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PERCEPTION IS
REALITY
We believe what we want to believe, and
once we believe something, it becomes a
self-fulfilling truth.
!

*Seth Godin: All ...
1900+

1925+

1950+

2000+

FEATURES

BENEFITS

EXPERIENCE

IDENTIFICATION

“What it has”

“What it does”

“What you’ll fe...
WE CREATE THE
COLLISION OF
CULTURE &
COMMERCE
The philosophy behind much advertising
is based on the old observation that every
man is really two men - the man he is an...
STORIES ARE MEMORABLE
STORIES TRAVEL FARTHER
STORIES INSPIRE ACTION
Inc.com
Stories are for joining the past to the
future. Stories are for those late hours in
the night when you can’t remember how
...
Either you’re going to tell stories that
spread, or you will become irrelevant.
!

*Seth Godin: All Marketers Tell Stories
Real Estate Story of guy selling a
lifestyle. page 6
!

*Seth Godin: All Marketers Tell Stories
venturi
THE STORY AND
BRANDING TASTES
BETTER.
When advertising is great advertising when it’s inventive and audacious - it
literally becomes the benefit of the
product.
...
NO ONE BUYS THE
FEATURES. THEY BUY
A STORY.
Seth Godin: All Marketers Tell Stories
The facts are irrelevant. In the short run,
it doesn’t matter one bit whether
something is actually better or faster or
mo...
WHAT MATTERS
MOST IS WHAT THE
CONSUMER FEELS
AND BELIEVES.
Seth Godin: All Marketers Tell Stories
WHAT MAKES A
STORY GREAT?
GREAT STORIES 

ARE TRUE
Seth Godin: All Marketers Tell Stories
GREAT STORIES
ARE SUBTLE
Seth Godin: All Marketers Tell Stories
GREAT STORIES
AREN’T AIMED AT
EVERYONE
Seth Godin: All Marketers Tell Stories
Seth Godin: All Marketers Tell Stories
GREAT STORIES
DON’T CONTRADICT
THEMSELVES
Seth Godin: All Marketers Tell Stories
GREAT STORIES
AGREE WITH OUR
POINT OF VIEW
Seth Godin: All Marketers Tell Stories
REMEMBER:
BRAND =
ADJECTIVE
Luke Sullivan: Hey Whipple Squeeze This
THE CONSUMER
CAN CREATE THE
ADJECTIVE
Seth Godin: All Marketers Tell Stories
Seth Godin: All Marketers Tell Stories
NEVER LIE
Storytelling works when the story
actually makes the product or service
better.
!

*Seth Godin: All Marketers Tell Stories
THE CONSUMER
SHOULD BE ABLE TO
ASK THE MARKETER:
Seth Godin: All Marketers Tell Stories
IF I KNEW WHAT YOU
KNOW, WOULD I BUY
WHAT YOU SELL?
Seth Godin: All Marketers Tell Stories
AFTER I’VE USED THIS
PRODUCT/SERVICE, WILL I
BE GLAD I BELIEVED THE
STORY OR FEEL RIPPED?
Seth Godin: All Marketers Tell S...
LIVE YOUR STORY.
Seth Godin: All Marketers Tell Stories
If you are not authentic, you will get the
benefit of just one sale, not a hundred.
The cost of your deception is too high....
WE ARE
STORYTELLERS IN
SERVICE OF BRANDS
Rick Boyko: VCU Brandcenter
EVERY TOUCHPOINT
IS ANOTHER
OPPORTUNITY TO
TELL YOUR STORY
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Brand Storytelling

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The art of storytelling is a powerful marketing tool, learn how to use it to your benefit. Excerpts from Seth Godin's "All Marketers Tell Stories"

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Brand Storytelling

  1. 1. PERCEPTION IS REALITY
  2. 2. We believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth. ! *Seth Godin: All Marketers Tell Stories
  3. 3. 1900+ 1925+ 1950+ 2000+ FEATURES BENEFITS EXPERIENCE IDENTIFICATION “What it has” “What it does” “What you’ll feel” “Who you are” Marty Neumeier - The Brand Gap
  4. 4. WE CREATE THE COLLISION OF CULTURE & COMMERCE
  5. 5. The philosophy behind much advertising is based on the old observation that every man is really two men - the man he is and the man he wants to be. ! *William Feather
  6. 6. STORIES ARE MEMORABLE STORIES TRAVEL FARTHER STORIES INSPIRE ACTION Inc.com
  7. 7. Stories are for joining the past to the future. Stories are for those late hours in the night when you can’t remember how you got from where you were to where you are. Stories are for eternity, when memory is erased, when there is nothing to remember except the story. ! *Tim O’Brien: The Things They Carried
  8. 8. Either you’re going to tell stories that spread, or you will become irrelevant. ! *Seth Godin: All Marketers Tell Stories
  9. 9. Real Estate Story of guy selling a lifestyle. page 6 ! *Seth Godin: All Marketers Tell Stories
  10. 10. venturi
  11. 11. THE STORY AND BRANDING TASTES BETTER.
  12. 12. When advertising is great advertising when it’s inventive and audacious - it literally becomes the benefit of the product. ! *George Lois: Damn Good Advice
  13. 13. NO ONE BUYS THE FEATURES. THEY BUY A STORY. Seth Godin: All Marketers Tell Stories
  14. 14. The facts are irrelevant. In the short run, it doesn’t matter one bit whether something is actually better or faster or more efficient... ! *Seth Godin: All Marketers Tell Stories
  15. 15. WHAT MATTERS MOST IS WHAT THE CONSUMER FEELS AND BELIEVES. Seth Godin: All Marketers Tell Stories
  16. 16. WHAT MAKES A STORY GREAT?
  17. 17. GREAT STORIES 
 ARE TRUE Seth Godin: All Marketers Tell Stories
  18. 18. GREAT STORIES ARE SUBTLE Seth Godin: All Marketers Tell Stories
  19. 19. GREAT STORIES AREN’T AIMED AT EVERYONE Seth Godin: All Marketers Tell Stories
  20. 20. Seth Godin: All Marketers Tell Stories
  21. 21. GREAT STORIES DON’T CONTRADICT THEMSELVES Seth Godin: All Marketers Tell Stories
  22. 22. GREAT STORIES AGREE WITH OUR POINT OF VIEW Seth Godin: All Marketers Tell Stories
  23. 23. REMEMBER: BRAND = ADJECTIVE Luke Sullivan: Hey Whipple Squeeze This
  24. 24. THE CONSUMER CAN CREATE THE ADJECTIVE Seth Godin: All Marketers Tell Stories
  25. 25. Seth Godin: All Marketers Tell Stories
  26. 26. NEVER LIE
  27. 27. Storytelling works when the story actually makes the product or service better. ! *Seth Godin: All Marketers Tell Stories
  28. 28. THE CONSUMER SHOULD BE ABLE TO ASK THE MARKETER: Seth Godin: All Marketers Tell Stories
  29. 29. IF I KNEW WHAT YOU KNOW, WOULD I BUY WHAT YOU SELL? Seth Godin: All Marketers Tell Stories
  30. 30. AFTER I’VE USED THIS PRODUCT/SERVICE, WILL I BE GLAD I BELIEVED THE STORY OR FEEL RIPPED? Seth Godin: All Marketers Tell Stories
  31. 31. LIVE YOUR STORY. Seth Godin: All Marketers Tell Stories
  32. 32. If you are not authentic, you will get the benefit of just one sale, not a hundred. The cost of your deception is too high. The only stories that work are the ones that aren’t just repeatable; but demand to be repeated. ! *Seth Godin: All Marketers Tell Stories
  33. 33. WE ARE STORYTELLERS IN SERVICE OF BRANDS Rick Boyko: VCU Brandcenter
  34. 34. EVERY TOUCHPOINT IS ANOTHER OPPORTUNITY TO TELL YOUR STORY

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