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Mind the Gap

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The success of your strategy relies on delivery by people who are already telling -- and believing -- stories about your brand and position. Do you know what they are? An excerpt from Storyworks: How …

The success of your strategy relies on delivery by people who are already telling -- and believing -- stories about your brand and position. Do you know what they are? An excerpt from Storyworks: How Stories Can Advance Your Business Cause and Career.

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  • 1. mindTHE GAP 1
  • 2. AN EXCERPT FROM:H O W S TO R I E S C A N A D VA N C E YO U R B U S I N E S S , C A U S E A N D C A R E E R .SHARLENE SONESW W W. B R A N D S TO R I A .CO MCOPYRIGHT 2012 BY SHARLENE SONES/BRANDSTORIA PRESS
  • 3. YOUR BRAND STORY IS NOT DEFINED BY YOU ALONE: IT’S ALSO SHAPEDBY THE PERCEPTIONS AND VIEWPOINT OF Others E M P LOY E E S S TA K E H O L D E R S CUSTOMERS PROSPECTS INFLUENCERS INVESTORS3
  • 4. DEFINED &DELIVERED BY THE PEOPLE WHO WORK FOR AND WITH YOU,I N W H AT C A N B E O R S E E M L I K E I R R AT I O N A L G LO R Y 4
  • 5. THEIR STORIES Are YOUR REALITY “ W E D O N ’ T H AV E T H E R E S O U R C E S ” “OUR BUDGET ISN’T BIG ENOUGH TO WIN” “THE COMPETITION IS JUST TOO STRONG” “ L E A D E R S H I P D O E S N ’ T R E A L LY WA N T T O C H A N G E ” “THERE IS NO CLEAR PLAN FOR GROWTH”5
  • 6. ARE THEY ALIGNED TOYOU R S T R AT E GY ? 6
  • 7. T O S TAY O N T R A C K :7
  • 8. The Story Gap THEDIFFERENCE BETWEEN YOUR DESIRED STORY and T H E O N E ( S ) R E A L LY BEING TOLD 8
  • 9. FA I L U R E TO MIND THE GAP CAN HAVE SERIOUS CONSEQUENCES. FOR YOUR BRAND, A POTENTIALLY FATAL FLAW SIMILAR TO THE DANGER LURKING FROM A FA I LU R E TO M I N D T H E G A P O N LO N D O N ’ S T U B E , S T E P P I N G S A F E LY O V E R T H E G A P B E T W E E N T R A I N A N D P L AT F O R M9
  • 10. S T R AT E G I S T, L E A D E R , P R OT E C TO R OF BRAND & BUSINESSYOUR JOB: RelentesslyFIND AND WORK TO CLOSE THE GAPS 10
  • 11. THE STORY GAP Revealed:W H AT D O E S C A D I L L A C S TA N D F O R ? CAD 4 LIFE 5 DIFFERENT PEOPLE RESPOND WITH 5 DIFFERENT ANSWERS: A M Y G R A N D PA R E N T S ’ C A R B G A S G U Z Z L E R C E LV I S D B I G , F L OAT I NG B OAT-L I K E R I D E EHIP-HOP URBAN W H AT C A D I L L A C S AY S : T H E N E W S TA N DA R D O F T H E WO R L D 11
  • 12. BE HONEST AND ASK YOURSELF: W H AT D O YO U R E A L LY WA N T FROM THE PEOPLE WHO INFLUENCE Your Success? “ B U Y- I N ” O R “ O N - B O A R D I N G ” I S M O R E A B O U T WA N T I N G P E O P L E TO J U S T AG R E E W I T H YO U . WHEN YOU ASK FOR FEEDBACK DO YOU R E A L LY, R E A L LY WA N T I T ?12
  • 13. I F YO U WA N T TO I N F LU E N C E T H E MT O B U Y, F O L L O W O R B E L I E V ECONSIDERTheir S T O R Y 13
  • 14. C U LT U R E E AT S S T R AT E G YFORB R E A K-FA S T -PETER DRUCKERC U LT U R ETRI-UMPHSVISION 14 -PHIL COOKE
  • 15. TO KNOW PEOPLE WE MUST KNOW their story. - DA N P. M C A DA M S15
  • 16. STORIES CONSTITUTEa uniquely powerful currencyI N H U M A N R E L AT I O N S H I P S . - H OWA R D G A R D N E R 16
  • 17. To SUCCEED WESEEK relationship. WA N T A J O B ? E S TA B L I S H R E L AT I O N S H I P S I N A NETWORK TO HELP YOU. WA N T TO S E L L M O R E ?C R E AT E R E L AT I O N S H I P S W I T H C U S TO M E R S B Y C O N S I S T E N T LY D E L I V E R I N G O N Y O U R P R O M I S E TO G A I N T R U S T. 17
  • 18. “OUR SUCCESS HAS R E A L LY B E E N B A S E D O N partnerships FROM THE VERY BEGINNING.” - B I L L G AT E S18
  • 19. W H AT ’ S T H E # 1 T R A I T T H AT H A S L E D TO YO U R S U C C E S S ? “I Love People” “ P H Y S I C A L AT H L E T I C A B I L I T Y IS A DIME A DOZEN BUT R E L AT I O N S H I P S A R E EVERYTHING”- BILLIE JEAN KING TENNIS CHAMPION, ENTREPRENEURAND LEADER FOR SOCIAL CHANGE 19
  • 20. People WHO WILLU N D E R S TA N D O U RS I T U AT I O N S A N DH E L P U S S O LV E O U RPROBLEMS H U M A N R E L AT I O N S H I P & I N T E R A C T I O NC A N B R I N G VA L U E & M E A N I N G TO O U R L I V E S .R E P R E S E N T I N G VA L U E C R E AT I O N AT I T S F I N E S T. 20
  • 21. YOUR GOAL BUILD TRUST THROUGH Relationship WITH PEOPLE21
  • 22. BY FINDING COMMON BONDS ANDCONNECT-ING THEDOTSA QUICK CONNECTIONB COMMONALITIESC OPPORTUNITIESD A FA S T T R AC K F O R W H Y YO U S H O U L D C A R E 22
  • 23. GIVING PEOPLE THEOPPORTUNITY TO HIGHLIGHT THEIR OWN Stories 23
  • 24. NOBODY CARES ABOUT YOUR C O M PA N Y O R P R O D U C T. THEY CARE ABOUT THEIROWN DREAMS AND GOALS. Help them achieve their aspirations - HENRY FORD 24
  • 25. LEVERAGE THE POWER OF EVERYONE AS A STORYTELLER AND POWERFUL C ATA LY S T F O R Y O U R B R A N D S T O R Y. STORY BASED C A M PA I G N S CA N I N T E G R AT E FA M I L I A R C O N C E P T S AND VEHICLES: BLOGS VIDEO FORUMS EVENTS A D V E R T I S I N G D I S P L AY S25
  • 26. T H E VA L U E :DELIVERING MeaningHELPING PEOPLE RISE ABOVE THEM A R K E T C H A O S TO U N D E R S TA N DT H E S T O R I E S AT P L AY A N D T H E I R I M P L I C AT I O N S F O R B U S I N E S S . 26
  • 27. ENABLING:M A R K E T I N G C A M PA I G N ST H AT WO R KEFFECTIVE LEADERSHIPIMPROVED NETWORKINGBETTER SEOS T R AT E G I E S T H ATLIVE AND SUCCEED 27
  • 28. Artfully POSITIONING YOUR BRAND FOR: OPPORTUNITY POTENTIAL SUCCESS28
  • 29. THEAUTHENTICITY OF OUR STORIES PROVIDE THE REAL-LIFE PROOF AND SUPPORT 29
  • 30. S O , I F Y O U R E A L LY WA N T M O R E T H A N A MARKETING SHOT IN THE ARM C O N S I D E R H O W Y O U A C T I V E LY C U LT I VAT E , N U R T U R E A N D D E L I V E R YOUR STORIES TO REINFORCE AND S U S TA I N YO U R B R A N D30
  • 31. MORE MEANINGFUL THAN A C A M PA I G N C R E AT E , S U P P O R T A N D L I V E A Storied Position31
  • 32. S TA R T L E V E R A G I N G YO U R S TO R Y GivePEOPLE ANOTHER REASON TO Care. 32
  • 33. ABOUT THE AUTHOR Sharlene Sones is a brand-building and marketing specialist that understands the power of a story to sell your product, advance an idea, communicate your value and point the way toward potential. As Founder of Brandstoria, Sharlene helps entrepreneurs and organizations tap into the heart of their brand. Her approach is rooted in experience launching hundreds of products in sports and entertainment, when she’d think about the strategy for a new product based on its fit with the larger story people held about the brand. Today, she connects this storytelling perspective with traditional branding practices that can surprise and delight in ways that matter. Over the past decade, Sharlene’s worked with and consulted to a wide range of agencies, organizations and global brands including Benetton Sportsystem, Spalding Sports Worldwide, LPGA, Tiffany & Co, University of Pennsylvania, Sigma Designs, IMS Health, Forefront Records, Barnes & Noble Collegiate, Womens Sports Foundation and more. She’s a frequent presenter of workshops and keynotes at conferences including Jeff Pulver’s BrandsConf, Reinvention Summit, and The Babson Forum on Entrepreneurship. When she’s not working on someone else’s story – she’s living out her own in Pennsylvania’s beautiful Lehigh Valley, or, as she refers to it, “the deep, deep, deep suburbs of NYC.” And while she’s put aside a single-engine airplane in favor of a bicycle, you can find Sharlene using power tools: creating something on a wood lathe (Bowl? Pen? Art?) or tackling a DIY home project. Sharlene earned her graduate degree in organizational dynamics from the University of Pennsylvania and holds a B.S. in management from Babson College, where she serves on the board of the Babson Alumni Association.33
  • 34. Thank You! BRANDSTORIA.COM34

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