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Brand Journalism the New Conversation Economy .key


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JCCs of North America

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Brand Journalism the New Conversation Economy .key

  1. 1. This presentation was presented at:Brand JournalismThe New Conversation Economy By Ken DeGilio, CEO, LaunchMob Media
  2. 2. Introducing Ken DeGilio...
  3. 3. KEN DEGILIO, M.S.²
  4. 4. What is Branding?
  6. 6.
  7. 7. What is Brand Journalism?
  8. 8. Storytelling 2.0 ๏ Brand Attributes ๏ Brand Voice ๏ Brand Story ๏ Brand Equity
  9. 9. Why Do We NeedTo Tell Our Story?
  10. 10. “When you tell a storyabout an apparently trivial incident, it exposes the entire fabric of your character.” Stephen Denning, The Leader’s Guide to Storytelling
  11. 11. Developing Your StoryTell the right story...Tell the story right!
  12. 12. Developing Your StoryWhat’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๏ 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.
  15. 15. Brand Story Examples๏ Employee Focus๏ Customer Focus๏ Product/Advertising Focus๏ Cause-related Focus๏ Interactive Media
  16. 16. Brand Stories Employee Focus CEO Interview • How did we get here? Example: Sir Richard BransonEmployee to the Rescue • Real-life story of how employee saved the day Example: FEDEX Mirroring the Brand • How employees reflect the brand itself Example: PIXAR, IKEAHard Work Pays Off • Gives a glimpse of the employee at work Example: Fueled by Ramen
  17. 17. Brand StoriesCustomer Focus • Demonstrates customer successSuccess Stories stories Example: Apple Shake Point of View • Shows the customer’s viewpoint Example: Wii • Takes the reader to a new experience Experiences Examples: Sheraton, Jones Soda Testimonials • Uses traditional customer testimonials
  18. 18. Brand StoriesProduct/Ad Focus Ad Stories • Tells its unique brand story Examples: American Express, GEICOOnce Upon a Time • Uses a fable or story to define the brand Example: Ariel Investments Memorable Ads • Creates memorable ads to tell a story Example: Mac vs. PC and I’m a PC
  19. 19. Brand Stories Cause-relatedCommunity • Tells the story of community Examples: Paul Mitchell, Kenneth Cole, TargetGoing Green • Uses “green” to paint the picture Examples: Clorox, ToyotaGiving Back • Shows its values based on a closely related charity Examples: Silk Soy Milk, Vitamin Water
  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 OurAudience?
  22. 22. Your Agency’sBuyer 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. 12 Archetypes Innocent Explorer Sage Hero Outlaw Magician Regular Guy/Gal Lover Jester Caregiver Creator Ruler
  27. 27. The New Media Tools to tell your story...• Facebook• Twitter• YouTube• Instagram• Pinterest• G+ Hangouts
  28. 28. Content Marketing4 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&AThank you!
  33. 33. @OrlandoKen #JCCProCon
  34. 34. Have a great conference and enjoy Orlando! Thank you! Orlando Ken