Posts Tagged ‘Storytelling’

08

Dec
2010

Brand Management in China

posted by Ben Shipley

Last week I was invited to talk about brand management in China to a crowd in Auckland.
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It was great to recount some of the lessons I learned in my 5 years up in Shanghai, but I was astonished with how many of the audience who seemed to believe that paying their way into a high value sales channel was going to both guarantee success and protect them from imitators and new market entrants.
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Going to China is simply not enough, you need to tell a compelling story, connect with a viable audience and give them the tools to take your message further. That’s not a simple solution, but if there was one wouldn’t every company, product or brand be doing exactly the same thing?
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If any of you are interested, I’ve uploaded my slides on Slideshare, and embedded them below:
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Categories: Earning Media, Make it Better
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16

Nov
2009

Telling Stories

posted by Ben Shipley

A story lives and dies in it’s telling. A grandparent who goes to the trouble of doing the voices of characters in a book will leave an indelible mark on a child’s memory. Great storytelling weaves in detail to stimulate imagination, resulting in a result that is greater than the story itself.

I love this video as it shows how a well known story can be enhanced by the use of new technology, I think it’s a valuable lesson, how can you make the story you are telling as memorable as possible? and can a new way of telling a story be different enough to make it news?

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Categories: Make it Better
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