What do you think is the most valuable survival tool in an arctic expedition? A nice winter coat? Snowshoes? Warm hat?
For a 900 mile trek through one of the most dangerous places on earth, over hidden crevasses, calving glaciers, and frozen landscapes, one of the most critical tools is the ability to communicate the right story.
Joining us on this edition of Business of Story is adventurer Robert Swan, the first man to journey across both the North and South Poles unaided.
His dream of traversing the ice caps began in his childhood, and when he was an adult, he was ready to go, but he couldn’t do it alone.
For the next seven years, he worked hard to find sponsorship for this journey, and through the many rejections, he could learn from his mistakes and refine a compelling story to gain support.
Robert used these very same storytelling techniques to inspire his fellow arctic companions and survive the ice. Today, he is one of the leading experts in the field of sustainability leadership, bringing students from around the world to visit the ice caps.
Decades of experience has taught Robert the necessity of storytelling in leadership roles. To be able to craft a narrative, convince people of their own personal gain, and trust in those around you is the mark of a good leader.
The world of brand marketing is changing rapidly. Ad campaigns don't work like they used to. Because brands are no longer the storytellers. They're the story makers handing their stories to their customers in hopes they'll share it with their world.
Smart brands are focused on making movements, like REI's #OptOutside effort. Dove's "Real Beauty" campaign. Or Heineken's recent "Open Your World" work.
How do you turn an ad campaign into a meaningful movement that matters? It starts by creating a relationship with your audiences through your story marketing.
Brand relationship expert, Kimberly Manno Reott of Context Partners, joins us from her home in Madrid, Spain. She explores the three elements and six critical roles to every successful movement.
Context Partners is a new type of design firm focused on relationships at scale.
We all face a changing world where identity, information, and power are rapidly shifting. Traditional models of communication are failing and once-passive audiences are coalescing into powerful, vocal communities.
Kimberley and her team help organizations like Microsoft, Lilly and the Rockefeller Foundation and the Rainforest Alliance build, navigate and leverage their relationships to shape the future.
Kimberly will teach you how to craft a compelling message and structure the right team with the correct personalities to turn your campaign into a movement.
“All business strategy is a story.” – Park Howell
“In traditional marketing, consumers get segmented by demographics… that way of segmenting people is kind of old school and actually doesn’t allow you to build the relationships that are lasting.” – Kimberly Manno Reott
“It ultimately comes down to building these relationships by truly understanding your audience.” –Park Howell
How would you go about creating a brand story for a person? Would you be able to sell an individual’s personal story or even your own?
We at Business of Story focus on teaching storytelling and branding techniques for media marketers, advertisers, nonprofits, and other business-oriented organizations and leaders.
Today we ask you to think of another area you can improve upon with a little bit of storytelling.
Marketing your own life is something that may be overlooked a bit too frequently, but if you can harness the power of story, the possibilities of your personal growth are endless.
With a bit of narrative, you’ll stand out above the rest, whether it be a job interview, making a big sale or just gaining a positive reputation in your community.
Our guest on this podcast episode is Sally Hogshead of How to Fascinate.
Author, advertiser, branding expert, media marketer and mother of eight, Sally joins us to share her story and what led her to the creation of her Fascination Personality Test.
Her creativity has been a defining part of her character, and from elementary school classrooms to international corporate offices, Sally’s experiences in story brand marketing have helped her craft her personality test to help you understand and utilize your own character.
This wonderful and insightful test is unlike any other I’ve ever taken, and to prove it, Sally is going to let you take the test for free!
Visit her Website and enter the code ‘story17’ for an opportunity to gain insight into your personality traits and how to best use your strengths.