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How to Create a (More Human) Brand ...and Better Marketing Experience
 

How to Create a (More Human) Brand ...and Better Marketing Experience

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This presentation talks about three big and powerful ways to tell a better marketing story and create a (more human) brand. After all, 92.3% of all audiences are made up people! So humanize or become ...

This presentation talks about three big and powerful ways to tell a better marketing story and create a (more human) brand. After all, 92.3% of all audiences are made up people! So humanize or become irrelevant.

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    How to Create a (More Human) Brand ...and Better Marketing Experience How to Create a (More Human) Brand ...and Better Marketing Experience Presentation Transcript

    • How to Create a Brand (and a better marketing experience) July 2013 Kathy Klotz-Guest @kathyklotz guest kat hy@keepingit human.com
    • About Kathy Marketing Storyteller, Speaker, Strategist I help organizations find their critical marketing narratives and tell those stories in everything they do!  Value play, simplicity, and human-speak in business  20 years high-tech marketing / communications strategy and comedy  Founding Sr. Fellow, new media think tank (sncr.org)  MA Stanford University, MBA UC Berkeley All rights reserved 2013. Klotz-Guest 2
    • Why the Hell Does it Matter? Marketing Noise! All rights reserved 2013. Klotz-Guest 3 Research says 92.3% of audiences are made up of people. People hate overload. Research also says 79.4% of facts are completely made up!
    • All rights reserved 2013. Klotz-Guest 4 Image courtesy of cubicle ranch.com BAROMETER O’
    • All rights reserved 2013. Klotz-Guest 5 “A wealth of information creates a poverty of attention.” ~ Herbert Simon, late Nobel laureate economist Attention, Trust (EdelmanTrust Barometer) Volume of Information
    • Buyer‟s Journey Has Changed All rights reserved 2013. Klotz-Guest 6 Buyers are 67% to 90% through their journey by the time they contact the vendor - Forrester, Oct 2012
    • We gamify learning interactions for paradigm-shifts in large organizations All rights reserved 2013. Klotz-Guest 7 *PS: if you say paradigm-shifts or revolutionary, chances are you aren’t.
    • Out with “Targets” In with People! All rights reserved 2013. Klotz-Guest 8
    • Wanna Connect? Get Human! Three Ways to Humanize Your Brand Simple Stories Think “Upside Down” Likeability? Unleash Your Best People All rights reserved 2013. Klotz-Guest 9
    • All rights reserved 2013. Klotz-Guest 10 Source: The Historical Society
    • How does marketing make us FEEL? All rights reserved 2013. Klotz-Guest 11 “Facts,” and most are filtered! Feelings Conscious Mind 10% Subconscious Mind 90%
    • How People Think We Decide All rights reserved 2013. Klotz-Guest 12 EMOTIONS LOGIC EMOTIONS LOGIC
    • Stories Scale Stories are remembered up to 22X more than facts alone. - Stanford University GSB All rights reserved 2013. Klotz-Guest 13
    • All rights reserved 2013. Klotz-Guest 14 Stories, Not “Messaging!’ autoblog.com
    • It‟s Not About Your Product All rights reserved 2013. Klotz-Guest 15 Field Notes Brand
    • All rights reserved 2013. Klotz-Guest 16 Story It‟s about ME, dummy!
    • All rights reserved 2013. Klotz-Guest 17 Customers don’t buy what we make; they buy who we are.
    • Underlying Human Need Solve a problem Create opportunity Make life better All rights reserved 2013. Klotz-Guest 18 Most businesses don’t focus on the Human Element
    • Purpose: Movement Your core story is bigger than the company and product All rights reserved 2013. Klotz-Guest 19
    • Humanize and Influence Emotions rule Elevate purpose Hope and empathy Show „change‟ All rights reserved 2013. Klotz-Guest 20
    • All rights reserved 2013. Klotz-Guest 21 Think …
    • Surprise! All rights reserved 2013. Klotz-Guest 22
    • All rights reserved 2013. Klotz-Guest ‹#›
    • The Truth is Funny: Humor Humanizes so Lighten Up! All rights reserved 2013. Klotz-Guest 24 www.kinaxis.com
    • All rights reserved 2013. Klotz-Guest ‹#›
    • Hubspot, “Unsubscribe” All rights reserved 2013. Klotz-Guest 26 I could change... Maybe we could be friends with benefits?”
    • Experiment: Try. Fail. Rinse. Repeat. Learn. All rights reserved 2013. Klotz-Guest 27 Marketing is a hell of a lot of art. Stop looking for lightening in a bottle.
    • All rights reserved 2013. Klotz-Guest 28 Likeability
    • Advocacy: „People Like Me‟ Social Proof and Trust All rights reserved 2013. Klotz-Guest 29 Advocates are 5X more influential than paid media: actively referring you Forrester: 94% trust advocates 18% trust influencers Source: Forrester
    • Personalities Matter All rights reserved 2013. Klotz-Guest 30 Source: Apple Insider
    • Personality All rights reserved 2013. Klotz-Guest 31
    • Website Bios All rights reserved 2013. Klotz-Guest 32
    • Unleash Your Best Storytellers All rights reserved 2013. Klotz-Guest 33 Person-Person Service Builds Trust
    • Let Your Advocates Talk: Their voice, Their Way All rights reserved 2013. Klotz-Guest 34 Source: Starbucksmelody.com
    • Where can I humanize? Simple “Feeling” Stories Think “Upside Down” and Lighten Up! Likeability Means People and Personality All rights reserved 2013. Klotz-Guest 35   
    • All rights reserved 2013. Klotz-Guest 36
    • Thank You for „Keeping it Human‟ with me! kathy@keepingithuman.com @kathyklotzguest Marketer to the “Human” Kind All rights reserved 2013. Klotz-Guest
    • All rights reserved 2013. Klotz-Guest 38 Visit Kathy’s Human Blog and Sign Up
    • All rights reserved 2013. Klotz-Guest 39 Connect with Kathy Facebook Twitter LinkedIn
    • Marketing Podcast All rights reserved 2013. Klotz-Guest 40