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The Transformational Power of Storytelling

The Transformational Power of Storytelling | Tao of Marketing | Scoop.it
While myths, as vehicles for conveying wisdom, have been around since the beginning of human history, the therapeutic use of metaphor -- the subtly structured "story with a message" -- is a more recent development.

We are storytellers. Perhaps more than anything else, it's what makes us human. Whether it's an archetypal myth, the events of the day on the 11:00 p.m. news, or our own personal lives, stories are the fabric of our existence.

In a very literal sense, we are stories. The narrative that is our personal history is the essence of who we are. Long-term memory doesn't fully become operational until we're about 4 years old. As the neuropsychological linking mechanism develops that ties the flow of events together, we begin to experience our life as a story. It is at this moment in time that our sense of self is born.
Via Gregg Morris
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Larry Glover's curator insight, December 11, 2012 2:51 PM

That to be human is to be a story teller is both a simple and profound truth. Humanity's future in fact may now well rest in our relization of our relationship to story: whether we own a particular story or a story owns us. 

Jeni Mawter's curator insight, December 12, 2012 2:43 AM

Where there are humans, there are stories ...

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Transmedia: Platform Agnostic Storytelling

Transmedia: Platform Agnostic Storytelling | Tao of Marketing | Scoop.it

Jason Konopinski: "[Transmedia] transcends a single medium by taking the notion of breaking up a narrative arc into multiple discrete chunks or installments and spreading those disparate ideas or story chunks across multiple media platforms."


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Jung's Archetypes

Jung's Archetypes | Tao of Marketing | Scoop.it
Jung described these archetypes of the person as deep elements of ourselves that have siginficance in our lives.

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Wu wei (non agire) o il Tao del Personal Branding

Wu wei (non agire) o il Tao del Personal Branding | Tao of Marketing | Scoop.it
Il principio taoista del "wu wei" (non agire), inteso nel senso di "agire secondo natura", è alla base dell'attività di Personal Branding.
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The Tao of Web Marketing - Internet-Marketing

The Tao of Web Marketing plus articles and information on Internet-Marketing...
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The Tao of SEO

The Tao of SEO | Tao of Marketing | Scoop.it
When it comes to search engine optimization, most people think of it as some kind of religious cult where members speak in tongues, intoning such mantras as "SERPS," "Meta Data," "Linkbait," and "AJAX," as though they were trying somehow to...
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The Tao of Online Marketing | Copyblogger

The Tao of Online Marketing | Copyblogger | Tao of Marketing | Scoop.it
You say people don’t act on your offer. Yes, but they act as they are. You say you shouldn’t have to appeal to human emotion.
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ON: The 12 Archetypes

(AH - this ones for you) The term "archetypes", as it is used in marketing today, has its origins in Carl Gustav Jung's theories.
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The Power Of Imagination

Stories come in all shapes and sizes. To say that one form of media dies because something different comes along is way off base. What this commercial reminded me, is that advertising does something that social media has yet to do: fosters a sense of persuasion through imagination. Social media is very practical and powerful. It helps us get critical information and opinions from those we know, like and trust. It's very rare that a recommendation - on anything - inspires your imagination. That it suspends your reality and takes you on an adventure.


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Tell Stories & You'll Boost Sales (Because of How Human Brains Are Wired)

Tell Stories & You'll Boost Sales (Because of How Human Brains Are Wired) | Tao of Marketing | Scoop.it
Storytelling appeals to how the brain processes information. Here's five ways to make that work for your business.

 

When you're selling your product, do you simply go into the nuts-and-bolts of how it works, or do you tell a story?

 

People ask me what I do at Emergenetics International, and I could easily say I own a human capital consulting firm that provides assessments for employee development, recruitment, and retention. That'd be informative, sure. But you need to be prepared to say more, if you want to draw people in.

 

I tell my story--about how I grew up sitting at my family's kitchen table, listening to my mother and grandmother trade tales of the classroom. I come from a long line of teachers and these conversations of how Susie solved math problems or why Johnny acted out in class inspired me.


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What storytelling does to our brains

What storytelling does to our brains | Tao of Marketing | Scoop.it
Storytelling is one of the most overused and underused techniques at the same time. In this post, we are revealing what storytelling does to our brains.

Via Simon Staffans, Binary Racoon, Sandra Pickering @opento
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Symbols, Myths, & Archetypes

Symbols, Myths, & Archetypes | Tao of Marketing | Scoop.it
Symbols, Myths, & ArchetypesPREVIEW: An enchanting storyteller, Tess McCune writes of her travels and takes us deep into Celtic lore in this WOL video feature for Symbols, Myths, & Archetyp...

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Archetypes in Branding: A Toolkit for Creatives and Strategists

Archetypes in Branding: A Toolkit for Creatives and Strategists | Tao of Marketing | Scoop.it
Archetypes in Branding takes you through a fascinating exploration of the important role archetypes have played in mythology and psychology—and now in business—to resolve brand inconsistencies and enhance trust with all ....

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Archetipi Universali

Archetipi Universali | Tao of Marketing | Scoop.it
Il Ritorno di Melkizedek e la Tradizione dei Vigilanti...
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Tao of SEO | Online Marketing Company MN, Online Marketing Services Minnesota, Internet Marketing MN

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The Tao of Web Marketing (ebook) pdf free ebook download

The Tao of Web Marketing (ebook) pdf free ebook download | Tao of Marketing | Scoop.it
Download The Tao of Web Marketing (ebook) pdf documents from http://ebookbrowse.com/ at EbookBrowse.com.
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The Pearson Archetypal System

The System
In all times and places, people have shared certain universally told stories. The tales we all know feature characters that take action to fulfill genuine, shared human needs and to accomplish tasks that we all have in common.

People everywhere can relate to a Hero who overcomes great obstacles, a Magician who helps make dreams come true, and a Jester who brings out the fun in a situation.

We tell and re-tell stories featuring these kinds of characters because they assure us that our own needs can be met. In a sense, the stories provide the key to understanding human meaning and motivation.

Renowned Swiss psychologist Carl S. Jung's work on archetypes led Dr. Carol S. Pearson to conclude that these narratives formed the structure of the human psyche. Jung coined the term “archetype” to define the underlying psychological patterns that recur in these stories and are frequently found in the symbols, images, and themes of art, mythology, sacred texts, and popular entertainment.

Building on Jung’s work, Dr. Pearson has created a system for working with these archetypes that enables us to understand individual and group development and motivation. Her 12-archetype system includes the archetypes or storylines that her research found to be most correlated with success and fulfillment in contemporary society. (Links to the profiles of each of these 12 archetypal storylines, including how they are reflected in both individuals and groups, can be found at the left side of this page.)

ARCHETYPAL GROUPINGS

Over nearly 30 years of researching and applying her findings, Dr. Pearson grouped the 12 fundamental archetypes in two ways, based on their usefulness for certain applications. Her first system emphasized the journey of development for individuals, groups, and organizations (and includes the archetypal characters most relevant for the stages of preparation, journey, and return). Next, she grouped them to reflect the archetypal storylines most needed to accomplish universal life/organizational tasks and the related human motivational needs those tasks fulfill (stability/structure, belonging/community, achievement/self-esteem, and learning/self actualization).

Both systems use the same fundamental archetypes, although the names that describe them vary somewhat, depending on their relevance to the system at hand. This website primarily employs the names of the archetypes from Dr. Pearson’s motivational system, except in the personal-development application pages, where the earlier formulation is more appropriate. However, the order in which the archetypes are presented in the listing charts conforms to the journey pattern for individuals and organizations, rather than the pattern used to assess organizational balance, which is utilized more often in organizational development and branding work.

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Using Archetypes To Build Stronger Brands: Branding Strategy Insider

Using Archetypes To Build Stronger Brands: Branding Strategy Insider | Tao of Marketing | Scoop.it
‘PART ART, part science, “brand” is the difference between a bottle of soda and a bottle of Coke, the intangible yet visceral impact of a person’s subjective experience with the product – the personal memories and cultural associations that orbit...
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Connected- The Story of Brands

Connected- The Story of Brands | Tao of Marketing | Scoop.it
Great brands are easy to spot. They are iconic, talked about and present in our lives. Some of these brands are goods like iPods, or watches, some are cars, while others are medical, like Aspirin. Brands extend past objects to people, like David Beckham or Obama and even to countries.

 

After writing on the topic of storytelling for a while I have seen how storytelling is central to brand image creation and brand destiny. I have seen there are different types of stories that people tell around brands. Great brands have the effect of creating happiness for the people using them or the people and communities around them. The happiness created may be long or short-lived but either way there are different types of story associated with brands.

 

I have seen many brands use storytelling but fail to connect to their audience in the way that brand makers intend. As brand makers we are all trying to get our brands used and heard by our audiences but the challenge of being listened to is getting harder. So why is that? Why do our brands either connect of fail to connect? I think there are five levels of brand storytelling that you need to consider when building your story so you can be sure you are going to connect to your audience.


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The power of a spoken word

The power of a spoken word | Tao of Marketing | Scoop.it

Storytellers change their presentation style in different situations. What is suitable for an intimate venue, will not work as well in a large venue. What works for a circle of ten people, does not work in the same way for a circle of twenty-five. Even the hour of day, among many other things, might call for a different capacity or approach. Not everything is possible or fit for storytelling. Amplification might solve a volume issue but it doesn’t do much for intimacy. On the other hand there are situations where it does. The way to gain ‘elasticity’ that will enable a storyteller to adapt as needed, is by learning how to stretch and fold his own wings. It’s like learning how to diminish and increase sound in music. It’s not only changing the volume – the entire sound-production mechanism adapts.

 

[Image credit: brewbooks on Flickr]


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