{"id":32381,"date":"2019-04-30T10:55:47","date_gmt":"2019-04-30T14:55:47","guid":{"rendered":"http:\/\/socialmediaexp.wpengine.com\/?p=32381"},"modified":"2019-04-30T19:40:49","modified_gmt":"2019-04-30T23:40:49","slug":"9-epic-resources-students-brand-storytelling","status":"publish","type":"post","link":"https:\/\/socialmediaexplorer.com\/content-sections\/tools-and-tips\/9-epic-resources-students-brand-storytelling\/","title":{"rendered":"9 Epic Resources for Students of Brand Storytelling"},"content":{"rendered":"

In truth, even though I only had 24 hours to prepare, I was delighted when one of the panelists at Social Shake-Up canceled. Suddenly I had the opportunity to share my disdain for what passes as brand storytelling and put some of my years of research on the topic to good use. Taking the stage like a pinch hitter stepping into the batter\u2019s box with the game on the line, I was ready with a punchy story about, of all things, not crashing my grandmother\u2019s car when the hood blew open as I hit 114 mph!<\/p>\n

(Here are the slides from that presentation)<\/strong> [slideshare id=76358269&doc=drewneisserssustorytelling-170525214729]<\/h4>\n

One of my pet peeves, by the way, is that presenters neglect to tell stories even when they are on panels about storytelling. The same goes for bloggers. To really understand let alone explain this topic, you need to start crafting stories yourself and share them at home, at the office, in writing, and on the stage when the opportunities arise. But here\u2019s the good news — this is well-trodden territory and resources abound including the 9 featured below.<\/p>\n

<\/p>\n

1. Story Engineering<\/em> by Larry Brooks<\/strong><\/h2>\n

There are lots of types of storytelling and it helps to understand the main ones before you approach the branded variety. Story Engineering <\/em><\/a>is geared for budding novelists, focusing on the \u201c6 core competencies of successful writing\u201d including Concept, Character, Theme, Story Structure, Scene Execution and Writing Voice. This will give you a great foundation especially if you grasp the difference between an Idea and a Concept.<\/p>\n

2. Story: Substance, Structure, Style and the Principles of Screenwriting<\/em> by Robert McKee<\/strong><\/h2>\n

This is the bible<\/a> for aspiring screenwriters and even those who\u2019ve succeeded in the profession many of whom attended McKee\u2019s legendary screenwriting workshops (which btw we are using workshops for starting projects<\/a>) . McKee is a master at showing how all the elements fit together and the critical relationship between structure and character. You\u2019ll also enjoy the references to 100\u2019s of films that you\u2019ve seen and will have a new appreciation for why they were so memorable.<\/p>\n

3. Pixar Storytelling: Rules for Effective Storytelling Based on Pixar’s Greatest Films<\/em> by Dean Movshovitz<\/strong><\/h2>\n

No studio in history has cranked out as many hits in a row as Pixar that not only succeeded with global audiences but also with typically irascible film critics. Their secret \u2013 if the story is flawed the movie will be too so they spend months if not years making sure the story is perfect before starting production. This book<\/a> spells out their formula in language even we marketers can understand!<\/p>\n

4. The Art of Storytelling<\/em> <\/strong>by The Great Courses<\/h2>\n

If you\u2019ve never experienced a Great Course, an extensive series of recorded college classes by acclaimed professors, this particular one<\/a> will convert you for sure. Professor Hannah Harvey also happens to be a professional storyteller herself, making this more like a visit to The Moth<\/em> than a classroom. Importantly, you learn some of the nuances of oral storytelling versus the written forms like novels and screenplays discussed above.<\/p>\n

5. Ted Talks Storytelling<\/em><\/strong> by Akash Karia<\/h2>\n

For the about the cost of a large double shot cappuccino from your favorite coffee bar, this little book<\/a> packs a terrific punch, offering 23 storytelling tips derived from the over 30 of the most popular TED Talks. If you have a speech to give in the near future, this resource will be particularly helpful as the author breaks down how to wow an audience while providing examples that are sure to inspire.<\/p>\n

6. <\/em>StorySelling<\/em> <\/strong>by Nick Nanton and J. W. Dicks<\/h2>\n

Having worked our way from novels to film to public speaking, this book<\/a> will help you craft your business story and importantly, offer guidance on how to spread the word. Rich with examples of entrepreneurs that used stories to propel their companies to new heights, you\u2019ll recognize some of the critical storytelling elements from the other genres we\u2019ve already covered. The difference is that these authors offer specific exercises to help you discover and refine your personal or professional brand story.<\/p>\n

7. All Marketers are Liars<\/em><\/strong> by Seth Godin<\/h2>\n

If you\u2019ve read any book by Seth Godin, you know that he always offers great examples of how this or that business found a unique way to cut through. This book<\/a> continues that pattern only all of them point back to a fundamental premise that stories — great stories — carry the day for all sorts of brands in a wide range of categories. Although Godin\u2019s book is less prescriptive than StorySelling, it does offer further inspiration to refine your brand story if you haven\u2019t already.<\/p>\n

8. Marketing Today with Alan Hart<\/em> Episode 46<\/strong><\/h2>\n

My friend Alan Hart has a terrific podcast series that features interviews with a number of top Chief Marketing Officers. The episode<\/a> that I recommend in this context is the one with Clay Hausmann, CMO of Aktana. Unlike most CMOs, Clay actually took time off to train as a screenwriter and while that adventure didn\u2019t yield an Oscar, it did lead him to a story-driven strategy brief that he breaks down in detail on the podcast. (If you want a copy of how Hausmann\u2019s approach played out for Beats, just email me<\/a>.)<\/p>\n

9. Various articles and podcasts <\/strong>by Drew Neisser<\/h2>\n

And finally, I would be remiss if I didn\u2019t call your attention to at least some of the content I\u2019ve published on storytelling. First up are my extensive interviews<\/a> with Douwe Bergsma, CMO of Georgia Pacific, who is a big proponent of the power of storytelling and has reorganized his department around this skillset. Then I\u2019d encourage you to listen to various Renegade Thinkers Unite<\/em> podcast episodes including the ones with Chandar Pattabhiram of Marketo (#12), Mayur Gupta of Spotify (#14) and Meredith Kopit Levien of The New York Times (#18). Or better yet just subscribe on iTunes<\/a>, Stitcher<\/a>, Overcast<\/a>, iHeartRadio<\/a> or Messenger<\/a> since there will be more on storytelling in episodes to come!<\/p>\n

Final note: If you have any great resources on brand storytelling, particularly in the area of story-driven creative briefs, please let me know. This is definitely a collaborative journey! <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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