INBOUND14: How to Tell a Brand Story People Will Love

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Camille Ricketts delivered this talk at INBOUND14 for Hubspot. It focuses on how brands of all types can tell compelling stories to capture users' hearts, minds and business.

Published in: Marketing

INBOUND14: How to Tell a Brand Story People Will Love

  1. 1. #INBOUND14 How to Tell a Brand Story People Will Love
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  6. 6. #INBOUND14 5 Tactics for Remarkable Storytelling
  7. 7. #INBOUND14 Know Your Audience
  8. 8. #INBOUND14 #AskJPM
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  10. 10. #INBOUND14 How did this happen?
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  20. 20. Positioning is Everything #INBOUND14
  21. 21. #INBOUND14 “ You can't be everything to everyone, but you can be something great for someone.
  22. 22. #INBOUND14 For (target customer) Who (statement of need or opportunity), (Product name) is a (product category) That (statement of key benefit). Unlike (competing alternative) (Product name)(primary differentiation).
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  24. 24. For Wold Wide Web users Who enjoy books, Amazon is a retail bookseller That provides instant access to millions of books. Unlike traditional book retailers, Amazon provides an extraordinary experience, low prices and comprehensive selection. #INBOUND14
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  27. 27. #INBOUND14 instant enjoy traditional effortless enchant nostalgia Make reading easy and enchanting — the way you remember it being.
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  29. 29. #INBOUND14 Find Your Hero
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  31. 31. #INBOUND14 1 2 3 Make a loan to farmers in Uganda. Make a loan to farmers in this village. Make a loan to Alice.
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  40. 40. #INBOUND14 Be Authentic
  41. 41. #INBOUND14 “ People don’t buy what you do, they buy why you do it.
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  48. 48. #INBOUND14 Make it Shareable
  49. 49. #INBOUND14 1 2 3 To make people think, feel, smile. To define ourselves to others. Positive validation.
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  55. 55. #INBOUND14 Know Your Audience Nail Your Positioning Find Your Hero Be Authentic Design to Be Shared
  56. 56. #INBOUND14 firstround.com/review @camillericketts

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