Micro Markenomics: Storytelling and Branding
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Learn about the art of storytelling for business. Whether you're a new or existing company, learn how to use personas and brand architecture to better represent your products and services consistently throughout all of your marketing materials.
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Micro Markenomics: Storytelling and Branding
- 2. The Parts of a Story: Beginning Middle End Climax
- 3. That’s great… But how does it apply to marketing?
- 4. Every company has an epic tale to tell. Marketing shares the story.
- 6. Plot Development Starting up • Build your characters • Establish motives In operation • Maintain interest • Hint at what’s to come
- 7. Plot Development In decline • Create plot twists • Introduce new characters • Have a brand “rebirth” Out of business • What lessons did you learn?
- 8. Brand Architecture Companies can have many brands: • Corporate/family/universal brand • Division brand • Product brand • Sub-brand
- 10. Brand Architecture Brands are characters in your company story. Who are they? They have personalities, flaws & strengths. Define traits early and continuously throughout the entire brand life.
- 12. Using Personas Develop personas to inspire & connect owners, managers, employees to customers: Character development = believable personas for your audience
- 13. Activities: Persona Development 1. Brainstorm identity 2. Write his/her bio 3. Recite & repeat Your Story 1. Outline 2. Visioning timeline 3. Think of a current need, try to apply your story to it
Editor's Notes
- Freytag’s Pyramid http://en.wikipedia.org/wiki/Dramatic_structure
- Storytelling strategy can influence the overall marketing plan, or it can be a specific tactic for a specific advertisement or other creative campaign. Setting the stage, inspiration (divine or profane) A compelling connection, or a quest for…? Attainment & struggle Conclusion (decline) Moral of the story: How will you be remembered?
- Hyundai’s story: For women, men, gay, straight Flexible, fits your lifestyle Ad: We see a woman and young man, their faces tell us something is naughty Rising action – they approach a car, wife pulls seat down in anticipation Climax – it’s her husband! Look, she got his laundry. Problem solves? Falling action – they drive away. Return to their normal path. Resolution – surprise ending – the husband also has a boy toy!
- -Often speak of brand as one concept or function of marketing
- -Often speak of brand as one concept or function of marketing http://www.monigle.com/branding/images/img-house.jpg
- One way to define your brands is in pricing by features http://www.salesforce.com/crm/editions-pricing.jsp
- Personas are made up people that take on the characteristics of your target market When fully developed, they help inform your creative process. Help you speak to a more realistic person rather than the ideal customer you think you have Thought exercise - Puts you in the head of your customer so you can create a story tailored to them
- A plotline that connects to your audience: http://blogs.hbr.org/2014/03/the-irresistible-power-of-storytelling-as-a-strategic-business-tool/ Story: create either a company story for one of your brands, or a specific campaign story for an ad/event/or promo