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.
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
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.
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.
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
Presentation given to University of Chicago Alums re: Story Theory and its Application To Marketing
Jim Signorelli's insight:
Storytelling has become marketing's new hammer. And everything is starting to look like a nail! It's one thing to tell a brand story, but quite another to know what the brand story is. This presentation deals with the application of story theory to help brands better determine what story they should be telling.
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.
"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."
Vision Critical Summit speaker Douglas Rushkoff gives a preview of his keynote and shares his perspective on the evolution of brand storytelling.
Jim Signorelli'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.
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.
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 [...]
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