storytelling

Storytelling Isn’t Enough

Now that marketers in practically every sector prioritize content marketing, storytelling is heralded as a brand’s most effective approach to developing content.  It makes sense — people are emotional beings, so we respond to stories because they engage us on an emotional level.  And, as Nicholas Ind and Oriol Iglesias write in Brand Desire, “Brands and storytelling come out of the same building blocks:  meaning and emotions.”  But take a closer look at what storytelling

Continue Reading

Don’t Let Your Marketing Ruin Your Content

Content, in theory, should be a boon to marketers. The Content Marketing Institute says that “consumers have shut off the traditional world of marketing“ and touts content as a “strategic marketing approach that can attract and retain audiences” and “drive profitable customer action.”

Continue Reading

The Power of Story

I recently had the opportunity to visit the Institute for Advanced Study, the place where Einstein worked till his death in 1955. His arrival there was a sort of a tipping point for America—after him the trickle of leading scientists coming from Europe became a flood—and the legend of the place is still very much intertwined with his.

Continue Reading

Storytelling Is a Trojan Horse for #CX Learning

What is storytelling, and why is it an important tool to have in your CX Toolbox? 

In a post I wrote several months ago, I outlined the 5 Rules for Turning Data into Action for a Better Customer Experience: Centralize, Analyze, Socialize, Strategize, and Operationalize. I have since pulled out details from Analyze and Socialize to create a sixth rule: Synthesize (or Contextualize).

Continue Reading

You Need To Captivate, Not Capture, Your Audience

(NOTE: I originally wrote this article in 2005 and was reminded of it this morning while surfing the net and dealing with autoplay videos. One more way that we try to capture, not captivate, the audience. And worse, they usually make them very hard to stop or turn off the sound. That little 'x' is so hard to tap, that you end up opening the brand website and I'll put money on the fact that their agency calls it a win. 

Continue Reading

Tell Your Change Story

When you're ready to make or introduce a change in your organization, how do you tell employees about it? Or do you?

Last week, I wrote about some research that McKinsey did on organizational transformations. One of the findings was that communication is key to a successful transformation. (This seems to be a no-brainer, but you'd be surprised.)

Continue Reading

Content Is Crap

In a famous essay written in 1996, Bill Gates declared that content is king. He presciently foresaw that faster connection speeds would make content the “killer app” of the Internet, creating a “marketplace of experiences, ideas and products.”

Continue Reading

The Perfect Landing Page, Story Power, More… Roger’s Picks

We talk a lot about stories here at Neuromarketing, for one reason: our brains love stories, which makes them a powerful tool for marketers. Influence expert Danny Brown (@DannyBrown) hits on a key aspect of successful stories in Why the Human Story Will Always Beat Brand Storytelling.

Continue Reading

A Different Look at a Brand Story

Once a upon...
... there was a story about your brand.
Have you heard it?

Continue Reading

Telling Stories

In a recent Wall Street Journal article titled How to Avoid a Bonfire of the Humanities, a supposedly “tech-savvy, empirical, ferociously competitive” Silicon Valley high-tech entrepreneur said:

Continue Reading
Subscribe to RSS - storytelling