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As a content marketer, you have probably heard the call for us all to become brand storytellers. There are no hard-and-fast rules for developing your brand’s stories, but you can go back and look at classic storytelling and structure as a helpful map to guide you.
Campbell’s point is that storytelling across time shares a fundamental structure and can be summarized into this journey.
There are ways to use this hero’s journey to develop your own pillars of content — your own stories. What will you need to add to your story to let your audience know what will be left behind? Who can stand in front of the world and credibly tell your audience that you are going on this journey together? Part of this step is unknown to you as an author, but you can use it to determine how you’ll gather friends. Your brand’s story is never going to end, and you are now ready to continue on your journey. This story structure — which is inherently linear — can also help you structure your content into a story map. As the Chief Strategy Officer for the Content Marketing Institute, Robert Rose leads the client advisory, education and training practices for the organization. Robert’s highly anticipated second book - Experiences: The Seventh Era of Marketing, has just been published.
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You are snatching a dry twig from the ground next to a large branching tree but you want to claim the tree for yourself. Do I think that *everyone* could benefit from reading The Mythic Image, or The Masks of God – which detail what you’re talking about? The Campbell Myth may not map exactly to marketing stories but you’ve shown the relevance here and really made me think about our own stories.
Have you had much success in creating a story from start to finish, and also getting buy in from your clients? I very much agree, I think storytelling is vital in today’s society, with that brands need to ensure they are able to effectively create a brand story. The essence of the so-called stories is always the benefit for customers or stakeholders of the product or the service the story is centered around. The hero’s journey strikes me as an applicable team building tool — engaging internal teams to discover what is the narrative driving us forward?
Joseph Campbell is a legendary genius, with this roadmap and continual stream of quality insights, you and Joe are paving your way towards your own unique path of greatness. The word “logo” comes from “logotype,” which means “writing that talks.” What term would be any more fitting to refer to the skillful mixture of color, typography, and design used to convey energy, innovativeness, or even nostalgia? When it comes to rebranding, popular opinion says to change gradually to avoid scaring current customers away. The second part of the study examines the factors that influence consumer perceptions of logos, which, in turn, influences brand loyalty and, by extension, market share. Finding a way to stand out from the crowd is not the only challenge facing brands looking to rejuvenate their logo.
Because consumers are sensitive to logo aesthetics and familiarity, Kocher advises companies interested in rejuvenating their visual identity to focus primarily on these factors. The study was carried out in Switzerland and involved four companies with strong identities: IT companies Apple and Windows, and financial institutions Visa andBCV (Banque Cantonale Vaudoise). Each year, hundreds of companies select franchising as a way to build a national brand and their revenue base. How you position and market your franchise opportunity will play a big role in whether your franchise launch is a success or a bust.
As one of the leading agencies serving franchising, our depth of experience in recruiting qualified franchise prospects is extensive.
If you have any questions, you can always contact me directly or our expert team at MGR Consulting Group to help you determine what are the most cost-effective alternatives for your particular brand.
Manuel Gil Del Real is the owner of MGR Consulting Group, an Interactive Marketing Agency providing marketing solutions to companies worldwide. Recent PostsTen Marketing Tools to Help You Boost Your BrandIf you’re looking for effective and responsive marketing tools to boost your brand and make your products and services available to your customers on all devices, the following list of marketing elements is a great start. Email Marketing — Stats You Need to KnowOver the past few years, email marketing has undergone lots of changes.
Marketing your brand, even on a budget is very doable, you just need a few tips to get you going in the right direction. How can you consciously construct how people think of you and your company, without having a corporate advertising budget? A large business can afford to put their time and energy into just branding, rather than direct sales efforts. If you’re spending money on advertising, your goal is an action taken by your target market.
Research has shown that people who see an ad again and again through different media are a lot more likely to buy. If you’re marketing a local business, try mixing local media like radio, newspaper and perhaps even direct mail or postcards. What have you done to market your brand that work very well?  What about something that didn’t turn out like you’d hope? Successful entrepreneurs increase their profits because they developed great relationships. Your brand is not just a logo – it is commonly defined as your customer’s experience with your dental office.
Therefore, your first plan of action should be to make define the difference that makes your practice unique, then create your identity pieces to coordinate.

First you have to define your market position – the features of your office or services that makes you different – also known as your Unique Sales Position. For example if your dental practice specializes in state of the art surgery, your website would seem more credible with images of a sleek and shiny dental tools and equipment. Your dental practice will need a logo, tagline and color scheme to define its professional identity online. Once you have created an online identity for your brand, the next step would be to use certain resources to produce a physical expressions of your brand.
Offer your clients an elegant, thick letterhead, business cards, or appointment reminder cards that gives them a tactile experience of high quality and contrasts with all of the digital contact that is increasingly common. Flickr Art of Business Card Pool and Inspiredology simply give you a pool of images of business cards. Market your dental practice by investing in items that will help you express your unique position and be memorable.
If you own a business, a business logo design is one of the most important marketing tools you will use. MDPM ConsultingClient Feature Friday: Stephens And Gatewood Dentistry’s Website Rescue May 6, 2016Do Looks Really Matter With Website Design? In Managing Content Marketing, Joe and I reduced Vogler’s stages to 10 steps for developing your content marketing brand journey. It can be used across one small content marketing initiative — or across an entire strategy of content marketing across the enterprise.
As a recognized expert in content marketing strategy, digital media and the social Web, Robert innovates creative and technical strategies for a wide variety of clientele.
The heavy apparatus of Joseph Campbell hardly suits brand stories, which must fit a space the size of a post-it note and can hardly accommodate the narrative structures that Campbell was contemplating.
You don’t call Jungian archetypes, the collective psyche, comparative religion and comparative mythology East and West heavy apparatus? Why don’t you give an example of how you have found Campbell helpful in a brand story?
Do you think it is important to create a particular character associated with your content marketing? It’s a great tool to use with the marketers to lift us all out of product-speak and into the mindset of telling a good story. I will use to help other authors as they write to brand themselves and leverage for my marketing consultant work.
However, revitalizing a logo—the most adaptable component of visual identity—can rejuvenate a brand. During that time, most of his research focused on brand management and advertising strategy. A company’s logo is the most forceful component of its visual identity, so it is hardly surprising that companies are constantly striving to perfect their logos and adapt them to the times. However, Kocher and his colleagues did not find any studies on this subject, and they hypothesize that radical — rather than gradual — change would attract the most attention and thus provide a brand with a more powerful boost. Findings here were quite clear: a complexity of logo design and its relevance to the brand message did not have significant effects. The researchers presented the companies’ old and new logos to a panel of 385 students who were asked to assess their effectiveness at conveying brand modernity. Starting a franchise system from a marketing perspective is a daunting task and requires you to be extremely forward-thinking.
We work with franchisors to help them better understand their communication requirements for highly effective consumer and franchise recruitment marketing. We have built a reputation as a thought leader and a firm that pays a great attention to detail.
He’s also an auto racing enthusiast and a blog author who enjoys sharing his thoughts and ideas on SEO, Social Media, Website Design, Video Marketing Internet Marketing, entrepreneurial advice, lifestyle and travel experiences among many others. He’s also an auto racing enthusiast and a blog author who enjoys sharing his thoughts and ideas on SEO, Social Media, Website Design, Video Marketing Internet Marketing, Entrepreneurial Advice, lifestyle and travel experiences among many other topics. Basically, ad agencies always get a 15% discount, which isn’t passed to the client (they take it as profit).
The goal is to try to get the 12-month rate for a one or two month test to see if the medium works out for you. A small business, however, needs to focus their main attentions on building sales today and branding for tomorrow. Those can be email sign-ups, sales or phone calls, but branding just isn’t enough for a new small business.
Take care of your bottom line first by generating sales, while being conscious of your brand. Theresa has put together a 15-part ecourse of the most effective tactics she has used for over 20-years to build rapport and it's her gift to you. Immediately afterwards and continuously through the rest of the two day, people streamed up to me and complimented me. A brand is what your customers think of you and IS a reflection of everything you do: the way you send emails, your website, your Tweets, how you describe your business, and the logo on your business cards.
What follows is to create pieces such as a logo, business cards, website, and other marketing materials that are representations of that position. An image of a dental chair with a retro dental chair in an old school setting would be contradictory and create brand confusion for your potential clients. Click on the search option at the top right corner for immediate results and search for “dentist” for immediate results.
You cannot afford to be cheap with your marketing, be sure to hire a professional designer – a professional designer will have a considerable amount of experience creating business cards so it is best that you hire their services instead of trying to design these items yourself. Spending time thinking abut your branding is a valuable exercise that can reveal and redefine your business to be best positioned to set your dental practice apart.
Karin has an MBA from the University of California and a background in design, creative direction, and marketing management.

With bold colors and a unique design, the business logo design will drive sales by making it easy for customers to remember your company. This made the stages much more approachable for today’s writers — and is now mandatory reading for any novel or screenwriter. Check out Building the Perfect Content Marketing Mix to see which tactics content marketers are adding to their mix this year.
He’s advised large enterprises such as FedEx, Dell, AT&T, KPMG, Staples, PTC and Petco.
Rather than simply supply an example of the connection, as I suggested, you referred me to your client list and to cheering acolytes in the comments section. We’ve applied the story map concept to 2 initiatives now, and people are adopting it like crazy. This could be used a tool to investigate the real strengths of a company and create the story you’d like it to look back on after a launch. After studying the impact of the different factors involved in revamping a logo, Bruno Kocher has discovered that consumers are the most influenced by logo familiarity and aesthetics. To test this idea, they presented a student panel with four sets of “before” and “after” logos. In contrast, the aesthetics and familiarity of a logo accounted for up to 69%of the positive perception of logos by consumers.
There are many studies that show which colors and typographies to use to suggest vitality or gentleness, for example. The aim of the study was to find out which logo characteristics (aesthetics, complexity, relevance, etc.) most influence brand perception.
We help new franchisors structure their brand and their communications to aggressively build brand equity. Our favorite activity is brainstorming creative ways to accelerate brand building and response through the perfect blend of strategy and implementation.
New franchisors cannot afford to gamble with an agency that may not understand the nuances of this niche.
Finally, when they’re searching for information on a related topic, they see your Google AdWords ad (because you did your keyword research properly). It’s a complex mixture of feelings and personalities that make your customers love your work. Your business card, like your online identity will be what your clients will associate your dental practice with. It is never just the logo or business card and should always consider the overall customer experience you want to offer. At Map-It Inc., we offer the best business logo design services to help you develop the face of your company.
And the prices are so affordable – sometimes we've saved 70%-80% in comparison to other companies. The structure is meant to provide a platform to help you to develop a way to tell your story, or maybe to discover what’s missing from your existing story. It may resemble a high-level editorial calendar — but is structured with a focus on telling your complete brand story as you continue along your content development process.
Finally, it’s a great tool for understanding the customer’s own journey as well, they too face peril out there on the high seas!
That means the Michelin Man is 110 years old, and, like a person, he is old!” New graphic and color trends may suddenly cause a logo to appear outdated, and brand image may consequently suffer.
It is also worth looking at what the competition is doing to ensure you will be identified with the right product category even while standing out. Our team of franchise marketing and creative professionals knows how to elevate your brand credibility make a connection with consumers and prospective franchisees. At Greenbaum Marketing Communications, franchise recruitment is a core focus as we help new and established franchisors generate more leads, improve their online success, and ultimately grow their franchise system.
It’s not a template for the story — this is an important distinction, because your story will be unique to you, your brand, and the experience you are trying to create. In such circumstances, the logo is an element of a brand’s visual identity that can be changed.
The study showed that new logos were generally considered more modern, proving that a logo change is indeed an effective means of rejuvenation. In terms of aesthetics, carefully select not only the colors but also the characters that represent the brand. All in all, it may be better strategically for a company to let a brand die a natural death, or to simply keep its old-fashioned look, call it “vintage,” and play up its nostalgic connotation. Through a structured collaboration, research and creative process, we will turn aspirations into reality.
For example, the American cereal brand Kellogg’s has gradually enhanced Tony the Tiger’s muscles to conform to today’s standards of physical beauty and to counter associations with obesity!
Andersen Consulting’s change to Accenture is a rare exception.” What impact does the logo really have when it comes to revitalizing a brand? Not to mention the importance of other variables that influence perceived brand modernity, like marketing strategy and product innovativeness. Familiarity is also decisive: consumers must be able to recognize your brand among all the others on supermarket shelves. Finally, something professionals know yet often forget, you have to consider the cultural context. When a brand is sold in several countries, managers must keep in mind how the logo will be viewed in different places.” A classic example of this is the color white, symbol of purity and innocence in western countries, but the color of mourning in Japan.

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