Just Story It
202.9K views | +2 today
Follow
Just Story It
Growing your inspiration, impact, and influence through the power of compelling storytelling               www.juststoryit.com
Your new post is loading...
Scooped by Dr. Karen Dietz
Scoop.it!

Telling Stories. | Clarity and Perspective about Online Marketing

Telling Stories. | Clarity and Perspective about Online Marketing | Just Story It | Scoop.it

"It’s probably too early to select the “catchphrase of 2012,” but as an early front-runner you’d have to go with Storytelling."


I love this article because it's straight talk about biz storytelling. My favorite quote from this article is: "In the world of sales, the idea of Storytelling is often little more than a sophisticated way to say 'pitching.' We go to great lengths improve the way we tell our story." Ugghhh.


But then the author says, " Truth is, the only story customers want to hear is their own."


He then explains more about how businesses need to tell their customers stories and avoid telling the wrong story. It's a great quick read! Enjoy the insights.


more...
No comment yet.
Suggested by Giuseppe Mauriello
Scoop.it!

Content Marketing Storytelling: Secrets from the Big Screen | Content Marketing Institute

Content Marketing Storytelling: Secrets from the Big Screen | Content Marketing Institute | Just Story It | Scoop.it

In this video post, Robert Rose, co-author with Joe Pulizzi of 'Managing Content Marketing,' discusses what brands can learn from big-screen storytelling, as well as from Joseph Campbell: creating 'heroic' content that speaks to your audience such...


OK -- I like this article and video, and I don't like this article and video.  


Here's what I like:

  1. The video contains a very thorough description, with great examples, of the hero's journey and how that can be applied to creating your company's brand story.
  2. The advice on the video is to not slavishly follow the hero's journey script, but to understand the map and then apply the elements you need to improve your storytelling.
  3. If you watch the video, you will get ideas for how to tell your brand story better.


Here's what I don't like:

  1. The fact no one tells you: Joseph Campbell and Chris Vogler's works (talked about in the video) are based on the work of Vladimir Propp of the Russian School of Folklore in the 1920s who diagramed the pattern of elements continually present only in the folktale (The Morphology of the Folktale, 1928).
  2. Propp only dealt with the folktale, and there are many other different genres of storytelling and storytellings structures that make up our world. 
  3. So there is much more to storytelling than the folktale and the hero's journey. It's great to know this information, just realize it is not the whole enchilada.
  4. The Hollywood model of storytelling will only take you so far.  Hollywood stories are great entertainment, but in business we need to move people to action. Business stories are structured slightly differently at the end -- we add an interpretation, suggestion, call to action to help our audiences take the next steps.
  5. I am bothered by the tone of the entire post and video -- their advice feels contrived and the resulting storytelling feels like it will be fake.


You can take this material and tell wonderful stories.  But here are the kicker questions for 2012:

  1. Are your stories creating connection and conversation with your customers or are they only broadcasts?
  2. Do your customers play a major role in your story or is it all about you?
  3. Do your stories show your products/services helping others?
  4. Is there anything moral going on in your stories?


I ask the last question because are you simply telling stories to sell an image, or are your stories uplifting, enobeling, helping others, and creating win-win-win experiences (win for you, win for your customer, win for the world)?


Let's make 2012 the year where the sharing of our stories does more than sell an image. Let's be think, dream, and do bigger.


Thank you to fellow curator Guiseppe Mauriello for sending me this article.

more...
No comment yet.
Suggested by Jim Signorelli,Story-Lab
Scoop.it!

Creating a brand identity, story branding | Storyati Blog

Creating a brand identity, story branding | Storyati Blog | Just Story It | 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."


There are some very good insights here and a good example of what not to do when creating your brand stories!

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

10 Business Storytelling Tips that Work

10 Business Storytelling Tips that Work | Just Story It | Scoop.it

"When you hear, "tell me a story," does your mind suddenly go blank? Don't panic. Do you know that the best corporate leaders liven a business presentation with a story, but you don't know how? Don't worry."


Here's quite a nice list of 10 tips to follow to get you started sharing your biz stories, and to move you from being a good storyteller to a great one.


The only tip I would add to make #11:  build your listening skills.


Without decent listening skills, business storytelling is a disaster.  There are several great articles on listening in this collection so just search under the tags to get started.


May 2012 be the year of fabulous business story sharing!

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

Five tips for creating a killer corporate narrative

Five tips for creating a killer corporate narrative | Just Story It | Scoop.it
Every organization must have something to say. We call this its ‘corporate narrative’. Here's how to create one for your organization.


Here's another take on what qualities to consider when crafting your business stories.  I like this list because it has a few different twists on the topic than what you normally hear. Such as:

  1. Make it big (who needs a small story about a tiny step?)
  2. Connect to a megatrend
  3. Build a narrative that can last long term

There are other tips and insights here that make this an enjoyable read.  And I hope it sparks some ideas for you!

more...
No comment yet.
Suggested by Jim Signorelli,Story-Lab
Scoop.it!

Crafting Brands Through The Power of Story

Crafting Brands Through The Power of Story | Just Story It | Scoop.it

However, the stories that have the most long-term impact are those that are emotionally charged with some value or belief that resonates with us: persistence pays, love makes the world go ‘round, crime doesn’t pay etc. This is often referred to as the story’s theme or message, and the more unique the theme, the more powerful the story.


Here's the link that works! 

http://www.business2community.com/branding/crafting-brands-through-the-power-of-story-098981


What I really like about this article is how the author talks about the need for story themes in branding. This is key to creating a brand strategy built in story sharing.


As the author says, "Many brands fall short of story theming in the truest sense of the word. Keep in mind that a story theme idea is different from what many refer to as an advertising theme line. In fact, many and arguably most so-called theme lines are promises or benefit claims. They have nothing to do with a universal belief with which audiences can identify or rally around. Many advertising theme lines would be more accurately labeled 'plot lines.' "


Read more to gain insights into story branding themes and how to make them work for you in 2012. 

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

  Branding Consultant Epidemic Spreads. Meaningless Brand Narrative Disease On The Rise

  Branding Consultant Epidemic Spreads. Meaningless Brand Narrative Disease On The Rise | Just Story It | Scoop.it

”Why should people buy these expensive coats?” “Well Brian, we think people are really looking for authenticity…”. “But in these days of austerity aren’t you taking a big risk?” “Well Brian we think authenticity is really what people want to pay for these days.” “But if they can save money do you think people…?” “It’s all about the authenticity Brian, these are Authentic Made In Canada Coats.”


Ahhhh -- a cautionary tale for us all! Or in other words -- when 'authenticity' goes bad.


Here's the deal:  authenticity is NOT the message, it's the outcome. It's the result. It's the goal. 'Authenticity' is not what makes these coats unique -- it is something else and that is what the company needs to articulate.


The way this company is using the word 'authenticity' is just so much hyperbole.  It's at the same level of saying "We are great! Our coats are great! Buy them because they are great! They are great because we are great!" Oh please.


Read this short post with more insights from the author, and please, never ever do what this company is doing.  Good grief -- what are they thinking?? Well, obviously they are not....

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

Forget About Branded Content, Tell a Great Story - Forbes

Forget About Branded Content, Tell a Great Story - Forbes | Just Story It | Scoop.it
Image via Wikipedia In a few short years, our ability to forcibly interrupt consumers with our advertising is going to be greatly diminished.  There will be more channels, more content across more screens, and many fewer interruptive ads.  Yes, we...


What great insights this article has! We already know storytelling is key to successful marketing but the author goes even further when saying, "But the concept of branded content is fundamentally flawed. By definition, branded content doesn’t even need to be good content. As long as we remain focused on creating something “branded,” we are missing the entire reason consumers are watching in the first place. It is a very subtle idea that requires brand managers and CMOs to shake off some of their core beliefs about how we talk to our customers."


And, "It’s not logical to think that consumers will ever volunteer to watch or share our marketing, so let’s stop making marketing and instead start telling stories. We need to unshackle ourselves from old formats and embrace an idea that has existed since humans first began communicating."


Read the article for other great words of wisdom -- along with understanding the bleak future of marketing and advertising if we don't shift business efforts into becoming story-centric.


The only piece that's missing in this post is any discussion about the fundamental dynamic of storytelling:  story sharing. It seems the author is still focused on broadcasting stories instead of engaging in swapping stories with customers (i.e. listening to their stories in return).


But one step at a time :) ....

more...
janlgordon's comment, December 5, 2011 1:06 PM
Hi Robin,
Excellent piece! I love your observations and agree with you - "brands need to engage in swapping stories and listen to their stories in return"
Martin (Marty) Smith's comment, December 5, 2011 10:00 PM
Thanks Khaled. Marty
Suggested by maxOz
Scoop.it!

The Awesome Power of Family in Social Media Storytelling

The Awesome Power of Family in Social Media Storytelling | Just Story It | Scoop.it
In honor of Thanksgiving, I wanted to write a post about the power of family in social media storytelling. And as you site down to whatever celebration you embrace, think about the videos below and what they evoke within you.


I love this article because of the points it makes about social media and your business stories.  For example: "But first, remember that the goal isn’t to be good at social media. The goal is to be good at business because of social media."


And then: "We want to do business with what we know, like, and trust. Social media can be used to increase the degree to which we know, like, and trust companies."


The article then goes on to demonstrate how a delicatessen in Phoenix, AZ has used stories of its founders to create a loyal customer base.  There are 4 videos to view in the article and I'll let you determine if you think they work or not.


But what I do like is the author saying, "The More You Sell, The Less You Sell...What I love about these videos is that they don’t devolve into promotions-based drivel. There’s no coupon. There’s no “35th Anniversary Special”. There’s not even a call-to-action."


As consumers, we are all becoming jaded about marketing, branding and sales.  So keep this in mind as you create your business stories.  The points above and others in this article may be well worth following.

more...
Dea Elmi's comment, November 26, 2011 11:38 AM
Wow! Awesome just what I needed for some research and presentation I am working on, thank you! :)
Dr. Karen Dietz's comment, November 26, 2011 12:37 PM
Glad it came just in time Dea! Let me know how the presentation goes :)
javiergil23's curator insight, February 23, 2013 10:10 PM

add your insight...

Suggested by Debra Askanase
Scoop.it!

Why Your Organization Needs a Good Storyteller

Why Your Organization Needs a Good Storyteller | Just Story It | Scoop.it
Most organizations have forgotten the art of storytelling, which is why their messages aren’t being remembered. Here are three points to consider.


There are good messages in this article for us all to remember -- about why storytelling is important and the impact that it makes.


AND -- this article includes tips for what you'll need to share your stories effectively, along with a few ideas on where to share your stories.


It's an enjoyable read for a Thanksgiving holiday weekend :)

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

The Nest Thermostat: Values, Passion & Emotion -- A Branding Story

The Nest Thermostat: Values, Passion & Emotion -- A Branding Story | Just Story It | Scoop.it
How a simple thermostat reminds us not to forget the core tenets of marketing, branding and connecting with our customers deeply and emotionally.


This blog post is very thorough in explaining how and why a company making thermostats got it right in sharing its values through its storytelling.


The take-aways the author lists are applicable/adaptable to companies of any size.  It may be harder to think about how to use these tips when promoting your service, but I'm certain there's material here you can use.


Let me know your actual take-aways from reading this by commenting below :)

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

a killer whale of a tale.

a killer whale of a tale. | Just Story It | Scoop.it
Happy Silly Fun Fish by Farley Katz...


LOL -- just because it's the weekend and we all need a good chuckle :)

more...
No comment yet.
Suggested by Creativity For Life
Scoop.it!

What's in a Story - Creativity Roundtable - Creativity Online

What's in a Story - Creativity Roundtable - Creativity Online | Just Story It | Scoop.it
Creative leaders discuss the idea of campaign and the usefulness of the word storytelling (What's in a Story: Top Creatives Chat Strategy http://t.co/haJtLJdF #video...)...


Yeah! This group of branding professionals gets it right.  I like how they they talk about storytelling (3 min. into the video), their ambivalence about the word, that companies need to focus on story-enabling, and the need to distinguish between what is share-worthy as opposed to what is simply shareable.


Enjoy watching this short video and when working with your customer stories, take their points to heart.

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

Authenticity Vs. Perfection: How To [Story] Brand Like A Rock Star | Fast Company

Authenticity Vs. Perfection: How To [Story] Brand Like A Rock Star | Fast Company | Just Story It | Scoop.it

Billy Joel’s schmaltzy ballad “Honesty” spoke the truth back in 1979.


I really like this post because it is all about the quality of authenticity -- and not worrying about being perfect!


Authenticity is the heart and soul of business storytelling. This post uses rock bands to talk about this.  As the author says, "There was a point, only a few years ago, where having a solid rock star brand meant covering up every wart and imperfection."


And, "A point to consider about honesty in branding: We human beings are wonderfully imperfect creatures, and we can only relate and bond with other wonderfully imperfect creatures."


Dare to be honest, authentic, and imperfect in your stories and story sharing.  It will make you much more human and relatable :)

more...
Dr. Karen Dietz's comment, January 3, 2012 6:24 PM
Thanks Jan!
Charlie Dare's curator insight, April 23, 2017 6:57 AM
Being relatable in your story telling ~
Scooped by Dr. Karen Dietz
Scoop.it!

Information Architecture as Storytelling - 2011

Dave Mamet tells us that story is what happens to the protagonist in pursuit of a goal.


Storytelling is all around us and is becoming more and more imbedded in the guts of our technology.  We know storytelling is critical in software User Design (UX) and now we see it popping up in Information Archictecture (IA) -- a vital piece in website design and branding.


You need to know about this in order to have a fully functioning website and an effective brand.


I am not a geek but this Slideshare presentation made totally perfect sense to me! Be willing to continue to expand your horizons for story applications . . .

+ improve your website + your branding.

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

Essential Skills for 21st Century Survival: Part 6: Storytelling

Essential Skills for 21st Century Survival: Part 6: Storytelling | Just Story It | Scoop.it

"In today’s polarized and fractured narrative landscape, the winners are those who can get above the noise and weave new mythologies that act as a beacon of light for the path ahead."


THE ORIGINAL LINK IS BROKEN! HERE IS THE NEW ONE: http://emergentbydesign.com/2011/12/10/essential-skills-for-21st-century-survival-part-6-storytelling/

How here's some great food for thought about storytelling, how our cultural landscape is changing, and new stories that are emerging via businesses. The author suggests we've fallen into a myth gap.  As the author says, "People are disillusioned and lacking trust, and a new story infused with simplicity, aesthetics, beauty and grace will go far."


Are your stories big enough? Are they sustainable over time and space? Do your stories touch on the qualities the author lists?


I would love to know what do you think about this article & video and how it might shape your thinking/actions in 2012.....

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

Your Visual Brand Begins With You, Not Your Graphic Designer ...

Your Visual Brand Begins With You, Not Your Graphic Designer ... | Just Story It | Scoop.it
But before you can expect a graphic designer to work his magic, you need a script, or brand narrative. If you can't afford to hire professional to help you define and craft a written brand narrative that describes the qualities and ...


Oh, truer words could not be said! Here is another reason why crafting your business stories is so critical to marketing and branding -- they provide all of the key elements a graphic designer needs to craft your branded look.


Your business stories, if crafted well, are chock full of visual imagery. That's food for the graphic design gods! Don't give them an empty plate and expect miracles.


Read this article for more tips and insights.  

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

15 copywriting [story] formulas that sell like gangbusters

15 copywriting [story] formulas that sell like gangbusters | Just Story It | Scoop.it

In the world of copywriting, there are plenty of arcane formulas. Some are useful. Some are absurd. But all of them are interesting. I’ve collected copywriting formulas over the years and would like to share 15 of the very best.


Now here's a list of writing formulas that could easily be used to structure your biz stories, or used to structure marketing pieces where you add a series of mini-stories!


What a great post to get our creative juices flowing.  And I like that these are proven formulas. I'm taking this post with me to my 2012 biz planning session and will pick a few to use in next year's marketing & story campaigns!

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

Launching a New Story With an Old Brand — Old Spice Continues to Win With Ad Spoofs

Launching a New Story With an Old Brand — Old Spice Continues to Win With Ad Spoofs | Just Story It | Scoop.it
[youtube]http://www.youtube.com/watch?v=owGykVbfgUE&feature=channel[/youtube]Old Spice was your...


Do your stories need a facelift for 2012? Then consider the trick Old Spice used -- re-telling its old stories through humor and parody. Could be a lot of fun and a great way to kick-off your 2012 marketing.


It might not work for everyone, but take a lesson from the Proctor & Gamble playbook on how to reconfigure your tired old stories into new gems. Read the author's sage advice, and watch the current Old Spice for some chuckles (and ideas!).

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

Using Storytelling to Create Consistent Communication

Using Storytelling to Create Consistent Communication | Just Story It | Scoop.it

"Isn't storytelling an overhyped branding word? Actually, no. Storytelling can be a very important branding tool, if you know how to use it to your advantage."


Well, storytelling is becoming an overhyped branding word, but I agree -- if used properly a business can use it to their advantage with great results.


I really like what the author goes on to say. Specifically, "Engaging your audience emotionally through your story is an important idea to remember, since this may lead to positive psychological co-creation, and effective word of mouth for your business and brand."


The post then goes on to give specific instructions on crafting a brand 'story' so to speak, and gives you homework to do.  At the end, there's a short list of resources to explore.


Good points, and very nicely done. This will definitely help you use your stories to generate your brand.

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

ReCourses: Storytelling and Real Storytelling

ReCourses: Storytelling and Real Storytelling | Just Story It | Scoop.it

"Bill Baker (no relation) is nicer than I am, so don't pin any of my introduction on him. I recently spoke to an auditorium of C-level executives, and the title of my presentation was long but revealing: "The Happy Death of Branding, the Next Fad of Storytelling, and the Hopeful Rise of Alignment."

 

I guess that expresses my view of branding: there are a few firms really doing it, and the rest (and majority) aren't doing anything differently than they did before, but now they are calling it branding because it sounds upstream."  


THE ORIGINAL LINK IS BROKEN! HERE IS THE NEW LINK: http://www.recourses.com/recourses-storytelling-and-real-storytelling

What a great post this is about how storytelling can easily get mucked-up when it gets labeled as 'branding' -- especially when most never receive any formal training in storytelling or understand it dynamics.


I love it when the interviewer says, "Real storytelling is a very complex skill, and I can sit for days listening to Bill point out the subtleties involved."


The rest of the article is a recap of an interview with Bill Baker who has decades of experience in corporate storytelling and who you can tell, knows his stuff.  Bill talks about the difference between storytelling and strategic storytelling -- and then gives how-to steps for making sure this is happening.


Go read the rest of the article for great insights about how to do 'strategic storytelling' with your company.


Thank you Gregg Morris @greggvm for this article!

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

Gratitude As A Business Strategy | Fast Company

Gratitude As A Business Strategy | Fast Company | Just Story It | Scoop.it

"Most of us are fantastic complainers. When someone doesn't meet our expectations, we let them know. The problem is, we tend to take excellence--and thoughtfulness, and kindness, and joyfulness--for granted."


What a FABULOUS article! I love it love it.  As the author asks at the end, "Who do you know who is a masterful "thanker"? Do you have any stories or examples of gratitude as a marketing strategy?"


As soon as I read this I realized what a powerful and overlooked business story topic this is.  I'm adding it into my list of business core stories today so I can work with clients on developing these stories.


As we wind up our Thanksgiving holiday and head into Christmas, gratitude continues as a theme.


I would love to hear how adding gratitude stories into your repertoire is making a difference in your business.

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

Brand and Social Storytelling: Back-stories!

Brand and Social Storytelling: Back-stories! | Just Story It | Scoop.it
In a sense, to be respected & admired you don't need history as long as you have a "story" http://t.co/YIVpVJYx #branding #marketing...


Well now, here's a thought: "...maybe instead of thinking about your story differs from the competition, think about how your brand story reflects your effort and how that it turn will inspire the consumer to make an effort and in turn elevate their personal story."


This is quite a unique post because the author spends time on the all powerful back-story and its effect on consumers. She gives great examples of how consumer's backstories of your products create more customers who just got to have what you sell.


The article is geared more toward products but could easily be adapted to services (instead of long lines of customers waiting for your fresh baked bread, think of a long waiting list of customers for your servicesthat you are scheduling into next year).


Grab these insights and start working with these different kinds of backstories!

more...
No comment yet.
Scooped by Dr. Karen Dietz
Scoop.it!

Biz Success...Marketing Communications Has To Start With The Brand Story

Biz Success...Marketing Communications Has To Start With The Brand Story | Just Story It | Scoop.it

"The opportunities are thus clear: if a company is able to put the evolution of its brand into the structure of a narrative, in which there are protagonists, struggles and outcomes, then the reality of the brand is easier to explain and can be put work more quickly. A brand narrative allows business units to align their work. If that story is also amplified by developing creative and graphic elements, then each marketing and communications function can adapt the narrative and hit the ground running. If the narrative is strong – which means it’s right first time – it can easily be adapted to different markets, segments and solution areas."


OK -- this article discusses the ground breaking restructuring and shift in thinking going on in marketing/branding based on the power of storytelling.  It is no longer about segmented department activities, but about lining up around a comprehensive brand narrative and the leverage this brings.


But if you are not a large company cut up into silos, what does this mean for you?


Whether you are a for-profit or a non-profit, it's simple -- for maximum influence, impact, and cost savings craft your business stories. From there you'll discover your comprehensive brand narrative. Then integrate it into all of your activies and decision making.


Organizing your organization's activities around its brand narrative genearates greater success as this article points out.  Read the post for more specific ways to think and steps to take.

more...
Tom George's comment, November 6, 2011 11:48 AM
Nice one Karen I shared this on Internet Billboards today
Scooped by Dr. Karen Dietz
Scoop.it!

How Storytelling by Apple, Google, Chevy Led to Success | Guest Columnists - Advertising Age

How Storytelling by Apple, Google, Chevy Led to Success | Guest Columnists - Advertising Age | Just Story It | Scoop.it
In advertising, the art and craft of storytelling is central to building, maintaining and strengthening the bonds between consumers and brands.


I agree with 99% of what is in this article.  It is a meaningful discussion about storytelling, branding, technology and how much branding/ad professionals need to get better at the whole storytelling thing. The authors are Randy Rothenberg, the president-CEO of IAB and Mike Hughes, the president of the Martin Agency.


I actually got even more insights from the 4 comments other people left on the site -- so don't forget to read those also.


Here's my only quibble and it's something I've noticed in many branding articles.  It's the notion that TV, the news media, radio, etc. are the only ways people have been receiving stories for the last several decades.  The notion is that people are now liberated because they can actively create and share their own stories due to technology. That's silly.


Of course people have been making up and sharing stories with each other for millenia.  So let's keep in mind that when professionals in marketing/branding/ad/pr industries talk this way, they are really only sharing about the mindset of their worlds.


Up until recently that mindset has been about the pushing and telling of messages.  Now there is a revolution underway that is about corporations engaging in sharing stories back and forth with customers.


Which gets us back to the point of the article -- we need to think better about our stories, build storytelling skills, and understand the dynamics of story sharing.

more...
Tom George's comment, November 5, 2011 2:33 AM
Thank you for sharing this today Karen. I think your commentary is good. I shared your piece on Internet Billboards.
Dr. Karen Dietz's comment, November 5, 2011 10:13 AM
Many thanks for the shares and re-scoops!

Just Story It Newsletter

Enjoy more tips and how-to about influence skills for leaders, direct to your inbox