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Evolution of The Brand Protagonist [1950s - Today] | Brand Stories

Evolution of The Brand Protagonist [1950s - Today] | Brand Stories | StoryBranding: How brands can embrace the power of story | Scoop.it

Brand protagonists have one role; to sell more products or services by mirroring society’s values and beliefs.  As the decades rolled by, they adapted accordingly. Sometimes, if they were charismatic enough, they even influenced culture.

 

Throughout the decades one thing remained a constant; a brilliant underlying storyline at the heart of each campaign.


Via Omar Kattan
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StoryBranding: How brands can embrace the power of story
All-in-one-place articles on the subject of StoryBranding.
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StoryBranding Scoops

StoryBranding Scoops | StoryBranding: How brands can embrace the power of story | Scoop.it
Jim Signorelli,Story-Lab'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.stroybranders.blogspot.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.storybranders.blogspot.com and sign up for email postings.  

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Why most brands take the wrong approach to storytelling and big data

Why most brands take the wrong approach to storytelling and big data | StoryBranding: How brands can embrace the power of story | Scoop.it
Vision Critical Summit speaker Douglas Rushkoff gives a preview of his keynote and shares his perspective on the evolution of brand storytelling.
Jim Signorelli,Story-Lab's insight:

See what you think.  I agree that that fictional brand storytelling might present problems.  However, I do disagree with Douglas Rushkoff regarding his assertion that consumers are primarily interested in the facts.  If that were the case, 30-seconds of bullet points would be sufficiently persuasive.  Storytelling is about adding emotion to facts.  I've never seen anyone give a pie chart a standing ovation.  I would be interested in your comments. 

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5 Things Marketers Can Learn From Stories

5 Things Marketers Can Learn From Stories | StoryBranding: How brands can embrace the power of story | Scoop.it
Stories are one of the most powerful tools in our communication arsenal. Since the beginning of language, they continue to teach, inspire, motivate and engage us like no other form of communication
can. There are good reasons for this -- and some of these reasons provide lessons for marketers.
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What Advertisers Can Learn From Stand-Up Comedians | StoryBranding: The Blog Behind The Book

What Advertisers Can Learn From Stand-Up Comedians | StoryBranding: The Blog Behind The Book | StoryBranding: How brands can embrace the power of story | Scoop.it

Storybranders" is the definitive blog about StoryBranding or story-based branding by Jim Signorelli

Jim Signorelli,Story-Lab's insight:

Of all the YouTube video clips that I’ve saved over time, Jerry Seinfeld’s bit on airplane travel is still among my favorites.

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We Like People and Stories | Writelife

We Like People and Stories | Writelife | StoryBranding: How brands can embrace the power of story | 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.

Via Gregg Morris
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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,Story-Lab'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,Story-Lab'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,Story-Lab'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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How to sell a tale: the power of stories in marketing

How to sell a tale: the power of stories in marketing | StoryBranding: How brands can embrace the power of story | Scoop.it
Brands aren't built on facts and statistics alone. Connecting with customers means understanding and deploying the power of stories in marketing.
Jim Signorelli,Story-Lab's insight:

This article provides a number of great points when it comes to the efficacy of brand storytelling, most important of which is the power of fiction over fact. 


However, it, like many articles on brand storytelling takes a point of view that I believe can be misleading.  It is the notion that the brand's role is to make the customer the hero.  


Many will (and have) disagreed with my contention that this limits the opportunity for the brand.   This is because we have always been taught to believe the customer is king or queen.  This may be true when it comes to a brand's service ethic, but this thought can get in the way when it comes to brand storytelling.


Consider this: Hero's are people we aspire to and emulate, not so much for what they do, but for what they value and believe in.   They provide us with a purpose that resonates with our own beliefs about what is important. 


I realize this could get into a lengthy article as opposed to an insight. So I'll just ask you to think about the brands you love and admire.  Are you emotionally attached to them because of the functions they perform or because of what they represent?  Here's yet another thing to consider:  When you see an ad that implies that a given product is going to make you a hero to your kids, or the envy of your neighbors, do you believe them? 

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Jim Signorelli,Story-Lab's curator insight, September 3, 11:26 AM

This article provides a number of great points when it comes to the efficacy of brand storytelling, most important of which is the power of fiction over fact. 


However, it, like many articles on brand storytelling takes a point of view that I believe can be misleading.  It is the notion that the brand's role is to make the customer the hero.  


Many will (and have) disagreed with my contention that this limits the opportunity for the brand.   This is because we have always been taught to believe the customer is king or queen.  This may be true when it comes to a brand's service ethic, but this thought can get in the way when it comes to brand storytelling.


Consider this: Hero's are people we aspire to and emulate, not so much for what they do, but for what they value and believe in.   They provide us with a purpose that resonates with our own beliefs about what is important. 


I realize this could get into a lengthy article as opposed to an insight. So I'll just ask you to think about the brands you love and admire.  Are you emotionally attached to them because of the functions they perform or because of what they represent?  Here's yet another thing to consider:  When you see an ad that implies that a given product is going to make you a hero to your kids, or the envy of your neighbors, do you believe them? 


This review was written by Jim Signorelli for the curated content on business storytelling at www.scoop.it/just-story-it.


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5 Things Marketers Can Learn From Stories

5 Things Marketers Can Learn From Stories | StoryBranding: How brands can embrace the power of story | Scoop.it
Stories are one of the most powerful tools in our communication arsenal. Since the beginning of language, they continue to teach, inspire, motivate and engage us like no other form of communication can. There are good reasons for this. And some of those reasons provide lessons for marketers. Here are 5 lessons worth noting.1. Stories clothe facts with meaningAll stories have meaning or some reason for being told. Consider this story:   The young athlete who trained by doing 100 leg squats every
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A Tribute to Joey Kaswalchezck- Shoe Salesman and Marketing Visionary

A Tribute to Joey Kaswalchezck- Shoe Salesman and Marketing Visionary | StoryBranding: How brands can embrace the power of story | Scoop.it

It started out like any other day in the fall of 1979. In the morning, I would attend classes where I was finishing up my degree in marketing. And in the afternoon, to pay for those classes, I would go to work selling ladies’ shoes at a nearby shoe store with the artless name, Shoeland.   Anyway, little did I know, that on that day, at a job I absolutely hated, that the store manager, Joey Kaswalchezck, (aka Joey K or Joey "buy a vowel") -  a guy who dropped out of high school because "it didn't pay very well" would tell me something that more than three decades later, continues to dance in my head.

 
Jim Signorelli,Story-Lab's insight:

addyour insight...

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The Key to story structure in two words: Therefore & But

The Key to story structure in two words: Therefore & But | StoryBranding: How brands can embrace the power of story | 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.

Via Gregg Morris
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StoryBranding: The Blog Behind The Book

StoryBranding: The Blog Behind The Book | StoryBranding: How brands can embrace the power of story | Scoop.it
Storyati is the definitive blog about StoryBranding or story-based branding by Jim Signorelli
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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,Story-Lab'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,Story-Lab'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,Story-Lab'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.