It's the People Stupid. Why Story Matters to Brands.
Upcoming SlideShare
Loading in...5
×
 

It's the People Stupid. Why Story Matters to Brands.

on

  • 972 views

An overview of how marketing is really a story. Every brand has a story whether it's intentional or not. Marketers need to know their audience and how to tell stories that matter. This presentations ...

An overview of how marketing is really a story. Every brand has a story whether it's intentional or not. Marketers need to know their audience and how to tell stories that matter. This presentations starts at a high level and narrows down to some specifics to get the process started.

Statistics

Views

Total Views
972
Views on SlideShare
971
Embed Views
1

Actions

Likes
0
Downloads
11
Comments
0

1 Embed 1

https://twitter.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

It's the People Stupid. Why Story Matters to Brands. It's the People Stupid. Why Story Matters to Brands. Presentation Transcript

  • It’s the People, Stupid What’s your story? Steve Phipps Director of Client Experience @ LunaWeb @runningstp slideshare.com/lunaweb #tcmem #story
  • Why story matters and what to doabout it. #tcmem #story
  • The intergalactic journey…#tcmem #story
  • …started at…#tcmem #story
  • …where cutting edge…#tcmem #story
  • …meets the world…#tcmem #story
  • …and as much as we love technology…#tcmem #story
  • …it’s about the people. Human experience Story telling Brands, not companies Creativity#tcmem #story
  • Human Experience#tcmem #story Chip Conley – Joie de Vivre Founder
  • Emotional Equations  Despair = suffering – meaning  Happiness = wanting what you have ÷ having what you want  "He who is not contented with what he has would not be contented with what he would like to have.“ – Socrates  Anxiety = Uncertainty x Powerlessness  Disappointment = expectations – reality  Regret = disappointment + a sense of responsibility  More choices results in greater opportunity for disappointment#tcmem #story
  • #tcmem #story
  • Stories Matter Story saturation – music, TV, movies, video, books on demand Stories untethered – mobile Marketing is getting people to tell themselves the stories you want them to hear. – Brian Clark (CopyBlogger.com) #tcmem #story
  • Elements of the Story Plot – what’s happening, quest for satisfaction, goals Character – who’s involved; motivations, needs, etc. Conflict – a problem standing in the way Theme – the main idea, central, often abstract Setting – where it’s all happening; environmental factors#tcmem #story
  • A long time ago, in a galaxy far, far away… The Hero’s Journey – Joseph Campbell#tcmem #story
  • Brands that tell a story… #tcmem #story
  • Chick-fil-A#tcmem #story
  • Red Bull #tcmem #story
  • Bucks Credit Union#tcmem #story
  • Tell Your Story… #tcmem #story
  • Know Your Audience Ask questions:  What’s their story?  What matters to them?  How does your product/service make a difference?  Where do they live online? Research  Rapleaf.com #tcmem #story
  • Make a plan Develop a strategy Set clear, realistic, measurable goals Get tactical Measure your results Evaluate Tools/Resources:  www.paloalto.com/sales_and_marketing_plan_soft ware/  www.DuctTapeMarketing.com#tcmem #story
  • Get Creative Use the right weapons with the right ammunition If you aren’t, find someone who is Tell your story Search Google for examples:  “creative ambient ads”  “creative advertising”  “guerilla marketing”#tcmem #story
  • #tcmem #story
  • Questions & Conversation #tcmem #story