Made to Stick + Developing Competitive AdvantagePresentation Transcript
Made to Stick (A Book Report) & Developing A Competitive Advantage Belmont Course 2350 Creative Entertainment Technologies
Made to Stick Why do some ideas succeed and others fail?
What do these have in common? Sticky = understandable, memorable, and effective in changing thought or behavior
S U C C E S implicity nexpectedness oncretedness redibility motional tories THIS WILL BE ON THE TEST!
S implicity Become a Master of Exclusion In Management - If we achieve nothing else our company must _______ In Battle - If we nothing else we must accomplish ______ in tomorrow’s mission In Law... FIND THE CORE SHARE THE CORE
FOCUS Keep your core message simple and memorable
U nexpected Volkswagen GET ATTENTION: The Art of SURPRISE! HOLD ATTENTION: Keep Continued INTEREST
C oncrete HELP PEOPLE UNDERSTAND & REMEMBER
C oncrete VELCRO Theory of Memory: The more hooks in your idea, the better!
Capital of Tennessee
The First Line of “Happy Birthday to You”
The Mona Lisa
Your First Car
The Definition of “truth” (everyone has their own interpretation)
A Tangible Idea That is Common Among Us All
Help People Believe
External Credibility: Pam Laffin
Internal Credibility: Testable Credentials
Make Data Accessible / Humanized
Anti-Smoking Campaign - Pam Laffin Pam is Real Pam is Serious Pam is Suffering Pam is now Dead C redible
Wendy’s C redible
C redible Make Statistics Tangible
E motional How do you get people to care? or “ If I look at the mass, I will never act. If I look at the one, I will” -Mother Teresa 3 million Zambians Face Hunger. Thousands are dying, you could help. For just the cost of a cup of coffee per day... you could save this child’s life
Use The Power of Association
Appeal to Self Interest
Appeal to Identity
S tories Subway Jared Building a Story beyond the Brand
Stories as Simulation
Stories as Inspiration
Get People to Act
S U C C E S implicity nexpectedness oncretedness redibility motional tories Helps People To: Get the Message Pay Attention Understand & Remember Believe & Agree Care Act
Developing a Competitive Advantage Differentiation After determining how to present the STORY of our artist in a “ Made to Stick” sort of way.... How do we position them to succeed?
Developed by Albert S Humphrey
Stanford University 60’s & 70’s
Consulted over 100 companies globally
SWOT Analysis for an Artist
S trengths - Attributes of the artist / brand that are helful in achieving the objectives:
W eaknesses - Attributes of the artist / brand that are harmful in achieving the objectives.
O pportunities - External conditions that are helpful in achieving the objectives
Concerts, Festivals & Tours
Partnerships & Sponsorships
Charities & Benefits
Digital or Word-of-Mouth Marketing
T hreats - External conditions which could do damage to the objectives.
Health & Band Breakup
Internal Internal External External SWOT Matrix
How Does Your Artist fit into a SWOT? SWOT? SWOT? SWOT analysis can be very subjective. Do not rely too much on it. Two people rarely come up with the same final version of a SWOT Use it as a guide and not as a prescription