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.
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 [...]
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.
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!
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."
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
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.
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