In a noisy, multi-tasking world, it is increasingly challenging to capture the attention of consumers.
This is why storytelling is getting more attention. This presentation looks at the value and benefits of storytelling, offers insight around tactical best practices, and features examples of good storytelling from brands such as Airbnb and Budweiser.
Ryan Stoner - The Importance of a Brand Story in BusinessRyan Stoner
When it comes to making your brand stand out, one of the best tools you can use is crafting a strong brand story. Learn how to tell your story in a way that connects with consumers.
How to Use Social Media to Tell Your Brand Story, by Kim GarstY'all Connect
Kim Garst
Y'all Connect Presented by Alabama Power
June 13, 2014
Birmingham, Alabama
Social media can dramatically impact a brand’s image positively and negatively. Nearly 2 billion people use it not only as a source of news and information, but also as a resource to compare, shop, follow and evaluate brands.
The major difference between the old and new forms of brand messaging is that the consumer controls the message. That does not mean that the corporation does not have control over its online image: If it instead takes a positive, proactive and strategically balanced approach to crafting and consistently delivering high-quality, engaging content (brand storytelling), it can enhance its overall brand appeal.
Kim will discuss brand storytelling using social media and provide listeners with detailed, actionable steps they can follow to develop a comprehensive social media content strategy.
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
Brand Storytelling: Theres More to the StoryLamark Media
Every brand has a story. Most don’t know how to tell it. Learn how you can uncover the unique elements that differentiate your brand and tell a story that will captivate your
audience.
This presentation was originally given at interact15, a regional interactive + digital marketing conference in the Central Ohio area. More detailed and in-depth material is available upon request, including the option of holding a hands-on & customized storytelling workshop for your organization.
Telling Your Story Through Branding is an overview of how stories serve as vehicles to illustrate differentiation and easily share the brand experience.
In a noisy, multi-tasking world, it is increasingly challenging to capture the attention of consumers.
This is why storytelling is getting more attention. This presentation looks at the value and benefits of storytelling, offers insight around tactical best practices, and features examples of good storytelling from brands such as Airbnb and Budweiser.
Ryan Stoner - The Importance of a Brand Story in BusinessRyan Stoner
When it comes to making your brand stand out, one of the best tools you can use is crafting a strong brand story. Learn how to tell your story in a way that connects with consumers.
How to Use Social Media to Tell Your Brand Story, by Kim GarstY'all Connect
Kim Garst
Y'all Connect Presented by Alabama Power
June 13, 2014
Birmingham, Alabama
Social media can dramatically impact a brand’s image positively and negatively. Nearly 2 billion people use it not only as a source of news and information, but also as a resource to compare, shop, follow and evaluate brands.
The major difference between the old and new forms of brand messaging is that the consumer controls the message. That does not mean that the corporation does not have control over its online image: If it instead takes a positive, proactive and strategically balanced approach to crafting and consistently delivering high-quality, engaging content (brand storytelling), it can enhance its overall brand appeal.
Kim will discuss brand storytelling using social media and provide listeners with detailed, actionable steps they can follow to develop a comprehensive social media content strategy.
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
Travel brands and brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective and how this is relevant to travel brands.
Brand Storytelling: Theres More to the StoryLamark Media
Every brand has a story. Most don’t know how to tell it. Learn how you can uncover the unique elements that differentiate your brand and tell a story that will captivate your
audience.
This presentation was originally given at interact15, a regional interactive + digital marketing conference in the Central Ohio area. More detailed and in-depth material is available upon request, including the option of holding a hands-on & customized storytelling workshop for your organization.
Telling Your Story Through Branding is an overview of how stories serve as vehicles to illustrate differentiation and easily share the brand experience.
Business Storytelling: 21 Quotes To Inspire You To Tell Your StoryIan Rhodes
Stories shape our personal lives, they shape our business lives. Stories shared through conversations with your customers, colleagues, suppliers, clients, friends and peers. Stories of our company founders, our roots and the reasons why we do what we do.
Business storytelling sets the scene for the relationship with our online audience. It displays that we’re human, we’re real honest folks running real businesses. Storytelling is at the heart of a successful content strategy.
Why finding the RIGHT stories and telling them well can make the difference between passive - and passionate - stakeholders. Presentation to higher education marketers and web developers at HighEdWeb Michigan 2013 on brand storytelling.
Strategic Storytelling | Business Presentation TechniquesJeremey Donovan
Learn how to: (a) craft persuasive business presentations using proven narrative frameworks, (b) design data-driven slides, and (c) master your verbal and non-verbal delivery.
Want to tell better marketing and brand stories? Want to develop a better emotional connection with your audience? In this presentation, with Erin Blaskie, we uncover what it means to connect with your target market and tell the story that matters most to them.
Why Marketing should care about EntertainmentWAKSTER Limited
Everyone’s competing for the attention of new and existing customer. Content marketing is now one of the most important tactics in a marketers’ mix but research shows that the biggest challenges content marketers consistently face are producing enough content, and producing the kind of content that engages their targets. The entertainment industry has been consistently creating and delivering engaging content for hundreds of years – what can we learn from them?
I hear more and more agencies and marketing folk these days tell clients about "True North" and so I started thinking about what that really means. What's behind the creative sales jargon? This is a high-level overview, but hopefully these slides map out a clearer message. A more easily understood path towards finding your brand's “True North”.
Creating Story-Driven Brand ExperiencesCarla Johnson
Brand storytelling is shifting the focus of how companies look at content creation and content marketing. Leading companies understand why they need to create value through story-driven experiences that capture the heart – and not just the heads – of audiences. Brands that realize success through storytelling do so because of their ability to tell delightful, sustainable stories that draw people in and make them want to know more. Story-driven experiences connect with people at the times, places and in ways that are relevant to them, help convert them into customers and ultimately brand loyalists and evangelists.
Alan Feldenkris, Director, Client Development & Marketing Innovation at SapientNitro, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
We love to hear stories since we were a kid
There is something in stories that kept us engage.
As it turned out somehow we are programmed to seek and make sense of the world through narratives. Anthropologists contend that 70 percent of everything we learn is through stories. Even as we grow into stubborn adults set in our ways, we fundamentally remain a storytelling
species.
Brand knew about this.
That's why nowadays, more brands are approaching the way to become a great storyteller! They tell compelling stories about the brand while still hold truth to their brand's essence or DNA.
Despite there are many stories been shared by brands, actually we can categorize the stories into 7 basic themes.
Here are the 7 basic plots with examples from some famous brands.
Business Storytelling: 21 Quotes To Inspire You To Tell Your StoryIan Rhodes
Stories shape our personal lives, they shape our business lives. Stories shared through conversations with your customers, colleagues, suppliers, clients, friends and peers. Stories of our company founders, our roots and the reasons why we do what we do.
Business storytelling sets the scene for the relationship with our online audience. It displays that we’re human, we’re real honest folks running real businesses. Storytelling is at the heart of a successful content strategy.
Why finding the RIGHT stories and telling them well can make the difference between passive - and passionate - stakeholders. Presentation to higher education marketers and web developers at HighEdWeb Michigan 2013 on brand storytelling.
Strategic Storytelling | Business Presentation TechniquesJeremey Donovan
Learn how to: (a) craft persuasive business presentations using proven narrative frameworks, (b) design data-driven slides, and (c) master your verbal and non-verbal delivery.
Want to tell better marketing and brand stories? Want to develop a better emotional connection with your audience? In this presentation, with Erin Blaskie, we uncover what it means to connect with your target market and tell the story that matters most to them.
Why Marketing should care about EntertainmentWAKSTER Limited
Everyone’s competing for the attention of new and existing customer. Content marketing is now one of the most important tactics in a marketers’ mix but research shows that the biggest challenges content marketers consistently face are producing enough content, and producing the kind of content that engages their targets. The entertainment industry has been consistently creating and delivering engaging content for hundreds of years – what can we learn from them?
I hear more and more agencies and marketing folk these days tell clients about "True North" and so I started thinking about what that really means. What's behind the creative sales jargon? This is a high-level overview, but hopefully these slides map out a clearer message. A more easily understood path towards finding your brand's “True North”.
Creating Story-Driven Brand ExperiencesCarla Johnson
Brand storytelling is shifting the focus of how companies look at content creation and content marketing. Leading companies understand why they need to create value through story-driven experiences that capture the heart – and not just the heads – of audiences. Brands that realize success through storytelling do so because of their ability to tell delightful, sustainable stories that draw people in and make them want to know more. Story-driven experiences connect with people at the times, places and in ways that are relevant to them, help convert them into customers and ultimately brand loyalists and evangelists.
Alan Feldenkris, Director, Client Development & Marketing Innovation at SapientNitro, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
We love to hear stories since we were a kid
There is something in stories that kept us engage.
As it turned out somehow we are programmed to seek and make sense of the world through narratives. Anthropologists contend that 70 percent of everything we learn is through stories. Even as we grow into stubborn adults set in our ways, we fundamentally remain a storytelling
species.
Brand knew about this.
That's why nowadays, more brands are approaching the way to become a great storyteller! They tell compelling stories about the brand while still hold truth to their brand's essence or DNA.
Despite there are many stories been shared by brands, actually we can categorize the stories into 7 basic themes.
Here are the 7 basic plots with examples from some famous brands.
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
People who want to introduce an enterprise social network often face a dual challenge: they have to convince senior management as well as get people to use the network. This presentation addresses both issues and gives you hope: you don't necessarily need active senior management support to get the ball rolling. With community management tactics and by leveraging "killer content" you can change organisational habits that can later snowball into bigger changes.
This was a presentation I did for the Microsoft SharePoint conference in Las Vegas, 2014. The talk notes are here: http://www.businessgoessocial.net/spc14/
The attention of the consumer has changed, so why hasn't the attention of the marketers? Learn to communicate with your consumers like the year that it actually is...
Today we all live and work in the Internet Century, where technology is roiling the business landscape, and the pace of change is only accelerating.
In their new book How Google Works, Google Executive Chairman and ex-CEO Eric Schmidt and former SVP of Products Jonathan Rosenberg share the lessons they learned over the course of a decade running Google.
Covering topics including corporate culture, strategy, talent, decision-making, communication, innovation, and dealing with disruption, the authors illustrate management maxims with numerous insider anecdotes from Google’s history.
In an era when everything is speeding up, the best way for businesses to succeed is to attract smart-creative people and give them an environment where they can thrive at scale. How Google Works is a new book that explains how to do just that.
This is a visual preview of How Google Works. You can pick up a copy of the book at www.howgoogleworks.net
Google Drive: How to edit or view documents in offline modeProtect and Access
Google drive is now allowing people to edit or view files or documents offline. When you will be reconnected with internet files will be automatically updated. It is a common scenario that you are viewing or editing Google drive and internet connection disconnected. In this offline period you could edit documents and the changes will be saved offline and later when internet connection is on it will automatically update to Google drive.
EN QUOI CONSISTE UN TRAVAIL DE DEMENAGEUR A LAUSANNE?Charlie Clerk
Développer une compétence permet généralement d’en vivre lorsque l’on sait s’y prendre. Et si plusieurs personnes ne considèrent de vraiment utiles que les métiers découlant de longues études, certains, un peu moins connus et beaucoup plus banalisés le sont tout autant.
Crafting a Compelling Business Story - The Art of Narrative in Marketing.pdfAntoaneta Ts
Learn the art of marketing storytelling. Discover how to create engaging brand narratives that captivate your audience. Grow your business with storytelling.
Rediscover and reconnect with your brand in our SynergyHSV Branding Workshop. We’ll solve your biggest brand strategy challenges.
Learn how to establish you own brand and critique others. Come with questions and a hungry mind. Suitable for new & established businesses, marketing staff and serious design students.
Brand advertising is not a brand-new phenomenon. However, it has evolved over the last quarter-decade to include more than simply promoting and showing products: it has also included developing a brand narrative and promoting it via storytelling.
Consumers nowadays are well-informed and cautious. They want to learn more about your brand, its attributes, its origins, and other details. As a medium, storytelling offers a tremendous opportunity to engage with customers and influence their buying decisions.
For more info, Visit: www.epicindiagroup.com
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
Philadelphia Fashion Incubator Presentation May 2018David Hitt
A fun collaborative discussion about what branding looks like in 2018. We take a look at yesterday and today and compare the methods, messaging and strategies pertaining to the world of fashion.
A brief intro to discover where travellers are on the net and how to keep them informed about the travel agents activities in the new tech age. http://www.kornfeind.us
Module 4 examines the marketing element to starting up your own creative business, it looks at the key concepts of marketing and what marketing can be done to ensure maximum efficiency and effectiveness.
Enhance the impact of your marketing spend by developing an inspirational selling point and integrate PR, advertising & digital and focus on the influencers and first followers.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
This is my presentation for In the Right Circles. The presentation is about how to develop a winning brand story. It expresses the importance of strong brand narratives and how getting it right can mean success for entrepreneurs. It also provides tips on how to Define Your Brand, Develop Your Story and Share it with the World. It is a part of my signature online course, #LiveYourBrand.
Lean, agile, consumer centered: how to develop brands in the age of connected...Valentina Giannella
Key ideas, suggestions and a step-by-step model to develop brands that people will love. The approach is based on three principles: 1 - define the brand around your consumers, and not around your product 2 - Get rid of irrelevant deliverables and focus more on rapidly prototype the brand, with tests and iteration (the so-called Lean Brand) 3 - Measure love, not awareness. This is not a handbook, but more of a sticky wall with a checklist of what you need to do, and to care about when developing, redesigning, refining a brand experience. More on www.lagiannella.com
4. Why stories?
Brands are the stories that unite us all in a common purpose
within an enterprise, and connect us with the people we serve on the outside.
These brand stories give meaning to who we are and what we do.
They’re a special kind of story—they’re strategic; they build on
themselves chapter by chapter, over time; they grow as they
respond to changing customers and changing markets
5. BRAND is the story of your product/service
Its what we tell the Your Customers About Your Company/Product/Service
BRAND NAME is simply the TITLE of that story –the very
tip of an iceberg!
6. Brand story is how the customers relate to/remember the company/brand
This becomes the “memory tag for:
• Sum total of their experiences
With Your Company
With Your Product/Service
And With Relationship You Build with them, over time
A brand story is the “special moment” feel and emotion that the consumers
bring to product usage
When you have parity products, one with best story wins
7. The verdict!!!
You have to TELL the story
Before you SELL the product
Or you ring the BELL in vain
And it goes to the WELL of obscurity
Or end in the HELL of failure
8. Examples of powerful brand story
Coca Cola
Milo
GTBank
Harley-Davison
Nike
Starbucks
Air France
10. A brand is more than
Image
Logo
Tagline/Slogan
Reputation
Becoming a household name
A brand is a thought a customer has about a product …
… that makes her want to be more (or less) involved with that product.
11. Your brand is not what you
say you are …
Your brand is what your customer
thinks you are.
14. A good story…
Is about the consumer
Starts a dialogue with the market.
Begins a compelling, captivating story.
Engages customers.
Leaves an unforgettable memory tag.
15. A strong, compelling , memorable and
actionable brand story have 2 qualities
Striking Power
Impact
Something that STRIKES people - gets their attention immediately
Smaller your budget is, stronger your BRAND must be
Give people something on the edge, edgy
Cause a definite reaction
Differentiation
Know who/what your competitors are/separate yourself from them
Stake out a unique position in people’s minds/hearts
Staying Power
Resonance
Give people something that resonates
– has multiple meanings/associations
Use a metaphor that is “Sticky” - hangs on, doesn’t let go
Memorability
Make an impression that lasts
Give people something to remember you by
16. Is someone listening to your story?
Who is listening to your story?
Is it your story or their story?
How their unmet needs is addressed by the
brand story?
The Era of Attention economy
(Passive, Busy, Bombarded, Traumatised)
17. This is where Marketing
communications comes in
• One message. One brand story
• Seamless integration between the medium and the
message
19. Same story, many channels,
single perspective
Comments in the press Referral
Advertising
Sales pitches
Brochures Word of
mouth
Claims
process
Proposal
Interactions with
people from the company
Purchase process
Receiving and
Website paying invoices
20. It' Not Just The Story, It' How
s s
You Tell It
If you' ever tried to tell a joke you heard from a
ve
professional comedian and messed it up, you know
how important the telling of a story is. It' not just the
s
words; it' the rhythm, cadence, accent,
s
intonation, point-of-view, and attitude that
makes the story funny, memorable,
interesting or instructive.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30. The test of a memorable, motivating brand story
Customer Customer $$$$
Thought Action
Brand
Impression
31. The Absolut story
A successful premium Vodka brand
Colourless, odorless and tasteless
The very successful story told over a period of 25 years
in over 1,500 print executions
Absolut Purity and the unique shape of the bottle
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43. What is the moral of your brand
story?
Remember the tales we used to love as children? At the end of them, we
were often asked by a parent or teacher, “What’s the moral of the story?”
Like so many of life’s fundamental lessons, this one endures throughout all
that we do, including business.
The moral of a story is the core idea or truth that the story expresses. Your
brand story works in a similar way; it defines and expresses the core truth
about who you are as an enterprise. It’s the rationale behind your most
fundamental decisions. It’s the meaning at the heart of all your messages.
Transformational power of a brand (not what do I but I want mean?)
45. You see a gorgeous girl at a party.
You go up to her and say:
quot;I am very rich. Marry me!quot; - That'
s
Direct Marketing
46. You' at a party with a bunch of
re
friends and see a gorgeous girl.
One of your friends goes up to her
and pointing at you says:
quot;He' very rich. Marry him.quot; –
s
That' Advertising
s
47. You see a gorgeous girl at a
party. You go up to her and get
her Telephone number. The
next day, you call and say:
quot;Hi, I' very rich. Marry me.quot; -
m
That' Telemarketing
s
48. You' at a party and see gorgeous girl.
re
You get up and straighten your tie, you
walk up to her and pour her a drink, you
open the door (of the car)for her, pick
up her bag after she drops it, offer her
ride and then say:
By the way, I' rich. Will you marry
m
me?quot; - That' Public Relations
s
49. You see a gorgeous girl at a
party. You go up to her and
say:
I am very rich. Marry me!quot;
She gives you a nice hard
slap on your face.
That' Customer Feedback
s
50. You see a gorgeous girl at a
party. You go up to her and
say:
quot;I am very rich. Marry me!quot;
And she introduces you to
her husband.
That' demand and supply
s
gap
51. You see a gorgeous girl at a party.
You go up to her and before you say
anything, another person come and
tell her: quot;I' rich. Will you marry me?quot;
m
and she goes with him - That' s
competition eating into your market
share
52. You' at a party and see gorgeous girl.
re
She walks up to you and says:
You are very rich! Can you marry! me?quot;
That' Brand Recognition
s
53. In conclusion
You have not communicated until you have been heard
You have not been heard until you have been understood
You have not been understood until you have been clarified
And the test of clarity is brand preference and loyalty