1. The Future of Brand Storytelling
February Executive Luncheon
www.amadfw.com
Russ Klein
CEO, American Marketing Association
Former CMO of Arby’s, 7-11, Dr. Pepper &
President of Burger King

2. Brand = ExperienceSTORY
RUSS KLEIN || CEO

3. | 3

4. | 4
LARGEST
ACCOMODATION
PROVIDER
LARGEST
TRANSPORTATION
PROVIDER
LARGEST
RETAILER
LARGEST MEDIA
COMPANY
NO PROPERTY
NO CARS
NO STORES
NO CONTENT

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TODAY’S TODDLERS
THINK A MAGAZINE
IS AN
IPAD
THAT DOESN’T
WORK.

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CULTURAL &
MARKETING
TRENDS &
ISSUES

9. | 9Micro-Trends Squared—Mark Penn

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21st Century Tensions Online <?> Offline
 FOMO <?> JOMO
 Singularity <?> Humanity
 Code solutions <?> Code weaponization
 Interdependence <?> Independence
 Federalism <?> States rights
 Personalization <?> Privacy
 Entitlement <?> Meritocracy
 “Workin’it”/Beat system <?> Play by rules
 Collectivism <?> Individualism
 Nationalism <?> Globalism
 Net Neutrality <?> Tiered Network Access
 Consumption <?> Anti-Consumption
 Prosperity <?> Subsistence
 Tribalism <> Nationalism
 Millennials <?> Boomers
 Civil Disobedience <?> Rule of Law
 Saving <?> Spending/Debt
 Distracted Driving <?> Driverless Vehicles
 Cocooning <?> Mobility
 Productivity <?> Income/Jobs
 Everything’s easier <?> Everything’s more complex!

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2011-PRESENT

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13. “The algorithm will see you now”
85% of
customer
interactions will
be managed
without human
intervention
by 2020
Doctor’s Office of the Future

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4 P’S
MEET
POST-DIGITIZATION
ERA

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BRAND = EXPERIENCE

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Ritual

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Ritual = Meaning

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Brand = Experience Story
Uber-Brand = (r)itual Story

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EVOLUTION
OF THE
4 P’S

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PRODUCT SOLUTIONS

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NOBODY
WANTS
YOUR
PRODUCT!
“
”

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USEFULNESS

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USEFULNESS
 Learnable
 Easy to Remember
 Error Tolerant
HIERARCHY OF SOLUTIONS

30. “I just want to warm my food.”
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“Honey,
which
button do I
press?”

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Change without progress
Honey I pressed a
button and now I
can’t get the picture
back

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Solution Design

33. Armrest Table

34. Baby Shower Cap

35. Roll-able Bench

36. Umbrella + Cupholder

37. Reusable Candle

38. Cat Crib

39. Twister Fork

40. Citrus Sprayer

41. Customizable Any-Occasion Gift Wrap

42. o # 1 app in App store/Google Play
o Mobile = 3X conversions
o > 200,000 downloads in 90 days!
PERSONALIZED ESSENTIAL FEATURES:
1. Check-in
2. Boarding pass
3. Flight alerts
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The industry’s fastest flight booking:
< 60 seconds!

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NOBODY
WANTS
YOUR
PRODUCT!
“
”

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PRODUCT SOLUTION
PRICETIME

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“WASTING MY TIME”
#1
SOURCE OF
ANNOYANCE

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Milliseconds matter…
First character-responsive
MICRO-MOMENTS
Time

48. Hourglass Traffic Lights

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PRODUCT SOLUTION
PRICETIME
PLACE OMNI-CHANNEL

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“Poor distribution
– not product –
is the number one cause
of failure.”
-Peter Thiel, Co-Founder of Paypal

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52. Pre-digital Post-digital
Context, Access, Immediacy

53. TEN DIFFERENT WAYS TO ORDER PIZZA!
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PRODUCT
PRICETIME
PARTICIPATION
OMNI-CHANNELPLACE
PROMOTION
SOLUTION

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PARTICIPATION
(Engagement)

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…WHAT IS IT?

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ENGAGEMENT = TRANSACTION + PARTICIPATION
(like, post, share, feedback, UGC, followers)
Social Currency

58. | 58CLICK "INSERT" THEN "HEADER & FOOTER"
CEO Challenge to Agency

59. Tension
“Without tension,
there is no joke.”
-Sigmund Freud
59

60. There cannot be great
storytelling without the
use of tension

61. Compelling Stories
 Tension always smolders beneath
I. Overcoming the Monster
II. Rags to Riches
III. The Quest
IV. Voyage and Return
V. Comedy
VI. Tragedy
VII. Rebirth
61

62. The
Force
of
Tension
at
Work
62
Customer
Context
Brand
Nexus

63. 63

64. The difference between winning and losing
64

65. 65
Gatorade: Antiphysics

66. 66
Whopper: Freakout

67. 67
Groupon: Haves-Have Dones

68. 68
Subaru: Impreza Dream Weekend

69. 69
Southwest Airlines: Heart

70. 70
La Quinta: Game Changer

71. Compelling Stories
Evidenced-based research proves that stories have been shown to be superior to facts
≥ More attention-getting
≥ More memorable
≥ More persuasive
≥ More emotional
≥ More effective in communicating facts!
≥ More likely to be repeated
71

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S.T.O.P.
SOLUTION
TIME PARTICIPATION
OMNI-CHANNEL
The 4Ps for the 21st Century

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SOLUTION + TIME + OMNI-CHANNEL + PARTICIPATION
The Value Proposition

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Experience
Experience
Value
Proposition

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BRAND = PROMISE + EXPERIENCE

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To Storytelling

78. BRAND = EXPERIENCE STORY

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Founder’s Story or Guest Experience?

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Spending
more selling
to customer
than on
designing
their
experience? Shame!

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Brand = ExperienceSTORY

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The American Marketing Association.
Answers In Action.
Thank You!
© Copyright American Marketing Association 2018

83. | 83

84. Feasting upon all 5 Senses
Sensory

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Experience Design = Design Thinking + Decision Science

86. Experience can grab or push away
• 85% would pay 25% more to
ensure superior experience
• Design-led PT firms
outperformed S&P 228%*
• 82% stop doing business due
to bad customer service
• 79% share bad experiences
• Warn
• Discourage
• Vent
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*10 Year Period

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Intentionality = 2X Growth Rate

89. FUSION OF STORY + UX
STORY EXPERIENCE
BRAND
CLARITY
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Story & Experience should be indivisible

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The best design processes
are those that adapt
to the problem you want to solve -
and not the other way around.
Don’t design experiences.
Design for experiences. *
*Market makers/disruptive innovation

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Don’t Fight the Dirt Path!

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Experience Design at Work

94. TRADEMARK TRANSACTIONS (MoT)
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35% $ “frequently bought together” “who bought this also bought”
Time/Personalization/Credibility

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Dash button instantly restocks household supplies
AI/Personalization

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A customer service company who sells shoes
Time/Reliability/MoT

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10:43 customer service call!

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102. “Hey Google,
book parking.”
Time/Immediacy

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INSCRUTABLE HIRING CRITERIA
o Everyone is a “cast member”
o Unflagging smiles and energy
o Can never say “I don’t know”
o Never point
o No visible tatoos/piercings
o Hair/Fingernails/Height
o Autograph practice
o Zero litter (“Protein Spill”)
Frontline Alignment/Training/MoT

104. Digital/Physical Fusion: Disney Magic Bands
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Fear of unknown servicemen
Anti-phobia/MoT

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o Simple
o Intuitive
o Visual
o Ergonomic
o Elegant
o Drama of “white”
o Master of “unboxing”
o End-to-end UX

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o6th customer opens new register
oBright, colorful stores
oNo-hassle money back returns
Time/Sensory/Stress-reduction

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Walmart's online mattress brand has a new retail strategy: Tiny
homes
Old = Consumer to Market
New = Market to Consumer

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Stress Reduction/Time

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114. Experience Design Meets Public Policy
Social
Impact

115. | 115CLICK "INSERT" THEN "HEADER & FOOTER"

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“We’ve been here!”
Evidence-based

117. | 117Evidenced-based

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Evidence-based

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Evidence-based

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Symbolic

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Symbolic

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Overnight Test Drives
(try ownership on for size!)
Experiential/Trial-inducing

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Jogging Personnel
Free shuttles

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LAGNIAPPE
“Something extra” “Simple pleasure”

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Ye olde Baker

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Free cleaning for life

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Love me now
Hate me later

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Doggy Bag
comes back with
love!

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Sweet Dreams baby!

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1. The enterprise listens to me and remembers my preferences
2. My experiences are consistent across all channels
3. Because the enterprise knows me, my experiences are always timely and relevant
4. Consistency and relevance are maintained regardless of channel or product
5. Over time, I’ve come to trust the enterprise more and more; and I’m willing to deepen my relationship with it
6. I plan to share my positive experiences with others
Begin with an
audit (self/user)
When do you know you’ve succeeded?
Strongly Agree (1) or Strongly Disagree (5)

131. Removing negatives > Boosting positives

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“World-class experience design is a world in
which everything is bought and nothing is sold.”

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Spending
more selling
to customer
than on
designing
their
experience? Shame!

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Products get second chances
Poor experiences don’t

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MINIMUM LOVABLE EXPERIENCE
If you aren’t somewhat embarrassed by your first release…you’ve waited too long to launch!

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LOOKING FOR A NEW CAREER?
HERE ARE THE 3 MOST PROMISING
CAREERS OF 2020
User Experience Design

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Brand = ExperienceSTORY

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The American Marketing Association.
Answers In Action.
Thank You!
© Copyright American Marketing Association 2018

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