StoryBranding: How brands can embrace the power of story
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StoryBranding: How brands can embrace the power of story
All-in-one-place articles on the subject of StoryBranding.
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Scooped by Jim Signorelli,Story-Lab
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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,Story-Lab'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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Rescooped by Jim Signorelli,Story-Lab from Brand Stories
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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
Jim Signorelli,Story-Lab'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 7:20 PM

More storytelling and less shouting would do marketing a world of good!

Michelle Nelson LeBow's curator insight, October 15, 2013 12:01 PM

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 12:13 PM
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,Story-Lab'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,Story-Lab's insight:

Radio Interview with Jim Signorelli re: StoryBranding. 

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Omar Kattan's curator insight, September 21, 2013 2:13 PM

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,Story-Lab'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,Story-Lab'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,Story-Lab's insight:

Good summary of the book on StoryBranding

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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...
Jim Signorelli,Story-Lab's insight:

Great News re: Category  #17.  Thanks to all. 

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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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StoryBranding Scoops

StoryBranding Scoops | StoryBranding: How brands can embrace the power of story | Scoop.it
Jim Signorelli,Story-Lab'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.stroybranders.blogspot.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.storybranders.blogspot.com and sign up for email postings.  

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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,Story-Lab'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,Story-Lab'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,Story-Lab'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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Rescooped by Jim Signorelli,Story-Lab from organizationalstorytelling
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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 12:52 PM

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 10:43 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 7:47 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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Rescooped by Jim Signorelli,Story-Lab from Story and Narrative
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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 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, 2013 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 ;-)

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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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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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Rescooped by Jim Signorelli,Story-Lab from Just Story It! Biz Storytelling
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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,Story-Lab'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.  

Rescooped by Jim Signorelli,Story-Lab from Story and Narrative
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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,Story-Lab's insight:

One of the better experts on storytelling.  Great interview!

 

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