This is the 7th and final post of our 7 part post series regarding the humanizing of brand stories. It explores why not all brand stories are created equal. Nor do they have the same social value. The social currency value of content and value of a story will ultimately depend on the perceived authenticity of the story itself, and the share of human versus manufactured voice, within brand communication.
This is the sixth of our 7 part post series regarding the humanizing of brand stories. It’s about how source and sentiment can make the difference in creating either information that merely explains “what” or “how” versus actual stories that engage through their ability to communicate purpose and reason for being. What defines the difference? There are four key areas of disconnect which fuel or weaken a brand’s story engagement potential.
This is the fifth post from our brand storytelling series. It explores the rise of social networks and how this has not only democratized communication between business and people, but also the topic of leadership. True leaders have the ability to inspire the mind and embolden the heart to take action.
The article was featured in CSRWireJanuary 9, 2014. It provides an overview of the discussions that took place at a Yale Interbrand event held in Dec. 2013, where panelists shared discussions on why stories surrounding a product, not the product itself, will soon take over in satisfying consumer interest.
We synthesize what we learn and observe in order to better understand and connect. Contrast this approach to what happens in business. Ironically, the default response is to break down through analysis. This process of re-interpretation is meant to simplify information – but in the long run it produces a distant and simplistic understanding of the customer. The difference is not only philosophy and methodology. More importantly it is proving to be a significant business disadvantage.
We see the terms “brand” and “sustainability” mentioned together more often today than ever before. Since brands usually function as the connection between business and people, their role has evolved beyond marketing to also represent corporate social responsibility (CSR) efforts. But when a corporation's sustainability commitments become unfulfilled promises, or fail to engender broader support - the future of a sustainable brand can ultimately become "unsustainable."
Anneliza Humlen, President of SocialVoice LLC. and Gwen Morrison, Co-CEO of WPP Retail, have co-authored a paper for the Journal of Brand Strategy. The paper showcases the growing movement and success stories of retail leadership that are guided by a conscientious commitment to purpose over profit.
Paul D. Miller, a.k.a., DJ Spooky (That Subliminal Kid) in an artistic and multi-media inspiration. He is a composer, writer, editor, conceptual artist, DJ, and app developer, who is creating music and inspiring not only appreciation for the arts, but appreciation for the environment and the impacts of climate change. Read this exclusive interview and access free downloads, compliments of Paul.