Once upon a Brand

Silversea Cruises
How does an ultra-luxury cruise line tell its story of opulent travel, exotic journeys, and supreme elegance? Through the lens of Fabrizio Ferri, acclaimed photographer of Vanity Fair and Vogue, and with internationally renowned actress, model, and author Isabella Rossellini as brand ambassador.

This story is not about a simple celebrity endorsement. Rossellini will collaborate with Ferri aboard Silversea ships and in exotic destinations to create a photographic journal of her travels, giving particular expression to the unique sensations and emotions associated with the line's award-winning concept of ultra-luxury cruising.

ShoreBank
Since its inception in 1973, ShoreBank, a Chicago-based financial institution, has been a pioneer. In those days of officially sanctioned discrimination on the basis of race and income, ShoreBank was created to demonstrate that a regulated bank could be instrumental in revitalizing the communities being avoided by other financial institutions.

In 2000, ShoreBank expanded its focus to include environmental issues, believing that communities cannot achieve true prosperity without also attaining environmental well-being.

In addition to telling its story of compassion and community concern to the public, the $1.5 billion organization has created a total storytelling culture. Inspiring customer stories, photos, employee milestones, interesting characters, and positive outcomes are all highlighted using a variety of communication venues. In fact, they are chronicled in a searchable database.

Kimpton Group
"Every hotel tells a story," is their tagline. This hotel and restaurant group is a connoisseur of great storytelling. Bill Kimpton, founder of the 40-property group, built the company's brand on the philosophy that all travelers are insecure. "It's just a matter of degree," he says. "A hotel should relieve travelers of their insecurity and loneliness. It should make them feel warm and cozy." Today the brand delivers that experience -- indulging guests in a sensory journey.

The San Francisco-based company transforms historic downtown buildings into charming, European-style accommodations. Every detail adds to the adventure. Nothing is overlooked.

StartupNation
Meet the Sloan brothers, Jeff and Rich, two of the country's top entrepreneurial experts and hosts of the nationally syndicated radio program, StartupNation. As successful inventors, venture capitalists, and business owners, they decided to form a company that helps other people start their own businesses. Because studies show that 67% of people want to start their own business, the StartupNation story is about achieving the ultimate dream -- and living it every day.

Exhale
Imagine a destination spa to which one would travel thousands of miles to enjoy, nestled in the heart of -- get this -- a big bustling city. Sound like a fairy tale? It's the story that Annbeth Eschbach tells as she delivers Exhale, a total life sanctuary encompassing relaxation, wellness, and fitness to enhance inner and outer well-being.

Exhale was launched April 15, 2003, and has quickly grown to four locations -- two in New York, one in the Hamptons, and another in Boston. Several other locations in major urban markets will be announced soon.

Flying Pig Marathon
Sometimes the best stories have a twist -- like a flying pig that leads one of the fastest-growing marathons in the U.S. The story celebrates Cincinnati's history as "Porkopolis" in the 19th century and welcomed over 12,000 runners last year.

The brand story is used creatively in everything that touches the race from the 3-D medals to the pink volunteer race shirts and the "Swine Line" or starting line.

Honorable Mention: Haberman & Associates
Here's a group of modern business storytellers. The company's mission is to help organizations and individuals discover, develop, and deliver their stories. This Minneapolis-based company does a fine job of laying out the storytelling concept. Their Web site is well worth checking out.

Whether told orally or electronically, the ancient process of storytelling remains the same. It's the passion, the creativity, and the integrity of the message that makes a story powerful. And powerful stories change the world.

The end.

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