Brand Storytelling for All
Owens Corning
The Goal
Everyone at Owens Corning should be able to tell amazing stories, including the new bold brand story, “How we build now.”
Teams learned about
Story structures
Story confidence
Story empathy
Brand mastery
Metaphors
What They Said
“On Your Feet is an infinitely valuable and capable partner who brings both a core set of tools to build strengths, bravery, and comfort in skillsets many organizations lack and an equally powerful listening ear to build custom programs that solve specific opportunities.”
Casey Ingles, Director, Brand Strategy + Customer Experience | Owens CorningExamples
We helped Owens Corning teams learn to better use metaphor.
We helped Owens Corning scientists see the power of storytelling in which the client is an active “game changer” and the scientist is a supportive “Pink Tank” problem solver.
What They Asked
An innovative branch of Owens Corning needed their scientists, solution engineers, leaders, and salespersons to be able to tell stories, including the bold brand story.
Casey Ingles, who had worked with On Your Feet in the past, identified that many different teams needed to make a “serious investment” with On Your Feet’s experiential storytelling training and consulting to help everyone be able to boldly and effectively communicate the value of their world-changing technology and services.
What We Did
We worked with three global teams and delivered to each a two-week virtual experiential program.
This included:
HIVEs: every other day we delivered Highly Interactive Virtual Experiences (HIVEs) for group story training and workshops
Office hours: we offered one-on-one consulting on the days in between
What Happened
We combined improvisation and story science to create dynamic experiences like “Movie Trailers,” “Manifesto Songs,” “Skits,” and “Instant Commercials” to quickly master story skills, confidence, and the Owens Corning brand.
This experientail learning led to more joy, less fear, and better results from the teams.
After these dramatic and playful storytelling experiences, we brought those skills and spirit to refine and improve more traditional forms like print ads, presentation pitches, graphs, and everyday sales conversations.
What Happened
Teams learned to tell a powerful united brand story, as well as improve all the specific stories they individually needed to tell.
On the last day, one leader marveled at the team’s collective abilities, stating, “I can’t believe On Your Feet got us here so quickly.”
Another leader reflected on how much they had personally grown in confidence and communication and stated in a follow-up survey, “On Your Feet has changed my life.”
Some specific results included:
Scientists learned to go beyond numbers
Salespersons learned to better integrate vision and science
Leaders learned to be more confident and clearer
Marketing and creative directors learned better story structure
Solution engineers learned to tell authentic true stories of their accomplishments
“I stumble across situations regularly (weekly, if not more) where I recall something that came from the On Your Feet team. If you are talking about innovation, purposeful connection, leading great teams, or being a good person, you should ask On Your Feet for their take.”
Casey Ingles, Director, Brand Strategy + Customer Experience | Owens Corning