scoop.it
A successful brand resurrection occurs when the brand is able to examine their story and decide what elements should be carried forward and what should be left behind.

 

With the recent announcement of the “new” MySpace—and with Justin Timberlake providing the public face of the redesign—the question on everyone’s minds is: Will it work? Can a social media platform that had been all but left for dead really resurrect its brand? Much has changed since the site’s heyday around 2006-2007, and many obituaries have been written for the flagging social media platform since the advent of cooler, more versatile and user-friendly platforms such as Facebook, LinkedIn and Google+.

 

Other more specialized social media platforms have also been introduced into the mix such as Twitter, Pinterest and Foursquare, each offering users a deliberately limited—but engaging—social experience. Quite simply, there will be a lot more competition for MySpace this next time around, including the thriving platforms responsible for “poaching” the platform’s original users in the first place.

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Create Magnetic Demand With Character Archetypes

Create Magnetic Demand With Character Archetypes | Story and Narrative | Scoop.it
What Is Your Brand’s Personality?
What are archetypes?

As the Swiss psychiatrist Carl Jung classified them, archetypes are a universal and subconscious concept, “images that are integrally connected to the individual by the bridge of emotions.”

Margaret Hartwell is well-versed in Jung’s psychology of archetypes and she brings her expertise to the Business of Story to apply this psychology to brand initiatives, creation, maintenance, and reinvention.

As you can see from our resources section, these universal character archetypes have proven to be incredibly powerful in influencing the story of various brands in the world.

Margaret shares how business leaders can bring these archetypes to life so that they are empathetic and so that we as consumers have an authentic connection that humanizes the brands in our lives.
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The Hero’s Journey: Finding Inspiration to Author Brand Stories

The Hero’s Journey: Finding Inspiration to Author Brand Stories | Story and Narrative | Scoop.it
What Makes a Hero?
Each week, we invite a new guest to help us break down the story cycle and its origins in Joseph Campbell’s “The Hero’s Journey” so that listeners can use these tools when crafting brand stories, marshalling the troops in their companies, and understanding their customers’ journeys.

In furthering that mission, we welcome Matthew Winkler, educator, author, and creator of the TED-Ed Talk, “What makes a hero?” which went viral with over 1.5 million views on YouTube.

Matthew and Park unpack the story cycle and show you how to overcome your most difficult challenges to live the hero’s journey in your own life.
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How to Use Story and Humor to Rise Above Business Jargon

How to Use Story and Humor to Rise Above Business Jargon | Story and Narrative | Scoop.it
Simple Yet Compelling Storytelling
Kathy Klotz-Guest is an expert at helping business professionals become better storytellers for their companies.

With a resume steeped in Silicon Valley culture, you may believe Kathy to be a specific kind of marketer. But for a while, she led a dual life working as marketing director and consultant during the day and moonlighting as an improv comedian on evenings and weekends.
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Creating an Authentic Brand Story at Swiftpage

Creating an Authentic Brand Story at Swiftpage | Story and Narrative | Scoop.it
H. John Oechsle has built an incredibly successful career by nurturing brand culture through the stories he crafts and shares with his team.

He engineers opportunities for his team members to live their true brand story, creating an authentic and personable brand identity that both customers and employees want to be a part of.
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Just tell a story

Just tell a story | Story and Narrative | Scoop.it
There are so many ways to tell a story now — a tweet, an infographic, a Snapchat Story, an Instagram post, virtual reality, a push alert. You’ve heard the buzzwords around these platforms: ~native~ and ~distributed~. They’re trends that took off in 2015. In 2016, let’s aim for a new trend: integration. Which does not refer to content — it refers to your newsroom.
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3 Storytelling Tools to Enhance Your Social Media Marketing Efforts

3 Storytelling Tools to Enhance Your Social Media Marketing Efforts | Story and Narrative | Scoop.it
Who doesn't love hearing a juicy story? Whether sitting around a crackling campfire, listening to a horror story, or even just a phone call with a friend venting to you about that bad date last week. We all love listening to a great story, one that both captivates and holds us speechless for a moment in time.
Since the first cave drawings were discovered, over 27,000 years ago, telling stories has been one of the most important means of communication. Human beings are natural storytellers, it’s intrinsic to our genes. Everything from religion, to science, to love needs a story for people to find it believable. It only makes sense to marry the elements of storytelling and social media marketing—leveraging one of the most basic aspects of human nature. For social media and content marketers, “when you present your content in new, engaging and interactive ways, it stands out in a constant stream of competing information.”

The question then is, what storytelling tools are out there that you can use to enhance your social media marketing? Here are a few of my personal faves:
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Joseph McCaleb's curator insight, December 7, 2015 7:17 AM

Apester, Storify, & ThingLink

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How to Find the Courage to Tell Your Story With Bryan Adams

How to Find the Courage to Tell Your Story With Bryan Adams | Story and Narrative | Scoop.it
“It’s so frustrating for a team when you come up with a great authentic story and the client isn’t brave enough to put it out there or dilutes it until it loses it’s magic. It’s painful.” —@Bryan_phc
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A Good Story Well Told

A Good Story Well Told | Story and Narrative | Scoop.it

“All writers must come to understand the relationship of story to life: Story is the metaphor for life,” says Bob McKee in Story: Substance, Structure, Style and the Principles of Screenwriting: “A storyteller is a life poet, and artist who transforms day-to-day living, inner life and outer life, dream and actuality into a poem whose rhyme scheme is events rather than words -- a two-hour metaphor that says: Life is like this! Therefore, a story must abstract from life to discover its essences, ..."

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Marco Favero's curator insight, November 27, 2015 9:13 AM

aggiungere la vostra comprensione ...

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How to Capitalize on Niche Story Markets With Justin Trevor Winters

How to Capitalize on Niche Story Markets With Justin Trevor Winters | Story and Narrative | Scoop.it
Justin Trevor Winters, screenwriter of the upcoming movie “Killing Winston Jones,” joins the Business of Story Podcast to explore the intersection of Hollywood storytelling with commerce content marketing.
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Apple Retains Lead As UK's Top Storytelling Brand But Supermarkets Fall Out Of Favor, Study Finds

Apple Retains Lead As UK's Top Storytelling Brand But Supermarkets Fall Out Of Favor, Study Finds | Story and Narrative | Scoop.it

The 2015 Brand Storytelling report, now in its third year, has revealed mixed fortunes for many of the UK’s leading brands. The survey that polled 2,800 UK consumers in October has seen Cadbury, McDonald’s, Walkers and Coca-Cola drop out of the top 10 to be replaced by the BBC (4th), Xbox (5th), Cancer Research (6th) and Samsung Electronics (7th).  The Aesop Brand Storytelling research top 10 is completed by Playstation (8th), Google (9th) and Facebook (10th).

“As ever, those brands with a strong sense of mission do well in our storytelling survey.  Their purposes for being make their narratives heroic and their storytelling clear and compelling. Those brands that have lost a sense of who they are and why they exist have taken a tumble ,” said Ed Woodcock, director of narrative, Aesop.

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Siri beats out Google Now and Cortana in survey, with 81% user satisfaction rating

Siri beats out Google Now and Cortana in survey, with 81% user satisfaction rating | Story and Narrative | Scoop.it
A survey in which Siri, Google Now and Cortana users were asked to rate their satisfaction with their respective intelligent assistants found that Siri got the highest scores, with 81% of users dec...
Gregg Morris's insight:

Fascinating. Surprised the heck out of me!

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Book Review: Meaningful: The Story of Ideas That Fly

Book Review: Meaningful: The Story of Ideas That Fly | Story and Narrative | Scoop.it
For every startup that succeeds, many more fail. But what is it that makes the difference between a successful company, and one that just doesn’t quite hit the mark?

Bernadette Jiwa uncovers that and more in her new book, Meaningful: The Story of Ideas That Fly. According to Jiwa, many companies miss an essential opportunity to focus on the customer story and what they want, and instead focus on the story that they want to tell.
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Telling and Selling Your Business Story

Telling and Selling Your Business Story | Story and Narrative | Scoop.it
Jen Grisanti may have a phenomenal résumé, but she will be the first to tell you that it is the result of a lot of hard work and yes, a few pitfalls along the way.

These failures, however, are an aspect of the human condition and Jen firmly believes that at the confluence of storytelling and business, entrepreneurs need to come clean about their failures and share them with their audience.
Gregg Morris's insight:

If you haven't read her book, Story Line, do so as soon as you can. A wonderful read.

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People Buy Stories Before They Buy Stuff

People Buy Stories Before They Buy Stuff | Story and Narrative | Scoop.it
Today, every marketer understands the value of story as a way to sell just about anything. But, still, few understand the right way to use story and narrative as a way to guide people on the perfect journey.

This is due in large part to the fact that it takes some skill, a bit of hard work and perhaps, more importantly, patience. A great story has many significant elements and to have the greatest impact each element must be built in a certain order – much like the foundation of a house must be laid before the walls and roof have a place to stand.
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Cathryn Wellner's curator insight, January 7, 1:53 PM

We see evidence of that every time Apple releases a new product.

Ian Berry's curator insight, January 8, 7:28 PM

He provides a lot of valuable insights does John Jantsch. I highly recommend clicking on the marketing hour glass link too Priceless value regardless of what your business does.

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What Happens When a Brand Embraces Its Story?

What Happens When a Brand Embraces Its Story? | Story and Narrative | Scoop.it
I love finding brands who have deep-seated community values, who embrace the story of what made them become a brand in the first place, and who have a vision for how they plan to grow into something awesome.

Sure, we live in a world where many brands and people are focused on getting ahead and achieving only monetary goals. But there are plenty of brands and marketing teams that enjoy being part of the community and are incorporating a big-picture mentality with story-worthy assets into their business models. And guess what? Consumers, especially millennials, love this.
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Don’t Call Me A Storyteller

Don’t Call Me A Storyteller | Story and Narrative | Scoop.it
Now that the fucking "conversation" is finally dead and buried, the marketing industry has a new maddening cliché — "storytelling."

I hate it.

I was hoping if I ignored it long enough it would just go away. But it hasn’t. It is metastisizing.

I’m not a fucking storyteller, I’m a writer.

Calling me a storyteller is an insult. I don’t like the sound of it. It’s too cute. It’s too easy. It’s too comfortable.
Gregg Morris's insight:

Yipes! Your mileage may vary. It might not... :)

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How to Engage Listeners With Experiential Storytelling With Megan Finnerty

How to Engage Listeners With Experiential Storytelling With Megan Finnerty | Story and Narrative | Scoop.it
Professional Listening Matters
Not only is Megan Finnerty the Engagement and Features Editor at Gannett Newspaper, The Arizona Republic, she is also a storytelling consultant and the founder of The Arizona Storytelling Project, for which she won the National Headliner Award for Journalistic Innovation.

The Arizona Storytelling Project has started a nationwide trend toward community-based storytelling with pro-social values, and Megan joins the podcast to share her expertise on identifying your value proposition and translating that into a story that will grab and engage listeners.
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3 Ways Storytelling Can Help You Connect with Your Audience

3 Ways Storytelling Can Help You Connect with Your Audience | Story and Narrative | Scoop.it
My brother-in-law loves to call me a nuclear scientist. And while I’d like to claim that level of intelligence, it’s really because the industry I’m in can be daunting to those who don’t play with data for a living.

For some of us, answering the simple question, “What do you do for a living?” can be a challenge. It can make it difficult for people to connect with us and creates a complexity that shouldn’t exist; it’s an example of why stories are important.
I have a peer (Robert Allison) who is a great storyteller and I use his examples frequently when explaining how data can improve the quality of life. He uses stories to answer life’s questions and includes evidence-based data to support those narratives. Robert’s work and designs help SAS customers uncover answers to questions they have about their own data. By using a story technique he’s removed the complexity of a subject (working with data) and made it easy to understand.
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Story colored glasses: Back to Narratopia

Story colored glasses: Back to Narratopia | Story and Narrative | Scoop.it
Yesterday was Thanksgiving, and I'm thankful today that I can announce the initial public release of Narratopia, the conversational story game. You can buy a copy at thegamecrafter.com.

Now I'll tell those who are interested what has been happening with Narratopia over the past several months. As you might remember, I introduced an early version of the game back in February. I asked for volunteers to play the game and report back. Ten people got copies of the game, and six sent feedback. Some sent more and some sent less, but every word was useful. I've also played the game more at home and with relatives and friends. By the time NarraFirma was released, I was ready to get back to working on Narratopia. Here is what I learned and changed.
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Storytelling in Marketing: An Interview With Warren Whitlock

Storytelling in Marketing: An Interview With Warren Whitlock | Story and Narrative | Scoop.it
At Pubcon 2015 in Las Vegas, I had the opportunity to speak with Warren Whitlock, of LimitlessInfluence.com, about storytelling in marketing.

You can’t just market with data alone. You need to use that data to tell a story. A story is what sparks emotion in people and gets them the share it, link to it, and so on.

In the video below, Warren explains how businesses can better incorporate storytelling into their content marketing:
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Brand Storytelling Infographic 2015

Infographic to support the Brand Storytelling research from Headstream the content marketing agency for ambitious brands.
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Rules for Great Storytelling With Margot Leitman

Rules for Great Storytelling With Margot Leitman | Story and Narrative | Scoop.it
Margot Leitman, writer, storyteller, teacher, and author of “Long Story Short: The Only Storytelling Guide You’ll Ever Need,” joins the Business of Story Podcast to discuss her latest book, successful storytelling tips, and discovering authentic stories within your own life.
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5 Things Companies Do That Ruin Storytelling Success

5 Things Companies Do That Ruin Storytelling Success | Story and Narrative | Scoop.it
I am optimistic about the next phase of storytelling bringing the industry to a better place—although I do have a bone to pick with how some organizations knowingly (or unwittingly) get in their own way. Here are five things companies do that can impede storytelling success.
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