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A collection of articles on the subject of StoryBranding

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StoryBranding ™ is Honored with Gold Medal in Prestigious Book Awards Contest

 

 

2013-03-16_18-02-49 It’s Official!  Here’s the press release. 

Jenkins Group acknowledges StoryBranding:Creating Standout Brands Through The Power of Story, as best in marketing/advertising category

Chicago, Illinois (PRWEB) April 02, 2013 — Jenkins Group is proud to announce that the book, StoryBranding: Creating Standout Brands Through The Power of Story, by Jim Signorelli, CEO of eswStoryLab, was awarded the Axiom Gold Medal in the Advertising/Marketing category.

Axiom Business Book Awards honors the best business books published during the past year.

Drawing on “story logic,” StoryBranding was created to help big, small or personal brands establish or revitalize their identities in order to stand out among competitors. At its core is a working model that approaches the brand as the story’s protagonist that must surmount certain obstacles in order to achieve a lasting relationship with consumers.

StoryBranding describes both a marketing philosophy and a planning approach that is practiced at  eswStoryLab, a Chicago-based advertising agency. Growing out of a three-year research project, the book presents a number of unique tools that marketers can use to arrive at their brand’s “inner layer,” the authentic belief and value system that will resonate most with prospects. Following the 6C’s method that is prescribed in the book, one is able to create a StoryBrief. This is a tool that replaces the traditional creative brief and one that helps everyone associated with a given brand become more immersed in the brand’s authentic story.

On the cover of the book is a blurb from Annette Simmons, best selling author and renowned expert on the subject of story. She writes,”It is almost too good to be true that this book has finally been written. Jim Signorelli blends years of wisdom with the magic of story in a format that is so accessible it makes me cry that I didn’t have it twenty years ago.”

Dennis Dunlap, CEO of the American Marketing Association adds, “All marketers should read Jim’s book, especially those who haven’t embraced storytelling. It not only drives home the efficacy of storytelling, but also offers a road map for leveraging this tool to uniquely communicate the human essence of a brand. Thought provoking and useful book.”

“I am obviously very pleased and humbled by this award,” says Signorelli. “What started out as a manual to help our people become more adept at brand planning has resulted in two things I hardly expected, a book, and then this award.”

StoryBranding is currently a bestseller in the Marketing/Advertising category on Amazon and is available at most bookstores. It can also be ordered directly by going to www.jimsignorelli.com. A short introductory video on the subject of StoryBranding is available at http://bit.ly/143s4q3

 

 

 

 

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StoryBranding™ Condensed

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StoryBranding in 30 words or less:

-Stories are powerful persuaders.

-A brand can be turned into a powerful story.

-Powerful brand stories create loyal followers.

-Loyal followers are better brand storytellers than you are.

For the unabridged version, go to www.eswpartners.com/storybranding and download a free chapter of StoryBranding ™: Creating Standout Brands Through The Power of Story.

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Context is King

F455N 1910s Empire Art Co. picture frame with 1960s photographI found this picture on the internet. It contains a portrait of someone I do not know. Perhaps someone’s antique. Safe bet that it is a portrait of someone who is no longer alive. I would also speculate that when he was alive he was important to someone or perhaps a company where this painting might be displayed . This is more than just a portrait. It’s a tribute.

Most of the clues I’m getting about this person are not in his portraiture. They are coming from the frame that surrounds his painted likeness. The frame is not a standard rectangular frame. Nor is it made of aluminum or appear to be store bought. Rather, this frame was apparently custom tailored, hand-carved and finished by a woods craftsman. Someone decided that this portrait deserved something extraordinary.

Like this painting, so much of the meaning we attribute to things is not in their content, but in their context. It is in the background against which the content is provided. Had it not been for this the frame, this portrait might tell an entirely different story.

Oftentimes, we don’t take notice of context. Paul Klee once said, “one eye sees, the other feels.” Context is often more sensed than seen. Yet context is often richer in meaning than content. Often non-rational, context can be very powerful,

Many in marketing have been proclaiming that “content is king.” Clearly, shared information via blogs, videos, white papers or books can do more for a brand’s identity than any other form of communication. I can’t argue about the importance of content. But I think there’s a good argument that content is not the real king. Context is.

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