Author Archive | Park Howell

The ROI of business storytelling and the cost of being boring

The Significant Objects Project demonstrated the return on investment when you attach a story to an insignificant project. This Earth paperweight cost the program $1.98, and they sold it for $198. All because it had a story attached to it. That’s an ROI of 3,000 percent. Ok, not every story is that bullish. But you […]

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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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