Tag Archives: marketing

Breaking the Story Code: Why the Brand Storytelling Hero’s Journey Matters

“The world is shaped by two things – stories told and the memories they leave behind.” – Vera Nazarian, author STORIES ARE PATTERNS. Understanding these patterns, these codes hidden in plain sight, is the key to telling stories in a world of infinite media. Stories today live across paid, earned, owned and shared channels – onceContinue reading “Breaking the Story Code: Why the Brand Storytelling Hero’s Journey Matters”

“Twist of Fate” – Step Three of the Brand Storytelling Hero’s Journey

YOU HAVE CANCER. You go through treatment, get very sick and then, slowly but surely, you get better. The most advanced medical technology available saved your life – but then you drop dead at a backyard party because no one knew basic first aid. This narrative sleight of hand is what I call a “TwistContinue reading ““Twist of Fate” – Step Three of the Brand Storytelling Hero’s Journey”

Breaking the Story Code: The Brand Storytelling “Hero’s Journey”

“A hero ventures forth from the world of common day into a region of supernatural wonder; fabulous forces are there encountered and a decisive victory is won; the hero comes back from this mysterious adventure with the power to bestow boons on his fellow man.” – Joseph Campbell ANYONE WHO HAS WATCHED “STAR WARS” (andContinue reading “Breaking the Story Code: The Brand Storytelling “Hero’s Journey””

The End of “Content” — Storytelling Using the Layered Narrative System

In my previous post I explained the Layered Narrative concept and why it’s the future of storytelling. But a concept is nothing without an engine to make it work in real lifeI’ve developed a simple system to help brands get the most out of their stories. It’s a system grounded in journalistic principles and driven byContinue reading “The End of “Content” — Storytelling Using the Layered Narrative System”

Moving On from Social Media

LET THIS BE THE YEAR. Let 2013 be the time it ends. I’m sick of social media and I’m sure most of you are, too. It’s done, it’s old and it’s out of touch with modern life. Giving clients a social media strategy used to make agencies and clients look smart, now it just makesContinue reading “Moving On from Social Media”

Why Most Brands Will Suck at Storytelling

“STORY” IS THE NEW “CONTENT.” As buzzwords go, story isn’t entirely bad — for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits. So I’m good with story. But let’s be honest, success lies not in the idea butContinue reading “Why Most Brands Will Suck at Storytelling”

Why the New Facebook Matters for Marketers – and Why it Shouldn’t

(The following post originally appeared on the Velocidi.com blog.) Remember the days when Facebook would launch new features and then announce them? What a difference an impending IPO makes. Now Facebook not only tells us what’s going happen, it has day-long events to educate and court marketers, as evidenced by last week’s Facebook Marketing ConferenceContinue reading “Why the New Facebook Matters for Marketers – and Why it Shouldn’t”

Social Media Won’t Kill Listening, But It’s Getting Harder to Hear

Not all that long ago – albeit longer than we may care to admit – families gathered around large living room radios and listened to news, dramas, comedies and live music. People read newspapers and heard the words spring to life in their heads. We watched and listened to television. Along came the Internet andContinue reading “Social Media Won’t Kill Listening, But It’s Getting Harder to Hear”

Social Media, Super Bowl Edition: Be a Community Quarterback

Now is the time of year when thoughts turn to matters of the heart – and no, I’m not talking about Valentine’s Day. I’m talking about the Super Bowl, where we see the heart of a champion. And Super Bowl parties, where we see lots of heartburn from eating foods even Paula Dean would considerContinue reading “Social Media, Super Bowl Edition: Be a Community Quarterback”

2012 Prediction: Paper Will Be the Next Disruptive Technology

There’s a little-known scene in the movie “Star Trek: First Contact,” where Lt. Commander Data, an android, observes Captain Jean-Luc Picard touching the hull of an historic spacecraft. The captain smiles and taps the ship with his bare fingers, to which Data asks, “Sir, does tactile contact alter your perception of (the ship)?” “Oh yes,”Continue reading “2012 Prediction: Paper Will Be the Next Disruptive Technology”