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.
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...
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.
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.
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?
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?
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.
"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."
Some had commented that the infographic that was posted on my Scoop.it page was hard to read. Apologies. This is now downloadable at http://bit.ly/PAveas
A brand is like the lead character of its own story. And like any story character, brands have values and beliefs that become associated with them through their actions. The challenge for marketers is to characterize their brands first before...
A brand is like the lead character of its own story. And like any story character, brands have values and beliefs that become associated with them through their actions. The challenge for marketers is to characterize their brands first before products are introduced. This provides a foundation on which the brand is built with each new development. It also helps to define thebrand’s culture in order to help employees discern the difference between programs and products that fit vs. those that don’t.
Whether yours is a big national or small local brand, and to the extent that you have a clear definition of your brand character, customers, prospects and employees will relate better to what you’re all about.
Shown in this infographic are twelve character types. Use this chart as a starting point to define what your brand stands for. It’s always best to find a single characterization that defines your brand, but oftentimes a blending of two or possibly three character types is needed. At the very least, this chart is meant to stimulate your thinking. Don’t be afraid to invent your own character type, just make sure your state the necessary details that clearly set you apart from your competitors. Above all, it is important to demonstrate this characterization constantly across everything you do.
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.
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.
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...
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."
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.