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Jim Signorelli, chief executive officer and chairman of ESW Partners/StoryLab, describes how he developed the effective concepts behind his work and new book, "StoryBranding: Creating Stand-Out Brands Through the Power of Story." Signorelli, a 30-year...
"At the center of all marketers’ brand ambitions sits the hope of creating a fan base. All brands have customers, the people that buy the brand, but few have a substantial fan base. The difference between fans and customers is behavioural. Fans are the type of customer that feels they are brand stakeholders. They are part of and some create the brand story itself. Fans go out of their way to buy and use a brand. They talk about the brand for you, harnessing the power of story through word of mouth. They position your brand better than you will. To your other customers they are the authentic voice of the brand, more so than you."
Via Gregg Morris
robert wong, cco of google creative lab, spoke about the intersection of product development and stoytelling at the ad age digital conference in new york.
Creating powerful stories that customers will identify with in order to brand your business makes all the difference. Those companies that do it best profit.
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
This short video talks about the fundamentals of StoryBranding as discussed in Jim Signorelli's best selling book on the subject: StoryBranding: Creating Sta...
Storytelling is one of the first ways modern human beings passed down knowledge from generation to generation, and also disseminated knowledge to those beyond their immediate family and clan. Millennia later, storytelling remains a powerful medium that grabs and holds people's attention and effectively transmits information. Not surprisingly, then, it can be a powerful medium for marketers. In this video, we sat down with author, marketer, storyteller, industry analyst, and corporate trainer Steve Shepard to discuss elements of great storytelling.
Via Gregg Morris
At the center of every brand story is a hero. To be effective at brand storytelling, it’s critical to know what attributes define the inner character of the hero.
Who is Jim Signorelli? and how is he shaping the way brands tell their stories? The latest brand story interview for Ouroboros Entertainment
What's all the buzz among marketers about storytelling? Okay. Sell with stories. I get it. They work better than explicit hit-them-over-the-head-and-kick-them-in-the-behind-fact-based-and-really-boring-selling messages.
The hidden persuader During the the race for the Presidency, we received daily news reports about how much money was being spent by whom, on what, when, where and why. An underlying assumption portrayed by the media is that...
A while back I wrote about Coca Cola’s content strategy and my disappointment in its execution. I did qualify it by saying: "There is no doubt that Coke have the right mentality and resources to tackle the challenges brought on by the digital age and a new empowered consumer, but they’ve yet to master the art of storytelling online. Last year’s drop of the brand out of the top 10 most valuable brands shows how steep the hill is. Coke’s got a long way to go before they can actually implement what they’ve so eloquently described as their vision “2020″. I for one will be watching this space." It happened sooner than I expected.
Via Omar Kattan - New Age AdMan
The power of stories has become a part of our cultural dialogue. From articles in Fast Company to The New York Times, and applied across different topics from sports to business to marketing, story is the genre of choice for 2012.
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When?s advertising not advertising? When it drives women to reassess the way they see themselves. When it allows others to see through the ey
Jack and David were finalists for the same job. Both had relevant experience and equally impressive resumes. Following their final interviews, the executives who had met with both of them convened to evaluate each candidate separately.
Jenkins Group is proud to announce these results of the sixth annual Axiom Business Book Awards, honoring the best business books published during the past year.The Axiom Business Book Awards are intended to bring increased recognition to exemplary...
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Who is Jim Signorelli? and how is he shaping the way brands tell their stories? The latest brand story interview for Ouroboros Entertainment
We live in a culture saturated with stories. From commercials lasting a few seconds, to TV shows lasting a few seasons, we are inundated with more tales every day than any other generation in history. We can’t seem to get enough stories. We can’t seem to tell enough. And brands are no exception. Many brands want to have their stories told. Yet ironically, they (and their marketing teams) often aren’t quite sure what a story is. Marketing wisdom may extol the virtues of storytelling as a technique for engaging audience emotion, but much less is said about what elements make up a story. Or even more crucial, how marketers can use those elements to craft a compelling brand story.
Via Gregg Morris
When MIDAZ* was first introduced, composers were heralding it as the next best thing since the piano. Sales had surpassed all expectations. MIDAZ,* was introduced via a commercial that ran during the Grammy Awards.
Strong storytelling can take a product from selling $100 million worth of units to $1 billion worth, according to Gary Vaynerchuk. Many entrepreneurs understand the importance of storytelling, yet few do it well. Amidst the ton of advice from marketing mavens, we’ve rarely gone straight to the source: Who better to learn from than a veteran who makes his living storytelling?
Via Gregg Morris
For any family business facing a transition from its founders to the next generation, several fundamental questions must be addressed: What are the assumptions behind the company’s culture and values? Are these assumptions helpful or harmful to succession? Do the culture and values lead to artifacts that serve as physical evidence of the company’s mission?
Via Kathy Hansen
An October 2012 survey by Edelman Berland and Adobe found that American consumers are looking for deeper brand engagement than banner ads and social media “like” buttons. 73% of the 1000 adults surveyed agreed with the statement, “Advertisements should tell a unique story, not just try to sell.” Marketers are probably shaking their heads back and forth right now, thinking, “But we have been telling you stories all along!” Perhaps, but the beauty of story is in the eye of the beholder. Clearly, many customers are not feeling engaged and immersed in the brand stories they’re currently hearing. They’re hungry to connect with other users and share their experiences, whether positive or negative. Confident brands that can get comfortable with this loss of control are likely to move ahead, I believe.
Via Gregg Morris
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