Category Archives: Brand Storytelling

Disney Imagineers and Theme Park Designers Are Leading Experience Marketing into a Whole New World of Brand Storytelling

By: Liz Alton [@Beinglizzie] Insights from Disney:

Emotions and Storytelling

Disney is one of the best storytelling engines in the world. Immersive storytelling elevated the brand beyond the basics of regional amusement parks and water slide attractions to become a global titan that’s captured imaginations from Orlando to China. The dream team that builds the attractions, the destinations, and every aspect behind the experiences are the Imagineers.

From immersive storytelling to bringing cutting-edge technologies to bear, the line between marketing and entertainment is thinner than ever before. Brands are creating apps, virtual reality experiences, pop-up branded events, and full-scale immersive tours to delight customers, tell their origin stories, show the manufacturing process, and help build deeper, emotion-based connections.

Read More (Skyword Content Standard)

My Take from Brownie Bytes

I was fortunate to know the executive VP of Imagineering at Walt Disney World in Orlando (his son was my best surfing and cycling buddy in high school / college). I got the inside scoop on how Disney produced their story-themed attractions.  Then my buddy and I were the first two “test particles” (that’s what the imagineers called us) at Typhoon Lagoon.  Yep, the first two surfers at the wave pool.

Prior to Typhoon Lagoon, in the mid-1970’s in college I worked for an engineering firm that tested a lake/beach/wave machine in a Disney World lake. It was a complete failure. The wave washed away the sandy beach every 2-3 waves and the water looked like the stirred up brown cypress oil muck that it was.  I got to ride 1 wave.  That’s right 1. It was a white-water-willy wave only the white water was the color of barely foamy puke.  Not a pleasant experience.  Not all Disney rides make it to the public.  In fact, most are running at 20% of their capacity for safety reasons.  Typhoon Lagoon can crank out a 9 foot wave.  But the public only sees 2-4 feet.

Years later I was fortunate to work for both IBM and Motorola.  I was the first multimedia producer at both companies so I got to work with Disney imagineers to build business and home of the future exhibits at EPCOT.  I learned how to develop stories with the integrated Disney spin.  A great experience.

 

The Ad Campaign that Saved Old Spice

Old Spice has been around since 1937, but how has the brand been able to stay current with a new generation? Its successful marketing campaigns have become legend, leading to a massive increase in sales.

The ad agency responsible for the campaign keeps it going – by appealing to women, not men, just like the original Old Spice ads did in the 1930’s.

Cheddar Video [8:04] 

Click here to see the Latest from Wieden + Kennedy

 

How to Start a Content Marketing Agency: 11 Tips for Growing Your Business

By Kathryn Hawkins [@kathrynhawkins]

Learn how to take your freelance career to the next level by leveling up into a content marketing agency.

Agencies come in all sizes, from the boutique shops where the owner knows all the clients’ names (like ours) to supersized teams that number in the hundreds or thousands. If you’re a successful freelance writer, you’ve probably worked for several agencies in addition to partnering directly with clients. In some cases, it can be a smooth relationship, while others create a rocky road.

If you’re a strong writer who finds yourself turning down assignments because you’re getting more requests than you can handle, you might start thinking about whether it makes sense to scale up and start an agency of your own.

If you want to ever take a relaxing, fully-off-the-grid vacation? I’d probably think again.

But if you’re comfortable with taking on the stress of juggling a few dozen projects a day for the benefits of building a business on your own terms, here’s my cheat sheet with 11 tips (one for every year we’ve been in business):

Read More (EucalyptMedia)

“Why Does Steve Jobs Want to be CEO of Apple Again”

BillGates7z“What I can’t figure out is why Steve Jobs is even trying to be the CEO of Apple? He knows he can’t win.” –Bill Gates, June 1998*

When Steve Jobs returned to Apple in mid-90s, the tech industry dumped on his attempts to bring the company back from the dead – even his frenemy Bill Gates. And with good reason. At the time, Microsoft’s stock was valued at $29 with “a market capitalization of $250 billion,” while Apple’s barely peaked at $7.25.

Gates obviously ignored one of the 10 tech commandments: Thou shalt never underestimate Steve Jobs. Years later, Apple’s become the most profitable company in the world with a market value of $921 billion in 2018.

Now Apple ranks #4 on the Fortune 500 with a stock price of $190.18 and Microsoft, well they are ranked #30 on Fortune with a stock price of $105.23.

*Never-published article for Vanity Fair

See More at MacDailyNews

7 Secrets To Producing Engaging Podcast Content

7 Secrets To Producing Engaging Podcast Content
— Read on www.google.com/amp/s/www.forbes.com/sites/jonlevy/2017/12/18/7-secrets-to-produce-engaging-podcast-content/amp/

Produce engaging podcast content, from Forbes

Four Strategies to survive automated writing and content bots

Four Strategies to survive automated writing and content bots
— Read on www.businessesgrow.com/2016/07/04/automated-writing/amp/

Beware of the bot-speak.

3 B2B Tech Brands with Stand-Out Visual Content Marketing

The stereotype that B2B visual content marketing tends to be stale and uninspired presents an opportunity to differentiate your brand from the pack.
— Read on www.skyword.com/contentstandard/marketing/3-b2b-tech-brands-with-stand-out-visual-content-marketing/

Visuals drive these #BrandStorytelling companies. Great examples.