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Why Storytelling Is The Ultimate Weapon

Why Storytelling Is The Ultimate Weapon | StoryBranding: How brands can embrace the power of story | Scoop.it
In business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival.
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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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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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Storyati: Marketing Should Feel Like A Story: The Bernbach Lesson: The Truth about Truth in Advertising

Storyati: Marketing Should Feel Like A Story: The Bernbach Lesson: The Truth about Truth in Advertising | StoryBranding: How brands can embrace the power of story | Scoop.it
Jim Signorelli's insight:

What Bill Bernbach really meant when he said "the best advertising tells the truth" may surprise you.  

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Karen Dietz's comment, March 14, 3:45 PM
What a great article Jim! I'm bringing this into my MBA class this coming week so we can discuss it.
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10 steps for getting more people to like your pig.

10 steps for getting more people to like your pig. | StoryBranding: How brands can embrace the power of story | Scoop.it
1. Invite all the people in charge of your pig to an off-site meeting.2. Start by stating what most people in the room already know: potential customers are not as enamored with your pig as they used to be. Then passionately demand that something must be done to re-energize interest in your pig. 3.Get down to facts: Show them focus-group films in which potential customers were asked what they would most like to see in your pig. Make sure the focus-group film highlights the guy who said that he would love to see your pig sing. Show how this finding was corroborated by an expensive segmentation
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Storytelling Your Way to More Business

Storytelling Your Way to More Business | StoryBranding: How brands can embrace the power of story | Scoop.it
Learning — or relearning — how to tell stories requires some skill. And consultants and researchers are lining up to teach it, often for a hefty fee.

Via Karen Dietz
Jim Signorelli's insight:

Thanks Karen.

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Karen Dietz's curator insight, December 12, 2014 4:28 PM

Hot off the presses from the New York Times is this article about how powerful the need for storytelling has become. Many thanks to Rich Sheridan, CEO of Menlo Innovations, for sending me the link.


Here's what I found interesting: the money people are charging and paying for business storytelling workshops. Gotta love those numbers!


So Entrepreneur Magazine called storytelling the biggest lesson in 2014. I wonder what storytelling will bring in 2015? 


Share your thoughts with me on Twitter @kdietz or post a comment below.


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

Miguel A. de Jesus's curator insight, December 12, 2014 7:44 PM

One of the ways to communicate and develop your EI is through effective Story  Telling.

J. Steven Sprenger ✔'s curator insight, December 13, 2014 6:13 AM

Corporate Visions trail blazed this concept back in 2003. Very cool and actionable insight.

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Story Branding: The History Of Ben & Jerry’s Peace & Love In 3 Minutes

Story Branding: The History Of Ben & Jerry’s Peace & Love In 3 Minutes | StoryBranding: How brands can embrace the power of story | Scoop.it
How the chilled-out ice cream kings started in a small Vermont gas station and ended up in everyone's fridge.

Via Karen Dietz
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Karen Dietz's curator insight, December 4, 2014 4:45 PM

Brand Evolution has put together a bunch of fabulous short videos that are snippets of company stories, which together create the brand. This one is about Ben & Jerry's. I watched another on Levi's. L'Oreal is also featured, as is Apple and Volkswagon.


They are fun and a great way to point to a company's collection of stories that create their unique identity. And I love that Brand Evolution realizes that brand storytelling is made up of a bunch of stories -- i.e, you can't have just one!


Enjoy these.


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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How to Use Story Theory to Create Brand Affinity

Presentation given to University of Chicago Alums re: Story Theory and its Application To Marketing
Jim Signorelli's insight:

Storytelling has become marketing's new hammer.  And everything is starting to look like a nail!   It's one thing to tell a brand story, but quite another to know what the brand story is.  This presentation deals with the application of story theory to help brands better determine what story they should be telling. 

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4 Lessons on Video Storytelling from Pet Brands - Business 2 Community

4 Lessons on Video Storytelling from Pet Brands - Business 2 Community | StoryBranding: How brands can embrace the power of story | Scoop.it
There’s something about storytelling that somehow makes it more important than anything else in marketing. It’s a simple concept, but a difficult art to practice. Storytelling requires a thoughtf…
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Why Your Brain Loves Good Storytelling

Why Your Brain Loves Good Storytelling | StoryBranding: How brands can embrace the power of story | Scoop.it
Many business people have already discovered the power of storytelling in a practical sense – they have observed how compelling a well-constructed narrative can be. But recent scientific work is putting a much finer point on just how stories change our attitudes, beliefs, and behaviors.

Via Gregg Morris
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A.K.Andrew's curator insight, October 29, 2014 4:39 PM

People love being told a story. I can work in many situations

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Presentation Zen: George Takei's bold TEDxKyoto Talk

Presentation Zen: George Takei's bold TEDxKyoto Talk | StoryBranding: How brands can embrace the power of story | Scoop.it

What's your story?


"We always hear that this is the era of telling your story. "The world needs to hear your story," our friends keep telling us. But this raises the question—a question I hear perhaps more than any  other: How can I tell my story and not bore the audience? The answer is actually quite simple. Your story is really their story."


Via Gregg Morris, Karen Dietz
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Karen Dietz's curator insight, June 21, 2014 10:13 AM

Yes, what a terrific point Takei makes. This is the essence of business storytelling. Enjoy this TED talk this weekend and enjoy your day!


And many thanks to fellow curator Gregg Morris for finding and sharing this.

Miklos Szilagyi's curator insight, June 22, 2014 8:13 AM

Great presentation about a not-everyday story of Georg Takei (alias Hikaru Sulu from the staff of  Star Trek's Enterprise...)

Carol Sherriff's curator insight, August 1, 2014 11:40 AM

Amazing example of storytelling showing that some actors can write their own lines as well as deliver them superbly.

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Facts Tell, Stories Sell – How Infotainment Inspires Action in B2B Marketing

Facts Tell, Stories Sell – How Infotainment Inspires Action in B2B Marketing | StoryBranding: How brands can embrace the power of story | Scoop.it
In the B2B marketing world, there's a perception that "B" means "boring". Of course that's just not the case with modern B2B marketing. According to a
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Has Burger King finally found its “way?”

Has Burger King finally found its “way?” | StoryBranding: How brands can embrace the power of story | Scoop.it
“Be Your Way” is a line that could once again make BK famous by enlisting followers, not just buyers.
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"Highlights from The Communicators Conference" - A Haiku Deck by Catherine Carr

"Highlights from The Communicators Conference" - A Haiku Deck by Catherine Carr | StoryBranding: How brands can embrace the power of story | Scoop.it
Sound bites and insights from the 2014 Communicators Conference in Portland.
Jim Signorelli's insight:

I recently spoke at the Communicators Conference in Portland sponsored by the PRSA and IABC.  A wonderful event with speakers talking about all aspects of storytelling applied to marketing communications.  Here is a Haiku deck prepared by Catherine Carr with her favorite quotes from speakers.  BTW,  Haiku is a great presentation format.  For more information go to haikudeck.com

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Best Storytelling Quotes from Famous Writers

A collection of 16 Storytelling quotes from succesful writers such as Leo Tolstoy, Robert McKee, Alan Moore and Lewis Caroll. Enjoy! http://storytellingcardg...

Via Karen Dietz
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Karen Dietz's curator insight, May 9, 2014 12:24 PM

Here's a group of quotes about storytelling, most of which I hadn't seen before. Yeah! More to add to my collection.


Have fun this Friday reviewing these quotes, and add them to your presentation file.


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

Elizabeth Hutchinson's curator insight, May 20, 2014 1:29 AM

A lovely collection of quotes from storytellers. Enjoy! 

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The Secret to Activating Your Audience’s Brain - ( Storytelling )

The Secret to Activating Your Audience’s Brain - ( Storytelling ) | StoryBranding: How brands can embrace the power of story | Scoop.it

Via Tom D'Amico (@TDOttawa)
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Karen Dietz's curator insight, March 16, 2:05 PM

Here's a snack to get your started on this Monday. This is a very quick post with great graphics that show which parts of the brain are activated through storytelling, and which parts of the brain are activated with data.


The graphics are great. What I really like is that the different areas of the brain are named, along with their function.


Even better, there's a link to an infographic with more detail. Frankly, I like the graphics in the post more than the infographic. But I know you'll enjoy both.


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

Don Breedwell's curator insight, March 25, 10:56 PM

From classroom to boardroom we all have stories to inspire, motivate, and educate. 

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10 Things Marketing Should Feel Like (and 1 exception).

10 Things Marketing Should Feel Like (and 1 exception). | StoryBranding: How brands can embrace the power of story | Scoop.it
Jim Signorelli's insight:

We talk a great deal about what marketing should do.  But what about how it should feel (or not feel)?  

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Marketing Mythopia: The Curse and The Cure | Jim Signorelli | LinkedIn

Marketing Mythopia: The Curse and The Cure | Jim Signorelli | LinkedIn | StoryBranding: How brands can embrace the power of story | Scoop.it
Jim Signorelli's insight:

As marketers, we sell myths.  But beware of Marketing Mythopia.  It's like a black hole.  Once entered, there can be no exit. 

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The StoryBranding Approach To Personal Branding

Keynote speech on the application of StoryBranding to personal branding, delivered by Jim Signorelli, CEO of eswStoryLab Marketing. Speech given at the InBusi…
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The StoryBranding™ Video by Jim Signorelli

This is a video presentation that explains what StoryBranding is and how brands have used it successfully.  

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Time To Get With It: How Inside-Out Marketing is 21st Century Marketing

Time To Get With It: How Inside-Out Marketing is 21st Century Marketing | StoryBranding: How brands can embrace the power of story | Scoop.it
Inside-out marketing reframes marketing theory as we know it.

Via Karen Dietz
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Karen Dietz's curator insight, November 19, 2014 4:22 PM

Article Link: http://bit.ly/1uceeJp 


Here's a terrific article by colleague Jim Signorelli, author of StoryBranding 2.0, that sets old-school marketing on its head, and brings us all into the 21st Century.


What is inside-out marketing? It's the opposite of "Let's push our messages out there." 


Learn more about this total reframe for marketing. Let's get with the program that guards against failure by leveraging authenticity and passion.


Don't leave home without inside-out marketing, and don't leave home without a story.


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

Ron McIntyre's curator insight, November 20, 2014 11:12 AM

To understand the power of story telling please read this article.  There is some great insights here. Thanks to Karen for sharing it initially.

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Story Branding - YouTube

Make your brand the hero of its own brand story. 

Jim Signorelli's insight:

Marketing shouldn't feel like marketing.  It should feel like a story. This short video explains why. 


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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, 2014 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's curator insight, June 29, 2014 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 Leadership Support for Storytelling: How To

Getting Leadership Support for Storytelling: How To | StoryBranding: How brands can embrace the power of story | Scoop.it

Via Karen Dietz
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Karen Dietz's curator insight, May 21, 2014 12:43 PM

Here's a handy, quick and dirty chart to keep in mind when advocating for storytelling in an organization. It covers all the salient points.


The only BIG piece I would add in the "Educate" category is -- give executives an experience! Don't tell them about storytelling, have them directly experience it themselves. Then debrief the experience so they get not only how it works, but the benefits. That's the magic that's been working for me for years.


So add "experience storytelling" into the mix and you will have greater success.


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

Patricia Stitson's curator insight, May 22, 2014 12:08 PM

Karen,

 

I like to explore how that tell those stories through other learning going on in the company.  For example, how could you integrate a piece of the corporate story into an eLearning module meant to teach a particular tool or skill set?

michaelpohl360's curator insight, May 23, 2014 2:39 AM

Here's a process on how to establish storytelling as a skill among leaders. I'd just extend its scope to other roles in an organisation as well: sales processionals, consultants, customer service managers and others. They also benefit from personal and organisational storytelling, but all may be educated along this four-step approach. With stories, you inspire, impact, educate and convince people rather than with facts. Storytelling is relevant for a leaders' business.

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Has Burger King finally found its “way?”

Has Burger King finally found its “way?” | StoryBranding: How brands can embrace the power of story | Scoop.it
“Be Your Way” is a line that could once again make BK famous by enlisting followers, not just buyers.
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Creative Review - When two became one: Nokia and Microsoft's brand book

Creative Review - When two became one: Nokia and Microsoft's brand book | StoryBranding: How brands can embrace the power of story | Scoop.it

Posted by Rachael Steven, 14 May 2014, 15:27

 

The Church of London has created a brand book for Microsoft and ex-Nokia employees to mark Microsoft's acquisition of Nokia's devices and services business. As well as some archive photography, it features an intricate embossed cover and original illustrations throughout...

The much talked-about deal was completed last month. The Church of London was asked to create a book outlining shared values and a vision for the future for the new Microsoft Devices Group, and has created a colourful publication that uses illustrations and icons instead of dull corpoate imagery.


Via Niels Biersteker
Jim Signorelli's insight:

Great way to tell a brand's story!!

 

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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".

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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...

Via Karen Dietz
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Karen Dietz's curator insight, April 18, 2014 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, 2014 6:07 AM
Why a Verb? Because nobody got time for you if you aint doing nuttin!
Wendy Flanagan's curator insight, May 8, 2014 12:39 PM

Great stuff on branding.