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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Rescooped by Jim Signorelli,Story-Lab from Brand Stories
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The Harley-Davidson Story

The story behind the most inspirational brand EVER! Harley Davidson. Scroll through their illustrious story timeline and stay tuned for my blog post on BrandStories.net.

Via Omar Kattan
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Johnnie Walker: Taking ‘The Quest’ Narrative Online [TIPS] | Brand Stories

Johnnie Walker: Taking ‘The Quest’ Narrative Online [TIPS] | Brand Stories | StoryBranding: How brands can embrace the power of story | Scoop.it

Where I come from, Johnnie Walker is the undisputed King of Whiskey.  I practically grew up on it.

 

Black Label was my beverage of choice. It was at every party, all weddings, births, graduations and most funerals. In a nutshell, if you you didn’t serve it, you’d hear about it!

 

It wasn’t until I started working in advertising that I began to appreciate the reasons behind JW’s success.  They have a fantastic story and they’re brilliant at telling it…

 


Via Omar Kattan
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How Actions Become Stories - 5 Tips on Business Storytelling

How Actions Become Stories - 5 Tips on Business Storytelling | StoryBranding: How brands can embrace the power of story | Scoop.it

The phone company double charged me. It took hours on the telephone, fax transmissions containing my bank account details, and three trips to the downtown store to finally get a refund. Time wasted, that’s my AT&T story.

 

Meanwhile, I stopped for lunch. When the employees informed me that they didn’t have any rice, they apologized, gave me a (no-rice) burrito for free, and handed me a coupon for my next visit. Outstanding courtesy, that’s my Chipotle story.

 

Business storytelling is more than a ‘Unique Value Proposition’ told on an elevator. It goes beyond giving an entertaining PowerPoint presentation. Your business story is made up of every action you take. The better you know your story, the easier it is to actively embody it.

 

Keep the following tips in mind when creating your ever-unfolding business narrative.


Via Gregg Morris
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Anecdote: Telling Stories Puts Our Brains in Sync

Anecdote: Telling Stories Puts Our Brains in Sync | StoryBranding: How brands can embrace the power of story | Scoop.it

RT @DavidGurteen: "Telling Stories Puts Our Brains in Sync" http://t.co/EByMz2oy #StoryTelling #KM..  More from the science of storytelling.   Great article

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Five Things Marketers Can Learn from the Meaning of Stories | Business 2 Community

Five Things Marketers Can Learn from the Meaning of Stories | Business 2 Community | StoryBranding: How brands can embrace the power of story | Scoop.it
Stories are one of the most powerful tools in our communications arsenal.  Since the beginning of language, they continue to inspire, motivate, and engage...
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Storytelling to Soften Rigid Borders?

Storytelling to Soften Rigid Borders? | StoryBranding: How brands can embrace the power of story | Scoop.it

Wonderful article by Doug Lipman, story coach extraordinare.  Great technique for organizations to use when there are differing opinions within the ranks.  Highly recommend.

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Rescooped by Jim Signorelli,Story-Lab from Just Story It! Biz Storytelling
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Four Examples of Successful Long-Form Branded Content (Stories)

Four Examples of Successful Long-Form Branded Content (Stories) | StoryBranding: How brands can embrace the power of story | Scoop.it
In a world where audiences consuming media have a fleeting attention span, one would think that long-form branded content wouldn't stand a chance. Wrong.

 

LOL -- in the nano-second world of today's advertising, this article talks about long-form branded content that is 2-5 minutes long. Too funny!

 

But the video examples shared are great stories and one is a complete sports back-story that lasts 28 minutes.

 

And I love the main point of the post:  that when you give a compelling story for someone to view, listen to, or read you can capture and keep their attention.

 

Of course, that means you need excellent storytelling skills that lead to excellent stories. 

 

I bet these videos give you great ideas about the biz stories you can tell, and how to craft + share them. Enjoy watching them!


Via Karen Dietz
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Cause Branding: It is Now B-2-WE for Ad Agency New Business

Cause Branding: It is Now B-2-WE for Ad Agency New Business | StoryBranding: How brands can embrace the power of story | Scoop.it
WE -habilitating Capitalism – How valuable your agency will Be to ME no longer depends on b2c or b2b but on b2we Simon Mainwaring is founder of We First, a social branding consulting firm tha...
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What is StoryBranding™?

Part I of III : What is StoryBranidng from Jim Signorelli CEO of ESW StoryLab and author of StoryBranding™: Creating Standout Brands Through the Power of Story.
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Business Insight: Behind great brands is a good story

Business Insight: Behind great brands is a good story | StoryBranding: How brands can embrace the power of story | Scoop.it
Jim Signorelli, author of “StoryBranding: Creating Stand-Out Brands Through the Power of Story,” says companies that convey their brands’ value and purpose build lasting relationships with clients.

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The foundation of content is a great story | D Custom

The foundation of content is a great story | D Custom | StoryBranding: How brands can embrace the power of story | Scoop.it
Chipotle debuted their very first national commercial during the Grammys Awards and has generated huge buzz ever since. Why is their commercial so special?
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Beyond Storytelling: Narrative Brand Marketing

Beyond Storytelling: Narrative Brand Marketing | StoryBranding: How brands can embrace the power of story | Scoop.it

" 'Stories' and 'narratives' are often used interchangeably as synonyms, but I’d like to draw a distinction between the two terms and explain how a sequence of stories makes up a narrative. Let’s explore how thinking about narrative brand marketing will help guide your story-telling marketing efforts."

 

There are some great points made in this article about how a repertoire of business stories creates your overall brand narrative.  That's an excellent way to think about it.

 

I also like the point the author makes about storytelling being an ongoing and dynamic activity that business engage in with their marketing. Again a reminder that biz storytelling is about the interplay between telling and listening, sharing and engagement. It is not about broadcasting.

 

There are more insights here. I think you will enjoy reading this quick article.


Via Karen Dietz
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Rescooped by Jim Signorelli,Story-Lab from organizationalstorytelling
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Q and A with a Story Guru: Jim Signorelli: Sometimes NOT Overcoming the Obstacle Makes a Story Meaningful - A Storied Career

Q and A with a Story Guru: Jim Signorelli: Sometimes NOT Overcoming the Obstacle Makes a Story Meaningful - A Storied Career | StoryBranding: How brands can embrace the power of story | Scoop.it

Sometimes what makes a story meaningful is the fact that the character does not overcome his or her obstacle. Shakespeare called these tragedies.


Via Kathy Hansen
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Evolution of The Brand Protagonist [1950s - Today] | Brand Stories

Evolution of The Brand Protagonist [1950s - Today] | Brand Stories | StoryBranding: How brands can embrace the power of story | Scoop.it

Brand protagonists have one role; to sell more products or services by mirroring society’s values and beliefs.  As the decades rolled by, they adapted accordingly. Sometimes, if they were charismatic enough, they even influenced culture.

 

Throughout the decades one thing remained a constant; a brilliant underlying storyline at the heart of each campaign.


Via Omar Kattan
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Rescooped by Jim Signorelli,Story-Lab from Story and Narrative
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What Storytellers Can Teach Instructional Designers

What Storytellers Can Teach Instructional Designers | StoryBranding: How brands can embrace the power of story | Scoop.it
People love to hear stories and think in terms of the traditional beginning, middle, and end structure we all associate with a classic yarn.

 

“As an instructional designer I would spend six weeks to six months crafting the story and in broadcast news we would tell many compelling stories every day crafting them a few hours before they were broadcast,’” he writes. “I see very little difference between what ‘we’ do and what other related creative industries do.”


Via Gregg Morris
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Ten reasons why the awesome power of Customer Emotions are not being embraced by business | Beyond Philosophy

Ten reasons why the awesome power of Customer Emotions are not being embraced by business | Beyond Philosophy | StoryBranding: How brands can embrace the power of story | Scoop.it
What are the things that have made you cry at the movies? Was it the scene in Titanic when Jack dies and slips away into the icy water? How can you fail to be touched when you see pictures on TV of starving children in Africa?
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Why Storytelling Is The Ultimate Weapon

Why Storytelling Is The Ultimate Weapon | StoryBranding: How brands can embrace the power of story | Scoop.it
In business, storytelling is all the rage. Without a compelling story, we are told, our product, idea, or personal brand, is dead on arrival.
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3 Ways to Extract Brand Stories from Inside the Company

3 Ways to Extract Brand Stories from Inside the Company | StoryBranding: How brands can embrace the power of story | Scoop.it
Sometimes getting the best brand stories extracted from inside the organization can be difficult at best. This post focuses on three easy-to-implement ideas that will help you get the most thought leadership content out of your executive employees.

Via Gregg Morris
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Forget Emoticons -- Skype Wants You to Use 'Humoticons'

Forget Emoticons -- Skype Wants You to Use 'Humoticons' | StoryBranding: How brands can embrace the power of story | Scoop.it

If you're looking for an example of StoryBranding at its best, this is it. 

Skype has launched a campaign built around the value of voice to voice/face to face communications, something that has gone astray since the advent of twitter and Facebook (which happens to own Skype).  This is Skype's story and an identity that its prospects and customers can readily identify with.  

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4 Ways To Create Brand Content People Actually Care About

4 Ways To Create Brand Content People Actually Care About | StoryBranding: How brands can embrace the power of story | Scoop.it
Whether your goal is to galvanize public awareness around an important social issue or showcase new spring denim colors, aim to deliver relevant, sharable content for your customer across multiple touch points that connect to their life moments.
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Part II of StoryBranding Video Series

StoryBranding Part II-How it works- Learn about how the persuasive powers of story can be applied to your brand.
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Karen Dietz's comment, May 19, 2012 11:23 AM
Welcome to Scoop.it Jim! Hope you have fun curating your content on story branding :) See you 'round the curators 'hood :)
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Create an Effective Presentation

Create an Effective Presentation | StoryBranding: How brands can embrace the power of story | Scoop.it

Interesting opening about the role of storytelling in a presentation and the 5 types of stories that grab attention.

Nick Morgan, CEO of Public Words, explains five key steps to engage any audience....

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Business Insight: Behind great brands is a good story

Business Insight: Behind great brands is a good story | StoryBranding: How brands can embrace the power of story | Scoop.it
Jim Signorelli, author of “StoryBranding: Creating Stand-Out Brands Through the Power of Story,” says companies that convey their brands’ value and purpose build lasting relationships with clients.

What is StoryBranding?
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Context is King

Context is King | StoryBranding: How brands can embrace the power of story | Scoop.it

I found this picture on the internet. It contains a portrait of someone I do not know. Nevertheless, it told me something important about content vs context.

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Walmart Reassigns Greeters, But at What Cost to Image?

Walmart Reassigns Greeters, But at What Cost to Image? | StoryBranding: How brands can embrace the power of story | Scoop.it

There is such a thing as ROS or Return on Story.

Here is an example of a company that has obviously not calculated theirs for greeters.  That smiley face is slowly turning into a frown.

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