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Having worked on many famous brands as an advertising executive, Jim Signorelli has found that today, in order for advertising to be truly effective, the brand being promoted must work the way a good story works. Many brands continue to get in their own way with an over-reliance on editorialized benefits. "Today, that's a death-wish," says Signorelli. "To remain competitive, brands ...
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Having worked on many famous brands as an advertising executive, Jim Signorelli has found that today, in order for advertising to be truly effective, the brand being promoted must work the way a good story works. Many brands continue to get in their own way with an over-reliance on editorialized benefits. "Today, that's a death-wish," says Signorelli. "To remain competitive, brands must provide consumers with story themes they can relate to, identify with, and share with their tribes."
There are a number of books that discuss the parallels between stories and brands. But until this book was written, few, if any provide practical advice on how to apply story thinking to branding. Whether your brand is a product, service, or yourself, you'll be taken through the 6 steps that every brand should take in order to find it's oft-hidden story, the one that will make it most attractive to its audience. An easy, entertaining, and educational read, critics are saying this revolutionary book on branding is a must-read.
Chapter 5 Almost Chapter 1 1
Part I The Birth of a Notion
Chapter 1 The Inspiration 9
Chapter 2 Why Stories? 23
Chapter 3 What Is a Story? 29
Chapter 4 The Brand Story's "Cells" 39
Chapter 5 What Is a "Good" Brand Story? 47
Part II Storybranding
Chapter 6 The StoryBranding Process 63
Step 1 Collecting the Backstory
Chapter 7 Where are We Now and How Did We Get Here? 73
Step 2 Characterizing the Brand
Chapter 8 Brand First 79
Chapter 9 The Brand's Inner Layer 91
Chapter 10 Using Archetypal Analysis 103
Chapter 11 The Brand's Outer Layer 127
Step 3 Characterizing the Prospect
Chapter 12 The Prospect's Layers 143
Step 4 Connecting the Characters
Chapter 13 Finding the Right Match 153
Step 5 Confronting the Obstacles
Chapter 14 The Obstacles 161
Step 6 Completing the Storybrief
Chapter 15 The StoryBrief 171
Chapter 16 I AM Statements 183
Chapter 17 I AM Examples 195
Chapter 18 The Unique Value Proposition 199
Part III Telling the Story
Chapter 19 Testing 211
Chapter 20 Big-T vs. small-t Truth 215
Chapter 21 The Care and Feeding of the Creative Animal 221
Chapter 22 Sell the Truth 225
References and Suggested Reading 229
About the Author 231
Posted April 30, 2012
Last year I attended a conference by Don Miller called Storyline. It was all about writing the story of your life before you live it, not when it’s too late to change anything. The idea of writing a great story and living it out really appeals to me. As much as I liked the idea of writing a story with my life, I also wondered where business figures into it. I know that the source of my income plays into my story in a big way, but is it possible to write the story that I want my business ventures to live out as their own story?
Turns out there is a way to do this. I recently started reading a book called StoryBranding by Jim Signorelli. It’s all about telling stories through your business and telling a story with your business. Your own personal story is rather easy. After all, you’re the main character and everyone else is only supporting cast. With a business, even your own, It is the main character and You are part of the supporting cast. Each individual part of your business plays a role in its story, from customer service to the bookkeepers. Even your customers will p ay roles, sometimes even pivotal ones, so be sure how you both select and treat them.
So far though, I’ve only spoken of story. There’s also the devotion to branding that exists as well. After all, that is the purpose of the story, to create a brand that stands out.
The book is very good from several points of view. Of course, there’s the business side of things, which is amply discussed. Then there’s also the storytelling view of things. We are all storytellers, even if we do not realize it. Our lives tell a story. We relate stories to family and friends every day. It’s interesting to understand the business side of that function. I could see the usefulness of reading this book from a consumer’s point of view as well. Imagine if you had the choice to choose between two businesses to spend your money with. If all else were similar, would you rather spend your money with one that cultivated a memorable story or one that simply existed only to make money?
Posted January 27, 2012
Marketing consultant Jim Signorelli tells an interesting tale as he takes readers through his innovative “StoryBranding” strategy. He explains why human beings find good stories powerful, how the plots of great narratives thematically illustrate principles and beliefs that their audiences share and why marketers must connect the “inner and outer layers” of their products with their prospects’ values. Easy to read and filled with examples of companies whose brands connect with their customers through stories, this manual outlines a six-step approach to discovering the story of your brand. getAbstract recommends Signorelli’s innovative technique to marketing professionals who must create or re-create a brand that earns customer loyalty.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted December 21, 2011
Everybody has a story. It's how we communicate. It's part of our collective DNA. Throughout history, humans have used stories to pass along knowledge, feelings, facts, fears and beliefs. Research has proven that the human brain automatically thinks, understands, and remembers through stories. The powerful elements found in stories have been used to inspire, teach, share values and persuade. Exactly what advertising is supposed to do. "StoryBranding", the new book from Jim Signorelli gives you a step-by-step guide for telling a great stories. He deconstructs the power of stories to create a potent new approach for marketers---and anyone else who needs to communicate well (and isn't that all of us?). It's an approach that will help you develop a strong, enduring, brand affinity with your audience.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.