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Sticky Stories Building memorable, shareable brand-building content

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How do you break through the clutter in a world where each of us receives 3,000 to 5,000 commercial messages a day? Our brains are wired for paying attention to and remembering stories. So how do you …

How do you break through the clutter in a world where each of us receives 3,000 to 5,000 commercial messages a day? Our brains are wired for paying attention to and remembering stories. So how do you build sticky brand stories around your organization, product or service?

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  • Of the three players in this picture, which is ultimately most powerful? The Rider – Intellect Value PropositionProduct/Service Information Ratings, ReportsThe Path Tools and Communications that Make it Easy to Learn, Buy, Consume and Share (Web Site, Displays, Packaging)The Elephant (Emotion)Brand Expressed Through Emotion-Driven Story-TellingAll three need to be addressed and be in alignment to be effective in creating change, but the emotion is the most powerful if engaged properly
  • Set up brand-building as “belief building.” What builds belief? Mythology – ongoing, powerful stories that attach in people’s minds and carry the meaning of the brand (just like in any given culture) Key point: Mythologies can develop on their own (arising naturally) or you can deliberately foster them (ie, proactively create and share them).
  • Every human has a set of emotional needs, or roles, that need fulfilled. Some personalities need certain roles filled more than others, but at various times we all have a need to feel certain ways – sometimes gentle, sometimes aggressive. Sometimes needy, sometimes independent. These archetypes are a kind of emotional map to human life.
  • The most powerful brands understand these emotional triggers and CLEARLY align themselves with the consistent fulfillment of one of them. If they veer off by trying to address other emotional needs, they confuse the consumer and dilute their power.
  • Lord Baden-Powell, was a lieutenant-general in the British Army, writer, founder of the Scout Movementand first Chief Scout of The Boy Scouts Association.With the migration of families from farms to cities, there were concerns among some people that young men were no longer learning patriotism and individualism. The YMCA was an early promoter of reforms for young men with a focus on social welfare and programs of mental, physical, social and religious development.[9]:72–82 In 1896, years before the Scouting movement was founded, Baden-Powell met the American born Chief of Scouts in British Africa, Frederick Russell Burnham, and learned from him the fundamentals of scouting, inspiring him and giving him the plan for the program and the code of honor of Scouting for Boys, and thus restoring the old traditions of American Youth.[10][11]110 million Americans have been members of the BSAresponsible citizenship, character development, and self-relianceScout Law Scoute Oath - "On my honor, I will do my best, to do my duty, to God and my country, and to obey the Scout Law, to help other people at all times, to keep myself physically strong, mentally awake, and morally straight."
  • So, trust is critical to brand building – But how do you build a trusthworthy message that cuts through the clutter and STICKS in the minds of consumers? Without awareness and remembrance of your brand, consumers can’t trust your brand. EXERCISE: Think of the most powerful images, ideas or stories that fit these criteria and best communicate the S&T value proposition that we developed earlier.

Transcript

  • 1. Sticky Stories Jeff James jeffj@mythologymarketing.com twitter.com/buildingbelief
  • 2. Ten Pillar Descriptions The Ten Pillars of Meaningful Marketing™ Understanding What do your employees/customers/partners believe? What do they want to believe? What do you want them to believe about you or your product/service? Engagement Campaigns and communication - How, when, where the story will be told in unexpected, breakthrough ways Priority Choosing first the ones who will choose you - Segmenting customers and stack-ranking who is most valuable to you Surprise Unexpected value - emotional and functional – that exceeds expectations and builds into a dependence that they won’t be able to live without Differentiation Competitive strengths that set you apart- Finding the core of who your organization is and why that is special and unique in both emotional and functional benefit categories Dialog The power of intimacy and the path to loyalty - Interactive communications that lead to relationships Alignment Internal buy-in and readiness…are your people ready? Helping your team see, understand, believe and live out the vision Empowerment Incentive and opportunity to share the great experience with others Mythology Your brand, your story that builds belief and inspires action Innovation The next surprise - Feeding the addiction of being delighted with new value http://www.mythologymarketing.com/pillars/
  • 3. “Big kids table…”
  • 4. Why do stories matter?
  • 5. Creating Change The Rider (Intellect, Logic) The Elephant (Emotion, Desire, Impulse) The Path (Environment, Prompts, Tools) To effect change, you must address all three effectively Switch: How to Change Things When Change is Hard © 2010 Chip and Dan Heath
  • 6. Our Brains Love Stories • Activates multiple areas of our brains • Our brains place us in the story – we get involved • We can plant ideas, thoughts and emotions into the listeners’ brains (“neural coupling”) • Personal stories and gossip make up 65% of our conversations.
  • 7. Beginning Assumptions • Customers freeze and avoid decisions • Implication: Simplify and/or make it simpler to choose Too many choices/issues becomes depressing • Only about 4 are positively remembered • Implication: “Sticky” messaging The noise is overwhelming - 3K – 5K media messages a day • About 7% trust advertising messages • Implication: Empower advocates and foster word-of-mouth Nobody believes your advertising
  • 8. Beginning Assumptions • Our brains are wired to involve emotion in decision-making • Implication: Publish a steady stream of emotion, backed up with evidences and details as needed People make emotional decisions • Word-of-mouth is the dominant influencer across almost all product/service categories • Implication: Empower your third-party fans Word-of-mouth drives the most influence • By far the most preferred information source across all age groups except most senior among us • Implication: Web presence is the most central marketing discipline The web is the preferred information platform
  • 9. Benefits of Sticky Stories • Spend less marketing budget to achieve greater results • Longer-term loyalty • Greater word-of-mouth advocacy • Easier to shape and integrate marketing campaigns – Print, TV, radio, social media, web, mobile
  • 10. What’s Their Story?
  • 11. What’s Their Story?
  • 12. What’s Their Story?
  • 13. Building Your Mythology • myth·ol·o·gy a set of stories, traditions, or beliefs associated with a particular group or the history of an event, arising naturally or deliberately fostered • What builds belief? • Purpose of mythology - What human emotions can you connect with? • What should the structure of the story look like?
  • 14. Emotional Value: Connecting via Archetypes Belonging & Enjoyment Independence & Fulfillment Stability & Control Risk & Mastery Creator Craft something new Caregiver Care for others Ruler Exert Control Jester Have a good time Regular Guy/Gal OK as you are Lover Find and give love Hero Save the day Outlaw Break the rules Magician Affect transformation Sage Understand our world Explorer Maintain independence Innocent Retain or renew faith The Hero and the Outlaw, Margaret Mark & Carol Pearson © 2001 By a factor of three, what you do is not nearly as important as how it makes people feel. - Seth Godin, April 2007
  • 15. Emotional Value: Connecting via Archetypes Belonging & Enjoyment Independence & Fulfillment Stability & Control Risk & Mastery Creator Craft something new Caregiver Care for others Ruler Exert Control Jester Have a good time Regular Guy/Gal OK as you are Lover Find and give love Hero Save the day Outlaw Break the rules Magician Affect transformation Sage Understand our world Explorer Maintain independence Innocent Retain or renew faith The Hero and the Outlaw, Margaret Mark & Carol Pearson © 2001
  • 16. Story Development • Origin Stories • Transformation Stories • Shared Experience Stories • “You Won’t Believe This…” Stories • Rebel Stories
  • 17. Origin Stories
  • 18. Transformation Stories
  • 19. Shared Experience
  • 20. “You Won’t Believe This…”
  • 21. Rebel Stories 21
  • 22. Rebel Stories
  • 23. What Makes an Idea Stick? SUCCESs • Simplicity – Finding the core of the idea • Unexpectedness – Combining surprise and interest • Concreteness – Bringing it alive with the five senses (memory Velcro) • Credibility – Tapping the power of authority – or anti-authority – to build belief • Emotional – Priming people to care • Stories – Generating involvement that leads to action Made to Stick, Heath and Heath © 2007 Random House
  • 24. Exercise Create and share a sticky story! • Your childhood • Your kid • Your spouse • Your organization
  • 25. Time to Build Belief… mythologymarketing.com