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StoryBranding: How brands can embrace the power of story
All-in-one-place articles on the subject of StoryBranding.
Curated by Jim Signorelli
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Brand Storytelling @ Cannes This Year: Don't Miss These Insights

Brand Storytelling @ Cannes This Year: Don't Miss These Insights | StoryBranding: How brands can embrace the power of story | Scoop.it
With the prestigious 2014 Cannes Lions festivities coming to a close, it’s almost sinful not to blog about a major theme during this year’s “Oscars of the Advertising industry” event… Brand Storytelling. The importance of brand storytelling in this year’s Cannes Lions was highlighted by another Chipotle story-styled campaign win. This time, the company won the [...]

Via Karen Dietz
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Karen Dietz's curator insight, June 24, 1:46 PM

My colleague Omar Kattan, an expert in brand storytelling, did all of us a great favor. He put together quotes and video clips of top advertising and business folks at the Cannes Film Festival on the importance of storytelling.


Wow! Who knew brand storytelling was such a hot topic there this year.


I love the material shared here. Not only are the big-whigs firmly behind storytelling, their comments are insightful. One of my favorite is from Miles Young, chief executive at ad agency Ogilvy and Mather: "Narrative techniques are critical as a component of creativity and were not give a lot of attention before." Right on Miles!


There are 5 other quotes and video clips of interviews that Kattan shares with us. Many thanks Omar for putting this collection of gems together for us!


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

Omar Kattan - New Age AdMan's curator insight, June 29, 2:47 AM

Thanks for the re-scoop Karen and glad you found it useful. Yes, also glad that the big whigs are getting on the band wagon and placing more importance on the art of storytelling.

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Getting our Heads On Straight: Brand As Verb Principles (via stories)

80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the numb...

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Karen Dietz's curator insight, April 18, 9:07 PM

I'm heading to Portland, OR soon for a conference of PR and branding professionals and the theme is Story. As I'm thinking about the conference, I found this SlideShare program and thing it's really great -- because it's all about how to think better about branding and its link to customer experiences that then generate stories.


As I've pointed out before, story has impacted branding in huge ways. But it takes awhile for old mind-sets to fully make the change. Me included! So it's always helpful to have a few reminders around like this piece.


All the principles here can be actualized using stories. That's good news! And the examples shared here are good too.


Happy branding!


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

Morgan Newall's curator insight, April 21, 6:07 AM
Why a Verb? Because nobody got time for you if you aint doing nuttin!
Wendy Flanagan's curator insight, May 8, 12:39 PM

Great stuff on branding.

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StoryBranding Scoops

StoryBranding Scoops | StoryBranding: How brands can embrace the power of story | Scoop.it
Jim Signorelli's insight:

What do you get when you combine elements of storytelling, purpose-driven marketing and content strategy?  


We call it StoryBranding.


StoryBranding is both a unique approach and philosophy that stems from the belief that the best marketing  should not feel like marketing.  It should feel like a story. 


There are plenty of writers and videographers who have set out to spread the word about StoryBranding.    What follows is a monthly curation of just some of those articles that I have come across  on the subject.  You can review the entire collection on my blog, www.storyati.com

 

Whether you are marketing a Fortune 100 brand, a local retail establishment or trying to develop a more effective personal brand, what follows will help in your quest. 

If you'd like to receive these and other articles as they are published, visit www.storyati.com and sign up for email postings.  

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The Psychology of Language: Persuasive words for biz stories

The Psychology of Language: Persuasive words for biz stories | StoryBranding: How brands can embrace the power of story | Scoop.it
What's actually going on in the brain when it processes language? And if words affect the mind in different ways, are some more persuasive than others?

Via Karen Dietz
Jim Signorelli's insight:

Terrific article!  For advertisers this is priceless advice. 

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Victoria Garcia, Serial Entrepreneur's curator insight, April 13, 2013 2:04 PM

Public speaking is persuading, after all. Vic

Victoria Garcia, Serial Entrepreneur's comment, April 13, 2013 2:09 PM
Wow! What an interesting post. I learned long ago as a probation officer in Texas, I could send someone to prison on the same set of facts depending on the language I used. This is one of the best articles I've ever read on the topic.
Karen Dietz's comment, April 16, 2013 12:38 PM
Thanks Vicki! I'm so glad you found it both powerful and helpful. Hope you are doing well :)
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Speaking on StoryBranding

Speaking on StoryBranding | StoryBranding: How brands can embrace the power of story | Scoop.it

Recent presentation on StoryBranding given at a marketing workshop

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Beyond Storytelling: Narrative Brand Marketing

Beyond Storytelling: Narrative Brand Marketing | StoryBranding: How brands can embrace the power of story | Scoop.it

" 'Stories' and 'narratives' are often used interchangeably as synonyms, but I’d like to draw a distinction between the two terms and explain how a sequence of stories makes up a narrative. Let’s explore how thinking about narrative brand marketing will help guide your story-telling marketing efforts."

 

There are some great points made in this article about how a repertoire of business stories creates your overall brand narrative.  That's an excellent way to think about it.

 

I also like the point the author makes about storytelling being an ongoing and dynamic activity that business engage in with their marketing. Again a reminder that biz storytelling is about the interplay between telling and listening, sharing and engagement. It is not about broadcasting.

 

There are more insights here. I think you will enjoy reading this quick article.


Via Karen Dietz
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Making your content a gift (engaging biz storytelling)

Making your content a gift (engaging biz storytelling) | StoryBranding: How brands can embrace the power of story | Scoop.it

terrific article! Thanks raf and thanks Karen for curating it.

 

 

How are you doing with going from deadly boring content to emotionally engaging content? Consider making your content like a gift! What do I mean by a “gift” in this context?

 

Here's part 2 of Raf Steven's blog posts on creating more engaging and compelling stories for your business success.

 

I love his advice for re-thinking our business stories. It's not about telling and selling, it's about making your content a gift, he says.

 

He then goes on to give us more tips, and shares with us how he shares his stories after creating them to grow his business.

 

Thanks for the great thinking Raf! @rafstevens
@quimica_visual


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The Viral Marketing Cheat Sheet

The Viral Marketing Cheat Sheet | StoryBranding: How brands can embrace the power of story | Scoop.it

What especially interested me in this is that the top 10 viral campaigns are all for storybrands.

 

Perhaps nothing is as effective and efficient in spreading your message as a viral marketing campaign. The idea behind viral marketing is to inspire people to spread your message for you.

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3 Ways Your Compelling Story Gets You Clients

3 Ways Your Compelling Story Gets You Clients | StoryBranding: How brands can embrace the power of story | Scoop.it

"Many of us entrepreneurs are drawn to our particular profession by a specific defining moment or series of events that changed everything in our lives."

 

In this article we have a great example of a business' founding story -- i.e. what got you started.

 

I love how the author shares her story and talks with us about how you, too have a similar story.  She then poses several questions to help readers find their compelling story.

 

In articles about business storytelling, not enough attention gets paid to crafting this particular core story -- which is why I've added it to the collection here.

 

You will get some good insights and ideas from reading this article.


Via Karen Dietz
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5 Reasons Why Content Marketing + Stories Fail

5 Reasons Why Content Marketing + Stories Fail | StoryBranding: How brands can embrace the power of story | Scoop.it
Every brand has a great story to tell. But please, don’t call it content.

Via Karen Dietz
Jim Signorelli's insight:

One of the better articles I've read a out content marketing and brand storytelling. I love the point Greg makes about getting the emotional connection backwards. Just one of many pearls!

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Karen Dietz's curator insight, May 12, 4:44 PM

Most posts with a headline like this end up focusing on missing story elements: no identifiable character, no emotion, not language of the senses (LOTS), no contrast, etc.


But not this one! The author Greg Satell takes a totally different approach. For him, here's what screws up effective business storytelling (and I concur):

  1. Lack of respect for the creative process
  2. A mission/vision is not a transaction
  3. No spending the time to whip a rough story into a stellar one
  4. Not getting trapped by ROI
  5. Getting 'emotional connection' backwards


There are a lot of terrific insights in this article that will help you propel your business storytelling forward in order to achieve the results you desire. Dig in and enjoy the provocative thinking here.


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


malek's curator insight, May 13, 7:50 AM

"True emotional connections come from passion and passionate people are committed not because they’ve made a strategic choice, but because they have answered a calling and never felt like they had a choice".

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Story Doing: 80% Of Companies Don't Care About Company Culture--Do You?

Story Doing: 80% Of Companies Don't Care About Company Culture--Do You? | StoryBranding: How brands can embrace the power of story | Scoop.it
Design Executive Officers certainly do. And the authors of the new book Rise of the DEO: Leadership by Design believe they're the future of business.

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Karen Dietz's curator insight, November 6, 2013 12:09 PM

The pendulum in business storytelling is beginning to move slightly from storytelling to being able to walk the talk. In other words, are the stories you are telling actually matching what's going on internally in the company?


Today consumers have more tools available to them to detect when a company is walking their talk or just weaving a nice fairy tale. And they will vote with their feet and wallets when they become disenchanted with companies they find disingenuous.


That means storytelling cannot be the exclusive pervue of marketing/sales/PR -- story work in business has to include work on the organization's culture, regardless of size.


This article shares the latest research on how many companies pay attention to culture (most don't). And then offers suggestions on what to pay attention to.


Now here's the kicker -- this article is written by DESIGNERS!! Not organizational development folks. Not leadership or business consultants. They talk about the work of a Design Executive Officer (DEO) who's work it is to help design an organization's culture. Who knew??!! I find this fascinating.


Design (not project management) is one of the key skills to develop in 21st century business according to Dan Pink's book A Whole New Mind


What does this mean for you?

  1. Pay attention to your internal culture.
  2. Make sure the stories you are telling actually match what your business is doing -- at all levels.
  3. If your business is young, design your culture early on for maximum leverage.
  4. If your business has been around awhile and there are mismatches between what you say and what you do -- go fix it.


Here's the formula for success: the stories you tell and the behaviors you choose match = authenticity, credibility, loyalty, trust, engagement, + ongoing customer relationships. This builds profits.


Beginning research (though flawed) on Story Doing companies is showing just how much more profitable these businesses are: http://www.storydoing.com/welcome 


So pay attention to culture!


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

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Is your brand enticing customers or empowering them?

Is your brand enticing customers or empowering them? | StoryBranding: How brands can embrace the power of story | Scoop.it

Not too long ago, a well-known fast food restaurant chain ran commercials with the tagline,   "Good Mood Food." The implied promise was that unlike other fast food restaurants, this one would make us feel good. Unfortunately, when this campaign was running, Consumerist.com, in a survey of 115,000 consumers, rated it among the worst commercials in America....read more.

Jim Signorelli's insight:

Your brand's best point of difference is its point of view. In essence, it is your brand's story.  

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What is "StoryBranding" and how is it different from storytelling?

This short video talks about the fundamentals of StoryBranding as discussed in Jim Signorelli's best selling book on the subject: StoryBranding: Creating Sta...
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Parker Donat's curator insight, April 9, 2013 6:39 PM

As the idea of story branding becomes more accepted the stories businesses tell are going to increase in effectiveness. 

 

It's not about how much money you have, it is about how good your story is for me to buy your product or service.  

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Four Examples of Successful Long-Form Branded Content (Stories)

Four Examples of Successful Long-Form Branded Content (Stories) | StoryBranding: How brands can embrace the power of story | Scoop.it
In a world where audiences consuming media have a fleeting attention span, one would think that long-form branded content wouldn't stand a chance. Wrong.

 

LOL -- in the nano-second world of today's advertising, this article talks about long-form branded content that is 2-5 minutes long. Too funny!

 

But the video examples shared are great stories and one is a complete sports back-story that lasts 28 minutes.

 

And I love the main point of the post:  that when you give a compelling story for someone to view, listen to, or read you can capture and keep their attention.

 

Of course, that means you need excellent storytelling skills that lead to excellent stories. 

 

I bet these videos give you great ideas about the biz stories you can tell, and how to craft + share them. Enjoy watching them!


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Pinterest is Great for All Types of Professionals - Here's Why

Pinterest is Great for All Types of Professionals - Here's Why | StoryBranding: How brands can embrace the power of story | Scoop.it

This piece was written by Carolyn Elefant for Smallfirminnovation and she has some very interesting suggestions for professionals and how they can take advantage of this exciting new site.

 

Pinterest is definitely not going away anytime soon, I've been on here for a week and it's a whole new way connecting with people through points of interest by sharing topics that tell a story about your business. It's a wonderful way of interacting with them without being intrusive while observing who your customers and seeing how  you can might be of service to them.

 

Here are a few great tips that caught my attention:

 

Depending upon your practice focus, Pinterest can provide a similar source of content.

 

**For example, if you represent small business owners, you might create a board for low-cost office products.

 

**If you work with families with children with special needs, you could aggregate educational toys and products that might help overwhelmed parents alleviate stress.

 

**As you take a look around Pinterest, you’re sure to come up with ideas that work for you.

 

Curated by Jan Gordon covering "Pinterest Watch"

 

Read full article here: [http://bit.ly/yze3vV]

 


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Rowan Norrie's comment, January 13, 2012 6:45 AM
Looks interesting Karen. Have signed up, so see how it goes.
Karen Dietz's comment, January 13, 2012 11:07 AM
Yeah, can't wait to get started and share what I learn, along with my pinned pages. Stay tuned!
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Hey There! I'm Terrific -

Hey There!  I'm Terrific - | StoryBranding: How brands can embrace the power of story | Scoop.it

"Story logic provides an important remedy for advertising at a time when consumer skepticism and distrust are mounting. We were humans before we became consumers. As humans, we naturally gravitate to stories and the ideas,experiences and lessons with which they invite us to participate."

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building a brand through story | Storyati Blog

building a brand through story | Storyati Blog | StoryBranding: How brands can embrace the power of story | Scoop.it

A Branding Lesson from George Orwell:

 

What George Orwell says about "best books" has profound significance for "best brands." 

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