The Humanness of Storytelling

2020 has taken its shots and, unfortunately, forced many organizations to cut budgets. Marketing is often one of the first cuts but should it be? Telling a powerful story has always been important as your messaging contributes to your bottom line. Traditionally, manufacturers and distributors have relied on their excellent customer service and strong product line to lead the way – this is no longer enough. Join Brilliance and our next guest, John Corrie, Brand Storytelling aficionado to discuss the following:

Takeaways

• In 2020 – why is brand storytelling a good investment
• Difference between B2B and B2C storytelling
• Why being generic won’t get your customer to believe what you are saying

00:00 Introductions

03:22 What is Brand Storytelling & Its Importance?

06:51 When is the Right Time for Brand Storytelling?

08:34 2020's Affect on Brand Storytelling: How Brands Can Respond

11:23 How to Keep a Genuine Brand Story from Sounding Generic

16:09 Compelling Brand Story: Imperfections are Authentic

19:26 Compelling Brand Story: Honesty Builds Relationships

22:16 Getting Started with Creating a Brand Story

25:03 4 Steps to the Brand Storytelling Process

28:16 Brand Storytelling Use Case: Brilliance's New Website

30:50 Thank You for Tuning In

Over a 25-year career specializing in advertising & brand communication, John has crafted a set of skills that allow him to create stories that resonate with people in a very human way and inspire them to take action. Through a thorough understanding of narrative structures and engaging, even humorous, details, John weaves stories that help solve real business challenges. John's clients have included Adidas, Siemens, BMW, and C&A.

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