Transcript of "Julie Campbell's eduWeb 2012 Presentation"
Story Strategy 101Roadmap to sharing your core brand stories in a way that brings measurable actions Julie Campbell Twitter: @carpe777 email: firstname.lastname@example.org OR email@example.com
“The irony is that while there have never been moreways to REACH consumers, it’s never been harderto CONNECT with consumers.”Brad Jakeman, former advertising chief at Macy’s andCitigroupWinning the Story Wars
Image courtesy of the University of Notre Dame’s Facebook page
Why Do We Tell Stories?“Story-loving isn’t just culture; it’s biology. The humanbrain has evolved in such a way as to enable theconstruction and comprehension of narratives.”Joel Achenbach, “The Vestigial Tale” The Washington Post,October 29, 2009“Humans are not ideally set up to understand logic;they are ideally set up to understand stories.”Roger C. Shank, Cognitive Scientist, Tell Me A Story
Why Do We Tell Stories?“We are our stories. We compress years of experience,thought and emotion into a few compact narratives thatwe convey to others and tell ourselves stories canprovide – context enriched by emotion, a deeperunderstanding of how we fit in and why thatmatters…we must listen to each other’s stories andknow that we are each the authors of our own lives.”Daniel H. Pink, A Whole New Mind
Brand + StorytellingWhat is the most importantaspect to consider whencreating a brand?“For me, its all abouthaving a story to tell. This iswhat will enable you tocreate an experiencearound the brand.”
COHERENCE is: “the discipline of ensuring a transparent connection between customer expectation (brand) and authentic user experience. Coherence is aligning WHAT we deliver with what we SAY we deliver. Coherence engages customers in shaping a meaningful experience that meets their needs. Coherence is telling the truth.”http://rhb.com/coherence/
RHB & THE THREE SATELLITES http://rhb.com/coherence/three-satellites/
How Do You Tell Your Story?Elements of Branded Storytelling Message/Values/Meaning Characters/Identifiable Heroes Plot Conflict/Irony Watch the video*Resources: Storytelling: Branding in PracticeTelling The Story: The Missouri Group
How do you tell Your Story? The Hero’s Journey By Joseph Campbell
How Do You Tell Your Story?~IMC – Engage All Senses
Don’t lose an opportunity to capture an authentic and compelling story!
“Brands must actually live out the stories they tell andapply the moral of their story not just to theiraudiences but to themselves. The pressure to live upto your story can also be seen as a transformational,positive force. It casts you, the marketer, in the roleof innovation agent within your organization – thestories your brand tells can be a powerful force inleading your company to more responsible real-worldbehavior.”~Jonah Sachs, Winning the Story Wars
QUESTIONS? Julie Campbell Twitter: @carpe777Email: firstname.lastname@example.org OR email@example.com
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