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NCGA Keynote 2011
 

NCGA Keynote 2011

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Brand Story Mojo: Who’s the Hero of Your Story?


Brand Story Mojo: Who’s the Hero of Your Story?


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    NCGA Keynote 2011 NCGA Keynote 2011 Presentation Transcript

    • Brand Story Mojo: Who’s the Hero of Your Story? National Cooperative Grocers Association Michael Margolis, Get Storied, @getstoried © 2011 www.getstoried.com 1Wednesday, May 18, 2011
    • share, quote, discuss: @getstoried © 2011 www.getstoried.com 2Wednesday, May 18, 2011
    • POP QUIZ Digging into Brand Perceptions Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America. (c) 2009 Michael Margolis www.getstoried.com 3Wednesday, May 18, 2011
    • BEST POP QUIZ Digging into Brand Perceptions Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America. (c) 2009 Michael Margolis www.getstoried.com 3Wednesday, May 18, 2011
    • BEST WORST POP QUIZ Digging into Brand Perceptions Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America. (c) 2009 Michael Margolis www.getstoried.com 3Wednesday, May 18, 2011
    • Your story vs their story. Perception is reality. © 2011 www.getstoried.com 4Wednesday, May 18, 2011
    • consultant speaker © 2011 www.getstoried.com 5Wednesday, May 18, 2011
    • consultant speaker author/publisher podcaster journalist professor dean designer curator © 2011 www.getstoried.com 5Wednesday, May 18, 2011
    • © 2011 www.getstoried.com 6Wednesday, May 18, 2011
    • WHY STORY? © 2011 www.getstoried.com 7Wednesday, May 18, 2011
    • Everyone has a story to tell. You are the narrator of your life story. Circumstance. Choice. Consequence. © 2011 www.getstoried.com 8Wednesday, May 18, 2011
    • Visionaries. Innovators. Entrepreneurs. ‣How do you translate something new and different into mainstream acceptance? ‣How do you get others to believe, see, and care about the same things you do? (c) 2009 Michael Margolis www.getstoried.com 9Wednesday, May 18, 2011
    • Consider the following: People don’t buy a product, service, or idea - they buy the story that’s attached to it. © 2011 www.getstoried.com 10Wednesday, May 18, 2011
    • PRIUS VOLVO BENZ CIVIC © 2011 www.getstoried.com 11Wednesday, May 18, 2011
    • People don’t buy a product, service, or idea - they buy the story that’s attached to it. © 2011 www.getstoried.com 12Wednesday, May 18, 2011
    • Do you feel co-ops are valued, understood, and widely appreciated? © 2011 www.getstoried.com 13Wednesday, May 18, 2011
    • Why Shop at a Co-Op? Yes No © 2011 www.getstoried.com 14Wednesday, May 18, 2011
    • Your brand is only as strong as the stories that people tell about you. © 2011 www.getstoried.com 15Wednesday, May 18, 2011
    • FINDING A BIGGER STORY © 2011 www.getstoried.com 16Wednesday, May 18, 2011
    • © 2011 www.getstoried.com 17Wednesday, May 18, 2011
    • No Longer Differentiators of the Co-Op Grocers Movement © 2011 www.getstoried.com 18Wednesday, May 18, 2011
    • Don’t know our food sources © 2011 www.getstoried.com 19Wednesday, May 18, 2011
    • © 2011 www.getstoried.com 20Wednesday, May 18, 2011
    • Your relationship to food mirrors your relationship to life. Co-ops can transform our relationships to food, economy, society, and the earth. Social media is relationship technology. Storytelling is about the relationship between things. Circumstance, choice, consequence. How it all connects. © 2011 www.getstoried.com 21Wednesday, May 18, 2011
    • © 2011 www.getstoried.com 22Wednesday, May 18, 2011
    • The Voice of a Movement © 2011 www.getstoried.com 23Wednesday, May 18, 2011
    • © 2011 www.getstoried.com 24Wednesday, May 18, 2011
    • Food stories highlighting sustainable, small businesses across the state of New York.  A behind-the-scenes look at Milkmade, a subscription service for home- made ice cream that never delivers you the same flavor more than once; lead us to Long Island to meet Dan Machin and his self-titled farm ‘The Lone Acre’, revealing his goal of living for 1 year as a solo man with but one acre of land and the intention of growing over 100 varieties to sell at his first NYC market stand; and last but not least, allowed us to spend time with urban beekeepers based in Brooklyn who wanted to fulfill their desires to make home-made honey. © 2011 www.getstoried.com 25Wednesday, May 18, 2011
    • © 2011 www.getstoried.com 26Wednesday, May 18, 2011
    • We live in a new age of collaboration, connection, and co-creation. © 2011 www.getstoried.com 27Wednesday, May 18, 2011
    • A co-op is a business owned and governed by its customers that operates for their benefit. When people need something they cant get easily or at a reasonable cost, they can start a co-op to get it. Cooperation is a powerful tool to help communities meet local needs. Co-ops cultivate a sustainable development on a human scale, and provide consumers with housing, health care, day care, elder services, electricity and even banking services (credit unions) as well as food. International co-op principles guide co-op business practices. Natural food co-ops are a co-op success story. In the 1970s people wanted organic and unprocessed basic foods that were not readily available in grocery stores. They organized co-ops to get these products and built connections with producers and vendors. Thanks to those efforts we have a thriving organic and natural food industry. Food co-ops are changing the way Americans look at food and farming. Source: The Wedge Natural Foods Co-Op © 2011 www.getstoried.com 28Wednesday, May 18, 2011
    • 3 Inter-Related Dimensions Redefine Identity Self Share Stories Place Tribe Discover Connections © 2011 www.getstoried.com 29Wednesday, May 18, 2011
    • Aspirational Deeper Living Lifestyle Mythos © 2011 www.getstoried.com 30Wednesday, May 18, 2011
    • © 2011 www.getstoried.com 31Wednesday, May 18, 2011
    • BRAND STORY MOJO © 2011 www.getstoried.com 32Wednesday, May 18, 2011
    • “A great brand is a story that’s never completely told...Stories create the emotional context people need to locate themselves in a larger experience.” Scott Bedbury © 2011 www.getstoried.com 33Wednesday, May 18, 2011
    • Brand Everything Brands come in every shape, form, and size imaginable: Products, Celebrities, Politicians, Countries, Causes, and even YOU © 2011 www.getstoried.com 34Wednesday, May 18, 2011
    • 3 Drivers of a Brand Story 1. Brand Origins: Back Story 2. Noble Cause: Point of View 3. Cultural Impact: Social Meaning © 2011 www.getstoried.com 35Wednesday, May 18, 2011
    • Legendary Notebooks © 2011 www.getstoried.com 36Wednesday, May 18, 2011
    • Brand Noble Cultural Origins Cause Impact Definition Back Story Point of View Social Meaning Value Authenticity Identity/Beliefs Behavior Change Reveals Motivations Ethos Worth Are you for Do you really How is my Question real? care? life better? © 2011 www.getstoried.com 37Wednesday, May 18, 2011
    • Help people locate themselves in a bigger story © 2011 www.getstoried.com 38Wednesday, May 18, 2011
    • Storytelling as a Matrix of Perception and Reality Beginning Middle End Circumstance Choice Consequence Past Present Future Set-up Dilemma Resolution Brand Origins Noble Cause Cultural Impact © 2011 www.getstoried.com 39Wednesday, May 18, 2011
    • Your Origins Define You Consider the circumstances for how you gained your powers. © 2011 www.getstoried.com 40Wednesday, May 18, 2011
    • Every brand needs a backstory. © 2011 www.getstoried.com 41Wednesday, May 18, 2011
    • © 2011 www.getstoried.com 42Wednesday, May 18, 2011
    • Product Back Stories => Food Chain © 2011 www.getstoried.com 43Wednesday, May 18, 2011
    • What are Superhero Traits? 1. Orphaned - must figure it out yourself 2. Idealistic - strong motivation/values 3. Constrained - overcome big obstacles 4. Evolutionary - must find inner power 5. Outsider - free of social constraints 6. Healer - put the world back in order © 2011 www.getstoried.com 44Wednesday, May 18, 2011
    • Noble Cause © 2011 www.getstoried.com 45Wednesday, May 18, 2011
    • TOMS Shoes: Stands for Something © 2011 www.getstoried.com 46Wednesday, May 18, 2011
    • Point of View © 2011 www.getstoried.com 47Wednesday, May 18, 2011
    • Point of View © 2011 www.getstoried.com 48Wednesday, May 18, 2011
    • The Ultimate Question © 2011 www.getstoried.com 49Wednesday, May 18, 2011
    • The Ultimate Question Are you trying to just sell me something...? © 2011 www.getstoried.com 49Wednesday, May 18, 2011
    • The Ultimate Question Are you trying to just sell me something...? Or do you want to change the world...my world? © 2011 www.getstoried.com 49Wednesday, May 18, 2011
    • Cultural Impact © 2011 www.getstoried.com 50Wednesday, May 18, 2011
    • Focus on 3 Questions: On what basis or motivation was your co-op established? What is the noble cause and riddle you are trying to solve? How does your co-op transform people’s relationships to...? © 2011 www.getstoried.com 51Wednesday, May 18, 2011
    • Brand Noble Cultural Origins Cause Impact Definition Back Story Point of View Social Meaning Value Authenticity Identity/Beliefs Behavior Change Reveals Motivations Ethos Worth Are you for Do you really How is my Question real? care? life better? © 2011 www.getstoried.com 52Wednesday, May 18, 2011
    • THE HERO © 2011 www.getstoried.com 53Wednesday, May 18, 2011
    • HEROES VILLAINS © 2011 www.getstoried.com 54Wednesday, May 18, 2011
    • Who’s the Hero? ‣ farmer ‣ food ‣ co-op ‣ shopper ‣ co-owner © 2011 www.getstoried.com 55Wednesday, May 18, 2011
    • © 2011 www.getstoried.com 56Wednesday, May 18, 2011
    • Who’s the Hero? ‣ farmer ‣ food ‣ co-op ‣ shopper ‣ co-owner © 2011 www.getstoried.com 57Wednesday, May 18, 2011
    • “Tell a story people can identify with as their own, and the need to persuade, convince, or sell them on anything disappears.” © 2011 www.getstoried.com 58Wednesday, May 18, 2011
    • The Hero Framework Benefactor Goal Beneficiary The King Save the Princess Kingdom’s Happiness and Prosperity Allies The Hero Adversary Fairy Godmother The Prince The Villain © 2011 www.getstoried.com 59Wednesday, May 18, 2011
    • AARP Hero Framework Benefactor Goal Beneficiary AARP Living a Fulfilled Quality Life Society’s Re-invention Allies The Hero Adversary Tools for Family, Boomers and Elders Traditional Norms and Health, Wealth, Fun Safety Net Gone © 2011 www.getstoried.com 60Wednesday, May 18, 2011
    • The Hero Framework Benefactor Goal Beneficiary The King Save the Princess Kingdom’s Happiness and Prosperity Allies The Hero Adversary Fairy Godmother The Prince The Villain © 2011 www.getstoried.com 61Wednesday, May 18, 2011
    • © 2011 www.getstoried.com 62Wednesday, May 18, 2011
    • © 2011 www.getstoried.com 63Wednesday, May 18, 2011
    • Brand Story Engagement How Audiences Locate Themselves in Your Story 1 2 3 Emotional Meaningful Pride of capital experiences belonging MOTIVATION PLATFORM OWNERSHIP !!Mission !! Memorable acts !! Self-identification !! Needs/interests !! Symbolic celebration !! Co-creation !! Dreams/aspirations !! Social connection !! Status/recognition © 2011 www.getstoried.com 64Wednesday, May 18, 2011
    • Brand Noble Cultural Origins Cause Impact Definition Back Story Point of View Social Meaning Value Authenticity Identity/Beliefs Behavior Change Reveals Motivations Ethos Worth Are you for Do you really How is my Question real? care? life better? © 2011 www.getstoried.com 65Wednesday, May 18, 2011
    • >>> Having a story that’s WORTH telling < HOW you tell the story © 2011 www.getstoried.com 66Wednesday, May 18, 2011
    • Personal Branding, Minus the Icky Stuff Official Launch on May 9, 2011 Basic: $247 Deluxe: $597 www.thenewaboutme.com © 2011 www.getstoried.com 67Wednesday, May 18, 2011
    • Virtual Conf. on Future of Storytelling November 11-22, 2011 $297 VIP Pass © 2011 www.getstoried.com 68Wednesday, May 18, 2011
    • Identity is destiny. © 2011 www.getstoried.com 69Wednesday, May 18, 2011
    • connect more: @getstoried © 2011 www.getstoried.com 70Wednesday, May 18, 2011