...Sell a story…tell a product. Storytelling has been one of the oldest arts in the human history, ¿Why we would use something that old for an innovating idea? Stories are carried with feelings, and sensations, they transport you to an exact place where you can feel the cold air in your cheeks, you can smell the roses, and hear the rush of the water. The key Word: Emotions. Times in Marketing has changed, in the last years the strategy was cold and undirected to the costumer, now marketing is trying to reconnected with them. By telling a story, you start with “Once upon a time” creating a background so the person that will be hearing your story feels that he is part of that beginning, he satisfies his necessity of belonging, so as the story keep growing he will feel identify and emotionally correspond with the story of the brand and not just to the product. The Brand Storytelling is giving the costumer more than a product to or a bunch of numbers and statistics. The idea is humanizing brands through the power of Storytelling. Storytelling and marketing share a common goal - to create communication that is interesting and encourages a specific reaction. Organizational consultants and managers have also discovered the power of storytelling in organizations. A good story of organizational transformation in one organization might motivate similar organizations to change as well; also, the informal stories people tell to each other about organizational norms, policies and...
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...Storytelling at its Best Caitlin Lawrence ENG-114-90 Storytelling is at the centre of human experience. It is a compelling form of communication, a way to interact with each other. Storytelling is as ancient as humankind, it predates the written word and even the spoken word! Through stories we let people know what is important to us: our struggles and our life lessons, our beliefs, our values, our traditions, our hopes and our dreams. Telling stories is a way to honour our past, describe our present and shape our future. The Storytelling in Organizations bring narrative insights into the contemporary business scene by documenting and promoting the constructive role and widespread importance of storytelling in corporate, non-profit, small business, education, and other settings. Further, by clarifying the dynamic, integral relationship between narrative and organizational development, advances the role of storytellers as workplace consultants. Organizational stories provide an effective way to convey fundamental understandings necessary to workplace design and culture. The specific kind of knowledge that stories communicate is crucial. While information can be said to be the lifeblood of every organization, information alone is never enough. Crucial to success are stories that speak to the heart of why information matters. Stories supply facts with meaning, and value propositions with illustrations; they testify to core beliefs and kindle aspirations that motivate and...
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...On the Horizon Emerald Article: Review of Storytelling in Organizations: Why Storytelling Is Transforming 21st Century Organizations and Management by John Seeley Brown Sharon L. Comstock Article information: To cite this document: Sharon L. Comstock, (2006),"Review of Storytelling in Organizations: Why Storytelling Is Transforming 21st Century Organizations and Management by John Seeley Brown", On the Horizon, Vol. 14 Iss: 4 pp. 175 - 177 Permanent link to this document: http://dx.doi.org/10.1108/10748120610708104 Downloaded on: 16-09-2012 References: This document contains references to 3 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 687 times since 2006. * Users who downloaded this Article also downloaded: * Hui Chen, Miguel Baptista Nunes, Lihong Zhou, Guo Chao Peng, (2011),"Expanding the concept of requirements traceability: The role of electronic records management in gathering evidence of crucial communications and negotiations", Aslib Proceedings, Vol. 63 Iss: 2 pp. 168 - 187 http://dx.doi.org/10.1108/00012531111135646 Brian Matthews, Catherine Jones, Bartlomiej Puzon, Jim Moon, Douglas Tudhope, Koraljka Golub, Marianne Lykke Nielsen, (2010),"An evaluation of enhancing social tagging with a knowledge organization system", Aslib Proceedings, Vol. 62 Iss: 4 pp. 447 - 465 http://dx.doi.org/10.1108/00012531011074690 Paul Clough, Jiayu Tang, Mark M. Hall, Amy Warner, (2011),"Linking archival data to location:...
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...Communication Competency, is it a Skill or an Art? Cathy Doane HRMN 302 Communication is the ability to effectively give or receive ideas, information, signals or messages. Competency is one's knowledge or skill that enables a person to act effectively in any situation. The ability of someone to communicate competently, takes practice of this skill and the art in getting the information across for the audience to correctly understand, the interweaving of language. The idea of communication competency being an art or skill can be argued once we know what the differences are between art and skill. When we make an effective determination, we can then realize that it is both a skill and an art. Skill is the ability to use one’s knowledge effectively and readily in execution or performance. It can be defined as a learned power of doing something, a developed aptitude or ability (Merriam-Webster). It is also ability and capacity acquired through deliberate, systematic, and sustained effort to smoothly and adaptively carryout complex activities involving ideas, things and/or people (business dictionary). Poker is a game of skill, knowing how to play the game gives you the ability to win. Skill stresses technical knowledge as in the skill of a glassblower, learning the technique is what makes an excellent finished product. We learn skills for communication in our...
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...Current Events in Business Research Tamika Taylor RES/351 July 21, 2014 Michele Burpeau-Di Gregorio Current Events in Business Research Describe the business research process When the organization wants an inclusive and full understanding of a developing theory and information practices a case study is conducted. A case study creates a complete assessment of what the customer wants by researching the product or field in every aspect. Case studies involve on-site analysis, and interviews of people that use the product or individuals that are in that particular field that is being researched. The Case Study method involves extensive information gathering, and most case studies are typically time demanding. Identify the research problem and the research method Accounting research is often challenged about its relevance and achievements. Accounting research matters for the development and for improving the practice. This specific case study questions the complexity of the different variables, and the actual practices that detail the ordinary, unusual, or infrequent. This case study was created to answer the how and why questions of accounting, evaluating the importance and application of accounting research and how it relates to professional proficiency. According to Cooper, D. J., & Morgan, W. (2008), “Case study research comes in many forms, and is extremely useful in raising questions, highlighting issues, developing and testing theory, and providing guidance...
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...Behavior and Communication Paper XBCOM230 University of Phoenix Joyce Williams Behavior and Communication Paper The Walt Disney Company which was founded on October 16, 1923 has a long and distinguished history. It is a history that might never have existed if not for the culture and organization created by one man. That man of course was Walt Disney who together with his brother Roy O. Disney were the founders of The Walt Disney Company. Their goal was “to make people happy,” which Walt Disney has done for 90 years. Originally starting off as an animation company, Walt Disney was determined to create a successful business. After two previous business failures, Walt Disney was confidence that this time around he had to stick to his originality and creativity. The creation of Mickey Mouse was an instant success. Walt Disney’s determination did not allow his to stop and even after the company’s growth began to decline during World War II Walt Disney pushed forward. He focused his energy on creating film and would eventually create a theme park, Disneyland. Disneyland turned out to be another huge success for Walt Disney. He developed an organizational culture “to bring happiness to all” through “magic” and Disney’s team of creative and innovative people has continued to make the Walt Disney Company a success. Disney's organizational culture is built on innovation, creativity, community and optimism. The company is based on the very same culture and...
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...The importance of communication in implementing organizational change: a review of the literature for information organizations Kelly M. Gordon San Jose State University School of Library and Information Science Foundations Workers at all levels of an organization, be they CEOs, middle managers, or entry-level staff, recognize that change is inevitable. However, the successful implementation of organizational change in response to changes in an organization’s external environment can be one of the greatest challenges top-level leaders face. Regardless of how far-seeing and meticulously planned organizational change may be, it will not be effectively implemented unless it is communicated to an organization’s staff in such a way that resistance is overcome, fears are assuaged, confusion is minimized, and buy-in by all affected individuals is secured. Kurt Lewin (as cited in Evans, Ward, & Rugaas, 2000) was one of the first to develop a model of behavioral change in his 1951 book, Field Theory in Social Sciences. Lewin described three stages as being necessary in the implementation of a change in a person’s behavior. The first of these is unfreezing, the stage during which a person becomes ready to learn or acquire a new behavior, perhaps by recognizing the ineffectiveness of a current behavior or by learning about the benefits that would accrue if the new behavior were implemented. The second stage is the change itself, which will involve a trial period...
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...felt or held 2. Commonly intelligible 1. Accessible to a cultural group Organization = Ordered and purposeful interaction among people. Purposeful, because its members produce (supero-rdinative) goal-directed activities. Organizational communication is a continuous process through which organizational members create, maintain and change the organization. (it includes business communication) N.B. All organizational members take place in it; messages are produced to create a shared meaning of messages, but it is not always achieved. Those messages vary in form according to various factors (power distances, roles, goal, method, non-verbal), and to be fully understood have to be considered in their contexts Culture: "the collective programming if the mind that DISTINGUISHES the members of one group tor category of people from another" (Hofstede 2001) Is both a process and a product; is confining (imitates groups) and facilitating (gives us a way to better understand what is happening) Cultural Symbol = physical indicators of organizational life (Rafaeli & Worline 2000) ARTIFACTS: visible/tangible, are also part of them norms, standards, customs and social convention. Norms: pattern of behaviors or communication, indicating what people should do in a specific scenario. Also expected behavior. VALUES: "a broad tendency to prefer certain states of affair over others" (Hofstede 2001) they emerge in behavior and are shared ASSUMPTION: are belief taken for granted...
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...You are here: Home / Transmedia Storytelling / Case Study Example: The Three Little Pigs Case Study Example: The Three Little Pigs If the Three Little Pigs were told as a transmedia story it might be designed like this: The basic story would be told in an anchoring medium, such as a novel, TV show, or film. The wolf has a companion website would give us opportunities to learn more him, the path that led the wolf to his current antisocial tendencies, and give us a glimpse of his inner genius, such as showing his mathematical schematics of the impact of wind velocity on the materials of straw, sticks and bricks. We would also be able to find maps of the turnip field, apple tree, local market and County Fair and strategic attack positions. We would follow the wolf as he plots and adjusts his plans at each volley by the pigs. On a Ning network, Wolf supporters form Team Wolf and contribute strategy, information, additional maps, and alternate endings and plot developments. On a blog, the first little pig details the family history, his paranoid suspicions of a dark figure lurking about his house that led to the pigs decision to live apart rather than together. An Anime comic takes fans on the first little pig’s visions of a pig super hero saving the world and avenging evil as personified by wolves. The second little pig Tweets his chronicle, seeking advice on sustainable building materials and the relative merits of straw and sticks from other Twitterers, and relaying breaking...
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...Sheryl Sandberg - Leadership Communication Analysis Written Report Sheryl Sandberg is an American business leader, activist and writer currently serving as the COO of Facebook. After graduating high-school in Miami, Sandberg attended Harvard where she earned a A.B. in economics, followed by an MBA at her alma mater. After graduate school Sandberg worked for a former professor at the Treasury Department, where she became a chief of staff before moving to Google, and finally to Facebook. Sandberg’s first book, Lean In: Women, Work, and the Will to Lead, was published in 2013. A feminist call for increased female leadership in the workplace, the book was received with broad critical acclaim. Throughout Lean In, Sandberg synthesizes academic studies and her own professional experiences to encourage women to strive for leadership positions in the workplace. Through her book, speeches, and other writing, Sandberg weaves several leadership communication approaches into her overall communication style, including meaning maker, storyteller, and direction setter. Meaning Maker In her book and speeches Sandberg discusses the common experience of women in the workplace, describing a shared stake in the future as members of that group. She frequently uses terms like “we” and “our” when discussing female experiences and opportunities at work. Her language and point of view communicates supportiveness to both genders, articulating the shared goal of equality at work and at home...
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...Organizational Communication Scope —The subject of managing organizational communication encompasses both formal and informal communications throughout an organization, including communications to employees, with employees and from employees to upper management. This discussion reviews the basics of effective organizational communication, the importance of a communication strategy, the role of different communicators within the organization, types of messages and vehicles, training for better communication, and methods for measuring results. Overview- Communication is a vital management component to any organization. Whether the purpose is to merely update employees on new policies, to prepare for a weather disaster, to ensure safety throughout the organization or to listen to the attitudes of employees, effective communication is an integral issue in effective management. In order to be successful, organizations should have comprehensive policies and strategies for communicating with its constituencies: employees, stakeholders and the community at large. Issues involving organizational communication arise in every HR discipline. For content on communications issues in specific HR contexts, see: •Benefits: Communication•Business Leadership: Communication•Compensation: Communication•Consulting: Communication•Diversity: Communication•Employee Relations: Communication•Ethics & Sustainability: Communication•Global HR: Communication•Labor Relations: Communication•Organizational...
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...Communicate the Value: Brand Identity Prism and Integrated Marketing Communications Brief Devry University Keller School of Management CHANEL VISION: "To be the Ultimate House of Luxury, defining style and creating desire, now and forever." Overview Chanel is a privately held company owned by Alain and Gerard Wertheimer, grandsons of Pierre Wertheimer, who was an early business partner of Coco Chanel. Its products cover clothes, fragrances, handbags and watches. The brand is most famous for its “little black dress”, the Chanel No. 5 perfume and the Chanel Suit. Karl Lagerfeld joined Chanel as its creative director in 1983. Revenues were up in all categories in 2013 and the brand opened nine beauty boutiques, including its first in France and China. It is the #79 World’s most valuable brand. Brand Identity Prism IMC BRIEF Problem description: Coco Chanel is an icon on the luxury brands. It has a strong background and its reputation is implacable. It is recognized for being symbol of glamour but as well hard work and good management; because of its rich story and trajectory, the new campaign has to maintain that distinction but at the same time being able to express that the brand, besides style and luxury, also has a great story to tell about Coco Chanel (the founder) and her entrepreneurial qualities. People recognize the brand as a luxury fashion brand, which is right; however, we want to launch a campaign where we highlight another brand attributes:...
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...WHY ARE CORPORATE VIDEOS VITAL FOR YOUR COMMUNICATION? E-commerce is a highly competitive environment where everyone in Corporate world looks for an edge and little makes a lot of difference. Every Corporate business is seeking top slot of customer attention to sell products and services. Webmasters are always on call for every trick in the book to meet this end. No aspect is being overlooked and no stone left unturned. It is all about communicating with the potential clients. The better you communicate, better are your prospects of getting sold. This is the sole philosophy of internet marketing, getting heard and getting seen. If you are in corporate business world, nothing can build your rapport, fetch you traffic and get you sales like...
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... Daniel Burrus: The Future of Advertising Sales -- It's all About Integration One of the reasons ad dollars are falling for newspapers, as well as traditional media, is that they don't fully understand the new realities of marketing. Two key shifts are taking place that media companies can no longer ignore. First, media and marketing have always been about storytelling. Advertisers have a story to tell, and the media is there to help tell it. Today, however, media and marketing go beyond mere storytelling; now it's about storytelling and dialogue. That's why social media's so popular. It's not about the word "media"; it's about the word "social." Unfortunately, we have community newspapers, television, radio, and news programs that are failing to build community through activity, engagement, and dialogue. Yes, they have a website, but for the most part they are static sites that are not engaging. So in order to move forward, big media needs to focus not just on the story, but also on the dialogue. When you add dialogue, you're moving from the information age (where so many media companies started) to the communication age (where the audience is now). Second, when we look at our traditional media players that are trying to sell advertising, they are still using the old model of media-specific ads: Radio ads just for radio, TV ads just for TV, and print ads just for print. But if you want to serve your customers well these days, you need to think in terms of a media neutral ad...
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...Knowledge Management (KM) refers to practices used by organizations to find, create, and distribute knowledge for reuse, awareness, and learning across the organization. Knowledge Management programs are typically tied to organizational objectives and are intended to lead to the achievement of specific outcomes such as shared intelligence, improved performance, or higher levels of innovation. Role of knowledge management The goal of Knowledge Management is not to capture all knowledge, but rather manage the knowledge that is most important to the organization. It involves applying the collective knowledge and abilities of the entire workforce to achieve specific organizational objectives. * Increases customer service-responding to customer’s faster with more relevant and complete information gains sales and retains clients. * Compliance with regulations- effective knowledge management will reduce the cost of audits and assist in complying with regulations such as health and safety. * Reducing administration labour cost-less movement of information around and outside the company saves staff time and cost of labour. * Better collaboration- projects requiring content and information from different departments and external parties benefit from easy access allows greater team work and competition. * Reduce wastage of time and mistake-Access to constantly updated information from an easy to locate source prevents repetition of work on out of dated documents...
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