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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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Alan Berkson has a unique place in the world of thought leadership. He is the guy who has the science of the corporate narrative nailed. Just plain pinned... Let's welcome Alan Berkson, from Freshdesk, who is not only a thought leader but someone who has carved a special place in the pantheon. Alan is an expert at defining a corporate narrative - an area of paramount importance in a business world defined by digital transformation. A corporate narrative? Are you surprised? The 21st century demands that companies present themselves in new ways. For example, old school product marketing, based on the exhibition of features and functions, no longer works or is even likeable in any way. It now demands something akin to "a day in the life." How are the products going to affect the outcomes I'm looking for as my day proceeds? In other words a narrative, a story. But Alan is speaking on a bigger stage than just product marketing. He's looking at the strategic requirement that the companies who are trying to engage with customers have a the same time the customers have the opportunity to express themselves with strong collective power....
Jeff Domansky's insight:
A must-read for business storytellers, brand journalists and those aspire to tell better brand stories. Recommended reading. 9 / 10
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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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...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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Key question: Should storytelling change for different age groups? Some surprising answers.