Kathy Klotz-Guest provides strategies for creating a brand and improving marketing experiences. She argues that marketing has become too noisy and fact-focused, overwhelming people. Instead, brands should focus on telling simple stories that appeal to human emotions and feelings. Kathy also emphasizes the importance of humanizing brands by thinking differently, showing personality through advocates, and focusing on how the brand makes people feel rather than just facts about the product. The presentation provides tips for unleashing a brand's best storytellers and advocates to build trust and likeability.

1. How to Create a
Brand
(and a better marketing experience)
July 2013
Kathy Klotz-Guest
@kathyklotz guest
kat hy@keepingit human.com

2. About Kathy
Marketing Storyteller, Speaker, Strategist
I help organizations find their critical marketing narratives and tell those
stories in everything they do!
 Value play, simplicity, and human-speak in business
 20 years high-tech marketing / communications strategy and comedy
 Founding Sr. Fellow, new media think tank (sncr.org)
 MA Stanford University, MBA UC Berkeley
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3. Why the Hell Does it Matter?
Marketing Noise!
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Research says
92.3% of audiences
are made up of people.
People hate overload.
Research also says
79.4% of facts are
completely made up!

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Image courtesy of cubicle ranch.com
BAROMETER
O’

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“A wealth of information creates a poverty of attention.”
~ Herbert Simon, late Nobel laureate economist
Attention, Trust
(EdelmanTrust Barometer)
Volume of Information

6. Buyer‟s Journey Has Changed
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Buyers are 67% to 90% through their journey by the time they contact
the vendor - Forrester, Oct 2012

7. We gamify learning interactions for
paradigm-shifts in large organizations
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*PS: if you say paradigm-shifts or revolutionary, chances are you aren’t.

8. Out with “Targets”
In with People!
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9. Wanna Connect? Get Human!
Three Ways to Humanize Your Brand
Simple Stories
Think “Upside Down”
Likeability? Unleash Your Best People
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Source: The Historical Society

11. How does marketing make us FEEL?
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“Facts,” and
most are
filtered!
Feelings
Conscious
Mind
10%
Subconscious
Mind
90%

12. How People Think We Decide
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EMOTIONS LOGIC
EMOTIONS LOGIC

13. Stories Scale
Stories are remembered up to 22X more
than facts alone. - Stanford University GSB
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Stories, Not “Messaging!’
autoblog.com

15. It‟s Not About Your Product
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Field Notes Brand

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Story
It‟s
about
ME,
dummy!

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Customers don’t buy what we make;
they buy who we are.

18. Underlying Human Need
Solve a problem
Create opportunity
Make life better
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Most businesses don’t focus on the Human Element

19. Purpose: Movement
Your core story is bigger than the company and product
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20. Humanize and Influence
Emotions rule
Elevate purpose
Hope and empathy
Show „change‟
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Think …

22. Surprise!
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24. The Truth is Funny:
Humor Humanizes so Lighten Up!
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www.kinaxis.com

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26. Hubspot, “Unsubscribe”
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I could change...
Maybe we could be
friends with benefits?”

27. Experiment:
Try. Fail. Rinse. Repeat. Learn.
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Marketing is a hell of
a lot of art. Stop looking
for lightening in a bottle.

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Likeability

29. Advocacy: „People Like Me‟
Social Proof and Trust
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Advocates are 5X more
influential than paid media:
actively referring you
Forrester:
94% trust advocates
18% trust influencers
Source: Forrester

30. Personalities Matter
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Source: Apple Insider

31. Personality
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32. Website Bios
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33. Unleash Your Best Storytellers
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Person-Person Service Builds Trust

34. Let Your Advocates Talk:
Their voice, Their Way
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Source: Starbucksmelody.com

35. Where can I humanize?
Simple “Feeling” Stories
Think “Upside Down” and Lighten Up!
Likeability Means People and Personality
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37. Thank You for
„Keeping it Human‟
with me!
kathy@keepingithuman.com
@kathyklotzguest
Marketer to the “Human” Kind
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Visit Kathy’s Human Blog and Sign Up

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Connect with Kathy
Facebook
Twitter
LinkedIn

40. Marketing Podcast
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