Story-Based Marketing
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Story-Based Marketing
Big stories, Big business! How every brand needs a story to communicate with impact.
Curated by Raf stevens
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Your brand is your business - bdaily

Your brand is your business - bdaily | Story-Based Marketing | Scoop.it
“Your brand is your business | Creative | North East | Bdaily UK | Business News”
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Time To Get With It: How Inside-Out Marketing is 21st Century Marketing

Time To Get With It: How Inside-Out Marketing is 21st Century Marketing | Story-Based Marketing | Scoop.it
“Inside-out marketing reframes marketing theory as we know it.”
Via Dr. Karen Dietz
Raf stevens's insight:
Bad title, good Insights! :-)
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Your Product Story - Get Storied

Your Product Story - Get Storied | Story-Based Marketing | Scoop.it
“ How to craft a product story for your business, organization or personal brand.”
Via Janet M. Wentworth
Raf stevens's insight:
Must read by Michael margolis.
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Personalized storytelling : WeightWatchers 'Incredible you project'

Personalized storytelling : WeightWatchers 'Incredible you project' | Story-Based Marketing | Scoop.it
“I've been doing quite a bit of research lately about how we higher ed marketers can better incorporate storytelling to build brand identity and achieve our institutional goals. (This is more than just a personal interest; I'll be ...”
Via Leo J. Bogee III
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Top!
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The Post-Advertising Age - Your Story First, The Platform Second - Brand Stories - New Age Brand Building

The Post-Advertising Age - Your Story First, The Platform Second - Brand Stories - New Age Brand Building | Story-Based Marketing | Scoop.it
“ What’s your brand story? If you can answer this question, you’re equipped to tackle the challenges brought about by the post-advertising age; an age where traditional advertising and media spend are just not what they used to be. Deep pockets don’t count as much anymore. Not too long ago, and long before the inception of [...]”
Via Omar Kattan
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Omar Kattan's curator insight, November 20, 2014 9:12 AM

In a post advertising age, your story comes first and the medium you tell it in comes second; even if that medium is a billboard or traditional TV.

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How Brand Storytelling Helps Enterprises Go "The Extra Mile"

How Brand Storytelling Helps Enterprises Go "The Extra Mile" | Story-Based Marketing | Scoop.it
“ Emerson's chief marketing officer has overseen a massive rebranding effort since she took the job in 1999. She has redesigned how the voice of the customer integrates with research and development,...”
Via Kathy Hansen
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Kathy Hansen's curator insight, January 16, 2014 9:42 AM

[Disclaimer: "Kathy's Insight" is usually simply another pithy excerpt from the Scooped article]

Emerson’s story focuses on reducing complexity for customers… what we call “consider it solved.” Every story we tell and activity we do originates from the “consider-it-solved” ethos. For example, we looked at the innovation process for stage zero of product development and how we migrate forward. Most of our new product development wasn’t actually new; it was focused on product revisions. We wanted our R&D to be truly innovative and push our organization into new places. The only way we could do that was to talk to customers about what’s not being done. Our brand storytelling drives everything within our organization.

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Is That a Gap in Your Brand Story?

Is That a Gap in Your Brand Story? | Story-Based Marketing | Scoop.it
Great reminder to live tSuccessful businesses not only tell a good story, they also 'do' a good story. Here are some examples of 'storydoers' and how you can spot them.
Via Janet M. Wentworth
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Janet M. Wentworth's curator insight, September 20, 2014 11:05 AM

Great reminder that we must all live our stories, not just tell them.

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The power of story: building brand authenticity and engagement

The power of story: building brand authenticity and engagement | Story-Based Marketing | Scoop.it
“ Over the last year or so, “brand storytelling” has established itself as the marketing industry’s latest darling. As often happens in the fast-paced world of digital communication, the phrase has become ubiquitous, even though most businesses are still struggling to figure out exactly what it means.”
Via Janet M. Wentworth
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Got Story? It's The Most Important Thing You'll Do For Your Biz

Got Story? It's The Most Important Thing You'll Do For Your Biz | Story-Based Marketing | Scoop.it
“Start selling stories, not products or solutions, and you'll connect to your consumer on a deeper level.”
Via Dr. Karen Dietz, Raf stevens
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Dr. Karen Dietz's curator insight, November 14, 2014 11:55 AM

Article Link: http://bit.ly/1EELXl2 


This post has some really great points about the importance of storytelling for business. And the author makes some other points about the neuroscience of storytelling that are not as well recognized -- like improved social skills and learning how to be in situations that haven't happened yet. Or that listeners to stories become more open to new ideas.


The author then links all of the information about storytelling to how this generates more business for any company.  Yeah!


A few simple rules are then shared to keep in mind when telling stories. The only one I caution against is the last one--make sure your stories have a happy ending. I'd substitute that with "make sure your stories have a resolution". If we think of endings in that way, we won't get stuck in always creating ' happy ever after' all the time and will actually have all kinds of different endings available to you along with more creativity. 


The video about how Coco Chanel got started --  a founding or origin story -- is good up to a certain point. After a while the transition phrase "once upon a time" becomes annoying. I almost stopped listening. The story is also conveyed as a series of events that sort of creates a story. The combination of the two makes for an okay story, but not one that's really awesome. What a shame.


So grab these insights, watch the video, and ask yourself how you would better tell the Coco Chanel story. There are lots of lessons here.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Rescooped by Raf stevens from Story-Based Leadership & Communication
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Storytelling in business,storytelling in organizations,organizational storytelling

Storytelling in business,storytelling in organizations,organizational storytelling | Story-Based Marketing | Scoop.it
“world's leading thinkers explore the role of storytelling in business,storytelling in organizations,organizational storytelling,Why storytelling now,What role does storytelling play in the creation and sharing of knowledge-the role of ...”
Via Ana Cristina Pratas, Raf stevens
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Rescooped by Raf stevens from OmniChannel - MultiChannel - CrossChannel Retail Strategies
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Why And How Brands Must Go Omni-Channel in 2014

Why And How Brands Must Go Omni-Channel in 2014 | Story-Based Marketing | Scoop.it
“ You visit your favorite retailer’s website. Upon your arrival, the site drops cookies on your browser. Next thing you know, you’re seeing a television ad promoting deals available via the retailer’s mobile app. And before you know it, you are accessing information on your mobile device and then visiting the brick-and-mortar store. As you browse […]”
Via Stephany Gochuico
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Brands Need to Stop Trying to Play Hero

Brands Need to Stop Trying to Play Hero | Story-Based Marketing | Scoop.it
“ Illustration: Miguel Montaner Did you ever know that you’re not my hero? There. It had to be said (or sung). Consider this amusing yet pertinent disconnect in the spirit of helping brands with positioning. One of the biggest mistakes brands make in storytelling is to play the role of the hero.”
Via Janet M. Wentworth
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Janet M. Wentworth's curator insight, April 16, 2014 11:17 AM

Good points about making the customer the hero and letting your brand be the mentor/helper.

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Is That a Gap in Your Brand Story?

Is That a Gap in Your Brand Story? | Story-Based Marketing | Scoop.it
Great reminder to live tSuccessful businesses not only tell a good story, they also 'do' a good story. Here are some examples of 'storydoers' and how you can spot them.
Via Janet M. Wentworth
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Janet M. Wentworth's curator insight, September 20, 2014 11:05 AM

Great reminder that we must all live our stories, not just tell them.

Rescooped by Raf stevens from Brand Stories
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Lessons from Angela Ahrendts on Brand Storytelling - Brand Stories - New Age Brand Building

Lessons from Angela Ahrendts on Brand Storytelling - Brand Stories - New Age Brand Building | Story-Based Marketing | Scoop.it
“ Angela Ahrendts (ex-Burberry chief, now Apple head of retail) and Christopher Bailey have transformed the way Burberry engages with the world, from its consumers to its associates, leveraging disruptive technology to share its pure brand vision through content-rich, compelling storytelling. Blurring the lines of physical and digital—with a flagship store that mirrors the website and [...]”
Via Omar Kattan
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Omar Kattan's curator insight, September 15, 2014 1:56 AM

Arguably the best brand storyteller out there, our latest post summarizes @AngelaAhrendts' insights on what it takes for brands to succeed in today's marketplace.

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7 Brand Story Archetypes that Changed the World - Brand Stories - New Age Brand Building

7 Brand Story Archetypes that Changed the World - Brand Stories - New Age Brand Building | Story-Based Marketing | Scoop.it
“ Need some branding inspiration? Then head to the movies. The best brands in the world aren’t built on great products, they’re built on great stories. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell reveals the seven story plots that can change a brand from an impersonal pitch to a transcendent human [...]”
Via Omar Kattan
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Omar Kattan's curator insight, November 7, 2014 9:20 PM

These insights are provided by Graeme Newell, Emotional Marketing Researcher at 602 Communications

 

“What would you say if I told you that you’ve seen every single movie ever made?

 

It’s true — in a way.

 

Experts say that there are only seven basic movie plots, so you probably polished off all seven before you could even spell your own name.

 

Incidentally, the seven archetypes are:

 

rags to riches

rebirth

quest

voyage & return

comedy

tragedy

overcoming the monster 

 

So what does this mean for positioning a brand? Every great marketer uses one of these stories when making a customer focused brand.

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Mastering the Art of Storytelling in Marketing

Mastering the Art of Storytelling in Marketing | Story-Based Marketing | Scoop.it
“ Content marketing is the art of telling stories that resonate with audiences. For brands, storytelling in marketing can incredibly effective.”
Via Janet M. Wentworth
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Why A Good Story Is The Most Important Thing You'll Ever Sell

Why A Good Story Is The Most Important Thing You'll Ever Sell | Story-Based Marketing | Scoop.it
“ Start selling stories, not products or solutions, and you'll connect to your consumer on a deeper level.”
Via Janet M. Wentworth
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Janet M. Wentworth's curator insight, October 25, 2014 12:32 PM

Just remember that stories must be authentic. Use them as a way to sincerely connect with customers . . . beware the idea that storytelling is the latest marketing gimmick . . . and please don't let the marketers ruin storytelling!

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Dear Entrepreneur, You're Telling the Wrong Story

Dear Entrepreneur, You're Telling the Wrong Story | Story-Based Marketing | Scoop.it
“ Give customers a genuine experience to share. Then they'll want to talk about it, bringing your company plenty of attention.”
Via Janet M. Wentworth
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Janet M. Wentworth's curator insight, October 29, 2014 8:43 PM

Some really useful ideas on how to generate stories from your customers.

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Organizational Storytelling: an interview with Paul Smith

A dialogue on the subject of organizational storytelling; narrative as a leadership capability. Author and story consultant David Hutchens of www.DavidHutchens.com hosts Paul Smith, Director of Consumer Research for Procter & Gamble and author of "Lead with a Story." www.LeadWithAStory.com
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