B2B Brand Storytelling

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  • Cool words on Aristotlean story and the heroic monomyth applied to real life and business! You’ll enjoy the Hero’s Journey Mythology / Marketing/ Branding / Leadership words and videos here:

    herosjourneyentrepreneurship.org

    HERO’S JOURNEY ENTREPRENEURSHIP OUTLINE

    1. The Ordinary World: You awake each day to the routine, rise, and leave your dreams behind.

    Blog your dream. Set it down in a notebook. Take ownership in your ideas with blogger.com or wordpress.org.

    2. The Call to Adventure: A more vivid dream–a flash of inspiration. You can’t shake the feeling–the wave is real, though they can’t see it.

    Register those copyrights. File that provisional patent. Register that trademark. Voyage on out to your bookstore and cruise the section on entrepreneurship. Check out the USPTO. Read the Declaration of Independence and the Constitution–they were written for you.

    3. Refusal of the Call: Voices tell you that you aren’t good enough. Friends, parents, teachers, bosses, and your own internal voice.

    Seek mentorship from those who have done, for they will say, “yes you can.”

    4. Meeting the Mentor: With newfound energy you seek mentorship–you turn to the Great Books & Classics–The Odyssey & The Inferno–Shakespeare & The Bible, Franklin, Lincoln, Jefferson, and Martin Luther King Jr.

    Mentorship surrounds us. Wisdom comes from all walks of life. So listen, watch, and read. And then read some more–for those books which have lasted have lasted via the profound mentorship they provide.

    The USPTO has resources dedicated to artists, musicians, authors, and creators.

    Nolo.com has wonderful books for artists, authors, and creators. Two of my favorites are Patent it Yourself and Patents, Trademarks, and Copyrights.

    5. Calling the Bluff: Nobody knows the hand you hold. And you can’t see theirs. But it seems–yes–they’re bluffing. So you call ‘em and raise ‘em, and you let them see the .45 revolver by your side–the Truth of the Great Books and Classics. You’re going to surf that dream on home.

    Dr. E added the “calling the bluff” stage to Campbell’s outline. You gotta call the postmodern bluff. Postmodern Wall Street transfers the risk to you and the wealth to themselves. Postmodern academia sells expensive degrees that often don’t teach much of value, instead teaching the exact opposite, opposing classical entreprneurship. Postmodern politics and literature have replaced plot and character with hype, and Hollywood has replaced Epic Story with reality TV and remakes of seventies sitcms.
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B2B Brand Storytelling

  1. 1. The Importance Of Story In B2B Marketing
  2. 2. Everything I’m about to tell you is true. Except one thing.
  3. 3. Let’s Begin.... May, 2003
  4. 4. Does the ultimate marketing algorithm exist? Sc Rc = * Rt ∑c Sc
  5. 5. Does the ultimate marketing algorithm exist? Sc Rc = * Rt ∑c Sc It might. But I don’t care.
  6. 6. “data driven marketing” 350,000 Results
  7. 7. “story driven marketing” 21,000 Results
  8. 8. Pretentious? Overwrought? Silly?
  9. 9. “advertising agencies were not built to deliver for “always-on” content marketing. Brands like ours need highly creative content.”Christa Carone – CMO Xerox
  10. 10. “The challenge facing marketers is how to effectively and efficiently organize for this new, nimble era of content creation.”Paul Matsen – CMO Cleveland Clinic
  11. 11. “Brand storytelling is both an art and a science. If you’ve [delivered relevant, authentic experiences], your story can end up being the one that people love and more importantly remember.” Davide GrassoVP Global Brand Marketing Nike
  12. 12. “The more I can use brand stories to createemotional connections to my consumers,the less I have to trade on it. ” Jonathan Mildenhall, Worldwide VP of Creative Coca Cola
  13. 13. If we believe that thescience of marketingcan be complexenough to make “datascientists” sexyWhy is it so hard tobelieve that the art ofmarketing can be ascomplex as the beststories ever told?
  14. 14. “In business, we delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity? We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”Beth Comstock, CMO GE
  15. 15. “In business, we delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity? We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”Beth Comstock, CMO GE
  16. 16. @ Robert_Rose
  17. 17. @ Robert_Rose
  18. 18. @ Robert_Rose
  19. 19. @ Robert_Rose
  20. 20. @ Robert_Rose
  21. 21. @ Robert_Rose
  22. 22. @ Robert_Rose
  23. 23. @ Robert_Rose 1,800,000 Views6 Years Of Human Time
  24. 24. @ Robert_Rose 1,800,000 Views 1,353,000,000 Views6 Years Of Human Time 10,425 Years Of Human Time
  25. 25. @ Robert_Rose 1,800,000 Views 1,353,000,000 Views6 Years Of Human Time 10,425 Years Of Human Time16 Years Of Human Time
  26. 26. @ Robert_Rose 1,800,000 Views 1,353,000,000 Views6 Years Of Human Time 10,425 Years Of Human Time16 Years Of Human Time Every Hour...
  27. 27. @ Robert_Rose 1,800,000 Views 1,353,000,000 Views6 Years Of Human Time 10,425 Years Of Human Time16 Years Of Human Time How do brands differentiate? Every Hour...
  28. 28. @ Robert_Rose
  29. 29. 350,000 Views
  30. 30. The Network EffectAvg. <7,000 ViewsNew Audiences For Their Blog
  31. 31. Financial Services CompanyTarget 200 ClientsEvent, Email, Blog, Video150% Increase In Retention
  32. 32. @ Robert_Rose
  33. 33. BUT IT HAS TO BE TRUE
  34. 34. @ Robert_Rose Befound Meet Creates Demand Demand Generate Awareness DifferenAates The Creates Creates Evangelists Trust Efficient Trust FunnelContentAware ThoughtLeader Storyteller
  35. 35. @ Robert_Rose Befound Meet Creates Demand Demand Generate Awareness DifferenAates The Creates Creates Evangelists Trust Efficient Trust FunnelContentAware ThoughtLeader Storyteller
  36. 36. @ Robert_Rose Befound Meet Creates Demand Demand Generate Awareness DifferenAates The Creates Creates Evangelists Trust Efficient Trust FunnelContentAware ThoughtLeader Storyteller
  37. 37. @ Robert_Rose Befound Meet Creates Demand Demand Generate Awareness DifferenAates The Creates Creates Evangelists Trust Efficient Trust FunnelContentAware ThoughtLeader Storyteller
  38. 38. “In business, we delegate what’s uncomfortable. Process makes us comfortable, organized and scalable. But do we need to pit it against creativity? We require mental and physical space for ideas to be shaped, shared, iterated, stomped to smithereens and reiterated.”Beth Comstock, CMO General Electric
  39. 39. 70/20/10 Investment Model Jonathan Mildenhall, Worldwide VP of Creative Coca Cola
  40. 40. What’s Your 10%
  41. 41. I told you that everythingwas true except onething...
  42. 42. I told you that everythingwas true except onething...I didn’t have the guts.Perhaps you will.
  43. 43. Thank You....@Robert_Rosewww.contentmarketinginstitute.com

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