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@joekutchera
Digital Storytelling & Cultural Branding                                           @joekutchera
Learning Lessons from Stories                                @joekutchera
The Power of Stories in Business                                   @joekutchera
Creating Your Story                                    Likeable                                   Characters              ...
BabyCenter Community                       @joekutchera
Story Telling on YouTube   La Caida de Edgar (El original)   http://www.youtube.com/watch?v=b89CnP0Iq30   La Caida de Edga...
Differences in Storytelling•••                              @joekutchera
Creating Your Story                                    Likeable                                   Characters              ...
Cultural Branding Is…• Infusing multicultural characters,  images and especially music into  “mainstream” marketing• Embra...
Javier Farfan: Director of Cultural Branding at    PepsiCo“We’re moving from a marginalized viewpoint of multicultural con...
Cultural Branding Makes Sense Because…• Difficult getting Hispanic/Multicultural budgets• Marginal campaigns = Marginal Su...
Examples of Cultural Blending                                @joekutchera
Examples of Cultural Blending                                @joekutchera
Music = Center of Campaign                             @joekutchera
Mr. Rogers Carried This Quote in His Wallet                           “There isn’t anyone                           you co...
Story = Characters + Struggle + Empathy +Resolution                                            @joekutchera
The Story of St. Benedict the Moor Church andSchool                                          @joekutchera
Create Narratives That…                          @joekutchera
“Advertising is no longer about blasting themost messages to the most people. Instead, it’s      about this: Ideas that sp...
The Rules of Social Media Were Actually WrittenLong Before the InternetMalcolm Forbes“To seduce almost anyone, ask for and...
Formula for Social Media Engagement                                               20% Sales and                           ...
A Formula For Creating a Movement: PersonalStories                                         @joekutchera
@joekutchera
Praises and Promotes Pepsi                       @joekutchera
Encouraging Students ThroughPublishing       • “If I were president, I would         help all nations, even Hawaii.”      ...
Discussion: What makes great ideas spread?                Video: Where’s Rob?                                             ...
Creating Your Story                                    Likeable                                   Characters              ...
DiscussionThank you!Joe@Kutchera.netBridging Cultural Gaps with Digital Storytelling @joekutchera
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Latino Link Marketer Summit at Mattel - Joe Kutchera

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  • give that book to friends that have kids 25 years laterBonds created by characters in those storiesThese become the stories of our lives: the touchstonesIt’s how we learned our 1st lessons and every lesson after that
  • In preparing for this presentation, I remembered a quote from the management guru Peter Drucker who wrote over 30 books about business.When asked by FORTUNE magazine, what is your favorite business book, does anyone here know what he said? “I don’t read business books, I read Shakespeare.” Which goes to show why Harvard Business school uses stories to teach business problems for its students. Stories and real characters make people remember the lesson to be learned.Shakespeare said there were only five stories ever written
  • conclusion – listen to other people’s stories; looking them in the eye, relating to them , realized business is all about characters, relationships, and stories
  • Transcript of "Latino Link Marketer Summit at Mattel - Joe Kutchera"

    1. 1. @joekutchera
    2. 2. Digital Storytelling & Cultural Branding @joekutchera
    3. 3. Learning Lessons from Stories @joekutchera
    4. 4. The Power of Stories in Business @joekutchera
    5. 5. Creating Your Story Likeable Characters Conflict, Distribution of Tension or Video/Story Issue to resolve Cultural Branding Desired Partner with Outcome Non-Profit? Or (Your Product) a Musician? Resolution Emotion @joekutchera
    6. 6. BabyCenter Community @joekutchera
    7. 7. Story Telling on YouTube La Caida de Edgar (El original) http://www.youtube.com/watch?v=b89CnP0Iq30 La Caida de Edgar (Emperador) http://www.youtube.com/watch?v=IwyNPo5lE-Y @joekutchera
    8. 8. Differences in Storytelling••• @joekutchera
    9. 9. Creating Your Story Likeable Characters Conflict, Distribution of Tension or Video/Story Issue to resolve Cultural Branding Desired Partner with Outcome Non-Profit? Or (Your Product) a Musician? Resolution Emotion @joekutchera
    10. 10. Cultural Branding Is…• Infusing multicultural characters, images and especially music into “mainstream” marketing• Embracing Trends: – Hyper-connectedness -> Desire to be vocal about issues – Deeper connection to their country of origin through technology @joekutchera
    11. 11. Javier Farfan: Director of Cultural Branding at PepsiCo“We’re moving from a marginalized viewpoint of multicultural consumers to making them an integral part of our business.” @joekutchera
    12. 12. Cultural Branding Makes Sense Because…• Difficult getting Hispanic/Multicultural budgets• Marginal campaigns = Marginal Success• Ethnic groups poorly represented in messaging @joekutchera
    13. 13. Examples of Cultural Blending @joekutchera
    14. 14. Examples of Cultural Blending @joekutchera
    15. 15. Music = Center of Campaign @joekutchera
    16. 16. Mr. Rogers Carried This Quote in His Wallet “There isn’t anyone you couldn’t love if you heard their story.” @joekutchera
    17. 17. Story = Characters + Struggle + Empathy +Resolution @joekutchera
    18. 18. The Story of St. Benedict the Moor Church andSchool @joekutchera
    19. 19. Create Narratives That… @joekutchera
    20. 20. “Advertising is no longer about blasting themost messages to the most people. Instead, it’s about this: Ideas that spread, win.” --Seth Godin @joekutchera
    21. 21. The Rules of Social Media Were Actually WrittenLong Before the InternetMalcolm Forbes“To seduce almost anyone, ask for and listen to his opinion.”From Dale Carnegie’s “How to Win Friends and Influence People”• Be a good listener. Encourage others to talk about themselves• Talk in terms of the other person’s interests• Remember that a person’s name is to that person the sweetest and most important sound in any language @joekutchera
    22. 22. Formula for Social Media Engagement 20% Sales and branding 40% Interact 20% Entertain 20% Inform Source: Social Media Delivered, a Social Media consulting firm @joekutchera
    23. 23. A Formula For Creating a Movement: PersonalStories @joekutchera
    24. 24. @joekutchera
    25. 25. Praises and Promotes Pepsi @joekutchera
    26. 26. Encouraging Students ThroughPublishing • “If I were president, I would help all nations, even Hawaii.” -- Chad Timsing, age 9, Los Angeles • “I really hope you put America back together. No pressure though." -- Sheenie Shannon Yip, age 13, Seattle @joekutchera
    27. 27. Discussion: What makes great ideas spread? Video: Where’s Rob? @joekutchera
    28. 28. Creating Your Story Likeable Characters Conflict, Distribution of Tension or Video/Story Issue to resolve Cultural Branding Desired Partner with Outcome Non-Profit? Or (Your Product) a Musician? Resolution Emotion @joekutchera
    29. 29. DiscussionThank you!Joe@Kutchera.netBridging Cultural Gaps with Digital Storytelling @joekutchera
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