I recently talked about busting the short attention span myth by creating engaging content, but didn’t dive into how to do it.  So, today I’m answering the big question: How do you create emotionally engaging content? How do you transform your material from a boring list of information into a powerful, meaningful human story?
It starts with identifying the controlling idea and primal theme.
In this episode, you’ll learn how to choose them and utilize both to build a sticky message your audience will internalize.  Whether you’re a marketer, business owner, or storyteller, this episode will help you make smarter decisions about what to include in your story to make the impact you want in the world.


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Controlling Idea & Theme | Finding the Heart of Your Story to Overcome "Short Attention Spans"

Storytelligent is a brand storytelling podcast that helps purpose-driven marketers and business leaders leverage authentic storytelling to build iconic brands. Get out of the marketing echo chamber of flashy tactics and false promises and start telling authentic stories with lasting impact. Bryce McNabb, Emmy Award-winning director of McNabb Storytelling equips you with the mechanics of story to simplify your marketing, branding, and content strategy. Learn how to use brand storytelling to increase your brand value and connect with your audience on a deeper level.

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Management & Marketing

Business News

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Marketing

In this episode, we continue of our conversation with award-winning branding expert Mike Jones, and dive deeper into the essence of remarkable brands. 

Host Bryce McNabb and guest Mike Jones, CEO of Resound, explore the fundamental components of your brand DNA and how to unearth it. Discover the importance of identifying your brand by understanding your ideal customers, embracing your core uniqueness, and polarizing to magnetize your audience. Explore the three vital components of your brand DNA: core values, personality, and story. Learn how to harness your visual and audio identity to amplify your message and embrace a big vision. 

Tune in to this episode for invaluable insights into crafting an authentic and remarkable brand.



What Is a Brand? with Mike Jones | Relationship, Authenticity, and Brand DNA [Part 2]

Since Episode 32 we've been focusing our attention on storytelling, and even looking outside our organization for clarity on who we are, now it's time to focus inward and turn our attention to the other half of brand storytelling, the brand. Once again, I wanted to introduce you to an expert in this arena, Mike Jones.

Mike works directly with accounting firms and other professional services businesses to unlock their remarkable brands through his award-winning branding agency, Resound - established in 2009. So if anyone can help us learn about brand, it's him.

Remarkable brands require authenticity and a die-hard commitment to values & purpose. Mike passionately preaches these beliefs as author of the book, You Are Remarkable: How To Unlock Your Authentic Brand To Win Loyal Customers as well as his two podcasts, Resoundcast and AZ Brandcast.



Unlocking Remarkable Brands | Crafting Your Authentic Identity with Mike Jones [PART 1]

I've been talking a lot about using customer testimonials to glean 
customer insight. But what exactly is customer insight? So I felt it 
appropriate to invite an expert, my friend and colleague, Gina Fong, on
 the podcast to explain. 

Gina, an esteemed assistant clinical professor at The Kellogg School of 
Management, takes us on an eye-opening exploration of her role as a 
consumer anthropologist. Learn how Gina's unique approach uncovers 
hidden motivations, fears, and desires that go far beyond mere data 
points.



Customer Insight with Gina Fong | Unveiling the Art of Consumer Anthropology

We are ONE WEEK AWAY from the release of my first course: Crafting an Authentic Customer Testimonial. This course will train you on the foundation of brand storytelling, and teach you my Emmy-winning formula.
Register here: https://brycemcnabb.com/course

In this episode, I’m giving you a sneak peak into the course. Because it's not the process and steps alone that will make you a great storyteller. It's the mindset from which you carry out the process. 
The attitude from which you do the work, that's what will truly set your stories apart. 
Without the right mindset, you won't dig for the meaning required to raise your story to the next level. And without the right mindset, you won't be able to establish the trust you need to tell these stories. Whether that be trust from your team, clients, leadership, or the story subjects themselves. 
You’ll Learn

 The role of the storyteller is that of a servant and shepherd.

 The responsibility of the brand storyteller is to be a source of blessing and honor.

  The concept of Planned Authenticity

  Stories are tools of empathy & understanding

  Marketing is relationship building at scale.

  You must reward the audience for their attention.

  Life is based on cycles.



CONNECT WITH BRYCE AT STORYTELLIGENT
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The Brand Storyteller Mindset | sneak peak at the course, Crafting an Authentic Customer Testimonial


As we ramp up to our release of the first Storytelligent course: 
Crafting an Authentic Customer Testimonial, I wanted to touch on the 7 
most common mistakes I see made in regards to customer testimonials so 
you know to avoid them.

These are issues I repeatedly run across through my work that
1. Prevents testimonials from being made
2. Slows down production
3. Dooms the success of your testimonials from the beginning

While customer testimonials are extremely valuable, we need to make sure
 we're approaching them properly, so we get the most value out of our, 
and our client's, efforts as possible.

And we are TWO WEEKS AWAY from the release of my first course: Crafting
 an Authentic Customer Testimonial. This course will train you on the 
foundation of brand storytelling, and teach you my Emmy-winning formula.
Register here: https://brycemcnabb.com/course



CONNECT WITH BRYCE AT STORYTELLIGENT
Turn Strangers Into Advocates [FREE Guidebook]
Instagram
YouTube
LinkedIn
Website

Controlling Idea & Theme | Finding the Heart of Your Story to Overcome "Short Attention Spans"

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