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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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Rescooped by Jim Signorelli from Just Story It! Biz Storytelling
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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, 2014 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, 2014 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".

Rescooped by Jim Signorelli from Just Story It! Biz Storytelling
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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.

Via Karen Dietz
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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