Archive for Business Storytelling

The 3 Story Elements That Humanize Your Purpose-Driven Brand

How to define your brand’s promise, gift and personality Recently, I found myself in a 19th century barn in Haarlemmermeer, a suburb of Amsterdam, delivering a Business of Story masterclass. Ilknur Donmez,…

Park Howell

What are the Villains, Fog and Crevasses in Your Personal or Professional Brand Story?

3 antagonists you must vanquish for successful B2B marketing The conference room at the Sheraton LAX was cold as a morgue.  Two hundred screenwriter wannabes sat like zombies enraptured by Robert McKee. After all, he…

Park Howell

How to Create Killer Customer Personas for your Professional Services Firm’s Brand Story

The FBI catches serial killers through extensive criminal profiling. You can capture serial customers the same way by profiling your audiences through insightful consumer personas. Customer personas are critical because brands…

Park Howell

Business storytelling for professional services firms with live online video

My first Business of Story Blab session is in the books Great conversation and fun today on our first Blab.im session where we talked about the power of storytelling in…

Park Howell

The growing need for powerful business storytelling featured at Social Media Marketing World 2016

The importance of storytelling in business pervaded Social Media Marketing World 2016. Whether it’s real-time stories shared on Facebook Live, Periscope, or Blab.im, to how you approach visual storytelling on Instagram, to…

Park Howell

What B2B marketers can learn from the Doritos “Ultrasound” Super Bowl TV Spot

As all of you students in my Executive Master of Sustainability Leadership communications course know, a universal structure to storytelling pervades our lives. We see it in the movies we…

Park Howell

How to use the Hero’s Journey to create epic business stories for your B2B marketing

Have you ever struggled to get an important concept across to your peers? We’ve all been there. The powerpoint that sucked. The big idea that didn’t penetrate smaller minds. The…

Park Howell

Why business storytelling is always about the personal dilemmas behind your professional pursuits

Story marketing must be at the heart of your content marketing Every business leader or communicator must “humanize” their brand. This is especially true for the cold, feature-and-function advertising that professional services firms run. But a…

Park Howell

The Step-by-Step Process for Crafting Your Brand Story

While storytelling has become ubiquitous in advertising, and numerous books tell you why stories are important for your brand, I can actually show you how to craft and tell compelling…

Park Howell

The 6 Personal Stories You Need to Know How to Tell for Your Professional Services Firm

There is no such thing as business-to-business marketing. Or B2B. It’s the greatest fallacy in our advertising vernacular. Because no matter whether you’re selling to a c-suite suit, trying to…

Park Howell