The importance of building a story brand and including narrative into marketing campaigns has been discussed for decades. The idea has made a resurgence recently and is more important than ever to stand out in a world that is full of ever increasing noise. I recently had the opportunity to interview Scott Swenson about his new book, “Follow The Story”. The book is a step-by-step guide on how to build story into every part of your attraction. Scott has been creating story driven attractions for over 30 years and was part of the team that created the Howl-O-Scream Halloween event at Busch Gardens Tampa. He discusses how to weave the story through every part of your experience, from marketing to merchandise. Although the conversation centered around themed attractions and haunted houses, the story brand framework can be applied to other industries as well.
Building A Story Brand
“Follow The Story” is a great companion piece to “Building A StoryBrand” by Donald Miller. Donald helped bring back the concept of using narrative and the hero’s journey to the marketing zeitgeist. The book was first recommended to me by Cedar Fair’s CMO, Kelley Semmelroth, during a brainstorming session at Knott’s Berry Farm about expanding our Season Passholder base. Donald Miller’s content is highly actionable and helped clarify us clarify our messaging to both internal stakeholders and customers. I highly recommend the book for any marketer struggling with messaging, which is all of us at one point in time. Here’s the official description: “Donald Miller’s StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This revolutionary method for connecting with customers provides listeners with the ultimate competitive advantage, revealing the secret for helping their customers understand the compelling benefits of using their products, ideas, or services.”