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An ad is an ad is an ad. Or is it? Millennials have grown up with a media diet far different than the generations that came before them. Has that changed their media taste? Do brands need different types of ads to reach people of different ages? Google partnered with L'Oréal Paris to find out.... 
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Authentic stories help powerful brands make deep connections with customers. But that high-level principle creates real-world challenges for content marketers. What is a powerful story and how do you tell it? I’d like to share four tips on how to tell stories that make connections and get results.
Jeff Domansky's insight:
Useful tips for better business storytelling.
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“Deconstructing the art and science of storytelling, This sentence, the one you're reading right now, is the most important one in this entire feature.”
Jeff Domansky's insight:
Karen Dietz shares a valuable article on brand storytelling. Recommended reading. 9/10
Miklos Szilagyi's curator insight,
January 4, 2015 4:10 PM
You know what? The less arty and artificial is it, the better...
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There are two important parts of delivering a message: the delivery and the message. If one is a dud, it doesn’t matter how good the other one is. You wouldn’t read a story if it was printed underneath a bus, and the most atrocious film in the world is still a car-crash if played on an IMAX cinema. The same applies to your brand storytelling, you can have the most heartwarming and engaging campaign in the world, but if it’s not delivered effectively your time and money has been wasted. You wouldn’t want to spend months creating an incredible story only for nobody to hear it, would you? Every day there are brands who do this by not thinking carefully about how to present their message to their audience. An intelligent delivery strategy will make it easier for people to hear the story you want to tell, optimizing your chances of turning them into customers. Here’s how to ensure that the story your brand is telling doesn’t get missed...
Jeff Domansky's insight:
Delivering your brand storytelling effectively to your audience is a vital cornerstone of marketing. These tips from SocialBro will ensure they get your message.
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Welcome back to the countdown of 50 Brands With Amazing Brand Stories. I’ve shared some of my favourite stories so far, but now it gets down to the nitty-gritty as we delve into the top 20.Today we continue the countdown by looking at 20-11, but should you wish to see the previous editions, do so here: 30 – 21 l 40 – 31 l 50 – 41
Jeff Domansky's insight:
Good brand stories, good reading...
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Brands must learn to master the art of short-form storytelling. Technology today enables it; and consumer attention spans or lack thereof, demand it. Whether if be a 15 second video, a photo or 140 characters, there is no doubt that brands must learn how to tell their story quickly and efficiently, and for good reason. There is a content and media surplus; and there is an attention deficit in the minds of consumers. These two factors alone make it extremely difficult trying to reach consumers. But with all they hype about short-form storytelling, too many brands often forget about the longer brand narrative and they are making a big mistake by doing so. Even with the rise in social media usage, consumers are still using Google; and they are still using it a lot. It’s the home page for millions of people globally and the gateway into learning and discovering new things....
Jeff Domansky's insight:
Short storytelling works well but sometimes it's smart to go long.
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Many brands jumped into the real-time marketing fray with the Royals’ latest addition to the family on Monday.
Still, I don’t think the Mashable headline, “Brands, Try, Fail to Capitalize on Royal Baby Hype” quite captures the situation. After all, the Oreo Cookie tweet triggered more than 800 retweets and more than 300 favorites, not exactly chopped liver (no charge Nabisco for the cookie filling idea).
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Drinking From the Content Marketing Fire Hose
As we launched the site, the iQ team started to work with a team of journalists and editorial partners, conducted editorial meetings and worked closely with the Intel social media team to amplify and extend iQ content. Before we knew it, we were beginning to operate a newsroom, managing a robust content machine and starting to see our goals for iQ come to fruition.
By end of 2012, iQ was emerging as an essential asset to Intel’s marketing and social media strategy. Although satisfied with the early success of iQ, we knew there were many improvements to be made. In January 2013, iQ version 1 (the current site) was released. Several new changes and strategies were implemented from our learnings since the BETA launch. So what have I learned about content marketing in the last 11 months? I’ve distilled the 12 core lessons for brand publishers organized by the tenets of the iQ content marketing approach; production, process and promotion....
Jeff Domansky's insight:
Excellent content marketing case study and tips from Intel's Luke Kintigh.
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Customers own the story of the brand now. What brands say is far less important than what brands actually do to serve the well being of the faithful. Whereas before, the brand conversation was based on delivery and interruption, successful brand conversations are now participatory in ever more technology driven channels.
Storytelling is at the very heart of how we humans share and connect what we value about our heritage, our communities and ourselves. Brand storytelling is about connecting the outer value the brand provides to the inner values of the customer. There must be a deep affinity between the two or the relationship is just a transaction.
The foundation for this affinity is built on the shared stories between brands to consumers, customers to brands, and consumers to consumers. Like all relationships, there has to be chemistry. Brands have it or they don’t. How well these collective stories line up with the experience customers have is what creates “insistence without substitutes” in the minds of customers.... Via massimo facchinetti, Jesse Soininen
Jeff Domansky's insight:
Thompson Dawson offers some interesting ideas and challenges ahead for brand storytellers and content marketers. Prime among those challenges is what happens when customers "own" your brand?
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In many cases, brands have a leg up on news organizations in creating content that resonates with people, argues JWT NY's Lydia Leavitt.
Brand journalism, native advertising, sponsored content — whatever you want to call it — has been in the news a lot lately. The big question is whether brands, which need to sell after all, can create compelling content.
It looks like brands cannot only do that but also beat their editorial counterparts. Take Pulse, an RSS-aggregation app. Pulse CEO Askshay Kothari went as far as to say that users are 25 percent more likely to share a piece of branded content (aka ads) than a traditional news story through the app. Branded editorial is doing so well on Pulse because it’s much less PR-driven than its non-branded counterparts and, therefore, more engaging. As a former full-time journalist, I’ve witnessed some in the editorial news cycle using an opposite strategy. It’s mainly centered on writing up the day’s most interesting PR initiatives before their competitors do. Of course, this isn’t true for every publication or journalist, but most will admit (after a few drinks) that in the age of editorial sites hungry for pageviews, writing feature stories is a dying art.
What good branded editorial should do is rally people around an idea central to the brand’s messaging but not directly about the brand. There’s an opportunity to create better, more engaging content on higher-level topics. Qualcomm and T. Rowe Price’s brand journalism initiatives, which we’ve helped develop at JWT, have seen such astronomical engagement on Pulse because they are not putting out what many would consider advertorial....
[Who's best at brand journalism? ~ Jeff]
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At the 2012 Content Marketing World Conference, CE Publishing's Dan Grantham laid out five ways to mine for and tell your brand's stories.
Dan Grantham, editorial director at CE Publishing, who has over 16 years experience in custom content creation, leads a creative group that produces stories across multiple platforms including print magazines, Web sites, tweets and tablet magazines. Here are 6 tips from Grantham from CMW to use in order keep PR on top as chief brand storytellers....
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Brands have turned to content to tell stories with content marketing. With access to broad distribution channels, it's easier than ever before to consume, create and distribute content. But where should a brand start?
Jeff Domansky's insight:
Here are four simple tips for better brand and business storytelling.
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“Storytelling.” It’s the flavor of the day, whether you’re talking about content marketing, visual communications or public relations, and for good reason. Stories are how humans communicate – with each other individually, across populations and over centuries.
Jeff Domansky's insight:
Sarah Skerik offers valuable tips on how to develop your brand storytelling plan.
rodrick rajive lal's curator insight,
February 11, 2015 1:21 AM
Storytelling is definitely the flavour of the day, not just for content marketers, but also for educators and learners alike! Stories are about making emotive connections, they are about being human and not cyborgs! Making connections is also about being able to "communicate with each other," as the article states, and it is about appreciating another's point of view!
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...But while brand storytelling may be dominating the trade conference stages, it’s not enough on its own for brands aiming to add meaningful value to their customers over the long term. Strategies for Retention: Own Every Consumer Touch Point Most content marketers know this particular statistic: 70 percent of consumers prefer getting to know a company via content over ads. To deliver this type of lasting, comprehensive value to their audiences, brands must build their content strategy around three core areas of focus: Foundational content Engagement content Social content...
Jeff Domansky's insight:
Here's why you need different types of content to reach different types of audiences with your brand storytelling.
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Earlier this week, Coca-Cola declared the corporate website dead. Take one quick look at their new corporate website and I think you will see an example of the future of quality content marketing. They are clearly displaying how the art of storytelling not only can influence our preference for a brand or product, but surely their intent is to also reach a search engine position of respect and power....
Jeff Domansky's insight:
If Coca-Cola's new approach to its corporate website is a trend, content marketing is in for breathtaking challenges ahead. Imagine the resources needed to create this typetype of storytelling and produce it like a newsroom? Recommended reading. 9.5/10
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So what happens if you don’t wrap up your facts in emotion to form a story? Well, if your salespeople don’t introduce the main buying themes with a quick 2-minute story, won’t your salespeople sound like they are reading straight from a product manual? Without a story to give your product context, aren’t your customers left to try to figure out why it makes sense for them to buy, or even worse, why they should care? And if your salespeople are selling how your product can improve results by 20%, don’t they end up sounding like every other software vendor? Won’t the prospect discount 90% of those claims?But what would happen if they instead shared a story about a similar customer. And this story highlighted in detail the limitations of their current system? Wouldn’t the prospect suddenly see how their system could potentially be improved? Would prospects then be more willing to hear about your solution, because your salesperson first sold the problem? Don’t you agree that you’ve got to open the gap before you can close it? So ask yourself if your salespeople shared just one story per meeting, and did everything else the same, would customers relate more to what they’re selling?
Jeff Domansky's insight:
When the world’s largest business software company hires a Chief Storyteller, its news, because it’s a first for the industry.
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Using storytelling to sell a product, brand or service isn’t in any way a new concept. The developing technology around us however, has given us new ways in which to engage and interact with our audience. Content marketing has become increasingly important as brands realize that in order to speak to their customers they need to invest in content that matters. The more brands have begun to focus on quality content, the more it becomes clear that storytelling is a key component to the content marketing process. You wouldn’t (willingly) sit through a terrible film, or keep reading a book that you thought had a terrible plot, so why should people read your content if it doesn’t have a good story behind it?...
Jeff Domansky's insight:
The more brands focus on quality content, the more storytelling is can make a difference to the success of your content marketing programs.
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From
medium
... When most people think about the word story, they think about a narrative like “ Jack and Jill went up the hill.” Most of us have been taught that there are two basic kinds of story: fiction and nonfiction. Metastory is actually a third kind of story. Metastory is story that is told through action. It is not a story that you say, it’s a story that you do. Every individual has one. And every company has one too. The reason this is so important is that people are already innate storydoers themselves. They use the story of your brand or business to tell part of their own personal metastory. Put another way, people don’t buy products; they take actions that help advance their own personal metastory. As we grow up, all of us learn to manage our own metastory through our actions — the car we drive, the clothes we wear. All of these choices are components that we know people around us will use to piece our metastory together....
Jeff Domansky's insight:
In the summer of 1982, thirty-six-year-old Austrian toothpaste salesman Dietrich Mateschitz boarded a plane for a routine business trip to Thailand, leading to the formation of Red Bull. The rest is storydoing and marketing history. The concept of "storydoing" as practiced by Red Bull and others is in contrast to storytelling. it's an important distinction for business, marketers and storytellers. Recommended reading.
Barry Gibson's curator insight,
July 21, 2013 10:11 PM
Mateschitz is a genius!! Certainly another way to think, market and advertise...love it.
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...So the question is: Why is a story so important to your personal branding strategy? First of all, it sets your brand apart as unique. Every brand has its own story to tell, but yours is the only one of its kind. What drives you? Why did you enter the field that you find yourself in today?
You’d be surprised at what details will intrigue the reader and give your audience an idea of what your brand is really about. Perhaps one of the most effective characteristics of a story is that it humanizes your brand. It’s easy to launch a brand, but the story behind it can leave your target audience wondering where it came from.
What is your actual purpose? What drives your actions? Was it the right opportunity at the right moment? Now consider how your brand has affected others. How have you impacted the lives of those involved with your brand? Has it always gone smoothly? Are you new at this? What’s your experience prior to the creation of your brand? What is the story behind your personal brand?
While the story for your brand might satisfy your present audience, the aspects of your personal brand story can turn you from just a brand into the personification they can truly relate to....
Jeff Domansky's insight:
This post offered some nice inspiration for business storytelling. What are you waiting for?
Rosie Ioane Mulipola's curator insight,
March 19, 2013 8:58 PM
This article came across as very interesting to me because i had different thoughts about how people were selling brands, i thought it was through the brands popularity and also through other people having possesing those brands that made people want them too. Be that as it may this article gives a different view of how brands are seen by customers. Story telling of your brand is seen as a branding strategy and with a story to tell it sets your brand apart from other brands. The part that i found most interesting was the bit in the article where it states that one of the most effective characteristics of a story is that it humanizes your brand. Which i believe to be true, people buy brands for all sorts of reasons even the ones that i have stated but with a story behind the brand it leaves your audience or market wondering where the product came from, what is the purpose of the brand, who is behind the brand. As well as that with the many details provided in the story telling of your brand it intrigues your audience and gives them a fair idea of what your brand is all about. This articvle was a very good read. 
's comment March 20, 2013 12:50 AM
By setting yourself apart from the rest of the pack, you can give your brand a point of difference. A story supplies consumers with something they can relate to, and a reason to buy into the experience of the brand or product you are selling. I think you're right, by intriguing an audience with a backstory. With the huge amount of choice in regard to any purchase these days, consumers are becoming as investigative as ever about the products they choose to buy and the brands they choose to support.
Ishika Nair's comment,
March 20, 2013 5:13 AM
I agree with the comments. A brands purpose is to show features of a story that improves your brand. It is easy to launch but the story behind it captures the audience attention. The detail you give for your brand targerts the audience what your brand excels in.
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...In my work for Colgate's laundry products, it was validated that P&G's Tide brand is the industry's gold standard when it comes to getting things clean. In fact, at the previous agency, I worked on Tide's campaign to find the"Dirtiest Kid in America," and the promotion that put a few real diamonds in P&G's Spic N Span boxes to celebrate the brand's diamond anniversary. Most had cubic zirconia, but when shoppers started ripping open boxes onto supermarket floors, the widely covered promotion ended.
Jeff Domansky's insight:
Nice brand storytelling from Peter Himler...
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As the brand journalism conversation continues to gain momentum, we are often asked about our approach to content. We stuck a camera in front of some of our friends who joined us for The Network’s anniversary gathering earlier this summer.
I was at Cisco’s one-year anniversary celebration of The Network back in June (note: Cisco is a Text100 client). In addition to mingling with Cisco folks and others in social media over a glass of wine, I had the opportunity to talk about brand journalism with them – what it is, where it’s headed and why it’s important. Cisco ran a full post about their brand journalism milestones over on their blog – but I specifically wanted to share with you the video that went along with it because it features some of the best and brightest in brand journalism. Check it out below – and visit Cisco’s blog for the full recap. Happy One-Year Anniversary, The Network!...
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Key question: Should storytelling change for different age groups? Some surprising answers.