Successfully reported this slideshow.
How to Create a
Brand
(and a better marketing experience)
July 2013
Kathy Klotz-Guest
@kathyklotz guest
kat hy@keepingit h...
About Kathy
Marketing Storyteller, Speaker, Strategist
I help organizations find their critical marketing narratives and t...
Why the Hell Does it Matter?
Marketing Noise!
All rights reserved 2013. Klotz-Guest 3
Research says
92.3% of audiences
are...
All rights reserved 2013. Klotz-Guest 4
Image courtesy of cubicle ranch.com
BAROMETER
O’
All rights reserved 2013. Klotz-Guest 5
“A wealth of information creates a poverty of attention.”
~ Herbert Simon, late No...
Buyer‟s Journey Has Changed
All rights reserved 2013. Klotz-Guest 6
Buyers are 67% to 90% through their journey by the tim...
We gamify learning interactions for
paradigm-shifts in large organizations
All rights reserved 2013. Klotz-Guest 7
*PS: if...
Out with “Targets”
In with People!
All rights reserved 2013. Klotz-Guest 8
Wanna Connect? Get Human!
Three Ways to Humanize Your Brand
Simple Stories
Think “Upside Down”
Likeability? Unleash You...
All rights reserved 2013. Klotz-Guest 10
Source: The Historical Society
How does marketing make us FEEL?
All rights reserved 2013. Klotz-Guest 11
“Facts,” and
most are
filtered!
Feelings
Conscio...
How People Think We Decide
All rights reserved 2013. Klotz-Guest 12
EMOTIONS LOGIC
EMOTIONS LOGIC
Stories Scale
Stories are remembered up to 22X more
than facts alone. - Stanford University GSB
All rights reserved 2013. ...
All rights reserved 2013. Klotz-Guest 14
Stories, Not “Messaging!’
autoblog.com
It‟s Not About Your Product
All rights reserved 2013. Klotz-Guest 15
Field Notes Brand
All rights reserved 2013. Klotz-Guest 16
Story
It‟s
about
ME,
dummy!
All rights reserved 2013. Klotz-Guest 17
Customers don’t buy what we make;
they buy who we are.
Underlying Human Need
Solve a problem
Create opportunity
Make life better
All rights reserved 2013. Klotz-Guest 18
Most bu...
Purpose: Movement
Your core story is bigger than the company and product
All rights reserved 2013. Klotz-Guest 19
Humanize and Influence
Emotions rule
Elevate purpose
Hope and empathy
Show „change‟
All rights reserved 2013. Klotz-Guest ...
All rights reserved 2013. Klotz-Guest 21
Think …
Surprise!
All rights reserved 2013. Klotz-Guest 22
All rights reserved 2013. Klotz-Guest ‹#›
The Truth is Funny:
Humor Humanizes so Lighten Up!
All rights reserved 2013. Klotz-Guest
24
www.kinaxis.com
All rights reserved 2013. Klotz-Guest ‹#›
Hubspot, “Unsubscribe”
All rights reserved 2013. Klotz-Guest 26
I could change...
Maybe we could be
friends with benefits?”
Experiment:
Try. Fail. Rinse. Repeat. Learn.
All rights reserved 2013. Klotz-Guest 27
Marketing is a hell of
a lot of art....
All rights reserved 2013. Klotz-Guest 28
Likeability
Advocacy: „People Like Me‟
Social Proof and Trust
All rights reserved 2013. Klotz-Guest 29
Advocates are 5X more
influenti...
Personalities Matter
All rights reserved 2013. Klotz-Guest
30
Source: Apple Insider
Personality
All rights reserved 2013. Klotz-Guest 31
Website Bios
All rights reserved 2013. Klotz-Guest 32
Unleash Your Best Storytellers
All rights reserved 2013. Klotz-Guest 33
Person-Person Service Builds Trust
Let Your Advocates Talk:
Their voice, Their Way
All rights reserved 2013. Klotz-Guest 34
Source: Starbucksmelody.com
Where can I humanize?
Simple “Feeling” Stories
Think “Upside Down” and Lighten Up!
Likeability Means People and Persona...
All rights reserved 2013. Klotz-Guest 36
Thank You for
„Keeping it Human‟
with me!
kathy@keepingithuman.com
@kathyklotzguest
Marketer to the “Human” Kind
All right...
All rights reserved 2013. Klotz-Guest 38
Visit Kathy’s Human Blog and Sign Up
All rights reserved 2013. Klotz-Guest 39
Connect with Kathy
Facebook
Twitter
LinkedIn
Marketing Podcast
All rights reserved 2013. Klotz-Guest 40
Upcoming SlideShare
Loading in …5
×

How to Create a (More Human) Brand ...and Better Marketing Experience

965 views

Published on

This presentation talks about three big and powerful ways to tell a better marketing story and create a (more human) brand. After all, 92.3% of all audiences are made up people! So humanize or become irrelevant.

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this

How to Create a (More Human) Brand ...and Better Marketing Experience

  1. 1. How to Create a Brand (and a better marketing experience) July 2013 Kathy Klotz-Guest @kathyklotz guest kat hy@keepingit human.com
  2. 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 All rights reserved 2013. Klotz-Guest 2
  3. 3. Why the Hell Does it Matter? Marketing Noise! All rights reserved 2013. Klotz-Guest 3 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!
  4. 4. All rights reserved 2013. Klotz-Guest 4 Image courtesy of cubicle ranch.com BAROMETER O’
  5. 5. All rights reserved 2013. Klotz-Guest 5 “A wealth of information creates a poverty of attention.” ~ Herbert Simon, late Nobel laureate economist Attention, Trust (EdelmanTrust Barometer) Volume of Information
  6. 6. Buyer‟s Journey Has Changed All rights reserved 2013. Klotz-Guest 6 Buyers are 67% to 90% through their journey by the time they contact the vendor - Forrester, Oct 2012
  7. 7. We gamify learning interactions for paradigm-shifts in large organizations All rights reserved 2013. Klotz-Guest 7 *PS: if you say paradigm-shifts or revolutionary, chances are you aren’t.
  8. 8. Out with “Targets” In with People! All rights reserved 2013. Klotz-Guest 8
  9. 9. Wanna Connect? Get Human! Three Ways to Humanize Your Brand Simple Stories Think “Upside Down” Likeability? Unleash Your Best People All rights reserved 2013. Klotz-Guest 9
  10. 10. All rights reserved 2013. Klotz-Guest 10 Source: The Historical Society
  11. 11. How does marketing make us FEEL? All rights reserved 2013. Klotz-Guest 11 “Facts,” and most are filtered! Feelings Conscious Mind 10% Subconscious Mind 90%
  12. 12. How People Think We Decide All rights reserved 2013. Klotz-Guest 12 EMOTIONS LOGIC EMOTIONS LOGIC
  13. 13. Stories Scale Stories are remembered up to 22X more than facts alone. - Stanford University GSB All rights reserved 2013. Klotz-Guest 13
  14. 14. All rights reserved 2013. Klotz-Guest 14 Stories, Not “Messaging!’ autoblog.com
  15. 15. It‟s Not About Your Product All rights reserved 2013. Klotz-Guest 15 Field Notes Brand
  16. 16. All rights reserved 2013. Klotz-Guest 16 Story It‟s about ME, dummy!
  17. 17. All rights reserved 2013. Klotz-Guest 17 Customers don’t buy what we make; they buy who we are.
  18. 18. Underlying Human Need Solve a problem Create opportunity Make life better All rights reserved 2013. Klotz-Guest 18 Most businesses don’t focus on the Human Element
  19. 19. Purpose: Movement Your core story is bigger than the company and product All rights reserved 2013. Klotz-Guest 19
  20. 20. Humanize and Influence Emotions rule Elevate purpose Hope and empathy Show „change‟ All rights reserved 2013. Klotz-Guest 20
  21. 21. All rights reserved 2013. Klotz-Guest 21 Think …
  22. 22. Surprise! All rights reserved 2013. Klotz-Guest 22
  23. 23. All rights reserved 2013. Klotz-Guest ‹#›
  24. 24. The Truth is Funny: Humor Humanizes so Lighten Up! All rights reserved 2013. Klotz-Guest 24 www.kinaxis.com
  25. 25. All rights reserved 2013. Klotz-Guest ‹#›
  26. 26. Hubspot, “Unsubscribe” All rights reserved 2013. Klotz-Guest 26 I could change... Maybe we could be friends with benefits?”
  27. 27. Experiment: Try. Fail. Rinse. Repeat. Learn. All rights reserved 2013. Klotz-Guest 27 Marketing is a hell of a lot of art. Stop looking for lightening in a bottle.
  28. 28. All rights reserved 2013. Klotz-Guest 28 Likeability
  29. 29. Advocacy: „People Like Me‟ Social Proof and Trust All rights reserved 2013. Klotz-Guest 29 Advocates are 5X more influential than paid media: actively referring you Forrester: 94% trust advocates 18% trust influencers Source: Forrester
  30. 30. Personalities Matter All rights reserved 2013. Klotz-Guest 30 Source: Apple Insider
  31. 31. Personality All rights reserved 2013. Klotz-Guest 31
  32. 32. Website Bios All rights reserved 2013. Klotz-Guest 32
  33. 33. Unleash Your Best Storytellers All rights reserved 2013. Klotz-Guest 33 Person-Person Service Builds Trust
  34. 34. Let Your Advocates Talk: Their voice, Their Way All rights reserved 2013. Klotz-Guest 34 Source: Starbucksmelody.com
  35. 35. Where can I humanize? Simple “Feeling” Stories Think “Upside Down” and Lighten Up! Likeability Means People and Personality All rights reserved 2013. Klotz-Guest 35   
  36. 36. All rights reserved 2013. Klotz-Guest 36
  37. 37. Thank You for „Keeping it Human‟ with me! kathy@keepingithuman.com @kathyklotzguest Marketer to the “Human” Kind All rights reserved 2013. Klotz-Guest
  38. 38. All rights reserved 2013. Klotz-Guest 38 Visit Kathy’s Human Blog and Sign Up
  39. 39. All rights reserved 2013. Klotz-Guest 39 Connect with Kathy Facebook Twitter LinkedIn
  40. 40. Marketing Podcast All rights reserved 2013. Klotz-Guest 40

×