StoryBranding: Ho...
Follow
Find
2.4K views | +0 today
 
Rescooped by Jim Signorelli from Just Story It Biz Storytelling
onto StoryBranding: How brands can embrace the power of story
Scoop.it!

The Psychology of Storytelling: 10 Proven Ways to Create Better Stories (and Why Stories Sell)

The Psychology of Storytelling: 10 Proven Ways to Create Better Stories (and Why Stories Sell) | StoryBranding: How brands can embrace the power of story | Scoop.it
The #1 trait of a persuasive story is how “engaging” the story is.

There are a million writing blogs that will go on and on about how to craft amazing stories, but is any of that (potentially good) advice backed up by research? In fact, there is an additional study conducted by Green & Brock that addresses just what makes a story engaging. Here’s what they found:

 

Wow!! My entire review just disappeared! Well -- go read this great article anyway :)

 

Here is what to pay attention to: all the solid tips -- based on research -- on how to create better stories. They are great. Particularly modeling, irony, imagery, and going beyond the digital campfire. There's lots more to this article that what I have mentioned here.

 

So go read it. In the meantime, I'll chat with the Internet Powers That Be to hunt for the original review I wrote in whatever black hole it has found itself in! Ay yi yi ....

 

Karen Dietz, for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz
more...
No comment yet.
StoryBranding: How brands can embrace the power of story
All-in-one-place articles on the subject of StoryBranding.
Curated by Jim Signorelli
Your new post is loading...
Your new post is loading...
Scooped by Jim Signorelli
Scoop.it!

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.  

more...
No comment yet.
Rescooped by Jim Signorelli from Just Story It Biz Storytelling
Scoop.it!

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
more...
Karen Dietz's curator insight, June 21, 7:13 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, 5:13 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, 8:40 AM

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

Scooped by Jim Signorelli
Scoop.it!

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
more...
No comment yet.
Scooped by Jim Signorelli
Scoop.it!

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.
more...
No comment yet.
Scooped by Jim Signorelli
Scoop.it!

"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

more...
No comment yet.
Rescooped by Jim Signorelli from Just Story It Biz Storytelling
Scoop.it!

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
more...
Karen Dietz's curator insight, May 9, 9:24 AM

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 19, 10:29 PM

A lovely collection of quotes from storytellers. Enjoy! 

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

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
more...
Karen Dietz's curator insight, November 6, 2013 9:09 AM

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 

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

Forget Storytelling: Think Story Sharing!

Forget Storytelling: Think Story Sharing! | StoryBranding: How brands can embrace the power of story | Scoop.it

Business storytelling author and thought leader in the field interviews Karen Dietz about her insights into business storytelling. Listen to the free podcast.


Via Karen Dietz
Jim Signorelli's insight:

Annette Simmons,  one of the "Storyati," has a new weekly podcast. 

In this, her second podcast, and while interviewing my delightful story friend Karen Dietz,  they talk about their connection to story, what it means to them and how they help others make the most of its power. Karen,  who claims she's more of a story scholar than a storyteller, does a pretty good job of telling her own story about some funny things that happened on the way to her doctorate.    Highly recommend a listen and subscribing to these podcasts. 


more...
Karen Dietz's curator insight, October 23, 2013 4:26 PM

Woo hoo! My friend and colleague Annette Simmons (author of The Story Factor, Whoever Tells the Best Story Wins, and Territorial Games) and I had quite a chat recently about the ins-and-outs of business storytelling and Part 1 is now available as a free podcast.


The link only lasts a short time -- so go to iTunes to download the podcast here: https://itunes.apple.com/us/podcast/episode-2-karen-dietz/id735863915?i=169716216&mt=2 


We had a great time together and talk about the importance of story sharing instead of storytelling, why I prefer NOT to do single story workshops with clients, and what to pay attention to when working with stories in organizations. Read Annette's intro for more goodies you will hear about in the podcast.


Annette wrote one of the first books on business storytelling and is one of the pioneers who broke ground for us all. See me humbly bowing to her. She's a kick-ass kid and I have learned much from her.


Enjoy this conversation as we talk about how we work with stories, what we've learned along the way, and why we are so passionate about storytelling


This review was written by Karen Dietz for the Just Story It curation on business storytelling at www.scoop.it/t/just-story-it 

Rita's curator insight, October 24, 2013 11:13 AM

Share stories...that's what people want to hear. 

Don Cloud's curator insight, October 25, 2013 6:25 PM

The best stories are those worth sharing.  Even better stories are those that a leader helps his/her people to create together.

Scooped by Jim Signorelli
Scoop.it!

Infecting An Audience: Why Great Stories Spread

Infecting An Audience: Why Great Stories Spread | StoryBranding: How brands can embrace the power of story | Scoop.it
In the second of a two-part series Jonathan Gottschall discusses the unique power stories have to change minds and the key to their effectiveness.
Jim Signorelli's insight:

I''m not a fan of the idea that we should use stories to "infect" audiences. Attract, engage, resonate perhaps, but to state that stories "sneak infection past our immunities or past our resistances,"  is to suggest that stories are manipulative. Manipulation is a one-sided affair and is the result of someone getting the upper hand using deceit. By contrast, and as this author himself suggests, stories are like "emotional transportation." Certainly a well told story can do a lot to invite our participation , but we, not the storyteller, decide whether the ride was worth the price of attention. Stories, unlike faithless rhetoric, are not forcefully cunning, they are potentially comforting. And their full potential becomes realized to the extent that we allow them to create or reinforce important beliefs and values.

That said, and looking past the disease analogy, this article does make some important points about story and its possibilities relative to persuasive attempts that rely on meaningless facts and opinions

more...
Bad Spoon's curator insight, October 21, 2013 10:18 PM

Un excellent article sur le pouvoir de viralité du Storytelling

Scooped by Jim Signorelli
Scoop.it!

Nancy Durate's speech on "You Can Change The World."

Nancy Durate's speech on "You Can Change The World." | StoryBranding: How brands can embrace the power of story | Scoop.it
Jim Signorelli's insight:

Warning:  clicking on this video won't work.  You'lll have to go to https://vimeo.com/23290567 in order to see the speech.  



I happend upon this Ted-X video of Nancy Durate who runs a firm specializing in the creation and design of presentations. Years ago, and starting with classic story structure as her model, Nancy set out to see if there was a similar structure that epitomizes effective presenations.


In this talk,,entitled "You Can Change The World" she reveals her findings through an analysis of the presentation Steve Jobs gave when he introduced the iPhone. She similarly dissects Martin Luther's "I Have A Dream" speech to show how this structure works.


Whereas presentations are structured differently than stories, her premise is that presentations should have similar effects in terms of engagement and memorability. She claims the structure she dsicovered does just that.


Although I'd like to see more evidence to support her theory,  what she presents is very compelling. At the very least, I will definitely heed her advice about contrasting "the way things are," with "the way things can be," the next time I give a presentation.


If you do any kind of public speaking or persenting, I highly recommend viewing this video.


By the way, I went to her site and was highy impressed with her firm's work in the presentation space. She definitely walks her talk!

more...
No comment yet.
Scooped by Jim Signorelli
Scoop.it!

Persuasion and the Power of Story: Jennifer Aaker (Future of StoryTelling 2013)

http://www.futureofstorytelling.org Jennifer Aaker studies happiness, and how stories can affect our happiness; she believes that stories are more meaningful...
Jim Signorelli's insight:

 An engaging and well-produced video that tells stories about how stories work.  Bravo Jennifer!


more...
Michelle Nelson LeBow's curator insight, October 16, 2013 8:43 AM

Wish I could say I made this compelling story video.  As Jennifer points out, data and stories shared together create a meaningful experience that drives people to action. Great story work!

Rescooped by Jim Signorelli from Brand Stories
Scoop.it!

Why Agencies and Brands Need to Embrace True Storytelling

Why Agencies and Brands Need to Embrace True Storytelling | StoryBranding: How brands can embrace the power of story | Scoop.it
To build on the opportunities that today’s hyperconnected and social consumer as well as new distribution platforms offer, agencies and brands need to move away from thinking about branded content and embrace true storytelling.

Via Omar Kattan - New Age AdMan
Jim Signorelli's insight:

The idea of co-creation is a big one.  Advertising needs to become less about one-sided rhetoric and more about involvement and identification.  Storytelling is the prescription.  

 

more...
Jeff Domansky's curator insight, October 13, 2013 4:20 PM

More storytelling and less shouting would do marketing a world of good!

Michelle Nelson LeBow's curator insight, October 15, 2013 9:01 AM

The magic behind the story is the emotional experience we have when we hear a story.  The only way to create a story experience is to tell a repeatable drama that includes all the story elements in the personal story model.

 

To learn about the personal story model  of elements needed in a repeatable drama -- story truth, setup, hero/villian, struggle, arc-tension and finale visit www.michellelebow.net.

Michelle Nelson LeBow's curator insight, October 15, 2013 9:13 AM
Michelle Nelson LeBow's insight:

The magic behind the story is the emotional experience we have when we hear a story.  The only way to create a story experience is to tell a repeatable drama that includes all the story elements in the personal story model.

 

To learn about the personal story model  of elements needed in a repeatable drama -- story truth, setup, hero/villian, struggle, arc-tension and finale visit www.michellelebow.net.

Scooped by Jim Signorelli
Scoop.it!

A Working Definition of Brand | Branding Magazine

A Working Definition of Brand | Branding Magazine | StoryBranding: How brands can embrace the power of story | Scoop.it
The term brand has become increasingly popular and progressively misunderstood over the past few years. Throughout this time, I’ve read numerous books, articles and thoughts about what a brand is.
Jim Signorelli's insight:

Excellent article! Brand = relationship....period, end of sentence!

Powerful, simple and true!

 

 

more...
No comment yet.
Rescooped by Jim Signorelli from Just Story It Biz Storytelling
Scoop.it!

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
more...
Karen Dietz's curator insight, June 24, 10:46 AM

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 28, 11:47 PM

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.

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

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
more...
Karen Dietz's curator insight, May 21, 9:43 AM

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, 9:08 AM

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 22, 11:39 PM

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.

Scooped by Jim Signorelli
Scoop.it!

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.
more...
No comment yet.
Rescooped by Jim Signorelli from Corporate Identity
Scoop.it!

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!!

 

more...
No comment yet.
Rescooped by Jim Signorelli from Just Story It Biz Storytelling
Scoop.it!

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!

more...
Karen Dietz's curator insight, May 12, 1:44 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, 4:50 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
Scoop.it!

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
more...
Karen Dietz's curator insight, April 18, 6:07 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, 3:07 AM
Why a Verb? Because nobody got time for you if you aint doing nuttin!
Wendy Flanagan's curator insight, May 8, 9:39 AM

Great stuff on branding.

Scooped by Jim Signorelli
Scoop.it!

How Good Can An Ad Story Be Without A Brand Story? | FINIEN

How Good Can An Ad Story Be Without A Brand Story? | FINIEN | StoryBranding: How brands can embrace the power of story | Scoop.it
Consumers won’t trust your ad story, but they will believe in your brand story, because it grows on them naturally and not forcefully. Keep shouting at them w
Jim Signorelli's insight:

There's is so much on the web and in bookstores about brand storytelling these days.  But storytelling used by advertisers is merely a  communications device.   What I especially like about  this article is that it rightfully suggests that no amount of storytelling will work without the foundation of a strong brand story.  There is a huge difference between storytelling and StoryBranding.  Also, the visual joke is something I've seen before, but it still works!  

more...
Wendy Flanagan's curator insight, November 5, 2013 6:37 AM

Excellent demonstration of the differences

Scooped by Jim Signorelli
Scoop.it!

Brand Identity Value: Is it Dead? - 3H - Hoop!a Blog

Brand Identity Value: Is it Dead? - 3H - Hoop!a Blog | StoryBranding: How brands can embrace the power of story | Scoop.it
Is brand identity value dead in today's market.The popularity of social media is at the cornerstone of the changing market environment.
Jim Signorelli's insight:

This article proposes that brand identity has become  "increasingly dimensional," and that "due to the immedicacy of social media and the often reactionary, volatile nature of the channel, the establishment of brand identity, its guidelines and adherence to character and tone play a significant role in achieve a relevant brand identity."  In other words,  and because of social media, brands are stories that will be extended by users.  

more...
No comment yet.
Rescooped by Jim Signorelli from Just Story It Biz Storytelling
Scoop.it!

Branding: 10 Strategies for Living Your Core Values (Stories)

Branding: 10 Strategies for Living Your Core Values (Stories) | StoryBranding: How brands can embrace the power of story | Scoop.it
How businesses can take their beliefs and make them real for consumers.

Via Karen Dietz
Jim Signorelli's insight:

I'm rescooping this from Karen Dietz (thanks Karen!).  This is one of the finest articles I've read on the subject of purpose -driven marketing.  I've read a number of books on this subject since it is very much related to StoryBranding, but this article, by Jessica Blotter, does a terrific job of collecting the major points.  


When I read articles like this, I have a bitter-sweet reaction.  On the "sweet" side is the excitement I feel for a belief I deeply hold true.  But on the "bitter" side is knowing that many public corporations can only provide  lip service to the idea of purpose-driven marketing.  Many CEO's are held hostage by  Board members, shareholders or private equity investors  who care most about profits from one quarter to the next.   Many can't  (or won't ) see beyond the bark of the tree, let alone the forest to which it belongs. .  Nothing wrong with profits!  But, purpose-driven marketing (and its corollary StoryBranding) takes  a long term vision as well as a  long-term committment to that vision. More importantly, support  has to come from the people who control the purse strings, not just the people in charge of filling the purse.





more...
Karen Dietz's comment, October 19, 2013 6:43 PM
Patricia, so glad you find the article helpful. Hope you are well!
Karen Dietz's comment, October 19, 2013 6:45 PM
Hans, you are so right -- it's not only about your product, but about what a company stands for. The article I curated today on 3 New Story Types also addresses this. Thanks for commenting!
Karen Dietz's comment, October 19, 2013 6:53 PM
Hey Jim -- I'm so glad the article really stands out for you. And I agree wholeheartedly with your comments. Would you believe I've been working with 1 client for 2 years and it's not about storytelling yet -- we are focusing about improving the organization internally so they will be able to tell a story that they live. We are almost ready to focus on storytelling as an organizational strategy. It's fascinating work. And rare, to your points above. Check out the other article I curated today on 3 new stories to tell. It's based on new research that's been released about the bottom line benefits for an organization that lives its stories. It's much better than the ''story doing' research that was released a few months ago.
Scooped by Jim Signorelli
Scoop.it!

Is Content Marketing Traditional Advertising’s New Rival? [Infographic]

Is Content Marketing Traditional Advertising’s New Rival? [Infographic] | StoryBranding: How brands can embrace the power of story | Scoop.it
Infographic that explains the importance of content marketing in B2B marketing.
Jim Signorelli's insight:

I'm not sure traditional advertising will ever be displaced.  But, as this well-researched infographic points out,  content is becoming an important sidekick,  especially among B2B marketers.  As the manifestation of a the brands inner layer beliefs and values,  content marketing quickly moving from "nice to have," towards "need to have." It gains its power from the fact that unlike tradtional advertising that "asks,"  content "gives." 

more...
Omar Kattan - New Age AdMan's curator insight, October 17, 2013 9:28 AM

Brilliant infographic about the most popular types of content, why they are used, and which content is working best for b2b marketers.  I agree with the conclusion, content marketing will not displace traditional advertising, but it's sure to take a much bugger chunck than the current 26% of b2b marketing budgets.

Scooped by Jim Signorelli
Scoop.it!

How Gary Gilmore inspired one of the best advertising tag lines ever.

Entrevista de Dan Wieden para a Ad Week contando sobre a criação da tagline Just Do It.
Jim Signorelli's insight:

Adweek refers to it as "probably one of the last great advertising tag lines."  It's been hearalded as the best tag line ever by many critics of advertising.   Come to find out, Gary Gilmore, just before he was shot by a firing squad, had something to do with it. 


more...
No comment yet.
Scooped by Jim Signorelli
Scoop.it!

Keller's Brand Equity Model - Strategy Tools From MindTools.com

Keller's Brand Equity Model - Strategy Tools From MindTools.com | StoryBranding: How brands can embrace the power of story | Scoop.it
Learn how to strengthen your customers' perception of your brand.
Jim Signorelli's insight:

This Keller Model does a good job of identifying a brand's story "obstacles" similar to those of the StoryBranding Model.  

more...
No comment yet.