There are dozens of crucial factors to think about when talking to your audience. Anything and everything in your message should be carefully considered.
However, almost nothing in the world of story branding is more important, and more overlooked than genuine connection. This fact is nowhere as clear as in the case of Pepsi’s infamous ad. Millions of dollars invested, a world-famous star, a positive call to action, great music, bold cinematography; all gone to waste. Where did they go wrong? All the right stuff was there, what happened?
The answer lies in the authenticity of the story they told. This expensive, carefully manufactured, artificial story pales in comparison to the real thing. If a company hopes to share their message with customers, it must be a real connection, based on real events. These real stories are the focus of our conversation today.
Our guest is Jordan Bower, strategic storytelling consultant, brand marketing professional, and an expert in what makes a story real. His tale began when he walked along the entire West Coast of the United States, meeting thousands of people along the way. These brief views into the lives of so many different people painted a clear picture for Jordan. He realized that the connectivity of social media is nowhere near as important as a face-to-face human interaction.
From these experiences, he could pinpoint the key aspects that make a story authentic. Jordan’s Four Pillars of Storytelling are a vital knowledge for content marketing. His personal stories, tips, and advice on authenticity and connectivity are integral for making your story work in today’s world of story branding.
Our Story Marketer of the Week Award goes to Heineken, for their World's Apart advertisement. This brief TV advertisement features the interactions of two people with opposite opinions on highly polarized issues; climate change, transgender people, and feminism. Heineken, however, added a twist. They didn’t know the other’s stance on these issues. The two individuals are given tasks to complete, and in the process, find common ground. When the secret is finally revealed, they are given a choice. They can leave, or stay, and talk about their differences over a cold beer. This social experiment not only calls for the viewers to open their minds and hearts but also humanizes those on the opposite spectrum of an issue. For helping those of different beliefs empathize with each other over a beer, Heineken is the Story Marketer of the Week.
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.