Podcast

Kimberly Manno Reott, Managing Director at Context Partners

How to Use Story Marketing to Make Movements Happen

How to Use Story Marketing to Make Movements Happen

The world of brand marketing is changing rapidly. Ad campaigns don’t work like they used to. Because brands are no longer the storytellers. They’re the story makers handing their stories to their customers in hopes they’ll share it with their world.

Smart brands are focused on making movements, like REI’s #OptOutside effort. Dove’s “Real Beauty” campaign. Or Heineken’s recent “Open Your World” work.

How do you turn an ad campaign into a meaningful movement that matters? It starts by creating a relationship with your audiences through your story marketing.

Brand relationship expert, Kimberly Manno Reott of Context Partners, joins us from her home in Madrid, Spain. She explores the three elements and six critical roles to every successful movement.

Context Partners is a new type of design firm focused on relationships at scale.

We all face a changing world where identity, information, and power are rapidly shifting. Traditional models of communication are failing and once-passive audiences are coalescing into powerful, vocal communities.

Kimberley and her team help organizations like Microsoft, Lilly and the Rockefeller Foundation and the Rainforest Alliance build, navigate and leverage their relationships to shape the future.

Kimberly will teach you how to craft a compelling message and structure the right team with the correct personalities to turn your campaign into a movement.  

Practice Papers | Movement Making

As mentioned in this week’s podcast, download your free copy of Kimberly’s Movement Making workbook here.

 Kimberly Manno Reott of Context Partners


In This Episode, You’ll Learn:

  • How to approach business storytelling through the lens of relationships, particularly through the STORYTELLER.
  • The three-story plot points you need to make any movement take off
  • The six aspirational roles people play to make your cause successful
  • And the almighty power of chocolate to bring clarity to your story.


Charity Water: Story Marketer of Week

Since their 2006 “Birthday Video,” Charity Water has seen the powerful impact that storytelling has.

Their latest campaign, “Someone Like You,” is a brilliant way to use a customer’s story to help get them into action. Someone Like You asks you some simple questions; your age, your favorite activities, your personal values; and finds a match of someone who had similar answers.

Who is it you’re connected with? A person in Ethiopia, someone across the globe who, as you can guess, is like you. The personal connection you can make with these folks helps you self-identify your role in bringing fresh water to those in need. Charity Water, for the creative and effective relationship building initiative, gets to be our Story Marketer of the Week.


Key Quotes

Think about the community you want to engage, and think about which of these roles would make a difference.” – Kimberly Manno Reott

“All business strategy is a story.” – Park Howell

“At the end of the day, movements or networks or communities are really relationships you have with people.” – Kimberly Manno Reott

“In traditional marketing, consumers get segmented by demographics… that way of segmenting people is kind of old school and actually doesn’t allow you to build the relationships that are lasting.” –  Kimberly Manno Reott

“It ultimately comes down to building these relationships by truly understanding your audience.” – Park Howell

Mentioned in this episode


Are you ready to get your brand story straight? 

Get your storytelling marketing started with the DIY guide to compelling brand stories that sell. Learn More.

Business Story Strategist, Keynote Speaker and Brand Raconteur

Park Howell | Storytelling Brand Strategist & Keynote Speaker

 

Park Howell is a trusted brand story strategist and sought-after keynote speaker on story marketing. He has helped international brands, including Coca-Cola, Beyer Pharmaceutical, Cummins Diesel, American Express, and United States Air Force.

The widely popular Business of Story podcast helps leaders of purpose-driven organizations clarify their stories to grow revenue and amplify their impact. Each episode brings you the brightest content creators, advertising creatives, authors, screenwriters, makers, marketers, and brand raconteurs that show you how to craft and tell compelling brand stories that sell.

Learn more about working with Park Howell and getting your brand story straight on our website.

 

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