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The History Factory
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Helping companies find value in their history and leverage it for competitive advantage--Today
Helping companies find value in their history and leverage it for competitive advantage--Today

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In terms of corporate storytelling, a great founding narrative might lead perfectly into a growth narrative, which might segue into an exciting innovation narrative. But each story in and of itself should resolve with an arrow pointing to the future. http://www.historyfactory.com/corporate-storytelling-the-7-tips-for-audience-engagement-7-setting-up-the-sequel-and-writing-your-future/
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Facts, figures and dates can be essential to a corporate narrative’s authenticity, but trying to jog someone’s memory or inspire emotional connection using numbers is typically fruitless. Scenes that include dialogue and visuals—as well as other sensory detail—can help forge both memory and emotion in the “mind’s eye.” http://www.historyfactory.com/corporate-storytelling-the-7-tips-for-audience-engagement-6-crafting-details-and-scenes-not-dates-and-statistics/
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Our first question to companies is what we lovingly refer to as the “danger” question: “Tell me about some moments in your organization’s history when one of your goals was in serious jeopardy—when it looked like all was lost.” When crafting your corporate narrative, remember to embrace conflict! http://www.historyfactory.com/corporate-storytelling-7-tips-for-audience-engagement-5-finding-compelling-drama-in-challenge-and-conflict/
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When crafting the narrative of an organization’s history, we need to start before the founding date. In our StoryARC™ methodology—which we use to craft dramatic stories of a company’s founding, growth and innovation—we call this first stage “The World Before . ..” http://www.historyfactory.com/corporate-storytelling-7-tips-for-audience-engagement-4-starting-before-your-founding-date/
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Dimitrios Petsas, global copy director at Shiseido, talks about evolving the heritage brand with the balance of both tradition and futurism for which Japan is known. http://clios.com/news/perfection-imperfect-shiseido-global-copy-director-dimitrios-petsas-forging-international
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I’ve had the honor of interviewing more than 80 executives who embraced the challenges and opportunities that come with leading a corporate anniversary campaign. They have openly shared lessons learned about what worked, what didn’t and why. Here are some of the most common insights.
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“People think heritage is about the past, about history, about black and white photos… stuff that’s gone,” said Chua Ai Lin, president of the Singapore Heritage Society. “That kind of hinders them from thinking about what is living heritage and what is at the core of living heritage—it’s the people.” https://qz.com/954073/singapore-is-clearing-away-actual-heritage-as-it-curates-brand-new-experiences-around-its-past/
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Items and artifacts in your corporate archives should be prioritized based on which items have the greatest reuse value. Those items that don’t hold the same long-term archival value or are redundant should be thoughtfully removed over time. Learn more about how to create an interdisciplinary approach to archiving: http://www.historyfactory.com/when-creating-your-corporate-archives-dont-build-in-a-vacuum/
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With today’s globally diverse and inclusive marketplaces, the goal of any good corporate archive should be to chronicle the record of the contemporary corporation in an engaging way that speaks with energy and excitement to a wide array of modern – and future – audiences. If the goal is to reach new audiences, then new interdisciplinary approaches are required in order to fill in the gaps of a traditional documentary record base. http://www.historyfactory.com/when-creating-your-corporate-archives-dont-build-in-a-vacuum/
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A compelling, well-told story has the potential to excite and inspire a wide range of audience. But to truly target a message and inspire change, you must consider your audience as the protagonist of its own story. http://www.historyfactory.com/corporate-storytelling-7-tips-for-audience-engagement-3-delivering-a-story-for-each-audience/
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