See on Scoop.it – Story and Narrative
In a study published in the Journal of Consumer Research, researchers from three universities in the Boston area found that consumer affinity is highest with challenger brands.
As a thank-you gift, study participants were given a choice of two different chocolate bars. One chocolate brand had a top dog pedigree, with experienced leaders and plenty of marketing dollars. The story of the underdog brand was described as “small and new, competing against powerhouses like Lindt and Godiva.” 71% of all particpants chose the underdog chocolate! The authors found that study participants with the strongest “underdog” personal story – being scrappy and overcoming adversity – had the highest affinity for the underdog brand. The authors concluded:
“Underdog brand biographies contain two important narrative components: a disadvantaged position versus an adversary and passion and determination to beat the odds.”
See on sevenstorylearning.com
See on Scoop.it – Story and Narrative
The attention we’re giving the term ‘storytelling’ these days is certainly well deserved, but the sheer amount of it simultaneously pushes us closer and closer to that cruddy umbrella-shaped place where words can mean both everything and nothing.
And so, to clarify: the purpose of traditional storytelling is to create engagement by conveying events and messages through words, images or sounds. I’d argue that the same goes for the so-called “business of storytelling” (hat tip to @goonth for that one), but with a strategic twist: engagement, ultimately, as a means of building brand affinity.
See on blog.mindjet.com
See on Scoop.it – Story and Narrative
Anew program at Camosun College in comics and graphic novels is a first for Canada, its instructors say.
Come September, the college will host a certificate program in visual storytelling for comic books and graphic novels. The program, offered through Camosun’s creative writing department, will be taught by the husband-and-wife team of Ken and Joan Steacy.
Ken Steacy is one of Canada’s leading comics illustrators and writers. His credits include Spider-Man, Astro Boy, The X-Men and Star Wars. He’s worked for the legendary Marvel Comics. And he’s collaborated with such writers as Douglas Coupland, Harlan Ellison, Isaac Asimov and Ray Bradbury. Joan Steacy is an artist and graphic novelist who’s writing a series of autobiographic novels, Aurora Borealice.
[Image credit: Bruce Stotesbury, Times Colonist , Times Colonist]
See on www.timescolonist.com
See on Scoop.it – Story and Narrative
I worry sometimes that I’m a one-upper… you know, that person that hears you tell a story, then tries to one-up you with a story of their own.
I don’t like to think of myself as a one-upper, but whenever I listen to a story, my mind instantly goes to work searching for something in my background that is similar to the circumstances that I’m hearing.
If you tell me the story of how you met your spouse, I immediately think of the great story about how my husband and I met. And how my mom and dad got together. And how my son and his fiancée met.
If you tell me a story of a misunderstanding at work, I think of the time early in my career when I made Mrs. Harrell cry.
If you talk about your experience working at a fast food restaurant, I think of my time waitressing at a truck stop.
I don’t think it’s just me who does this. I think as humans, we’re wired to want to relate to others, to find ways that we’re connected and share our experiences together.
See on speakingpractically.com
See on Scoop.it – Story and Narrative
A new sales program has launched that claims to sell using the science of storytelling.
The company is called Story Leaders and their goal is to turn sales people in to caring, feeling, storytelling masters.
Founder and sales guru Mike Bosworth said for 30 years sales training programs, including his own, have missed the mark.
See on www.fox5sandiego.com
See on Scoop.it – Story and Narrative
In 2002, when I was taking a small handmade promo of Sofia’s Diary to broadcasters, mobile operators and portals, I had no idea about the potential of a cross-media property and the way audiences were changing their habits of watching entertainment, especially television. I just knew that I had this little character that had these small stories that I wanted to be heard (and broadcast).
What I did know at the time was that it didn’t make any sense to limit the content to just one platform. Internet or mobile usage was exploding, especially with teenagers and young adults, and they were being used to tell the story we wanted to tell without the limits or the formats of TV broadcast. This self-funded cross-media approach paid off and let our small story become a mass-market phenomenon, becoming one of the top TV Shows on Portuguese broadcaster RTP, a book sensation with almost half-million books sold and a licensing hit. In 2006 the show went international and is now localised in 10 territories around the globe.
See on blog.mipworld.com
See on Scoop.it – Story and Narrative
Telling a story. That, in itself, should be easy to do, yet as I reflect on how I used to teach and how I now facilitate workshops/professional learning opportunities I still need to work on this aspect of my ‘presentation’ time with participants. Today, I attended the Day of Discovery hosted by ECSB and Discovery Education Canada and was immersed in the art of storytelling. From the stories weaved by the DE Team – Porter @DENprincess, Chad @imcguy, Steve @teach42, Dean Shareski @shareski, I was thoroughly impressed with their stories and the importance they placed on them. I also appreciated the introduction via DiscoveryEd Canada CEO as well as ECSB Superintendent Joan Carr, where she challenged us to ‘boost our digital metabolism’ to keep up with our current and future students.
See on ottomat3ch.wordpress.com
See on Scoop.it – Story and Narrative
If you have ever attended a Moth event (or tuned into their Radio Hour), and found yourself fantasizing about getting up on the lone stage and telling one great story, then check out our recent interview with the organization’s founder George Dawes Green, in which he lends his personal advice on great raconteuring. Who knows, you could be their next StorySLAM champion. For other exclusive celebrity interviews on the art of storytelling (including Darryl “DMC” McDaniels, Mike Birbiglia, and Matt Bomer) from the 2012 Moth Ball honoring Martin Scorsese, see our slideshow re-cap.
See on flavorwire.com
See on Scoop.it – Story and Narrative
Leadership and storytelling go hand-in-hand. In fact, leaders who lack the ability to leverage the power and influence of storytelling are missing the very essence of what accounts for compelling leadership to begin with – the story. If you’ve ever been captivated by a skilled orator whose articulation and eloquence has influenced your thinking, you understand the power of the art of story. I refer to story as an art form because it is. Storytelling requires talent and practice, but as with any worthy discipline, the investment yields great benefit.
See on www.n2growth.com
See on Scoop.it – Story and Narrative
At The Fledgling Fund, we believe that storytelling through film can be a powerful tool to engage audiences. A film, and the story it tells, can create a greater awareness of complex problems, and just as importantly it can highlight possible solutions. It connects viewers to its characters and can inspire those viewers to become involved in, or reconnected with, social change efforts. We begin to understand how an issue plays out in the lives of individuals, families and communities. When these films and stories are coupled with a strategy or campaign that provides clear opportunities for audiences to get involved, we see results.
See on philanthrofiles.org
