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NCGA Keynote 2011

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NCGA Keynote 2011

  1. 1. Brand Story Mojo: Who’s the Hero of Your Story? National Cooperative Grocers Association Michael Margolis, Get Storied, @getstoried © 2011 www.getstoried.com 1 Wednesday, May 18, 2011
  2. 2. share, quote, discuss: @getstoried © 2011 www.getstoried.com 2 Wednesday, May 18, 2011
  3. 3. POP QUIZ Digging into Brand Perceptions Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America. (c) 2009 Michael Margolis www.getstoried.com 3 Wednesday, May 18, 2011
  4. 4. BEST POP QUIZ Digging into Brand Perceptions Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America. (c) 2009 Michael Margolis www.getstoried.com 3 Wednesday, May 18, 2011
  5. 5. BEST WORST POP QUIZ Digging into Brand Perceptions Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America. (c) 2009 Michael Margolis www.getstoried.com 3 Wednesday, May 18, 2011
  6. 6. Your story vs their story. Perception is reality. © 2011 www.getstoried.com 4 Wednesday, May 18, 2011
  7. 7. consultant speaker © 2011 www.getstoried.com 5 Wednesday, May 18, 2011
  8. 8. consultant speaker author/publisher podcaster journalist professor dean designer curator © 2011 www.getstoried.com 5 Wednesday, May 18, 2011
  9. 9. © 2011 www.getstoried.com 6 Wednesday, May 18, 2011
  10. 10. WHY STORY? © 2011 www.getstoried.com 7 Wednesday, May 18, 2011
  11. 11. Everyone has a story to tell. You are the narrator of your life story. Circumstance. Choice. Consequence. © 2011 www.getstoried.com 8 Wednesday, May 18, 2011
  12. 12. Visionaries. Innovators. Entrepreneurs. ‣How do you translate something new and different into mainstream acceptance? ‣How do you get others to believe, see, and care about the same things you do? (c) 2009 Michael Margolis www.getstoried.com 9 Wednesday, May 18, 2011
  13. 13. Consider the following: People don’t buy a product, service, or idea - they buy the story that’s attached to it. © 2011 www.getstoried.com 10 Wednesday, May 18, 2011
  14. 14. PRIUS VOLVO BENZ CIVIC © 2011 www.getstoried.com 11 Wednesday, May 18, 2011
  15. 15. People don’t buy a product, service, or idea - they buy the story that’s attached to it. © 2011 www.getstoried.com 12 Wednesday, May 18, 2011
  16. 16. Do you feel co-ops are valued, understood, and widely appreciated? © 2011 www.getstoried.com 13 Wednesday, May 18, 2011
  17. 17. Why Shop at a Co-Op? Yes No © 2011 www.getstoried.com 14 Wednesday, May 18, 2011
  18. 18. Your brand is only as strong as the stories that people tell about you. © 2011 www.getstoried.com 15 Wednesday, May 18, 2011
  19. 19. FINDING A BIGGER STORY © 2011 www.getstoried.com 16 Wednesday, May 18, 2011
  20. 20. © 2011 www.getstoried.com 17 Wednesday, May 18, 2011
  21. 21. No Longer Differentiators of the Co-Op Grocers Movement © 2011 www.getstoried.com 18 Wednesday, May 18, 2011
  22. 22. Don’t know our food sources © 2011 www.getstoried.com 19 Wednesday, May 18, 2011
  23. 23. © 2011 www.getstoried.com 20 Wednesday, May 18, 2011
  24. 24. Your relationship to food mirrors your relationship to life. Co-ops can transform our relationships to food, economy, society, and the earth. Social media is relationship technology. Storytelling is about the relationship between things. Circumstance, choice, consequence. How it all connects. © 2011 www.getstoried.com 21 Wednesday, May 18, 2011
  25. 25. © 2011 www.getstoried.com 22 Wednesday, May 18, 2011
  26. 26. The Voice of a Movement © 2011 www.getstoried.com 23 Wednesday, May 18, 2011
  27. 27. © 2011 www.getstoried.com 24 Wednesday, May 18, 2011
  28. 28. Food stories highlighting sustainable, small businesses across the state of New York.  A behind-the-scenes look at Milkmade, a subscription service for home- made ice cream that never delivers you the same flavor more than once; lead us to Long Island to meet Dan Machin and his self-titled farm ‘The Lone Acre’, revealing his goal of living for 1 year as a solo man with but one acre of land and the intention of growing over 100 varieties to sell at his first NYC market stand; and last but not least, allowed us to spend time with urban beekeepers based in Brooklyn who wanted to fulfill their desires to make home-made honey. © 2011 www.getstoried.com 25 Wednesday, May 18, 2011
  29. 29. © 2011 www.getstoried.com 26 Wednesday, May 18, 2011
  30. 30. We live in a new age of collaboration, connection, and co-creation. © 2011 www.getstoried.com 27 Wednesday, May 18, 2011
  31. 31. A co-op is a business owned and governed by its customers that operates for their benefit. When people need something they can't get easily or at a reasonable cost, they can start a co-op to get it. Cooperation is a powerful tool to help communities meet local needs. Co-ops cultivate a sustainable development on a human scale, and provide consumers with housing, health care, day care, elder services, electricity and even banking services (credit unions) as well as food. International co-op principles guide co-op business practices. Natural food co-ops are a co-op success story. In the 1970s people wanted organic and unprocessed basic foods that were not readily available in grocery stores. They organized co-ops to get these products and built connections with producers and vendors. Thanks to those efforts we have a thriving organic and natural food industry. Food co-ops are changing the way Americans look at food and farming. Source: The Wedge Natural Foods Co-Op © 2011 www.getstoried.com 28 Wednesday, May 18, 2011
  32. 32. 3 Inter-Related Dimensions Redefine Identity Self Share Stories Place Tribe Discover Connections © 2011 www.getstoried.com 29 Wednesday, May 18, 2011
  33. 33. Aspirational Deeper Living Lifestyle Mythos © 2011 www.getstoried.com 30 Wednesday, May 18, 2011
  34. 34. © 2011 www.getstoried.com 31 Wednesday, May 18, 2011
  35. 35. BRAND STORY MOJO © 2011 www.getstoried.com 32 Wednesday, May 18, 2011
  36. 36. “A great brand is a story that’s never completely told...Stories create the emotional context people need to locate themselves in a larger experience.” Scott Bedbury © 2011 www.getstoried.com 33 Wednesday, May 18, 2011
  37. 37. Brand Everything Brands come in every shape, form, and size imaginable: Products, Celebrities, Politicians, Countries, Causes, and even YOU © 2011 www.getstoried.com 34 Wednesday, May 18, 2011
  38. 38. 3 Drivers of a Brand Story 1. Brand Origins: Back Story 2. Noble Cause: Point of View 3. Cultural Impact: Social Meaning © 2011 www.getstoried.com 35 Wednesday, May 18, 2011
  39. 39. Legendary Notebooks © 2011 www.getstoried.com 36 Wednesday, May 18, 2011
  40. 40. Brand Noble Cultural Origins Cause Impact Definition Back Story Point of View Social Meaning Value Authenticity Identity/Beliefs Behavior Change Reveals Motivations Ethos Worth Are you for Do you really How is my Question real? care? life better? © 2011 www.getstoried.com 37 Wednesday, May 18, 2011
  41. 41. Help people locate themselves in a bigger story © 2011 www.getstoried.com 38 Wednesday, May 18, 2011
  42. 42. Storytelling as a Matrix of Perception and Reality Beginning Middle End Circumstance Choice Consequence Past Present Future Set-up Dilemma Resolution Brand Origins Noble Cause Cultural Impact © 2011 www.getstoried.com 39 Wednesday, May 18, 2011
  43. 43. Your Origins Define You Consider the circumstances for how you gained your powers. © 2011 www.getstoried.com 40 Wednesday, May 18, 2011
  44. 44. Every brand needs a backstory. © 2011 www.getstoried.com 41 Wednesday, May 18, 2011
  45. 45. © 2011 www.getstoried.com 42 Wednesday, May 18, 2011
  46. 46. Product Back Stories => Food Chain © 2011 www.getstoried.com 43 Wednesday, May 18, 2011
  47. 47. What are Superhero Traits? 1. Orphaned - must figure it out yourself 2. Idealistic - strong motivation/values 3. Constrained - overcome big obstacles 4. Evolutionary - must find inner power 5. Outsider - free of social constraints 6. Healer - put the world back in order © 2011 www.getstoried.com 44 Wednesday, May 18, 2011
  48. 48. Noble Cause © 2011 www.getstoried.com 45 Wednesday, May 18, 2011
  49. 49. TOMS Shoes: Stands for Something © 2011 www.getstoried.com 46 Wednesday, May 18, 2011
  50. 50. Point of View © 2011 www.getstoried.com 47 Wednesday, May 18, 2011
  51. 51. Point of View © 2011 www.getstoried.com 48 Wednesday, May 18, 2011
  52. 52. The Ultimate Question © 2011 www.getstoried.com 49 Wednesday, May 18, 2011
  53. 53. The Ultimate Question Are you trying to just sell me something...? © 2011 www.getstoried.com 49 Wednesday, May 18, 2011
  54. 54. The Ultimate Question Are you trying to just sell me something...? Or do you want to change the world...my world? © 2011 www.getstoried.com 49 Wednesday, May 18, 2011
  55. 55. Cultural Impact © 2011 www.getstoried.com 50 Wednesday, May 18, 2011
  56. 56. Focus on 3 Questions: On what basis or motivation was your co-op established? What is the noble cause and riddle you are trying to solve? How does your co-op transform people’s relationships to...? © 2011 www.getstoried.com 51 Wednesday, May 18, 2011
  57. 57. Brand Noble Cultural Origins Cause Impact Definition Back Story Point of View Social Meaning Value Authenticity Identity/Beliefs Behavior Change Reveals Motivations Ethos Worth Are you for Do you really How is my Question real? care? life better? © 2011 www.getstoried.com 52 Wednesday, May 18, 2011
  58. 58. THE HERO © 2011 www.getstoried.com 53 Wednesday, May 18, 2011
  59. 59. HEROES VILLAINS © 2011 www.getstoried.com 54 Wednesday, May 18, 2011
  60. 60. Who’s the Hero? ‣ farmer ‣ food ‣ co-op ‣ shopper ‣ co-owner © 2011 www.getstoried.com 55 Wednesday, May 18, 2011
  61. 61. © 2011 www.getstoried.com 56 Wednesday, May 18, 2011
  62. 62. Who’s the Hero? ‣ farmer ‣ food ‣ co-op ‣ shopper ‣ co-owner © 2011 www.getstoried.com 57 Wednesday, May 18, 2011
  63. 63. “Tell a story people can identify with as their own, and the need to persuade, convince, or sell them on anything disappears.” © 2011 www.getstoried.com 58 Wednesday, May 18, 2011
  64. 64. The Hero Framework Benefactor Goal Beneficiary The King Save the Princess Kingdom’s Happiness and Prosperity Allies The Hero Adversary Fairy Godmother The Prince The Villain © 2011 www.getstoried.com 59 Wednesday, May 18, 2011
  65. 65. AARP Hero Framework Benefactor Goal Beneficiary AARP Living a Fulfilled Quality Life Society’s Re-invention Allies The Hero Adversary Tools for Family, Boomers and Elders Traditional Norms and Health, Wealth, Fun Safety Net Gone © 2011 www.getstoried.com 60 Wednesday, May 18, 2011
  66. 66. The Hero Framework Benefactor Goal Beneficiary The King Save the Princess Kingdom’s Happiness and Prosperity Allies The Hero Adversary Fairy Godmother The Prince The Villain © 2011 www.getstoried.com 61 Wednesday, May 18, 2011
  67. 67. © 2011 www.getstoried.com 62 Wednesday, May 18, 2011
  68. 68. © 2011 www.getstoried.com 63 Wednesday, May 18, 2011
  69. 69. Brand Story Engagement How Audiences Locate Themselves in Your Story 1 2 3 Emotional Meaningful Pride of capital experiences belonging MOTIVATION PLATFORM OWNERSHIP !!Mission !! Memorable acts !! Self-identification !! Needs/interests !! Symbolic celebration !! Co-creation !! Dreams/aspirations !! Social connection !! Status/recognition © 2011 www.getstoried.com 64 Wednesday, May 18, 2011
  70. 70. Brand Noble Cultural Origins Cause Impact Definition Back Story Point of View Social Meaning Value Authenticity Identity/Beliefs Behavior Change Reveals Motivations Ethos Worth Are you for Do you really How is my Question real? care? life better? © 2011 www.getstoried.com 65 Wednesday, May 18, 2011
  71. 71. >>> Having a story that’s WORTH telling < HOW you tell the story © 2011 www.getstoried.com 66 Wednesday, May 18, 2011
  72. 72. Personal Branding, Minus the Icky Stuff Official Launch on May 9, 2011 Basic: $247 Deluxe: $597 www.thenewaboutme.com © 2011 www.getstoried.com 67 Wednesday, May 18, 2011
  73. 73. Virtual Conf. on Future of Storytelling November 11-22, 2011 $297 VIP Pass © 2011 www.getstoried.com 68 Wednesday, May 18, 2011
  74. 74. Identity is destiny. © 2011 www.getstoried.com 69 Wednesday, May 18, 2011
  75. 75. connect more: @getstoried © 2011 www.getstoried.com 70 Wednesday, May 18, 2011

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