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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"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 
donhornsby's curator insight,
April 21, 8:03 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, 3:51 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 ;-) Delete the scoop?
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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. Delete the scoop?
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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. Delete the scoop?
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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
Jim Signorelli's insight:
Terrific article! For advertisers this is priceless advice. 
Victoria Garcia, www.Marketing-Impressions.com's curator insight,
April 13, 2:04 PM
Public speaking is persuading, after all. Vic
Victoria Garcia, www.Marketing-Impressions.com's comment,
April 13, 2:09 PM
Wow! What an interesting post. I learned long ago as a probation officer in Texas, I could send someone to prison on the same set of facts depending on the language I used. This is one of the best articles I've ever read on the topic.
Karen Dietz's comment,
April 16, 12:38 PM
Thanks Vicki! I'm so glad you found it both powerful and helpful. Hope you are doing well :)
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This short video talks about the fundamentals of StoryBranding as discussed in Jim Signorelli's best selling book on the subject: StoryBranding: Creating Sta... 
Parker Donat's curator insight,
April 9, 6:39 PM
As the idea of story branding becomes more accepted the stories businesses tell are going to increase in effectiveness.
It's not about how much money you have, it is about how good your story is for me to buy your product or service. Delete the scoop?
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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
Jim Signorelli's insight:
One of the better experts on storytelling. Great interview!
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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. Delete the scoop?
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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
Jim Signorelli's insight:
Enjoyed my interview with Dan Ball, international storyworker. Delete the scoop?
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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.
Jim Signorelli's insight:
There is a very big difference between storytelling and StoryBranding. Not knowing the difference can make one smart enough to be dangerous. Delete the scoop?
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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...
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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 Delete the scoop?
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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. Delete the scoop?
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Every great business has a great love story. How to use a Romeo and Juliet story model to make it easy to tell a business love story. Delete the scoop?
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Jim Signorelli's insight:
Good summary of the book on StoryBranding Delete the scoop?
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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 Delete the scoop?
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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. Delete the scoop?
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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...
Jim Signorelli's insight:
Great News re: Category #17. Thanks to all. Delete the scoop?
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PEMoody's on-line journal for thought-leaders and decision-makers. Delete the scoop?
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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 Delete the scoop?
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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
Jim Signorelli's insight:
This is well said!
Peter Fruhmann's curator insight,
March 1, 4:06 AM
Very sympathetic and well written. It can't be said often enough: the story is as much the teller's as it is the listener's. So keep in touch with your audience or you'll loose them. Delete the scoop?
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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. Delete the scoop?
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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 Delete the scoop?
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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 Delete the scoop?
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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 Delete the scoop?
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"Arguably, creative briefs are necessary. They outline the creative assignment. But it is hard to get emotionally engaged with what amounts to a check list of facts. Creative teams should have something more at their disposal to do their best work." Delete the scoop?
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