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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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Why Every Organization Needs a Story Strategy

Why Every Organization Needs a Story Strategy | Story and Narrative | Scoop.it
Do you have a story strategy that encompasses many types of stories? Your strategy defines not only who you are; it defines what stories you tell, how you share them across your organization (that includes a story bank for all parts of the organization to access as needed), and how you’ll manage and lead changes, updates and engage others to tell their stories – including employees, customers and executives.
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How to Effectively Use Visual Storytelling | SEJ

How to Effectively Use Visual Storytelling | SEJ | Story and Narrative | Scoop.it
In a today’s busy world, it only takes 8 seconds before your prospective client gets distracted. This is when the value of visual storytelling comes in.
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7 Essential Tips for Better Storytelling

7 Essential Tips for Better Storytelling | Story and Narrative | Scoop.it
The best storytellers lead the tribe.

The best stories are short.

The best stories are memorable.

The best stories are actionable.

239 Years Ago

There was a story ready to be told. It was short, it was powerful. It was worth fighting for.
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What the hell is a chief storyteller anyway?

While my title question may seem to answer itself (it’s a person who tells stories, obviously), I thought I’d explore what a chief storyteller really does and why some of the most successful businesses on the planet are employing them. 

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Why Your Organization's Problems Need a Story

Why Your Organization's Problems Need a Story | Story and Narrative | Scoop.it
Leaders are always seeking new ways of solving problems, addressing challenges, achieving objectives. I wondered what would be the guidance I could give to any new leader for discovering the possibilities for the resolution of the challenge?

Then I realized: it was to frame challenges as stories.
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Storytelling On Social Media For Increased Sales

Storytelling On Social Media For Increased Sales | Story and Narrative | Scoop.it
Creative storytelling is important in an effective direct response marketing campaign. If you're doing a direct mail piece, you want to lead with a conversational opening piece, move gently into a heart-grabbing story, tie-in some proof with more stories, benefits and things that motivate people to buy, and then you close with a call to action and the direct response you want the prospective client to take.
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We Like People and Stories | Writelife

We Like People and Stories | Writelife | Story and Narrative | Scoop.it
No one is looking for content. Most people are looking for people and ideas. They’re looking for stories and stories come in a wide range of forms: video, pictures, words and sound.

Content is not king. It’s the rabble. It’s us. And we’re not interested in content.

We like people and stories.
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The Art of Storytelling in a Digital Age - Jeffbullas's Blog

The Art of Storytelling in a Digital Age - Jeffbullas's Blog | Story and Narrative | Scoop.it
Stories are in our make-up.
They help us interpret meaning, connect with people across generations, and articulate really complex stuff in easily digestible snippets.
The advertising & media industries are built on their ability to tell compelling stories.
Stories of love, stories of hate, and stories of redemption.
Your ability to tell a compelling story was the differentiating factor for the Mad Men era of agencies.
Brands would pay big bucks for a story that would influence their audience into making a purchase.
Mass media provided a captive audience for these stories, with eyeballs and the associated hearts & minds of a generation unburdened by the internet.
We were living in a world of dreams – where our aspirations of wealth, health, acceptance and excitement were fuelled by the promises of advertising creative and PR spin conceived in agency boardrooms; and those with the desire & means to pay for it.
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The Key to story structure in two words: Therefore & But

The Key to story structure in two words: Therefore & But | Story and Narrative | Scoop.it
There are a ton of storytelling-related books and websites in the cosmos. And there is no shortage of people giving story advice and tips. Much of the advice is helpful, but the enormous volume of information related to writing or telling better stories can be overwhelming. Therefore, when someone credible comes along who offers free, insanely simple yet effective advice for improving one's story, he will find a very large audience indeed. This is exactly what happened just a few years ago, all quite by accident it would seem.
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Creating Great Content Is Fun And Easy!

Creating Great Content Is Fun And Easy! | Story and Narrative | Scoop.it
Sure, you're competing with every entertainment and sports and news and cultural producer on the planet for peoples' attention. But all they have is beautiful, famous, talented stars, and amazing athletes, and worldwide news. You have something they don't have -- BRAND STORIES!

Make people totally fascinated with your brand by creating powerful brand stories! Soon, they'll want to have a brand relationship, and understand how your brand aligns with their lives, and how they can co-create with it, and share brand values. You'll have a global community of brand ambassadors creating a movement around your awesome brand.

Here's the key: STORYTELLING!
Gregg Morris's insight:

Every brand marketer/storyteller should pin this above their desk and read it daily!

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7 Basic Plots of Content Marketing: Voyage and Return

7 Basic Plots of Content Marketing: Voyage and Return | Story and Narrative | Scoop.it
Voyage and Return is a difficult story framework to tell a customer’s story because your customer shouldn’t be returning home empty-handed after an experience with you. Conversely, Voyage and Return is framework you can use to tell their stories for dealing with a competitor. Your customer goes out to satiate their hunger, has to deal with bad food or poor service at a competitor, and returns home wiser, yet still hungry.
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7 Basic Plots of Content Marketing: Rags to Riches

7 Basic Plots of Content Marketing: Rags to Riches | Story and Narrative | Scoop.it
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the second of these 7 from a content marketing perspective: Rags to Riches.

If you’ve seen Cinderella, Pretty Woman, or other similar archetype stories, you know how it goes. Poor hero faces incredible challenges, gains something, loses it, and gains it back after becoming a better person or overcoming a situation.
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Storytelling vs Story Making: Interview with David Berkowitz | Social Media Strategy | Online PR | Proactive Report | Sally Falkow

Storytelling vs Story Making: Interview with David Berkowitz | Social Media Strategy | Online PR | Proactive Report | Sally Falkow | Story and Narrative | Scoop.it
Don’t miss tomorrow’s Proactive Report interview with David Berkowitz, AdAge columnist and CMO of MRY.

Here’s a sneak peek – I’ll be asking him questions about storytelling and why brands should rather be doing what he calls story making with customers.
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Pixar: The Design of Story

Pixar: The Design of Story | Story and Narrative | Scoop.it
Pixar: The Design of Story is an upcoming exhibition at the Cooper Hewitt National Design Museum here in NYC.

Through concept art from films such as Toy Story, Wall-E, Up, Brave, The Incredibles and Cars, among others, the exhibition will focus on Pixar's process of iteration, collaboration and research, and is organized into three key design principles: story, believability and appeal.
Gregg Morris's insight:

Should be well worth the trip!

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Stories Change Hearts and Brains

Stories Change Hearts and Brains | Story and Narrative | Scoop.it
We have known this intuitively -- stories change our thinking, and the way we interact with the world:

Using modern technology like functional MRI (fMRI) scanning, scientists are tackling age-old questions: What kind of effect do powerful narratives really have on our brains? And how might a story-inspired perspective translate into behavioral change?
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Introducing the Business of Story: Why Story? Why Now?

Introducing the Business of Story: Why Story? Why Now? | Story and Narrative | Scoop.it
Park Howell, the founder of ad agency Park & Co. and author and entrepreneur, is joined by guest and long time friend Jay Baer to launch the new Business of Story podcast. This inaugural episode helps listeners discover the backstory of why the show was created, why storytelling matters, and how to structure a narrative to “communicate and connect” with your community.
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Stories Are for Eternity

Stories are for those late hours in the night when you can't remember how you got from where you w...
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Feeling The Story

Feeling The Story | Story and Narrative | Scoop.it
The key to understanding why stories are this powerful tool comes from look at the way humans developed emotion.
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Daring Fireball: Brent Simmons Resigns From Q Branch

Gregg Morris's insight:

This has nothing to do with storytelling but I have beed a fan boy of both for years. What an extraordinary attitude on Gruber's part. Can you imagine how wonderful life in corporate America would be if it were infused with this attitude (and Simmons too!).

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Does your strategy tell a story?

Does your strategy tell a story? | Story and Narrative | Scoop.it
Here’s a simple trick to determine if your strategy is coherent. If you cannot tell a story with a beginning, middle, and end, you do not have a strategy. 

Think about the plans listed above. They’re stories.

A blueprint for a new building is a story of stories, of what the building will look like and how people will use it.
A menu is a story of a logical progression through a curated collection of tastes and experiences.
A map is a story of how you’ll traverse the land.
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Steve Seager's curator insight, July 6, 5:31 PM

Short, sweet and very very true.

Steve Seager's curator insight, July 6, 5:32 PM

Short, sweet and true. 

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A Crash Course in Narrative Podcasting (And Why You Should Create Them)

A Crash Course in Narrative Podcasting (And Why You Should Create Them) | Story and Narrative | Scoop.it
Narrative podcasts are story-driven shows, as opposed to interviews or game-show-like recordings. They rely on heavy editing to splice together the right story, pulling from interviews and other recordings, sounds, and music. Many feature a host who narrates the story, almost as if everything else happened in the past.
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What Makes Telling a Personal Story Valuable?

What Makes Telling a Personal Story Valuable? | Story and Narrative | Scoop.it
Stories without a turning point are just anecdotes. Peter Aguero, The Moth's StorySLAM host says:

“I’ve seen people tell stories about things that are really difficult for them. And you know, when they are telling the story, they are a little bit taller. They don’t have that stuff weighing down on them as deeply.” This isn’t easy, Aguero admits, but it is vital. “We’re all a product of every experience we’ve had, and some of it is good, and some of it is trauma, and some of it is really terrible. And you know, if you don’t deal with it — if you don’t confront it, you’ll never get over it, and parts of it will own your life moving forward.”

Storytelling isn’t therapy, he says. “But it is very therapeutic.”
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John Capecci's curator insight, May 26, 10:09 PM

Personally, I think the anecdote is much maligned. Sometimes a quiet moment of reflection has educational and emotional power.

 

His point about knowing the "turning point," however, is a good one. We call it "naming the change."

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Make Your Stories Come Alive

Make Your Stories Come Alive | Story and Narrative | Scoop.it
Empathy for your audience and compassion for yourself as you tell your stories build the bridge to connection (Diego Garcia conveys connection in Inside my Heart.)
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Jeni Mawter's curator insight, May 7, 9:24 PM

Tips for writers for children and young adults. Gatekeeper appeal :)

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7 Basic Plots of Content Marketing: The Quest

7 Basic Plots of Content Marketing: The Quest | Story and Narrative | Scoop.it
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the third of these 7 from a content marketing perspective: The Quest.
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The 7 Basic Plots of Content Marketing, Part 1

The 7 Basic Plots of Content Marketing, Part 1 | Story and Narrative | Scoop.it
Back in 2004, Christopher Booker took a series of concepts from Carl Jung’s archetypes, Joseph Campbell’s hero’s journey, and Arthur Quiller’s conflicts and rendered them down to 7 core plot types. These plots are eternal and form the basic fabric of virtually all our stories.

 

"The logical question is, do these story archetypes translate well to the stories we tell in business? The answer is a resounding yes. In fact, the 7 basic plots are a great set of guidelines to understand whether you’re telling a coherent story at all."

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