Author Archive | Park Howell

What Stories In Your Business Presentations Say About You

Storytelling with your brand, business or in your presentations lets people into your world Russell Goldstein, CFP®, CAP®Institutional Client Advisor at U.S. Trust, Bank of America I present Business of Story workshops around the world, and I teach sustainable storytelling in the Executive Masters of Sustainability Leadership (EMSL) program at Arizona State University. But, I’m always saddened […]

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The difference between creating interest or fascination in your brand storytelling

Content marketing can generate interest, while compelling brand story marketing will fascinate your customers and move them to action Yesterday, on a blistering Phoenix afternoon, I escaped into the dark confines of the FilmBar on 2nd street in Roosevelt Row. This is Phoenix’s true indie cinema.  Think of it as kitschy/hipster lounge meets 1947 movie theater. […]

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How to persuade any audience with the power of storytelling

Business storytelling is how leaders change beliefs and shape behaviors. I just returned from Amsterdam working with our Arizona State University Master’s students in the Executive Masters of Sustainability Leadership program. On this trip, we met with many important Dutch companies, like Philips and KPN, the AT&T of the Netherlands. The Dutch, although brilliant storytellers […]

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Future sustainability leaders to nurture their inner storyteller

(The following article originally ran in Sustainable Brands news) Park Howell, president of Phoenix-based brand strategy and marketing firm Park&Co, also heads the Communications thread of the Arizona State University School of Sustainability’s Executive Master’s for Sustainability Leadership (EMSL) program. Under Howell’s direction, the program replaces communications theory with “communications commandos.” We spoke with Howell about […]

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Patagonia’s Director of Philosophy to share the power of authentic storytelling with students of new Executive Master’s for Sustainability Leadership program at ASU

I have been in advertising for 30 years, and our agency has celebrated many successes turning creative campaigns into meaningful movements that matter. But the democratization of social media, the onset of the global recession, the growing distrust of authority, and the burgeoning Millennial class have prompted a rapid evolution in the ways newly empowered and […]

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Stories propel beer brands up Maslow’s hierarchy of needs

I was leading a brand storytelling workshop the other day and explaining the relationship between how a well-told story engages an audience, which boosts them up Maslow’s Hierarchy of Needs pyramid from basal physiological needs to personal enlightenment, and therefore elevates perceptions from low-priced commodity to premium brand status. The audience basically said, “Huh?” I […]

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Goodwill donation PSA propelled by the Story Cycle

Goodwill of Central Arizona will help more than 17,000 people find employment this year through its workforce development programs. Goodwill relies on your donations for the inventory it sells through 56 local thrift stores. Proceeds from your donations fuel the job training in their career centers that help Arizonans find jobs. Unfortunately, the recession has […]

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What shape are your stories in?

My brother called from Virginia on Saturday looking for some storytelling help. His son, Riley, is writing an essay for his college applications. He has a whale of story, too, but is having a hard time retelling it in under 400 words. Riley’s story is about courage. Perseverance. And his busted nose. It all began […]

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