BBDO Connect - The Importance of Storytelling When Building Your Brand

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Most brands offer products or services comparable to what most competitors offer. Now every brand has landed a Facebook page, merely having one is no longer enough to differentiate. Having a great page still is. Great pages are mostly the work of great brands. Typical for great brands? Great content, great stories! With a focus on content and storytelling, every brand - big or small, love brand or a brand - can learn how to really differentiate. Come and discover how.

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BBDO Connect - The Importance of Storytelling When Building Your Brand

  1. 11 OKT The importance of storytelling when building your brand
  2. we create effectiveness
  3. LIVE DATA THINK CHANGE DIGITAL DIALOG ACTIVATION ONE TO ONE
  4. LIVE DATA THINK CHANGE DIGITAL DIALOG ACTIVATION ONE TO ONE
  5. Digital marketing is almost dead Enter today’s relationship era Become contagious in six step(p)s The effect of doing
  6. Digital marketing is almost dead
  7. Marc Pritchard Global Brand Building Officer, P&G
  8. insight + creativity = idea
  9. “We’re in love with the technology right now, a little bit. We need to fall back in love with the ideas again. Because ideas & content will be the real differentiator in the future.” Marc Pritchard Global Brand Building Officer, P&G
  10. Enter today’s relationship era
  11. “If you are still selling goods and services by blanketing the world with advertising, trying to persuade or entertain or flatter consumers into submission, you are doing things all wrong. Because the world has changed. A lot.” Doug Levy Bob Garfield Co-authors of “Can’t buy me like”
  12. COLLAPSE OF “MASS” INCREASE OF TRANSPARENCY RISE OF SOCIAL CONNECTIVITY PRIMACY OF TRUST the relationship eraTM
  13. = the relationship eraTM digital channel| technology|media
  14. = the relationship eraTM human needs | connections | values
  15. what’s the main ingredient for every relationship?
  16. TRUST
  17. the 3 C’s of TRUST credibility | care | congruency
  18. credibility does your offering correspond to what you promise?
  19. care do you understand your consumer and listen to what he really thinks about you?
  20. congruency does every company aspect reflect the values you share?
  21. HIGH BRAND SUSTAINABILITY MAP SUSTAINABLE RELATIONSHIP RELATIONSHIP LIMITED RELUCTANT RELATIONSHIP RELATIONSHIP LOW TRUST EMOTIONAL LOW TRANSACTIONS HIGH
  22. Ron Shaich co-CEO, Panera Bread
  23. “Our whole marketing effort … is fueling word of mouth. Marketing is simply amplification of the experience within. It's not like we are going to convince you that we are something that we are not.” Ron Shaich co-CEO of Panera Bread
  24. Become contagious in six step(p)s
  25. LOW EFFECTIVENESS HIGH THE TIPPING POINT LOW # OF CONNECTIONS HIGH
  26. Jonah Berger Author of ‘Contagious’ & Marketing Professor, Wharton School of Business
  27. “By focusing so much on the messenger, we've neglected a much more obvious driver of sharing: the message” Jonah Berger Author of “Contagious” Marketing Professor, Wharton School of Business
  28. FRAMEWORK
  29. social currency triggers emotion public practical value stories
  30. social currency triggers emotion public practical value People share things that make them look good stories
  31. social currency triggers emotion public practical value Top of mind, tip of tongue stories
  32. social currency triggers emotion public When we care, we share practical value stories
  33. social currency triggers emotion public practical value Built to show, built to grow stories
  34. social currency triggers emotion public News you can use practical value stories
  35. social currency triggers emotion public practical value stories Information travels under the guise of idle chatter
  36. How is Dumb ways to die?
  37. “You may observe that Bill Clinton, Bill Gates and Bill Cosby are all famous and conclude that changing your name to Bill is the route to fame and fortune.” Jonah Berger Author of “Contagious” Marketing Professor, Wharton School of Business
  38. The effect of doing
  39. HIGH THE CONTENT SPECTRUM BRANDING IMPACT high effort high impact LOW low effort low impact LOW CONTENT EFFORTS HIGH
  40. THE CONTENT SPECTRUM HIGH content by doing brand building BRANDING IMPACT content campaigns brand connections branded content brand visibility LOW content curation brand affinity LOW CONTENT EFFORTS HIGH
  41. THE CONTENT SPECTRUM brand building content campaigns brand connections 86 energy saving tips branded content brand visibility content curation LOW BRANDING IMPACT HIGH content by doing brand affinity LOW CONTENT EFFORTS HIGH
  42. THE CONTENT SPECTRUM HIGH content by doing brand building BRANDING IMPACT mobile app content campaigns brand connections branded content brand visibility LOW content curation brand affinity LOW CONTENT EFFORTS HIGH
  43. THE CONTENT SPECTRUM HIGH content by doing brand building BRANDING IMPACT content campaigns brand connections branded content brand visibility LOW content curation brand affinity LOW Sharing Energy CONTENT EFFORTS HIGH
  44. THE CONTENT SPECTRUM HIGH content by doing brand building BRANDING IMPACT content campaigns brand connections branded content brand visibility #Energy OnTheGo LOW content curation brand affinity LOW CONTENT EFFORTS HIGH
  45. SUSTAINABLE RELATIONSHIP insights + creativity = idea a trust-worthy partner for its clients STEPPS -proof solutions content by doing approach
  46. “Money can’t buy you love...” John Lennon Paul McCartney The Beatles
  47. Thank you!

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