JCC of America Presentation by Ken DeGilio Brand Journalism.key

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JCC of America Presentation by Ken DeGilio, CEO, LaunchMob Media, Brand Journalism.key

JCC of America Presentation by Ken DeGilio, CEO, LaunchMob Media, Brand Journalism.key

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  • 1. Brand Journalism The New Conversation Economy This presentation was presented at: By Ken DeGilio, CEO, LaunchMob Media
  • 2. Introducing Ken DeGilio...
  • 3. KEN DEGILIO, M.S.²
  • 4. What is Branding?
  • 6. underconsideration.com/brandnew
  • 7. What is Brand Journalism?
  • 8. Storytelling 2.0 ๏ Brand Attributes ๏ Brand Voice ๏ Brand Story ๏ Brand Equity
  • 9. Why Do We Need To Tell Our Story?
  • 10. “When you tell a story about an apparently trivial incident, it exposes the entire fabric of your character.” Stephen Denning, The Leader’s Guide to Storytelling
  • 11. Developing Your Story Tell the right story... Tell the story right!
  • 12. Developing Your Story What’s your style? • Tell the right story • Tell the story right • Use Narrative Patterns
  • 13. Developing Your Story Sparking Action Communicating Who You Are Transmitting Values Communicating the Brand Fostering Collaboration Taming the Grapevine Sharing Knowledge Leading People into the Future
  • 14. ๏ Brand Stories provide a way for organizations to tell their customers and employees who they are, create brand experiences, and encourage others to take action. ๏ Companies use a variety of ways to communicate their brand story to their customers. ๏ Brand stories create a shortcut for the customer to become connected with the brand. Brand Stories
  • 15. Brand Story Examples ๏ Employee Focus ๏ Customer Focus ๏ Product/Advertising Focus ๏ Cause-related Focus ๏ Interactive Media
  • 16. Brand Stories Employee Focus • How did we get here? Example: Sir Richard Branson CEO Interview • Gives a glimpse of the employee at work Example: Fueled by Ramen • How employees reflect the brand itself Example: PIXAR, IKEA • Real-life story of how employee saved the day Example: FEDEX Employee to the Rescue Mirroring the Brand Hard Work Pays Off
  • 17. Brand Stories Customer Focus • Demonstrates customer success stories Example: Apple Shake • Uses traditional customer testimonials • Takes the reader to a new experience Examples: Sheraton, Jones Soda • Shows the customer’s viewpoint Example: Wii Success Stories Experiences Point ofView Testimonials
  • 18. Brand Stories Product/Ad Focus • Tells its unique brand story Examples: American Express, GEICO • Uses a fable or story to define the brand Example: Ariel Investments • Creates memorable ads to tell a story Example: Mac vs. PC and I’m a PC Ad Stories Once Upon a Time Memorable Ads
  • 19. Brand Stories Cause-related • Tells the story of community Examples: Paul Mitchell, Kenneth Cole,Target • Uses “green” to paint the picture Examples: Clorox, Toyota • Shows its values based on a closely related charity Examples: Silk Soy Milk, Vitamin Water Community Going Green Giving Back
  • 20. A Brand Story... • Needs to build the brand • Brings to life what is unique about the brand • Creates a stronger connection with the customer and the brand • Identifies the brand promise • Builds a consistent message with the brand identity • Reflects a strong archetype
  • 21. How Do We Know Our Audience?
  • 22. Your Agency’s Buyer Persona
  • 23. Creating Your Buyer Persona Know Your Audience • Do your research • Define a specific “person” • Demographics • Psychographics • Lifestyle • Create a narrative • Everyone on same page
  • 24. Consumer Mindsets
  • 25. 4 Main Categories 12 Archetypes
  • 26. Innocent Explorer Sage Hero Outlaw Magician Regular Guy/Gal Lover Jester Caregiver Creator Ruler 12 Archetypes
  • 27. The New Media Tools to tell your story... • Facebook • Twitter • YouTube • Instagram • Pinterest • G+ Hangouts
  • 28. Content Marketing 4 Tactics You Can Do Right Now... • Know Your Audience • Develop your Editorial Calendar • Assign a Chief Content Officer • Create Quality Content • Become Purpose Driven
  • 29. Become a Better Writer! • Talk to One Person • Write Great Headlines • Start Strong • Inject Personality • Embrace Brevity • Don’t Ask for Permission
  • 30. Digital Media Tips • Social • Video • Photography • Copy
  • 31. AIDAS
  • 32. Q&A Thank you!
  • 33. @OrlandoKen #JCCProCon
  • 34. Have a great conference and enjoy Orlando! Thank you! Orlando Ken