Brand Journalism
The New Conversation Economy
This presentation was presented at:
By Ken DeGilio, CEO, LaunchMob Media
Introducing Ken DeGilio...
KEN DEGILIO, M.S.²
What is Branding?
WHO’SYOUR
BRAND HERO?
underconsideration.com/brandnew
What is Brand Journalism?
Storytelling 2.0
๏ Brand Attributes
๏ Brand Voice
๏ Brand Story
๏ Brand Equity
Why Do We Need
To Tell Our Story?
“When you tell a story
about an apparently trivial
incident, it exposes the
entire fabric of your
character.”
Stephen Denn...
Developing Your Story
Tell the right story...
Tell the story right!
Developing Your Story
What’s your style?
• Tell the right story
• Tell the story right
• Use Narrative Patterns
Developing Your Story
Sparking Action
Communicating Who You Are
Transmitting Values
Communicating the Brand
Fostering Coll...
๏ Brand Stories provide a way for organizations
to tell their customers and employees who
they are, create brand experienc...
Brand Story Examples
๏ Employee Focus
๏ Customer Focus
๏ Product/Advertising Focus
๏ Cause-related Focus
๏ Interactive Med...
Brand Stories
Employee Focus
• How did we get here?
Example: Sir Richard Branson
CEO Interview
• Gives a glimpse of the em...
Brand Stories
Customer Focus
• Demonstrates customer success
stories
Example: Apple Shake
• Uses traditional customer test...
Brand Stories
Product/Ad Focus
• Tells its unique brand story
Examples: American Express, GEICO
• Uses a fable or story to...
Brand Stories
Cause-related
• Tells the story of community
Examples: Paul Mitchell, Kenneth Cole,Target
• Uses “green” to ...
A Brand Story...
• Needs to build the brand
• Brings to life what is unique about the
brand
• Creates a stronger connectio...
How Do We Know Our
Audience?
Your Agency’s
Buyer Persona
Creating Your Buyer Persona
Know Your Audience
• Do your research
• Define a specific “person”
• Demographics
• Psychographi...
Consumer Mindsets
4 Main Categories
12 Archetypes
Innocent
Explorer
Sage
Hero
Outlaw
Magician
Regular Guy/Gal
Lover
Jester
Caregiver
Creator
Ruler
12 Archetypes
The New Media
Tools to tell your story...
• Facebook
• Twitter
• YouTube
• Instagram
• Pinterest
• G+ Hangouts
Content Marketing
4 Tactics You Can Do Right Now...
• Know Your Audience
• Develop your Editorial Calendar
• Assign a Chie...
Become a Better Writer!
• Talk to One Person
• Write Great Headlines
• Start Strong
• Inject Personality
• Embrace Brevity...
Digital Media Tips
• Social
• Video
• Photography
• Copy
AIDAS
Q&A
Thank you!
@OrlandoKen
#JCCProCon
Have a great conference and enjoy Orlando!
Thank you!
Orlando Ken
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
JCC of America Presentation by Ken DeGilio Brand Journalism.key
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JCC of America Presentation by Ken DeGilio Brand Journalism.key

  1. 1. Brand Journalism The New Conversation Economy This presentation was presented at: By Ken DeGilio, CEO, LaunchMob Media
  2. 2. Introducing Ken DeGilio...
  3. 3. KEN DEGILIO, M.S.²
  4. 4. What is Branding?
  5. 5. WHO’SYOUR BRAND HERO?
  6. 6. underconsideration.com/brandnew
  7. 7. What is Brand Journalism?
  8. 8. Storytelling 2.0 ๏ Brand Attributes ๏ Brand Voice ๏ Brand Story ๏ Brand Equity
  9. 9. Why Do We Need To Tell Our Story?
  10. 10. “When you tell a story about an apparently trivial incident, it exposes the entire fabric of your character.” Stephen Denning, The Leader’s Guide to Storytelling
  11. 11. Developing Your Story Tell the right story... Tell the story right!
  12. 12. Developing Your Story What’s your style? • Tell the right story • Tell the story right • Use Narrative Patterns
  13. 13. Developing Your Story Sparking Action Communicating Who You Are Transmitting Values Communicating the Brand Fostering Collaboration Taming the Grapevine Sharing Knowledge Leading People into the Future
  14. 14. ๏ Brand Stories provide a way for organizations to tell their customers and employees who they are, create brand experiences, and encourage others to take action. ๏ Companies use a variety of ways to communicate their brand story to their customers. ๏ Brand stories create a shortcut for the customer to become connected with the brand. Brand Stories
  15. 15. Brand Story Examples ๏ Employee Focus ๏ Customer Focus ๏ Product/Advertising Focus ๏ Cause-related Focus ๏ Interactive Media
  16. 16. Brand Stories Employee Focus • How did we get here? Example: Sir Richard Branson CEO Interview • Gives a glimpse of the employee at work Example: Fueled by Ramen • How employees reflect the brand itself Example: PIXAR, IKEA • Real-life story of how employee saved the day Example: FEDEX Employee to the Rescue Mirroring the Brand Hard Work Pays Off
  17. 17. Brand Stories Customer Focus • Demonstrates customer success stories Example: Apple Shake • Uses traditional customer testimonials • Takes the reader to a new experience Examples: Sheraton, Jones Soda • Shows the customer’s viewpoint Example: Wii Success Stories Experiences Point ofView Testimonials
  18. 18. Brand Stories Product/Ad Focus • Tells its unique brand story Examples: American Express, GEICO • Uses a fable or story to define the brand Example: Ariel Investments • Creates memorable ads to tell a story Example: Mac vs. PC and I’m a PC Ad Stories Once Upon a Time Memorable Ads
  19. 19. Brand Stories Cause-related • Tells the story of community Examples: Paul Mitchell, Kenneth Cole,Target • Uses “green” to paint the picture Examples: Clorox, Toyota • Shows its values based on a closely related charity Examples: Silk Soy Milk, Vitamin Water Community Going Green Giving Back
  20. 20. A Brand Story... • Needs to build the brand • Brings to life what is unique about the brand • Creates a stronger connection with the customer and the brand • Identifies the brand promise • Builds a consistent message with the brand identity • Reflects a strong archetype
  21. 21. How Do We Know Our Audience?
  22. 22. Your Agency’s Buyer Persona
  23. 23. Creating Your Buyer Persona Know Your Audience • Do your research • Define a specific “person” • Demographics • Psychographics • Lifestyle • Create a narrative • Everyone on same page
  24. 24. Consumer Mindsets
  25. 25. 4 Main Categories 12 Archetypes
  26. 26. Innocent Explorer Sage Hero Outlaw Magician Regular Guy/Gal Lover Jester Caregiver Creator Ruler 12 Archetypes
  27. 27. The New Media Tools to tell your story... • Facebook • Twitter • YouTube • Instagram • Pinterest • G+ Hangouts
  28. 28. Content Marketing 4 Tactics You Can Do Right Now... • Know Your Audience • Develop your Editorial Calendar • Assign a Chief Content Officer • Create Quality Content • Become Purpose Driven
  29. 29. Become a Better Writer! • Talk to One Person • Write Great Headlines • Start Strong • Inject Personality • Embrace Brevity • Don’t Ask for Permission
  30. 30. Digital Media Tips • Social • Video • Photography • Copy
  31. 31. AIDAS
  32. 32. Q&A Thank you!
  33. 33. @OrlandoKen #JCCProCon
  34. 34. Have a great conference and enjoy Orlando! Thank you! Orlando Ken

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