Thoughts, ideas, and other ruminations on storytelling and the world of technology marketing
In my last two posts, I covered the idea of story in a company’s foundation and growth. I now want to write briefly about the end of a company, especially start-ups.
There are usually three ways a company ends its existence:
1) it gets purchased
2) it goes public
3) it folds
When one of these happens, it is critically important to tell the right story. Here’s why: Read the rest of this entry »
Years ago, Volvo ran an ad in which an elephant sat on the hood of a station wagon to prove how strong and safe the car was. Which brings me right to the point – in the case of brands, sitting beneath the butt-cheeks of a ponderous pachyderm is a good place to be.
Often, the middle is not a good thing. The middle seat in the back of a car is usually tight and always windowless. In politics, the middle is equated with an inability to take sides on an issue. To be nowhere. Finding yourself between an elephant and a car hood…well, you get the picture.
But in storytelling, the middle is where the action is. It’s where the plot thickens and builds on itself as it rolls inevitably to the climax.
So what, you ask, do elephants, car hoods and the middle of stories have in common? Here’s what: Read the rest of this entry »
Every story has a beginning, middle and an end. So, too, do companies and products. Today, I want to talk about the beginning.
In storytelling lingo, the beginning is often called the “catalyst” or the “inciting incident”. It is the big bang, the moment the protagonist loses his job, the death of the beloved king. It is the moment that brings about monumental change to which we as readers can often relate at a personal level.
In company and product parlance, the catalyst is that place where your brand first started talking shape. And, for consumers, it is often that place that explains why companies are doing what they are doing in the first place. In other words, it gives the rest of the “story” meaning and purpose.
Here are some great examples of company catalysts: Read the rest of this entry »
Recently I walked into a clothing store, and noticed a cool t-shirt hanging on the rack. The front of the shirt was emblazoned with a gopher with wings. As I bent in for a closer look, the salesman piped up: “Do you know the story about our brand?”
A great story is meant to be told
The salesperson explained enthusiastically that the t-shirt’s graphic is the logo of the brand, Topo Ranch, that was founded by folks whose ancestors were survivors of the Donner Party. And that their family did actually own land called ‘Topo Ranch’ from the 1800s until they lost it to the Great Depression. The store’s mission is to Read the rest of this entry »
Welcome to Story Craft and a brand new year. Marketing for entertainment technology is the game we play at Neology. It’s a multi-player game in an ever-changing world. It keeps us on our toes and makes us want to blog about it.
In this blog, we share our insights, experiences and case studies — those head-scratching and “eureka” moments — about how we help entertainment technology companies strengthen their brands and subsequently increase their revenue. As we arm our clients with the right tools to do the job, we spend a lot of time ruminating on brand building and the essential storytelling that goes along with it.
Same old story?
As I stated in an earlier post in August 2010, storytelling in marketing ain’t new. Marketing in its earliest form was based on the sharing a compelling stories with a potential customers. The goal was then, as is now, to create an emotional reaction in the customer, an urgent desire, which could only be fulfilled by purchasing the product or service. What’s different is that in ancient times, the audience could take part. Somewhere along the way, we as storytellers forgot how to impart stories that invited interaction.
As work winds down for the holidays, it’s given me some time to wrap my head around 2010, and all that has happened in the video games market. Here are some general impressions that strangely, raise more questions than answers.
Weren’t We Just Talking about Consoles?
It seems like just yesterday that we were talking about the popularity of consoles. Now the conversation has shifted to mobile and social. We can partially thank the collapse of the economy for that. But Apple and their app store, Google, Facebook, digital distribution and micro-transactions have all played a huge role. The rise of the new platforms and the shift in distribution models came just when publishers and developers were struggling financially, and the result has turned the market 90 degrees.
When Will the Party End?
Read the rest of this entry »
It’s been awhile since I’ve had time to update everyone on some of my project work. Here’s a project I completed last June and July with my client, Southpaw Technology. Southpaw wanted to launch the latest version of their digital asset management (DAM) system, TACTIC 3.0, at SIGGRAPH 2010. Neology defined a cost-effective launch strategy, and assisted in all marketing tactics, including product message development, PR, trade show booth setup, direct mail, collateral design and more. The campaign captured 2x as many leads as projected.
Have you ever heard something that makes you stop?
Steve Kayser’s article “In These Tough Times Here’s a Way to Print Your Own Currency Legally … with Content” had that effect on me.
In the article are the words: “You got no story. You got no game. You got no game – you got no business.” In other words, companies need to use relevant, “educational, entertaining” stories to help sell their solutions.
Got it. Check. I’m with you Steve.
Or at least I was…until I saw this: “Story-selling content is the new advertising, marketing and PR currency“.
Huh? Stop! Did I miss something? Read the rest of this entry »
Neology and its design partner BlueSpark Studios have just completed a project for brand enhancement firm, The Friedman Group. The project included new messaging for the firm, as well as a refinement of the firm’s logo, website and stationery. Have a look at www.friedmangrp.com and let us know what you think.
Here’s our latest re-branding project: GPL Technologies. Neology re-named the company, re-designed the logo, re-wrote or edited GPL’s web copy, and re-designed the website. Have a look at their website (www.gpltech.com) and let us know what you think.
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