Brands aren't built on facts and statistics alone. Connecting with customers means understanding and deploying the power of stories in marketing.
Jim Signorelli,Story-Lab's insight:
This article provides a number of great points when it comes to the efficacy of brand storytelling, most important of which is the power of fiction over fact.
However, it, like many articles on brand storytelling takes a point of view that I believe can be misleading. It is the notion that the brand's role is to make the customer the hero.
Many will (and have) disagreed with my contention that this limits the opportunity for the brand. This is because we have always been taught to believe the customer is king or queen. This may be true when it comes to a brand's service ethic, but this thought can get in the way when it comes to brand storytelling.
Consider this: Hero's are people we aspire to and emulate, not so much for what they do, but for what they value and believe in. They provide us with a purpose that resonates with our own beliefs about what is important.
I realize this could get into a lengthy article as opposed to an insight. So I'll just ask you to think about the brands you love and admire. Are you emotionally attached to them because of the functions they perform or because of what they represent? Here's yet another thing to consider: When you see an ad that implies that a given product is going to make you a hero to your kids, or the envy of your neighbors, do you believe them?
With the prestigious 2014 Cannes Lions festivities coming to a close, it’s almost sinful not to blog about a major theme during this year’s “Oscars of the Advertising industry” event… Brand Storytelling. The importance of brand storytelling in this year’s Cannes Lions was highlighted by another Chipotle story-styled campaign win. This time, the company won the [...]
Infographic that explains the importance of content marketing in B2B marketing.
Jim Signorelli,Story-Lab's insight:
I'm not sure traditional advertising will ever be displaced. But, as this well-researched infographic points out, content is becoming an important sidekick, especially among B2B marketers. As the manifestation of a the brands inner layer beliefs and values, content marketing quickly moving from "nice to have," towards "need to have." It gains its power from the fact that unlike tradtional advertising that "asks," content "gives."
" '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.
"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."
It started out like any other day in the fall of 1979. In the morning, I would attend classes where I was finishing up my degree in marketing. And in the afternoon, to pay for those classes, I would go to work selling ladies’ shoes at a nearby shoe store with the artless name, Shoeland. Anyway, little did I know, that on that day, at a job I absolutely hated, that the store manager, Joey Kaswalchezck, (aka Joey K or Joey "buy a vowel") - a guy who dropped out of high school because "it didn't pay very well" would tell me something that more than three decades later, continues to dance in my head.
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.
This piece was written by Carolyn Elefant for Smallfirminnovation and she has some very interesting suggestions for professionals and how they can take advantage of this exciting new site.
Pinterest is definitely not going away anytime soon, I've been on here for a week and it's a whole new way connecting with people through points of interest by sharing topics that tell a story about your business. It's a wonderful way of interacting with them without being intrusive while observing who your customers and seeing how you can might be of service to them.
Here are a few great tips that caught my attention:
Depending upon your practice focus, Pinterest can provide a similar source of content.
**For example, if you represent small business owners, you might create a board for low-cost office products.
**If you work with families with children with special needs, you could aggregate educational toys and products that might help overwhelmed parents alleviate stress.
**As you take a look around Pinterest, you’re sure to come up with ideas that work for you.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.