360° Brand Story Building™
How do we move consumers to act? In understanding consumer behavior, research is demonstrating that the extraordinary appeal of the most successful brands is based on their mythic qualities – qualities that have moved people to action since the beginning of time, such as self-reliance, freedom, belonging, self-discovery. Developing and managing your brand demands that you fill every part of your organization with the mythic qualities of your Brand Story. It’s what we call 360° Brand Story Building™. www.360brandstory.com
The Persuasive Power of Story
Consumers today are inundated with facts and figures. There is little attempt to capture their imagination, and make them want to really listen to what we are saying. And therefore there is little chance the behaviors and actions we are looking for will happen. To create strong and lasting bonds with consumers and get them to act to our advantage, we must awaken their emotions. Stories are the fundamental form of persuasive communication.
Discovering Your Persuasive Story
Every day we face the daunting challenges of finding a competitive edge, discovering new ways of reaching people, capturing their attention, and most importantly persuading them to take action. In order to get people to act, we must engage them emotionally. A highly effective way to do this is through the persuasive power of stories. Discovering what makes a story persuasive begins with first understanding our audience at a deeply emotional level.
Many excellent articles, papers and books have been written on the subject of story telling and related topics. If you like what you’ve read on our website, we recommend you further your understanding of the topic by reading these excellent sources:
- Barlow, Janelle and Maul, Dianna. Emotional Value: Creating Strong Bonds With Your Customers. San Francisco, CA: Berrett-Koehler Publishers, Inc., 2000.
- Bettelheim, Bruno. The Uses of Enchantment: The Meaning and Importance of Fairy Tales. New York, NY. Vintage Books, 1989.
- Buner, Jerome. Acts of Meaning. Cambridge, MA: Harvard University Press. 1990
- Campbell, Joseph. Flight of the Wild Gander. Chicago, IL: Henry Regnery and Company. 1956.
- ____________. The Mythic Image. Princeton, NJ: Princeton University Press/Bollingen Series C. 1974.
- _____________. Transformations of Myth Through Time. New York, NY: Harper and Row. 1990.
- Damsio, Antonio. Descartes’ Error: Emotion, Reason, and the Human Brain. Berkley, CA: G.P. Putnam’s Sons. 1994.
- Dundes, Alan (Ed). Sacred Narrative: Readings in the Theory of Myth. Berkley, CA: University of California Press. 1984.
- Fog, Klaus and Budtz, Christian and Yakaboylu, Baris. Storytelling: Branding in Practice. Berlin: Springer. 2005.
- Frye, Northrup. Anatomy of Criticism. Princeton, NJ. Princeton University Press. 1957
- Jung, Carl, G. Symbols of Transformation. (trans. R.F.C. Hull) Princeton, NJ: Bollingen Press. 1956.
- _____________. The Archetypes and the Collective Unconscious. (trans. R.F.C. Hull) Princeton, NJ: Bollingen Press. 1959.
- _____________. The Structure and Dynamics of the Psyche. (trans. R.F.C. Hull) Princeton, NJ: Bollingen Press. 1960.
- _____________. Man and His Symbols. Garden City, NY: Doubleday & Company. 1964.
- Mark, Margaret and Pearson, Carol S. The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. New York, NY: McGraw Hill. 2001.
- McKee, Robert and Fryer, Bronwyn. “Storytelling that Moves People”.Harvard Business Review, June 2003.
- Lincoln, Bruce. Theorizing Myth: Narrative, Ideology and Scholarship. Chicago, IL. University of Chicago Press. 1999.
- Pink, Daniel H. A Whole New Mind: Why Right Brainers Will Rule the Future. New York, NY. The Penguin Group. 2005
- O’Shaughnessy, John and O’Shaughnessy, Nicholas. The Marketing Power of Emotion. Oxford, UK. Oxford University Press, 2003.
- Scholes, Robert and Kellogg, Robert. The Nature of Narrative. New York, NY: Oxford University Press, 1966.
- Vincent, Laurence. Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Market Strategy. Chicago, IL: Dearborn Trade Publishing Co., 2002.
- Wachtman, Edward. “Storytelling: The Narrative Structure of Evaluation.”Communication Strategies in Evaluation. Ed. Nick L. Smith. Beverly Hills, CA: Sage, 1982. 89-119.
- Wells, Stephanie. “In Search of the Buy Button.”Forbes. September 1, 2003.
- Zaltman, Gerald. How Customers Think: Essential Insights Into the Mind of the Market. Boston, MA: Harvard Business School Press, 2003.