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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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Don't Do Good Advertising; Just Do Good | Branding Blog | The Bullet

Don't Do Good Advertising; Just Do Good | Branding Blog | The Bullet | StoryBranding: How brands can embrace the power of story | Scoop.it
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
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Want the job? Tell a Story

Want the job? Tell a Story | StoryBranding: How brands can embrace the power of story | Scoop.it

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. 


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Announcing Results of the 6th Annual Axiom Business Book Awards

Announcing Results of the 6th Annual Axiom Business Book Awards | StoryBranding: How brands can embrace the power of story | Scoop.it
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...
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Great News re: Category  #17.  Thanks to all. 

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STORYBRANDING (tm) - Blue Heron Journal

STORYBRANDING (tm) - Blue Heron Journal | StoryBranding: How brands can embrace the power of story | Scoop.it
PEMoody's on-line journal for thought-leaders and decision-makers.
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Jim Signorelli Founder/CEO eswStoryLab - Brand Story - Industry Interview -

Jim Signorelli Founder/CEO eswStoryLab - Brand Story - Industry Interview - | StoryBranding: How brands can embrace the power of story | Scoop.it
Who is Jim Signorelli? and how is he shaping the way brands tell their stories? The latest brand story interview for Ouroboros Entertainment
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Applying Storytelling Principles to Marketing Messages

Applying Storytelling Principles to Marketing Messages | StoryBranding: How brands can embrace the power of story | Scoop.it

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!
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Peter Fruhmann's curator insight, March 1, 2013 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.

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Get Your Head Out Of Your Ads When Your Brand Matures

Get Your Head Out Of Your Ads When Your Brand Matures | StoryBranding: How brands can embrace the power of story | Scoop.it
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.
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Why Every Entrepreneur Should Learn How to Become a Great Storyteller

Why Every Entrepreneur Should Learn How to Become a Great Storyteller | StoryBranding: How brands can embrace the power of story | Scoop.it

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
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Knowledge@Wharton Today | The Power of 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?

Via Kathy Hansen
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Consumers Hungry for Brand Stories

Consumers Hungry for Brand Stories | StoryBranding: How brands can embrace the power of story | Scoop.it

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
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Jim Signorelli's comment, October 31, 2012 1:04 PM
thanks Gregg, great find!
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MENG - Marketing Executives Networking Group

MENG - Marketing Executives Networking Group | StoryBranding: How brands can embrace the power of story | Scoop.it

"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."

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New Downloadable infogrphic on characterizing your brand persona.

New Downloadable infogrphic on characterizing your brand persona. | StoryBranding: How brands can embrace the power of story | Scoop.it

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...

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Infographics

Infographics | StoryBranding: How brands can embrace the power of story | Scoop.it

What does your brand stand for?

 

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.

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Telling A Strong Story Makes The Branding Difference

Telling A Strong Story Makes The Branding Difference | StoryBranding: How brands can embrace the power of story | Scoop.it
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.
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The Psychology of Language: Persuasive words for biz stories

The Psychology of Language: Persuasive words for biz stories | StoryBranding: How brands can embrace the power of story | Scoop.it
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. 

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Victoria Garcia, Serial Entrepreneur's curator insight, April 13, 2013 2:04 PM

Public speaking is persuading, after all. Vic

Victoria Garcia, Serial Entrepreneur's comment, April 13, 2013 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, 2013 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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What is "StoryBranding" and how is it different from storytelling?

This short video talks about the fundamentals of StoryBranding as discussed in Jim Signorelli's best selling book on the subject: StoryBranding: Creating Sta...
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Parker Donat's curator insight, April 9, 2013 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.  

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Elements of Great Storytelling

Elements of Great Storytelling | StoryBranding: How brands can embrace the power of story | Scoop.it

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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Branding Strategy Insider | Brand Storytelling And The Hero Of Your Brand

Branding Strategy Insider | Brand Storytelling And The Hero Of Your Brand | StoryBranding: How brands can embrace the power of story | Scoop.it
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.
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Jim Signorelli Founder/CEO eswStoryLab - Brand Story - Industry Interview -

Jim Signorelli Founder/CEO eswStoryLab - Brand Story - Industry Interview - | StoryBranding: How brands can embrace the power of story | Scoop.it
Who is Jim Signorelli? and how is he shaping the way brands tell their stories? The latest brand story interview for Ouroboros Entertainment
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Enjoyed my interview with Dan Ball, international storyworker. 

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Storytelling vs. StoryBranding

Storytelling vs. StoryBranding | StoryBranding: How brands can embrace the power of story | Scoop.it
    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. 

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Pedro Pablo Barabino's curator insight, January 28, 2013 4:50 AM

A través de Eva Sanagustín (¡gracias!)

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A lesson in brand storytelling from the Presidential campaigns.

A lesson in brand storytelling from the Presidential campaigns. | StoryBranding: How brands can embrace the power of story | Scoop.it
                      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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Coca-Cola Becomes A Full-Fledged Storyteller - Brand Stories - New Age Brand Building

Coca-Cola Becomes A Full-Fledged Storyteller - Brand Stories - New Age Brand Building | StoryBranding: How brands can embrace the power of story | Scoop.it

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
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For Brands, 2012 Is The Year Of The Story. So Who's Telling It Best?

For Brands, 2012 Is The Year Of The Story. So Who's Telling It Best? | StoryBranding: How brands can embrace the power of story | Scoop.it
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.
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Romeo | Visual.ly

Romeo | Visual.ly | StoryBranding: How brands can embrace the power of story | Scoop.it
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.
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Whoever Tells the Best Stories Wins | The People Behind the Paper.lis

Whoever Tells the Best Stories Wins | The People Behind the Paper.lis | StoryBranding: How brands can embrace the power of story | Scoop.it

Great interview with Story expert (and the worlds' greatest story curator), Karen Dietz. If you want a short course on the importance of story to marketing,  it's all here.

 

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