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

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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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

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

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.

Out with “Targets”
In with People!
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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

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

How People Think We Decide
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EMOTIONS LOGIC
EMOTIONS LOGIC

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

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.

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

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

Surprise!
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All rights reserved 2013. Klotz-Guest ‹#›

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

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

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

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

Personalities Matter
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Source: Apple Insider

Personality
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Website Bios
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Unleash Your Best Storytellers
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Person-Person Service Builds Trust

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

Where can I humanize?
Simple “Feeling” Stories
Think “Upside Down” and Lighten Up!
Likeability Means People and Personality
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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

Marketing Podcast
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