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BRAND DEMOCRACY 
HOW TO TELL STORIES IN THE SOCIAL ERA 
flickr © parksdh
By Graham Brown 
The Digital Ape
We can no longer control and manage the 
brand conversation like we used to 
flickr © posterboynyc
The genie is out of the bottle
The days of tightly managed brands are over 
flickr © limbte
In the modern brand narrative, the hero of 
the story is the customer 
flickr © jdhancock
It’s time to release their superpower, the 
customer’s power of storytelling 
flickr © jdhancock
Your customer looks at your marketing and 
asks, “where am I in this story?” 
flickr © lcrf
Storytelling? 
What exactly is storytelling?
http://www.GrahamDBrown.com/digital-ape 
If you can’t wait to find out, download now
But, if you can… 
let’s continue
Telling stories isn’t just about 
“once upon a time…” 
flickr © calliope
Stories are the why in branding 
flickr © vermininc
and successful brands connect through story 
flickr © gmpictures
Stories are what we do on a daily basis 
flickr © ben_rea
our lives are shaped by the stories we tell 
flickr © tonythemisfit
...and the stories of others 
flickr © onepointfour
Daily life is full of stories 
flickr © onepointfour
...drama... 
flickr © jonathankosread
...discovery 
flickr © frosch50
...encounters 
flickr © frosch50
....everyday life is a story 
flickr © schmollmolch
...and everybody has a story to tell 
flickr © martinhricko
To tell stories is to be human 
flickr © pennuja
Stories create connectivity 
flickr © havovubu
Stories help us belong 
flickr © francisco_osorio
Stories cross demographic boundaries 
flickr © ministryofstories
...and stories reinforce them 
flickr © gagilas
So rather than see people in terms of 
numbers... 
flickr © ministryofstories
See people in terms of the stories they tell 
flickr © faviovenni
Every customer has a story to tell 
flickr © garlandcannon
Welcome to Brand Democracy
Time to embrace the groundswell
and the shift 
from Loudspeakers to Telephones
? 
? 
...and time ask some fundamental questions
How will your marketing turn users into 
people and people into stories? 
flickr © niloy
How will you help them get to where they 
want to go? 
flickr © robertotaddeo
How will you help them on their personal 
journey? 
flickr © robertotaddeo
How will you release their inner hero...? 
flickr © elisamoro
...however strange that is to you? 
flickr © Spiterman
This is Brand Democracy 
flickr © sheezyfries
...choices in mindset not media
We need to curate not control 
flickr © yannickgar
So, give people the tools... 
flickr © kwarz
...to tell their story 
flickr © darinka
platforms to share 
flickr © frosch50
spaces to connect 
flickr © gdominici
a canvas for their imagination 
flickr © mobilestreetlife
tools to join the dots 
flickr © frauhoelle
No more brand ego
Brands are no more than the stories we tell 
flickr © rnugraha
So why limit their ability to tell stories? 
flickr © kongharald
Don’t overwrite their unofficial stories with a 
louder official brand narrative 
flickr © abhi_ryan
Open times require open minds 
flickr © loop_oh
Turn off the corporate brand loudspeaker 
flickr © ockam
Step back... 
flickr © kulimpapat
Let the magic happen 
flickr © x-ray_delta_one
So what is Brand Democracy?
It’s not who’s telling your story...
but whose story you’re telling 
flickr © ryan_polei
Continue reading...
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Brand Democracy: How to Tell Stories in the Social Era by Graham Brown

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Brand Democracy: How to Tell Stories in the Social Era by Graham Brown

Brand Democracy is a bottom-up approach to marketing practiced by brands like GoPro, Zappos, Instagram, Lego and Monster Energy Drinks. Where brand management focuses on top-down brand positioning, Brand Democracy seeks to create the brand through customer conversations and interactions. Rather than managing the brand, the company curates this peer-to-peer communication by giving customers tools and a platform to share their individual stories.

Published in: Social Media
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Brand Democracy: How to Tell Stories in the Social Era by Graham Brown

  1. BRAND DEMOCRACY HOW TO TELL STORIES IN THE SOCIAL ERA flickr © parksdh
  2. By Graham Brown The Digital Ape
  3. We can no longer control and manage the brand conversation like we used to flickr © posterboynyc
  4. The genie is out of the bottle
  5. The days of tightly managed brands are over flickr © limbte
  6. In the modern brand narrative, the hero of the story is the customer flickr © jdhancock
  7. It’s time to release their superpower, the customer’s power of storytelling flickr © jdhancock
  8. Your customer looks at your marketing and asks, “where am I in this story?” flickr © lcrf
  9. Storytelling? What exactly is storytelling?
  10. http://www.GrahamDBrown.com/digital-ape If you can’t wait to find out, download now
  11. But, if you can… let’s continue
  12. Telling stories isn’t just about “once upon a time…” flickr © calliope
  13. Stories are the why in branding flickr © vermininc
  14. and successful brands connect through story flickr © gmpictures
  15. Stories are what we do on a daily basis flickr © ben_rea
  16. our lives are shaped by the stories we tell flickr © tonythemisfit
  17. ...and the stories of others flickr © onepointfour
  18. Daily life is full of stories flickr © onepointfour
  19. ...drama... flickr © jonathankosread
  20. ...discovery flickr © frosch50
  21. ...encounters flickr © frosch50
  22. ....everyday life is a story flickr © schmollmolch
  23. ...and everybody has a story to tell flickr © martinhricko
  24. To tell stories is to be human flickr © pennuja
  25. Stories create connectivity flickr © havovubu
  26. Stories help us belong flickr © francisco_osorio
  27. Stories cross demographic boundaries flickr © ministryofstories
  28. ...and stories reinforce them flickr © gagilas
  29. So rather than see people in terms of numbers... flickr © ministryofstories
  30. See people in terms of the stories they tell flickr © faviovenni
  31. Every customer has a story to tell flickr © garlandcannon
  32. Welcome to Brand Democracy
  33. Time to embrace the groundswell
  34. and the shift from Loudspeakers to Telephones
  35. ? ? ...and time ask some fundamental questions
  36. How will your marketing turn users into people and people into stories? flickr © niloy
  37. How will you help them get to where they want to go? flickr © robertotaddeo
  38. How will you help them on their personal journey? flickr © robertotaddeo
  39. How will you release their inner hero...? flickr © elisamoro
  40. ...however strange that is to you? flickr © Spiterman
  41. This is Brand Democracy flickr © sheezyfries
  42. ...choices in mindset not media
  43. We need to curate not control flickr © yannickgar
  44. So, give people the tools... flickr © kwarz
  45. ...to tell their story flickr © darinka
  46. platforms to share flickr © frosch50
  47. spaces to connect flickr © gdominici
  48. a canvas for their imagination flickr © mobilestreetlife
  49. tools to join the dots flickr © frauhoelle
  50. No more brand ego
  51. Brands are no more than the stories we tell flickr © rnugraha
  52. So why limit their ability to tell stories? flickr © kongharald
  53. Don’t overwrite their unofficial stories with a louder official brand narrative flickr © abhi_ryan
  54. Open times require open minds flickr © loop_oh
  55. Turn off the corporate brand loudspeaker flickr © ockam
  56. Step back... flickr © kulimpapat
  57. Let the magic happen flickr © x-ray_delta_one
  58. So what is Brand Democracy?
  59. It’s not who’s telling your story...
  60. but whose story you’re telling flickr © ryan_polei
  61. Continue reading...

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