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Coca-Cola Becomes A Full-Fledged Storyteller - Brand Stories - New Age Brand Building

Coca-Cola Becomes A Full-Fledged Storyteller - Brand Stories - New Age Brand Building | StoryBranding: How brands can embrace the power of story | Scoop.it

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.


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StoryBranding: How brands can embrace the power of story
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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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The better way to brag when you need to.

The better way to brag when you need to. | StoryBranding: How brands can embrace the power of story | Scoop.it
In the last Republican debate, you may have noticed that many of the candidates on the dais singled themselves out for having  specialized experience
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In business, storytelling should not be a performance.

In business, storytelling should not be a performance. | StoryBranding: How brands can embrace the power of story | Scoop.it

The art of storytelling is not all about the show. In fact, good storytelling is invisible. Find out how you can master this art here:

Jim Signorelli,Story-Lab's insight:
:

The word "storytelling often conjures up images of a theatrical performance.   But in In business, performance storytelling can be an audience turn-off.  In this article, Shawn Callahan, a leading storytelling expert, talks about the need for business people to stay away from what he refers to as "Big S" storytelling and shows how and why "small s," or personal anecdotes, are far more effective..  

Great read! 


Jim Signorelli 

President Story-Lab

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Jim Signorelli,Story-Lab's curator insight, October 21, 2015 1:02 PM

The word "storytelling often conjures up images of a theatrical performance.   But in In business, performance storytelling can be an audience turn-off.  In this article, Shawn Callahan, a leading storytelling expert, talks about the need for business people to stay away from what he refers to as "Big S" storytelling and shows how and why "small s," or personal anecdotes, are far more effective..  

Great read! 


This review was written by Jim Signorelli, President of Story-Lab, for curated content on business storytelling at www.scoop.it/t/just-story-it 

Jim Signorelli,Story-Lab's curator insight, October 21, 2015 3:17 PM

The word "storytelling often conjures up images of a theatrical performance.   But in In business, performance storytelling can be an audience turn-off.  In this article, Shawn Callahan, a leading storytelling expert, talks about the need for business people to stay away from what he refers to as "Big S" storytelling and shows how and why "small s," or personal anecdotes, are far more impactful. 


Jim Signorelli

President Story-Lab 

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How to Tell Stories with Numbers

How to Tell Stories with Numbers | StoryBranding: How brands can embrace the power of story | Scoop.it
A guide to using the techniques of data mining and data journalism to create compelling, original content in the form of data visualizations.
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Carlos Silva's curator insight, September 16, 2015 10:40 AM

añada su visión ...

ManufacturingStories's curator insight, September 16, 2015 1:20 PM

#BigData #Numbers #Analytics #ContentMarketing

Sarah McElrath's curator insight, September 16, 2015 2:04 PM

Unless the data tells a story, no one cares.

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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, 2015 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 Important Lessons Marketers Can Gain From The Principles of Story.

5 Important Lessons Marketers Can Gain From The Principles of Story. | 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:

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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, 2015 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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The storytelling vs. storybranding dilemma in business.

The storytelling vs. storybranding dilemma in business. | StoryBranding: How brands can embrace the power of story | Scoop.it
The difference between storytelling and storybranding for business
Jim Signorelli,Story-Lab's insight:

Too often companies confuse storytelling with storybranding. Both can be found in the same story tool box, but they are as different as a flat blade and Phillips screwdriver.  No matter what business you're in, it's important to be able to distinguish between the two and know how to take advantage of their different functions.  Both have transformative powers when it comes to leading, selling or motivating audiences.

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Jim Signorelli,Story-Lab's curator insight, November 25, 2015 11:39 AM

Too often companies confuse storytelling with storybranding. Both can be found in the same story tool box, but they are as different as a flat blade and Phillips screwdriver.  No matter what business you're in, it's important to be able to distinguish between the two and know how to take advantage of their different functions.  Both have transformative powers when it comes to leading, selling or motivating audiences.

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4 Useful Visual Storytelling Tips

4 Useful Visual Storytelling Tips | StoryBranding: How brands can embrace the power of story | Scoop.it
As human beings, we instinctively know that visuals are more powerful than purely text-based content. Yes, we can craft compelling stories with just words and our readers’ imaginations, but adding visuals can help us bring our words to life. This interactive graphic backs up our instincts with some interesting stats: Not only is visual content
Jim Signorelli,Story-Lab's insight:
Jim  Signorelli,Story-Lab's insight:

Interesting article with good advice about brand storytelling.  However, there are a number of stats that are not sourced i.e "Articles that contain images get 94% more views than articles without,"  or "40% of people respond better to visual information than to plain text." Whereas these stats may make intuitive sense, they lack credibility. 

Read it for points worth pondering only. 

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Jim Signorelli,Story-Lab's curator insight, October 26, 2015 8:41 PM

Interesting article with good advice about brand storytelling.  However, there are a number of stats that are not sourced i.e "Articles that contain images get 94% more views than articles without,"  or "40% of people respond better to visual information than to plain text." Whereas these stats may make intuitive sense, they lack credibility. 

Read it for points worth pondering only. 


This review was written by Jim Signorelli, President of Story-Lab, for curated content on business storytelling at www.scoop.it/t/just-story-it 

Bonaventura Di Bello's curator insight, October 27, 2015 5:21 AM

Lo storytelling è anche 'visuale', anzi è ancora più efficace quando si utilizzano strumenti visuali per 'narrare'. Ecco quattro trucchi utili per chi vuole utilizzarlo da questo punto di vista...

Venkatesh Iyer (venkyiyer.com)'s curator insight, October 29, 2015 2:08 AM

I am going to be emphasizing visuals a lot more in my blog.

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71 Brilliant, Clever and Inspirational Ads that Prove the Power of "Show Don't Tell."

71 Brilliant, Clever and Inspirational Ads that Prove the Power of "Show Don't Tell." | StoryBranding: How brands can embrace the power of story | Scoop.it
Eye-catching advertising doesn't get much better than this.
Jim Signorelli,Story-Lab's insight:

Much has be said and written about  brand storytelling.  I came across this compilation of ads in an article by Melanie Biehl that shows what it's all about. 


She has put together a tour de force of some very brilliant print advertising.  Each tells a story with pictures, graphics and very few, if any, words.  They are more than eye-catching. They are mind-catching as they invite us to engage in their messages. 


Too often, we think that advertising has to be made up of explicit information.  As my friend and colleague Annette Simmons says, 


People don't want more information. They are up to their eyeballs in information. They want faith...Faith needs a story to sustain it - a meaningful story that inspires belief in you and renews hope that your ideas indeed offer what you promise.


These ads prove her point! 


This review was written by Jim Signorelli, President of Story-Lab, for curated content on business storytelling at www.scoop.it/t/just-story-it 

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Jim Signorelli,Story-Lab's curator insight, October 8, 2015 10:45 AM

Much has be said and written about  brand storytelling.  I came across this compilation of ads in an article by Melanie Biehl that shows what it's all about. 


She has put together a tour de force of some very brilliant print advertising.  Each tells a story with pictures, graphics and very few, if any, words.  They are more than eye-catching. They are mind-catching as they invite us to engage in their messages. 


Too often, we think that advertising has to be made up of explicit information.  As my friend and colleague Annette Simmons says, 


People don't want more information. They are up to their eyeballs in information. They want faith...Faith needs a story to sustain it - a meaningful story that inspires belief in you and renews hope that your ideas indeed offer what you promise.


These ads prove her point! 


This review was written by Jim Signorelli, President of Story-Lab, for curated content on business storytelling at www.scoop.it/t/just-story-it 

Jim Signorelli,Story-Lab's curator insight, October 8, 2015 10:49 AM

Much has be said and written about  brand storytelling.  I came across this compilation of ads in an article by Melanie Biehl that shows what it's all about. 


She has put together a tour de force of some very brilliant print advertising.  Each tells a story with pictures, graphics and very few, if any, words.  They are more than eye-catching. They are mind-catching as they invite us to engage in their messages. 


Too often, we think that advertising has to be made up of explicit information.  As my friend and colleague Annette Simmons says, 


People don't want more information. They are up to their eyeballs in information. They want faith...Faith needs a story to sustain it - a meaningful story that inspires belief in you and renews hope that your ideas indeed offer what you promise.


These ads prove her point! 


This review was written by Jim Signorelli, President of Story-Lab, for curated content on business storytelling at www.scoop.it/t/just-story-it 

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Is this what branding storytelling is?

Is this what branding storytelling is? | StoryBranding: How brands can embrace the power of story | Scoop.it
A guide to emotionally connecting to your customers by using a powerful tool called brand storytelling.
Jim Signorelli,Story-Lab's insight:

This is a blog article from Visme, a very new and slick presentation tool. The article itself is a great example of content marketing, as it demonstrates without prescribing the Visme product.  Besides convincing me to look further into the product (and I am  impressed), it provides an interesting, albeit controversial take on how to go about desiging a brand story.  


This article is worth reading as many of the points are interesting and provocative.   You may not agree with statements  like "share your failures," and "don't be afraid to tell consumers you're having a slow year."  Frankly, I don't think one needs to open their kimona to achieive authenticty.  However, I do believe that authenticity is key.  


If you're not familiar with "THE POWER OF WORDS" video, it's really worth seeing. That, and there are some  points worth pondering. I'd love to have your take on this article? I think there's somethiing very important missing when it comes to brand storytelling or StoryBranding.  Can you tell what that is? (here's a hint:  it's why the article was provided by Visme). 

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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, 2015 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, 2015 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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