Green business, green careers and job training
Solutions that build smart communities with green careers and sustainable businesses!
HOME
EDITOR'S BLOG
FEATURE ARTICLES
GET STARTED

Save on Career Education through Lorman Education

Our readers are offered a discount on Lorman seminars and courses. Check out their business, management and legal offers at this link to qualify for our discounts. They also offer green business training opportunities. Please visit http://www.lorman.com/training/CaliforniaGreenSolutions for a complete listing of courses. Register online or call Lorman at 866-352-9539.
Home > By DEPARTMENTS > Sales and Marketing > Creative Management

Narrative Marketing Is Based On Your Core Story

Foundational stories become brands' best defense against advertising blindness and marketing disconnect.

Find green business solutions
indoor plants reduce air pollution for health

Storytelling is a Basic Human Urge

My work is based on a lifelong personal encounter with nature... of respect for dirt and grime and fear of storms...and wild animals. California Green Solutions is about living in harmony with nature...whether it's fire or balmy breezes (or both!)...and that's my story! My work, my productivity in life, is ultimately all about nature...and yours is, too -- at least that's what people are telling me. That's why we concentrate on work-based practical solutions. Carolyn

Ads That Tell a Branding Story Work Better

According to a three-year study by the Advertising Research Foundation and the American Association of Advertising Agencies, ads that tell a branding story work better than ads that focus on product positioning.

As reported by Brandweek, 33 television ads across 12 categories were analyzed by 14 emotion and physiological research firms, with tools that included testing heart rate and skin conductance to brain diagnostics.

Reported Brandweek: "The report contends that in many ways, advertising is stuck in the past. The 20th century was dominated by a one-way transactional focus where ads were pushed at consumers. Today, consumers interact with ads to 'co-create' meaning that is powered by emotion and rich narrative."

Facts and Features are Important...However!

While facts and features are important, the authentic narratives become the platform that let a brand take on a life of its own.

Authentic narratives create reason to believe, and help transform product utility into experience and connection.

While this phenomenon is particularly evident in smaller businesses, it holds true for many large companies as well.

Intimate Stories for Big Companies

As companies get larger, they typically use various mechanical media and distribution tactics to extend narrative virtue and achieve scale. We see this happening with virtually every large business, and it's a model many advertising agencies build their businesses on. Of course, the paradox is that with greater scale, the more institutional and faceless a brand becomes, making authentic narratives ever more important -- but challenging to maintain.

Let's Stamp Out Advertising Clutter!

In a world of growing advertising clutter, brands with authentic and compelling narratives -- human ones -- will be ever more advantageous.

Those foundational stories increasingly will become brands' best defense against advertising blindness and marketing disconnect. Perhaps most challenging will be a company's ability to be true to itself and let those narratives shine through. In this age of growing transparency -- where our mental BS radars remain on high alert and are only further sensitizing -- narratives can't be artificially manufactured.

SOURCE: www.attentionmax.com/



Edited by Carolyn Allen, owner/editor of California Green Solutions
Green Solution Providers
Green companies directory
Submit
your green solutions - business, nonprofit, government program.
It's free.
| green marketing | messaging |

Share in Social Media

Sign Up For News & Information
Subscribe to our free solutions newsletter
BONUS DOWNLOAD (PDF)
"Ten+ Tips for Greening Your Office"

SUBSCRIBE HERE
Read prior issues: California GreenLines

Search For Green Solutions

Custom Search
Green Career Center
Green Job Wizard
Career Certifications Directory

green job training certifications
Green Biz Center
Solutions For Green
Directory of Green Companies

Solutions for Alternative Energy

rose in natural systems
Green Living Center
Solutions for Green: Consumers

Solutions for Remodeling

Backyard Nature Center

INSTANT GREEN POLL

"Knowing is not enough; we must apply. Willing is not enough; we must do." Goethe
RECENT ARTICLES
SITE NAVIGATION
ABOUT US

Related Articles

US takes China to WTO court for pushing clean energy too aggressively ... HUH?

Customers Less Tolerant of Employee Rudeness Than Incompetence

Igniting Inspiration in Communication - J Marshall Roberts (5 videos)

Related Green Resources

Marcom Tips
Interactive & Video Tips

Career Resources

We encourage lifelong learning to support sustainable communities and provide these select resources to help you pursue green and sustainable self-development:

Lorman Business Training Directory of On-line Business and Compliance Classes

Green Job Wizard Job and Career Certifications Directory

Job & Career Resources

Governance
Management
Manufacturing
Operations
Facilities
Transportation
Finance
Sales & Marketing
Human Resources

Green Economy

Business Sectors
Natural Resources

Solutions For Green

About Us ~ Privacy Policy
Contact Us ~ Home

Text Link Ads

AD: Place your link here

ABOUT CALIFORNIA GREEN SOLUTIONS

We help you green your career, workplace and community by connecting you to quality green, sustainable and high performance resources. California Green Solutions focuses attention on effective solutions that sustain our natural systems. You can support our editorial work by supporting our advertisers and spreading the word about best practices and green solutions.
California Green Solutions is a publication of Carolyn Allen ~ Copyright ©2006-2030 Carolyn Allen

B2B | Job Certifications | Alternative Energy | Events | Green Directory | LED Lights | Remodeling |
CONSUMERS | Backyard Nature | Senior Health | MultiMedia Marketing | Marketing | Networking Events | Japan |