THEME #6 OF POST SERIES ON HUMANIZING BRAND STORYTELLING
This post series has so far explored five different ways in which brand stories have evolved in recent years to become more humanized and people-powered. Many of the themes represent manifestations of internal corporate culture, philosophy of leadership, and systems of management and communication. In contrast, the sixth theme is more granular – pertaining to the origin of the story itself. It’s about how source and sentiment can make the difference in creating either information that merely explains “what” or “how” versus actual stories that engage and communicate purpose and reason for being. So what’s driving this defining difference? There are four key areas of disconnect which fuel or weaken a brand’s story engagement potential.
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April 10th, 2014 · TedRubin
What if your point of difference was an acute ability to listen?
What would that look like?
It always amazes me how many people cut me off mid-sentence, and don’t even let me get my answer out, after they ask me a direct question.
Yes, I recognize listening alone may not set you apart from the competition. From my experience, you may win more business using your ears and eyes than with any other marketing strategy. That’s because, with listening, you can understand your prospect, and that understanding will help you win new business.
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Tags:#RonR·listen·return on relationship·success·Ted Rubin
THEME #5 of Post Series on Humanizing Brand Storytelling
A brand’s story is comprised of many elements, phases, and characters. One of the most important being the leadership story of a brand. The rise of social networks has played an important role in bringing the stories of great brands, and the leaders behind these great brands, to life. Social networks have democratized communication between business and people, as well as the conversation regarding leadership. Through social networks, anyone can connect to the inspiring words and shared wisdom of leaders everywhere. Conversely, leaders themselves have access to unlimited sources of inspiration to fuel their vision. Social networks have also redefined how we perceive leaders – and in the process, elevated our expectations. Today, it takes far more than the respect for a title, or recognition of authority, to earn the support and trust of followers. People look for reasons TO BELIEVE in the vision of one potential leader over that of another. When these reasons are grounded in humanizing leadership traits that transcend policy or promise – people can then connect emotionally to a bigger, and unify ideal and story.
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March 15th, 2014 · TedRubin
The terms “Business to Business” (B2B) and “Business to Consumer” (B2C) are outdated. These terms imply your business is doing something to a customer. That may be how business was conducted decades ago, but it’s always been better – and is now necessary – to conduct business with your customer. Business to a customer is a transaction. Business with a customer is a relationship.Whether your customer is a business or a consumer, they prefer a relationship over a transaction. [Read more →]
Tags:#RonR·B2B·relationships·return on relationship·Ted Rubin
March 8th, 2014 · TedRubin
I sent something out on Instagram recently—a photo collage of the smiling faces of friends—with the following comment: “Smile at your customers, Smile at your employees, Smile at your vendors, Smile at your family and friends, Smile at strangers. SMILE… the ROI will amaze you!” It got over 30 likes almost immediately. I sent the same message (and photo) out on Facebook, with even more engagement.
People commented how good it made them feel, and some said they were taking the message to heart and spreading the word. People want to be happy! And when you send them a photo with a smiling face, it generates warm feelings and a wish to keep feeling happy. [Read more →]
Tags:@tedrubin·engagement·return on relationship·smile
Back in January of this year I wrote a piece which spoke to the need for every marketer to remember a certain nine-letter word: Relevance. And while I firmly stand by what I penned then I am here to tell not just every marketer, but every advertiser and brand under the sun as well that there’s a five-letter word that must be treated like gold for when it is achieved, wondrous things can occur.
The word is trust.
Now the word “trust” in it of itself has many different connotations and in the context of advertising, marketing and branding it comes in different shapes, size and meanings, too. [Read more →]
Tags:Brand·brand managers·brand marketers·responsys·steve olenski