Digital Marketing Brands & Video Storytelling
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This document summarizes a presentation about digital marketing and brand storytelling. It discusses the history and evolution of brands, including definitions from marketing experts. It also covers the concepts of brand positioning, purpose, experiences, culture and storytelling. Specifically, it explores how brands can develop a shared purpose and culture with stakeholders. A major section discusses the science behind storytelling and how brands can use narrative and video content in their marketing. It provides examples of successful brand stories and videos that drove engagement. Finally, it addresses how content, media and marketing have evolved in the digital age.
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Digital Marketing Brands & Video Storytelling
- 1. DIGITAL MARKETING BRANDS & VIDEO STORYTELLING Presented at St. Edwards University Thursday, November 10, 2016
- 2. TODAY’S AGENDA 1. BRAND: HISTORY, EVOLUTION & LEXICON 2. THE SHARED BRAND: PURPOSE, EXPERIENCES & CULTURE 3. BRAND STORYTELLING: NARRATIVE & VIDEO
- 3. BRAND: HISTORY, EVOLUTION & LEXICON
- 4. WHAT IS A BRAND? “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” -- David Ogilvy (Founder, Ogilvy & Mather), 1985 “The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” -- Seth Godin (Marketer & Writer), 2010 ”A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." -- The American Marketing Association, 2016 4
- 5. ORIGINS OF BRAND Brand (the verb). As in “to brand”. Old English, of Germanic origin; related to German Brand, also to burn . The word originally meant ‘burning’ or ‘a piece of burning or smoldering wood’; the verb sense ‘mark permanently with a hot iron’ dates from late Middle English. 5
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- 7. ORIGINS OF BRAND Brand (the noun). As in “brand mark”. The noun sense ‘mark of ownership made by branding,’ arose in the mid 17th century. Brand mark is a better term, and in fact, in many other languages brand is translated to marke (German), marca (Spanish), marka (Croatian), marque (French), markë (Albanian), марка (Byelorussian). A brand mark is a name, term, symbol, or design intended to identify the product of one company, and to diferentiate it from those of competitors. 7
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- 11. EVOLUTION OF BRAND Brand (the noun). As in “brand perception”. How the brand is perceived (or “positioned”) in the hearts and minds of customers. “Positioning” is an articulation of the unique space an organization wishes to capture in the hearts and minds of its customers, supported by the rational, emotional and social benefits that the organization (and its products and services) provide to its customers. “Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person…But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.” -- Al Ries and Jack Trout,1972 11
- 12. IT STARTS WITH A POSITIONING STATEMENT 12 [emotional/rational benefit promise]THAT… [support/reasons to believe] BECAUSE/ THROUGH… [target audience], is the [point of difference/value proposition] FOR/TO… [BRAND/ PRODUCT]…
- 13. POSITIONING STATEMENT: IPOD 13 puts your music in your pocket and gives you the freedom to express your unique style, THAT… iPod provides wherever/whenever access to your music in a sleek, contemporary, compact design. BECAUSE… creative dreamers, is the cool MP3 player/fashion accessory TO… iPOD…
- 14. POSITIONING STATEMENT: SNICKERS 14 satisfies your hungerTHAT… it is packed with peanuts.BECAUSE… snackers, is the brand of candy bar FOR… SNICKERS…
- 15. POSITIONING STATEMENT: UNICEF 15 the authority, knowledge and resources to get things done.WITH… people who want to make a lasting difference, is the champion of rights for all the world’s children FOR… UNICEF…
- 16. POSITIONING STATEMENT: INTERCEPT PHARMACEUTICALS 16 THAT… THROUGH… FOR… INTERCEPT… is rejuvenating therapeutic options to extend life and transplant free survival applying its proprietary agonist compounds to unique therapeutic targets. patients with systemic, chronic liver diseases, is the determined team
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- 19. SARAH KAVANAGH VS. GATORADE 19 Sarah Kavanagh, 15, of Hattiesburg, Miss., started an online petition to have BVO ingredient, perceived to be a ‘flame retardant’ removed from Gatorade. Gained >200K supporters.
- 20. SO, THE WORLD CHANGED OLD WORLD • One-way • Brand is owned 20 NEW WORLD • Two-way • Brand is shared
- 21. MODERN LEXICON Brand Mark (noun) A brand mark is a name, term, symbol, or design intended to identify the product of one company, and to differentiate it from those of competitors. 21
- 22. MODERN LEXICON Brand Identity (noun) The meaning which the brand is intended to convey. 22
- 23. MODERN LEXICON Brand Equity (noun) The value that the brand contributes to the valuation of the organization. 23
- 24. MODERN LEXICON Brand (verb) The process of developing the brand mark, brand identity and positioning. 24
- 25. MODERN LEXICON Brand (noun) The shared purpose, culture and experiences that align a company and its stakeholders to create mutual value. 25
- 26. THE SHARED BRAND: PURPOSE, EXPERIENCES & CULTURE
- 27. 27 The brand’s passion and reason for being. The shared contribution to its community The shared values, beliefs and behaviors of the brand and its stakeholders PURPOSE EXPERIENCE CULTURE The touch points, interactions and moments shared between the brand and its stakeholders
- 28. PURPOSE-DRIVEN COMPANIES 28 Eliciting Joy Impacting Society Inspiring Exploration Enabling Connection Evoking Pride • Rooted in one of five fundamental human values • Grow 3x faster than the competition • Investment in The Stengel 50 would have been 400x more profitable than investing in the S&P 500
- 34. BRAND STORYTELLING: NARRATIVE & VIDEO
- 35. STORYTELLING: THE SCIENCE BEHIND THE ART • Neuroeconomist, Paul Zak’s research discovered “The Moral Molecule”, and that • Storytelling enables us to direct human behavior by changing brain chemistry through well-structured narratives Tension synthesizes Cortisol (focuses our attention) + Narrative synthesizes Oxytocin (sense of empathy) 35 Act 3 CLIMAX (turning point) Act 2 COMPLICATION (rising action) Act 1 EXPOSITION (inciting moment) Act 4 REVERSAL (falling action) Act 5 DENOUEMENT (moment of release) FREYTAG’S PYRAMID A simple storytelling structure that has worked for thousands of years
- 36. 36 “The Man Who Walked Around The World” (2009) 6:27 commercial made by customers
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- 38. 38 “If business is about service to others, then business itself is a virtue. You’re engaging in a virtuous activity by serving the needs of somebody else. When you do that, you’re serving the needs of your employees, of your customers, you will induce oxytocin release and they will want to reciprocate…” -- Paul Zak
- 39. 39 “…In the old model: greed is good, the management technique is lead with fear. In the new model: empower individuals to be the best that they can be in an organization with purpose, you’re going to lead with love.” -- Paul Zak
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- 42. 42 “Here’s to the Crazy Ones” (1997) :60 commercial
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- 44. 44 “Thank you, Mom” (2012) :60 commercial
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- 46. THE VALUE OF CREATIVE CAMPAIGNS The data tell us… 1. Creatively awarded campaigns are 12x more efficient 2. The greater level of creativity, the greater level of effectiveness 3. Creative campaigns are more reliable investments 4. Increasing the emotional response to a brand reduces its price sensitivity 46
- 47. 47 “25 Years. Still Red Hot” (2008) :30 commercial made by customers
- 48. HOW CONTENT EVOLVED ONLINE 48 Content moved from long-form copy to short- form, visual mix of original and curated
- 49. WHAT DRIVES CONTENT CONSUMPTION 49 QUALITY What drives publisher stickiness FRESH RELEVANTTRUSTED AUTHENTIC UNIQUE VALUED ORIGINAL CONTENT 1 “Content: What Drives Consumption? – AOL, 2010
- 50. WHAT DRIVES CONTENT SHARING 50 RELATIONSHIPSSELF-IMAGE SELF- FULFILLMENT ENTERTAINMENT ADVOCACY To grow and nourish our relationships To define ourselves to others To bring valuable & entertaining content to others To add value to their relationships To get the word out about causes or brands Motivators for sharing *”Psychology of Sharing” – NYT, 2011
- 51. WHY VIDEO? 51 65% of people are visual learners YouTube is the 2nd largest search engine behind Google Facebook users watch 8 billion video views per day Snapchat users watch >8 billion video views per day
- 52. 52 “Jennifer Aniston Sex Tape” (2011) 2:45 viral video 27.3 million views, YouTube
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- 54. 54 “Dear Kitten” (2014) 2:57 viral video 27.3 million views, YouTube
- 55. 2/3 OF DIGITAL UNIVERSE IS CONTENT CREATED BY CONSUMERS 55
- 56. 56 “This is AHH” :30 commercial made by customers
- 58. MEDIA IS NOW SYNDICATED 58 “Huffington Post and Flipboard often get more traffic from Times journalism than we do.” – Jill Abramson, former Executive Director, New York Times, 2014
- 59. WHAT DOES SYNDICATED MEAN? 59 BRAND .COM HOMEPAGE NEWSROOM E-COMM SOCIAL FACEBOOK LINKEDINTWITTER SNAPCHAT VINE PERISCOPEINSTAGRAM OTHER E-MAIL APPS FLIPBOARD PAPER.LI iOS ANDROID TRADITIONAL TV RADIO PRINT OUTDOORONLINE INFLUENCERS
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- 64. DAVID FOSSAS Twitter: @dfossas Email: david@thereciprocity.co THANK YOU
Editor's Notes
- 10-year growth study of 50,000 brands Reveals that the 50 highest-performing businesses are the ones driven by brand ideals “The Stengel 50” grew three times faster than their competitors An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500. Source: http://www.jimstengel.com/grow/research-validation/
- 10-year growth study of 50,000 brands Reveals that the 50 highest-performing businesses are the ones driven by brand ideals “The Stengel 50” grew three times faster than their competitors An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500. Source: http://www.jimstengel.com/grow/research-validation/
- 10-year growth study of 50,000 brands Reveals that the 50 highest-performing businesses are the ones driven by brand ideals “The Stengel 50” grew three times faster than their competitors An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500. Source: http://www.jimstengel.com/grow/research-validation/
- 10-year growth study of 50,000 brands Reveals that the 50 highest-performing businesses are the ones driven by brand ideals “The Stengel 50” grew three times faster than their competitors An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500. Source: http://www.jimstengel.com/grow/research-validation/
- 10-year growth study of 50,000 brands Reveals that the 50 highest-performing businesses are the ones driven by brand ideals “The Stengel 50” grew three times faster than their competitors An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500. Source: http://www.jimstengel.com/grow/research-validation/
- 10-year growth study of 50,000 brands Reveals that the 50 highest-performing businesses are the ones driven by brand ideals “The Stengel 50” grew three times faster than their competitors An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500. Source: http://www.jimstengel.com/grow/research-validation/
- https://www.youtube.com/watch?v=q1a7tiA1Qzo Through his research, neuroeconomist, Paul Zak, discovered what he dubs “The Moral Molecule” Oxytocin is a neurochemical that is key to signaling trust and invoking a sense of empathy Produced when we are trusted or shown a kindness Motivates cooperation with others by Enhancing the sense of empathy – our ability to experience others’ emotions Research found that character-driven stories consistently cause oxytocin synthesis, and The amount of oxytocin released by the brain predicted how much people were willing to help others (e.g. donating money to a charity associated with the narrative) So, is it any wonder why the Ice Bucket Challenge went viral? Research found that In order to motivate a desire to help others, a story must first sustain attention – an increasingly scarce resource in the brain – by developing tension during the narrative If that tension resonates strongly enough with the audience, then they will come to share the emotions of the characters in the story, and, after the story ends, likely to continue mimicking the feelings and behaviors of those characters This explains your feelings of dominance after you watch James Bond save the world, or your desire to work out after watching the Spartans fight in the movie 300 Business implications Enables better recall of key points in a presentation or speech People are substantially more motivated by their organization’s transcendent purpose (how it improves lives) than by its transactional purpose (how it sells goods and services) The former is effectively communicated through stories Sources “Why Your Brain Loves Good Storytelling” – written by Paul J. Zak, published by Harvard Business Review (October, 28, 2014) http://bit.ly/1yso8wD
- https://vimeo.com/52386084
- Sources Big Think Interview with Paul Zak http://bit.ly/1rFK2H3
- “…So, if you lead with love, then you have this oxytocin environment that will motivate people going beyond exceeding expectations leading to delighting the customer, delighting the people around me. And, delight is what we really want from a customer experience.” Sources Big Think Interview with Paul Zak http://bit.ly/1rFK2H3
- https://vimeo.com/79295049
- The data tell us… Creatively awarded campaigns are 12x more efficient, and become more so over time The greater level of creativity, the greater level of effectiveness Highly creative campaigns generate buzz, which correlates strongly with effectiveness Creative campaigns are more reliable investments It is in the power of emotional response that brands really make huge progress Increasing the emotional response to a brand reduces its price sensitivity Brands should spend more time getting the brand thinking right before rushing into communications Creativity is not merely converting an audience, but actually creating one Energize lots of people to think about the nature of the brand Sources The Link Between Creativity and Effectiveness – Peter Field (IPA Databank, The Gunn Report, ThinkBox, 2010) (www.ipaeffectivenessawards.co.uk)
- Virgin Atlantic's response to the 2008 recession. In a time when Virgin Atlantic's main competitor, British Airways, was cutting back on marketing spend, Virgin Atlantic increased its marketing spend by 10%, investing in a new advertising campaign to celebrate its 25th birthday. This campaign alone is estimated to have driven 20% of revenue during the period in which the campaign was running with a return on investment of £10.58 for every £1 spent on the campaign. British Airways, which cut back on marketing expenses during this period, reported a £400M operating loss, while Virgin Atlantic reported a £68M operating profit.
- https://vimeo.com/87709333 https://www.youtube.com/watch?v=kgX_IJPOifs
- https://www.youtube.com/watch?v=G4Sn91t1V4g
- https://www.youtube.com/watch?v=G1P3r2EsAos
- https://twitter.com/ReesesPBCups/status/717194453811728384?ref_src=twsrc%5Etfw
- https://www.youtube.com/watch?v=Er41OBrAvUA&list=UURUN9WyIzqkJ7EXxrhjymMA
- https://vine.co/v/iHq7E0Xzjtg
- https://twitter.com/starbucks/status/796625970614538240