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This presentation was presented at:Brand JournalismThe New Conversation Economy By Ken DeGilio, CEO, LaunchMob Media

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Introducing Ken DeGilio...

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KEN DEGILIO, M.S.²

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What is Branding?

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WHO’S YOURBRAND HERO?

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underconsideration.com/brandnew

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What is Brand Journalism?

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Storytelling 2.0 ๏ Brand Attributes ๏ Brand Voice ๏ Brand Story ๏ Brand Equity

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Why Do We NeedTo Tell Our Story?

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“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

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Developing Your StoryTell the right story...Tell the story right!

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Developing Your StoryWhat’s your style?• Tell the right story• Tell the story right• Use Narrative Patterns

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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

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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.

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Brand Story Examples๏ Employee Focus๏ Customer Focus๏ Product/Advertising Focus๏ Cause-related Focus๏ Interactive Media

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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

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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

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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

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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

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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

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How Do We Know OurAudience?

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Your Agency’sBuyer Persona

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Creating Your Buyer Persona Know Your Audience• Do your research• Define a specific “person”• Demographics• Psychographics• Lifestyle• Create a narrative• Everyone on same page

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Consumer Mindsets

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4 Main Categories 12 Archetypes

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12 Archetypes Innocent Explorer Sage Hero Outlaw Magician Regular Guy/Gal Lover Jester Caregiver Creator Ruler

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The New Media Tools to tell your story...• Facebook• Twitter• YouTube• Instagram• Pinterest• G+ Hangouts

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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

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Become a Better Writer!• Talk to One Person• Write Great Headlines• Start Strong• Inject Personality• Embrace Brevity• Don’t Ask for Permission

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Digital Media Tips• Social• Video• Photography• Copy

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AIDAS

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Q&AThank you!

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@OrlandoKen #JCCProCon

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Have a great conference and enjoy Orlando! Thank you! Orlando Ken