The Storytelling Instrument: The ultimate in building world class brands A Consultancy Programme on Moving Towards Business Excellence Inspired Transformations (Pvt) Ltd Lead Consultant: Ernest M Kadembo MBA (Mktng), MSc ISM, HBS, PGCE, Cert E-Mod, Cert Case Writing, PhD (Story Based Branding-Ongoing) England based Academic and Management Consultant [email protected] Profiling Ernest Kadembo • An academic and independent consultant who has worked with nearly 200 organisations and more than 25 academic institutions • Has expertise in Marketing, Strategy, Quality, Service Excellency, Story-based branding and Entrepreneurial development. • A specialist in story-branding pursuing a PhD programme. • A big contributor to the marketing discourse with various journal publications. • Are connected to multitudes of organisations and individuals pursuing an agenda for excellence. The Greatness of Storytelling • • • • • • Great stories make great people Great stories have a lasting impact on people’s minds Great stories make outstanding products Great stories make great brands Great brands lead to corporate excellence So, ultimately the great story of the product becomes the world class brand and yields the excellent organisation Kadembo (2013) The Promise • Discovering the truism about storytelling has provided me an answer to the greatest treasure in communication • Storytelling permeates every facet of humanity; creation, education, research, socialisation, history, leadership, management religion, branding etc. • Storytelling like breathing defines all humanity and is a commonality, and understanding effective storytelling is an assurance to win in business • The seminars, conferences, mentoring and coaching programmes provided are your vehicle for excellence. Small or large groups, a plan can worked out for the best results. The desire is to see your organisational story lived by all in the organisation; ie., an organisation-wide agenda for excellence. This is tantamount to being mission or purpose driven set alive across organisational functionalities. Applications of Storytelling: An Insight Denning identifies different types of stories which are:• Sparking action (springboard stories) • Communicating who you are • Transmitting values • Communicating who the firm is – branding • Fostering collaboration • Taming the grapevine • Sharing knowledge • Leading people into the future Understanding the role of Storytelling: An Insight • Denning (2006) comments that, “With the discovery of the central importance of narrative, the role of the brand manager becomes one of creating, extending and continually reinventing the brand narrative, while making sure that the narrative actually reflects what the company is delivering.” Denning (2006, p. 45) Why Stories • The human thought process is a web of stories and therefore the story should be central to organisational functionalities, management and leadership • Every entity is known by a story, the same applies to organisations, products and individuals, hence managers need to be equipped with the use of storytelling in organisations. Story based Branding • Stories are the heritage of the brand, the better the stories are told, the better the brand. • Therefore every organisation needs to know how to best tell their story • The training programme on offer broadly seeks to strengthen the brand, making sure the brand is a winner. Way Forward • If this is of interest to you please make contact on: [email protected]; • The service philosophy is Your Success is a Priority to me and Your Success Story is my joy. • We want to share in your story in business excellence through storytelling. • This is your opportunity to transform yourself, your team and your organisation.