Julie Roehm | Marketing + Strategy

Fearless in the face of marketing complexity

Month: February 2015

Interview with a storyteller: Steps to storytelling success

One of the great things about my job is I get to talk to people from all walks of life about the power of stories. Recently I was interviewed for a project looking at the importance of storytelling for brands. Here were some of the takeaways, in a handy numbered list.

Feel free to drop some of these bullet points in your next presentation to the board on upping your brand’s storytelling game:

Evaluation of the Interview: Julie Roehm key take-aways:

1. Storytelling is like a classic book
. People remember and talk about it and get excited about it

2. A good story needs to be simple
. Then it will have a better chance to be passed on

3. A story needs to have a human truth
. This also includes key-takeaways

4.    Companies need to sacrifice their doing towards their story / product / customer

a.    Through pointing out the tough journey but also the final succeeding
b.    A story isn’t positive and upraising all the time – nobody is perfect
c.    But it needs to be inspiring

5.    Do not put everything into one story
a. It needs to be clear how the company makes people’s life easier

6. A lot of profit is wasted in advertising complex products a. Consumers do not get the meaning out of it

7.  E.g. Steve Jobs: clear, concise, consistent, dedicated storyteller
a.   People wanted to be part of this movement

8.    A story gives a company a meaning

9.    Question to ask:
a.    What is the important part of your brand?
b.    This helps to find the true essence of the brand

10.    Companies have to be aware of their past:
a.    Stories that shaped you in the past will tell the customers who you are
b.    Helps to refocus – use it at least as a mind-experience
c.    Through the past you’re able to create a legacy

11.    It is not necessary to re-invent your brand – it’s far overstated

12.    Select channel to communicate according to your target audience

13.   Create your story together with your customer – “peel back the onion”
a.     Create something useful for them (customer experience) 
b. Also helps to create the bigger picture

14.    Basics, when asking about customer stories:
a.    Who’s your customer?
b.    What’s the biggest challenge / opportunity?
c.    What’s the solution to it?
d.    How did your product solve the problem / customer benefit?
e.    How is the customer affected by it?

15. Give your customer an experience platform to share their stories a. Inform and get informed

Brand essence and storytelling: Overcoming the noise with simple.

Julie Roehm | Brand Essence and Storytelling

Today, in our highly digital and socially connected world, brands around the globe are harnessing the power of storytelling to build audiences and move markets.

This is the most exciting time in the history of human communication. The access, possibilities and worldwide reach are unprecedented.

This presentation for SAP takes a quick run through the history of storytelling from the dawn of history up to the modern day. It includes a subjective set of great brand stories, from print, to T.V., to digital.

Here is the complete presentation via Slidshare. Also, the links to the embedded videos are included below.

Apple 1984 – https://www.youtube.com/watch?v=OYecfV3ubP8
Toms – https://www.youtube.com/watch?v=7MV3HWQHl1s
Google – https://www.youtube.com/watch?v=mpOjnXcy8NE
P&G – https://www.youtube.com/watch?v=57e4t-fhXDs