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How Well-Defined Is Your Brand's Ideal? | News - Advertising Age

How Well-Defined Is Your Brand's Ideal? | News - Advertising Age | StoryBranding: How brands can embrace the power of story | Scoop.it

Jim Stengel has teamed with WPP's Millward Brown Optimor to bring analytical rigor to purpose-driven marketing, or what we refer to as StoryBranding. 

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StoryBranding: How brands can embrace the power of story
All-in-one-place articles on the subject of StoryBranding.
Curated by Jim Signorelli
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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.  

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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!  

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

Excellent demonstration of the differences

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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.  

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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.





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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.
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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." 

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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.

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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. 


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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.  

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The Secret to Spreading Ideas: Bernadette Jiwa at TEDxPerth

Bernadette is the author or the #1 Amazon Business Bestseller Make Your Idea Matter. Her blog was voted Australia's Best Business Blog in 2012 and she was na...
Jim Signorelli's insight:

I had the fortune of meeting Bernadette at a recent Robert McKee seminar.  Her concept of "fortune cookie" marketing is a simple yet

powerful idea  that stresses the importance of story when it comes to affecting change. 

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Is your brand enticing customers or empowering them?

Is your brand enticing customers or empowering them? | StoryBranding: How brands can embrace the power of story | Scoop.it

Not too long ago, a well-known fast food restaurant chain ran commercials with the tagline,   "Good Mood Food." The implied promise was that unlike other fast food restaurants, this one would make us feel good. Unfortunately, when this campaign was running, Consumerist.com, in a survey of 115,000 consumers, rated it among the worst commercials in America....read more.

Jim Signorelli's insight:

Your brand's best point of difference is its point of view. In essence, it is your brand's story.  

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Storytelling is the top issue for 483 Corporate Communications Execs

Storytelling is the top issue for 483 Corporate Communications Execs | StoryBranding: How brands can embrace the power of story | Scoop.it
In the latest findings from Incite, we rank the top 5 issues for corporate communications execs.

Via Kathy Hansen
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Parker Donat's curator insight, September 21, 2013 9:52 AM

I think this issue is confusing for executives. They may think this is only a face to face presentation form of storytelling when I think the focus should also be on the multimedia delivery of storytelling to for internal and external communication. 

Karen Dietz's comment, September 22, 2013 7:43 AM
Hi Parker -- I appreciate you adding your voice here. In my experience, executives are too quick to put their stories into digital media. The ability to build a personal connection is lost when doing so. There are times when moving a story into digital media is important, but far greater value is created when sharing stories in person.
OLAJUMOKE's curator insight, September 26, 2013 4:47 AM

Being able to captivate your sub without boring them.

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Bloomberg: Ad Executive Signorelli Says ‘StoryBranding’ Works (Audio)

Bloomberg:  Ad Executive Signorelli Says ‘StoryBranding’ Works (Audio) | StoryBranding: How brands can embrace the power of story | Scoop.it
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...
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Building Brand Fans with Storytelling

Building Brand Fans with Storytelling | StoryBranding: How brands can embrace the power of story | Scoop.it

"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
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donhornsby's curator insight, April 21, 2013 5:03 AM

(From the article): This simple model of branding can act as a checklist for your storytelling. You can see if all the brand assets are connected to enable customers to become brand fans. Do you enable your customers to share brand images you have created? Do you celebrate when customers create their own images and share them? How do you create and support the creation of news about your brands? Are enabling your customers to play with your brand? What happens when you let your customers view your brand? If your can create a tactical plan that employs these aspects you set your self up to enable your brand to create fans. Of course you need an authentic brand story but customers need more than that to become fans.

Peter Fruhmann's curator insight, April 22, 2013 12:51 AM

I like the article and the model, the examples illustrate it well and I partly agree that you need an authentic brand story. I tend to call it a (solid and authentic) ‘brand narrative’ (“why we stareted this and for whom”) from which you can derive multiple brand stories (for times change, don’t they?) to share and/or exchange with your customers and fans (meaning you also listen tot heir stories about your brand): values in action stories, celebration stories, innovative idea stories etc… One remark: I didn’t like the ‘thumbs up’ (stock)photo in the article. An authentic brand wouldn’t use a cliché like that ;-)

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Google Creative Lab Links Product to Stellar Storytelling | Special: Digital Conference - Advertising Age

Google Creative Lab Links Product to Stellar Storytelling | Special: Digital Conference - Advertising Age | StoryBranding: How brands can embrace the power of story | Scoop.it
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.
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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
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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 

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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. 


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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.

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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

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

Un excellent article sur le pouvoir de viralité du Storytelling

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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!

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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!


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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!

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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.  

 

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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.

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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!

 

 

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Interview with Jim Signorelli about StoryBranding

Ray Somich and Ellen Foley Kessler interview Charlotte and Peter Fiell with 30's and 40's fashion; Bill Whiteon home mortgages; Karen McLeod from Extended HOusing; Jim Signorelli, author of Storybranding; Bill from Atlas Cinemas.
Jim Signorelli's insight:

Radio Interview with Jim Signorelli re: StoryBranding. 

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Omar Kattan - New Age AdMan's curator insight, September 21, 2013 11:13 AM

Jim discusses brand storytelling and is latest book story branding.  

 

On what makes for a good story: a character, conflict (problem or obstacle) that needs to be overcome and a point of view on how that obstacle is overcome (moral of the story).      

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StoryBranding: Creating Standout Brands Through The Power of Story

Jim Signorelli talkes with members of the American Marketing Association about StoryBranding, a unique way to think about branding.
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"Purpose-Driven Branding" cartoon | Tom Fishburne: Marketoonist

"Purpose-Driven Branding" cartoon | Tom Fishburne: Marketoonist | StoryBranding: How brands can embrace the power of story | Scoop.it
People don't buy what you do, they buy why you do it, Simon Sinek famously said. Marketers are all taught to define a brand promise. The deeper opportunity is to understand our brand purpose - an ideal that drives everything a brand does.
Jim Signorelli's insight:

I want this bumper sticker!!! 

There's a big difference between sounding purpose driven and actually being purpose driven.  This cartoon and the accompanying article do an outstanding job of explaining why. 

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Five Important Branding Lessons from JCPenny’s | MENG

Five Important Branding Lessons from JCPenny’s | MENG | StoryBranding: How brands can embrace the power of story | Scoop.it
Jim Signorelli's insight:

Why did Ron Johnson's plans go astray and what can we learn from JCPenny's mistakes?

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StoryBranding: Creating Standout Brands Through the Power of Story : Sources of Insight

StoryBranding: Creating Standout Brands Through the Power of Story : Sources of Insight | StoryBranding: How brands can embrace the power of story | Scoop.it
Jim Signorelli's insight:

Good summary of the book on StoryBranding

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