Brand Storytelling: What Fear Can Teach You


Walker, a fiction writer, explains that fear is a kind of unintentional storytelling we’re all born knowing how to do. We imagine our own futures, accurately or not, by creating stories. Doing so can alter the paths we choose to take. And as is evident in the story she tells of the shipwrecked sailors, how we read the stories we create in our minds can determine whether we achieve our desired outcomes.










What brands can learn from this talk:
Creating content worth sharing often requires faith and courage. Few brands are brave enough to go out on a limb, and instead create uninspiring content that prevents most people from reacting in any way, positively or negatively. It’s the fear of the unknown and the stories that brand managers create in their minds that bind their creativity and limit their spontaneity. What if the content is too edgy? What if the article ruffles too many feathers? Won’t responding to the irate customer’s Facebook post just make the problem more obvious?

Instead of fearing the unknown, take a look at the types of content and brands that have succeeded in the post-advertising age. From Red Bull to Oreo and Warby Parker, the brands that aren’t afraid to push the creative envelope, embrace unique and innovative marketing techniques and actively (and equally) respond to customers’ praise and criticism are the brands that have succeeded.

Watch Part 1 and Part 2 of Brand Storytelling

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Jon Thomas

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I like it Mac and do agree with your opinions on the matter. Thanks much
— winston
In this era, we have the opportunity of professional church staff today who utilize their gifting to shape the image and atmosphere of the church organization. But the 100% real impact on the church visitors is genuine evidence of changed lives by the gospel and the active growing discipleship (just as it was in the first century church). One demonstration is financially rich believers ministering equally together with poor believers (how odd, and incredibly miraculous; all humble and bow at the foot of the cross.). It is the awesome contrast of church members vocations, race, gender, age, maturity, gifting, humility that demonstrates to visitors "there is a Spirit in the place". That first-time guest list of 10 are "physical excuses", not spiritual excuses. Those don't tell the story. The condition of facilities and publicly greeting people have zero to do with it. The power of God in and through believers lives dedicated to impact other people with their relationship bridge-building of acceptance of the lost around them. Empowered believers are infectious, loving, helpful, giving, self-less, dynamic, compelling, bold, Christ-filled. As I have been in many church settings domestically and internationally, the facilities can be poor, and yet the fellowship can still be rich. We need to operate with first church humility. People come to Christ on His terms, not on our human abilities of hospitality. A huge catastrophe in a community, disaster relief brings lots of people into churches – many come to the church in those terrible conditions no matter the physical condition of the local church. Off the condition of facility, and onto the condition of God's people (living stones).... and everything else will grow.... and the other physical issues will be corrected by the staff.
— Russ Wright
"While I understand the intent behind this phrase" Expound please. What do you understand to be the intent behind that phrase?
— Ken

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