Make the Uninteresting Interesting to Find Great Corporate Stories [UML]
How do you find a good corporate story? You have to make the uninteresting interesting. That conjures up a harder question: how do you make the uninteresting interesting? This question is the B2B marketing equivalent of the Wolf of Wall...Read More
Your Brand is Not the Hero…Your Customer is the Hero
A young boy imagines himself Darth Vader and moves through his home attempting to use “The Force” on various objects – an exercise bike, a doll, and a dog, for example. All of his attempts are unsuccessful until he tries...Read More
![Creative Storytelling as the Soul of B2B Marketing [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/02/Creative-Storytelling-as-the-Soul-of-B2B-Marketing-UML.jpg)
Creative Storytelling as the Soul of B2B Marketing [UML]
It’s far too easy to say that B2B technology is dull. That’s just an excuse when the central responsibility of the creative marketer is to convert the uninteresting into something interesting. Too often we fall into the trap of describing...Read More
Without Tension, there is No Storytelling
“Your company isn’t just an organization. It is a story,” according to a Storytelling Guide by Nasdaq Media Intelligence. The paper, which is quick and easy primer on storytelling, defines a story as “a character in pursuit of a goal...Read More
Fish Out of Water: Shark Week, Science and Storytelling
Stories are entertaining and people are hardwired to retain stories. Journalists, PR pros and increasingly of late, marketers, are focused on telling stories as a technique for getting information across. Fill up an article, video or presentation with compelling statistics...Read More
Kevin Spacey: Conflict as a Marketing Counter Narrative
The story is everything, but conflict is everything to the story. So says Kevin Spacey who was the key note speaker of the Content Marketing Institute’s annual conference and CMI released this highlight video in an email today. The video...Read More
PR and Storytelling; Off Script #7: Lou Hoffman
About fifteen years ago, I met a solo practitioner at a networking event who handed me a business card that presented his title as “chief storyteller.” I couldn’t take him seriously; I couldn’t imagine lobbying the vice president of marketing...Read More
Persuasion Theory: Power of Storytelling
I’ve always found that presentations are most effective when they are heavy on images, have just enough content to hint to the audience as to the context, but mostly rely on the speaker to tell the story. Think about some...Read More
