Crafting Compelling Narratives That Transform Brands: A Chat with Park Howell (Part Two)

09/25/23 • 26 min

Startup Science Podcast with Gregory Shepard

The brand storytelling continues as Park explains how Joseph Campbell's Heroes Journey theory can transform B2B company narratives. Going beyond product features and benefits, you'll learn how to craft a compelling origin story that emotionally resonates with your audience. Park also dives into the necessary ingredients for an engaging brand narrative, from defining your core values and purpose to introducing an adversarial force that helps your customers defeat their challenges. You'll come away with actionable tips for architecting a strategic brand story that feels like a heroic myth. Also, Park tackles how to bounce back from mistakes through ABT (And, But, Therefore) communication. When you falter, emotion often leads us to fixate on what went wrong. However, Park advocates acknowledging mistakes briefly before pivoting to positive solutions. You'll gain communication strategies to recover from missteps, rebuild trust and morale, and move forward powerfully.
About Park Howell: Park is known as The World’s Most Industrious Storyteller having grown purpose-driven brands by as much as 600 percent. He is a 35+ year veteran of the advertising industry and now consults, teaches, coaches, and speak internationally to help business, sales, and marketing leaders excel through the stories they tell.He is the host of the popular weekly Business of Story podcast, which is ranked among the top 10% of downloaded podcasts in the world. Park published Brand Bewitchery in 2020 to help you use his proven Story Cycle System to craft spellbinding stories for your brand. In 2021, he co-authored The Narrative Gym for Business, a short 75-page guide on how to use the foundational narrative framework of the ABT (And, But, Therefore) to make you a more confident, compelling and persuasive communicator.

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Crafting Compelling Narratives That Transform Brands: A Chat with Park Howell (Part One)

What story does your brand tell? This week on Startup Science Podcast, Greg talks with Park Howell, the world's most industrious storyteller. Park has spent over 35 years growing purpose-driven brands by up to 600% through strategic storytelling. As host of Business of Story and author of Brand Bewitchery and The Narrative Gym for Business, he's helped thousands clarify their brand narrative to connect authentically. His illustrious client list includes Dell, The Home Depot, Hilton, and Walgreens. Recognized as Advertising Person of the Year, Park consults, teaches, and speaks globally about the immense power of stories to build brands and amplify their impact. Tune in to hear Park's tried-and-true tactics for crafting compelling narratives that engage your audience and elevate your mission. You'll come away inspired to tell your own transformative brand story.
About Park Howell: Park is known as The World’s Most Industrious Storyteller having grown purpose-driven brands by as much as 600 percent. He is a 35+ year veteran of the advertising industry and now consults, teaches, coaches, and speak internationally to help business, sales, and marketing leaders excel through the stories they tell.He is the host of the popular weekly Business of Story podcast, which is ranked among the top 10% of downloaded podcasts in the world. Park published Brand Bewitchery in 2020 to help you use his proven Story Cycle System to craft spellbinding stories for your brand. In 2021, he co-authored The Narrative Gym for Business, a short 75-page guide on how to use the foundational narrative framework of the ABT (And, But, Therefore) to make you a more confident, compelling and persuasive communicator.

Next Episode

Crossing the Chasm Between Markets and Meaning with Geoffrey Moore (Part One)

Buckle up for an electrifying conversation with Geoffrey Moore, the guru behind seminal works like Crossing the Chasm and Inside the Tornado. Drawing on decades advising leading companies, Moore downloads his wealth of wisdom about navigating disruptive innovations and bridging the chasm between early adopters and the mainstream market. You'll get a masterclass in Moore's pioneering frameworks for technology adoption lifecycles, spotting tectonic market shifts, and leveraging disruptions. Whether you lead a startup or a giant enterprise, this episode will rewire your perspective. You'll gain invaluable principles and mental models applicable to business today and the deeper meaning we seek. Join Greg for an exhilarating tour through the remarkable mind of Geoffrey Moore.