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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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The Dawn of the Relationship Era in Marketing | News - Advertising Age

The Dawn of the Relationship Era in Marketing | News - Advertising Age | StoryBranding: How brands can embrace the power of story | Scoop.it

This article does not talk about the application of story principles to branding but it gets to the same goal of building relationships (Level IV if you're familiar with StoryBranding.  Well worth the read for anyone looking for a better way to gain consumer loyalty.  Definitely in my top 5  Scoopit! articles   


Product positioning? Selling propositions? Talk-at-consumer promos? That's so 2011.

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Epitaph

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

Great exercise! [Helluva' an exercise.]

 

Five words on your headstone (Cheery. I know). What do they say? Is that your personal brand? Does it tell your story? Five words.


Via Gregg Morris
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7 Essential Stories Every Organization Should Know and Tell

7 Essential Stories Every Organization Should Know and Tell | StoryBranding: How brands can embrace the power of story | Scoop.it
Organization communication has the power to be effective through the use of seven types of stories, all essential to success.

 

Back in the early ‘90s some good friends of mine, Tom and Mike and their lovely wives Tanya and Trish, opened a coffee shop in quite possibly the worst retail location in Hillsboro, OR. Numerous businesses had opened in that spot, and just as quickly closed. However, the Whitehorse Coffee Co would break that trend in a remarkable illustration of the power stories have to define an organization and lay the groundwork for success.

 

Sharing stories was integral to the business. Even before I asked to join them I could recite how they came up with both the idea for the shop (soaking in a southern Oregon hot spring) and the name (the name of the spring, of course!). They introduced me to the shop not through a mission statement or a collection of abstract values but through a very simple description: “Everyone needs a comfortable escape. We want to be our clients’ extra living room, but filled with good conversation (when desired) and no need to clean up.” Though not a story in the strictest sense, this description provides all the detail necessary to create our own story with the Whitehorse as the hero that saves the day.


Via Gregg Morris
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Hey There! I'm Terrific -

Hey There!  I'm Terrific - | StoryBranding: How brands can embrace the power of story | Scoop.it

"Story logic provides an important remedy for advertising at a time when consumer skepticism and distrust are mounting. We were humans before we became consumers. As humans, we naturally gravitate to stories and the ideas,experiences and lessons with which they invite us to participate."

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Crafting a Compelling Brand Story | brandchannel.com

Crafting a Compelling Brand Story | brandchannel.com | StoryBranding: How brands can embrace the power of story | Scoop.it

Fournd this in the archives of brandchannel.com .  Still crazy good after all these years. The power of a good brand story -- Mark Thomson...

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Seth's Blog: Trustiness

Trustiness vs. Trust, the difference between fiction and non-fiction  when it comes to brands

 

We're all looking for someone to trust. People and institutions that will do what they say and say what they mean. Banks used to use marble pillars and armed guards to make it clear that our money was safe.

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Five Ways a Meaningful "Why" Makes Internal Branding Work Harder

Five Ways a Meaningful "Why" Makes Internal Branding Work Harder | StoryBranding: How brands can embrace the power of story | Scoop.it

Great article.  Great Blog.  All about the "hidden why" behind a brand that needs to be found.

 

We came across a  great blog post  that gave five reasons why it makes sense to build a strong "internal brand". This list complements our thinking on the  Meaningful Workplace .

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building a brand through story | Storyati Blog

building a brand through story | Storyati Blog | StoryBranding: How brands can embrace the power of story | Scoop.it

A Branding Lesson from George Orwell:

 

What George Orwell says about "best books" has profound significance for "best brands." 

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It starts with the (right) intent

It starts with the (right) intent | StoryBranding: How brands can embrace the power of story | Scoop.it

 This is a wonderful article that argues (persuasively) that everything starts with intent.  A great lesson for brands that want to become storied. 

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3 Ways Your Compelling Story Gets You Clients

3 Ways Your Compelling Story Gets You Clients | StoryBranding: How brands can embrace the power of story | Scoop.it

"Many of us entrepreneurs are drawn to our particular profession by a specific defining moment or series of events that changed everything in our lives."

 

In this article we have a great example of a business' founding story -- i.e. what got you started.

 

I love how the author shares her story and talks with us about how you, too have a similar story.  She then poses several questions to help readers find their compelling story.

 

In articles about business storytelling, not enough attention gets paid to crafting this particular core story -- which is why I've added it to the collection here.

 

You will get some good insights and ideas from reading this article.


Via Karen Dietz
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Creating Brands Through the Power of Story

Creating Brands Through the Power of Story | StoryBranding: How brands can embrace the power of story | Scoop.it
Using story structure to enhance brand planning...
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Maybe 'Branding' Needs to be Rebranded (and Other Random Thoughts). - 4Hoteliers

Maybe 'Branding' Needs to be Rebranded (and Other Random Thoughts). - 4Hoteliers | StoryBranding: How brands can embrace the power of story | Scoop.it

Great article- I especially like the section on "meaning."

 

Maybe 'Branding' Needs to be Rebranded (and Other Random Thoughts).4HoteliersInstead of gaining new insights into how to improve people's experiences and moving forward with bold innovations, they're wrapping old offerings in new sales,...

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Making your content a gift (engaging biz storytelling)

Making your content a gift (engaging biz storytelling) | StoryBranding: How brands can embrace the power of story | Scoop.it

terrific article! Thanks raf and thanks Karen for curating it.

 

 

How are you doing with going from deadly boring content to emotionally engaging content? Consider making your content like a gift! What do I mean by a “gift” in this context?

 

Here's part 2 of Raf Steven's blog posts on creating more engaging and compelling stories for your business success.

 

I love his advice for re-thinking our business stories. It's not about telling and selling, it's about making your content a gift, he says.

 

He then goes on to give us more tips, and shares with us how he shares his stories after creating them to grow his business.

 

Thanks for the great thinking Raf! @rafstevens
@quimica_visual


Via Karen Dietz
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The best advice I’ve learned on mastering theme in storytelling

The best advice I’ve learned on mastering theme in storytelling | StoryBranding: How brands can embrace the power of story | Scoop.it

Thanks you Gregg Morris for spotting another great article on Story and Narrative.  This article mentions nothing about branding or advertising as it is strictly about theme as a component of story structure.  However when she talks about theme as meaning,  it doesn't take a large leap to see how the notion of theme applies to brand communications.    I strongly recommend this article  to anyone interested in building or strengthening their brand's identiy.

 

Unfortuantely, what we see in brand advertising is usually plot-driven.  It consists of some fact or opinion that is explained to us.   However,  themes aren't explained.  They consist of beliefs and values that resonate with us to extent audiences share them.  Read the article, think about your brand and I'm sure you'll understand the application of story themes to branding.

 

 

This post is a continuation of my "Best advice I've learned" series. You can catch up on my other posts by clicking "Character" or "Concept". 


Via Gregg Morris
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People Don't By the WHAT -- They Buy The WHY (+Story)

TEDx Puget Sound speaker - Simon Sinek - Start with Why: How Great Leaders Inspire Action About TEDx, x=independently organize event In the spirit of ideas w...

 

This is a 2-year old video with fabulous 'evergreen' insights for us all. I love the model Simon Sinek shares with us, explaining how we normally think/talk. He then goes on to invert the model to show us why great leaders are able to create amazing change.

 

Start 2012 with a bang. Watch the video and use this model to really make the difference you want to in the coming year.


Via Karen Dietz
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Daisy Smit's curator insight, August 14, 5:41 AM

Leiderschap!

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Google Zeitgeist 2011: Great Digital Storytelling | Social Media Today

Google Zeitgeist 2011: Great Digital Storytelling | Social Media Today | StoryBranding: How brands can embrace the power of story | Scoop.it

Thank you Karen Dietz (Just Story It) for this.  Up until now, I didn't realize what an   an unbelieveable year it has been. And what a smackdown brand message from Google!!

 

 

Google has released their year-end collection of data for 2011 and it is beautiful.

Because it's Friday, the holidays, and the New Year is just around the corner, I thought I'd share with you Google's digital story of the year in review.

 

Enjoy -- and don't you wish we all had the time and budget to put something like this together?


Via Karen Dietz
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Rowan Norrie's comment, December 27, 2011 5:28 AM
Great selection from 2011. thanks for sharing Karen
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Branding for Business-to-Business Companies

Branding for Business-to-Business Companies | StoryBranding: How brands can embrace the power of story | Scoop.it

I can agree in principle with this article.  I do have some problems with the "how to."   A B2B brand is no different than a B2C brand when it comes to values and beliefs that become assoicated with them.  The problem with B2B brands is that too many of them think differentiation is only an outer layer issue with an exclusive focus on features and benefits.    Unfortunately these are copied over time.  This is but one of many reasons why the inner layer is so important. 

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Zappos Insights: The Link Between Culture and Storytelling

Zappos Insights: The Link Between Culture and Storytelling | StoryBranding: How brands can embrace the power of story | Scoop.it

This interview with my friend Michael Margolis is brilliant.  He fully captures what StoryBranding is all about.  And Zappos is one of the best examples of a StoryBrand.  The interview is 34 minutes long but it is something that should be watched in full.  

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The Viral Marketing Cheat Sheet

The Viral Marketing Cheat Sheet | StoryBranding: How brands can embrace the power of story | Scoop.it

What especially interested me in this is that the top 10 viral campaigns are all for storybrands.

 

Perhaps nothing is as effective and efficient in spreading your message as a viral marketing campaign. The idea behind viral marketing is to inspire people to spread your message for you.

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Even Technology Companies Know the Future of Advertising Is Storytelling

Even Technology Companies Know the Future of Advertising Is Storytelling | StoryBranding: How brands can embrace the power of story | Scoop.it
The next wave of mega-growth will not stem from a new algorithm or new digital video compression mechanism. Rather it will come from the advancement of the classic art of storytelling.
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Use Storytelling To Send Your Message : Marketing :: American ...

Use Storytelling To Send Your Message : Marketing :: American ... | StoryBranding: How brands can embrace the power of story | Scoop.it
When it comes to marketing, storytelling is the most powerful tool at your disposal.

Via Dale G Wolf
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The Lost Art of the Creative Brief | ClickZ.asia

The Lost Art of the Creative Brief | ClickZ.asia | StoryBranding: How brands can embrace the power of story | Scoop.it

This guy truly  gets it when it comes to traditional creative briefs!  Thank-you for this excellent article.  

 

Writing a creative brief is a skill that will help your brand through effective campaigns. And every brief should answer these four questions.

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The Art of Purposeful Storytelling

Peter Guber, chairman and CEO of the Mandalay Entertainment Group, explains how to establish an emotional connection with any audience.
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