Loyalty needs great stories by Patrick Collister

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Loyalty needs great stories by Patrick Collister

  1. 1. Loyalty  &  Brands  Need  Great  Stories  Nederlands-­‐Vlaams  Mediacongres    
  2. 2. Who  is  this  guy?  
  3. 3. I  love  paper  
  4. 4. Why  is  he  here?  
  5. 5. Bribery  
  6. 6. What’s  the  point?  
  7. 7. 85%  of  communicaFon  is  unnoFced  
  8. 8. What  was  the  brand?  
  9. 9. The  FT  
  10. 10. Change  
  11. 11. You  have  a  great  product  
  12. 12. It  is  absorbing  
  13. 13. It  is  important  
  14. 14. It  engages  the  senses  
  15. 15. It  engages  the  senses  
  16. 16. You’re  sFll  here  
  17. 17. So,  what’s  the  problem?  
  18. 18. Why  is  The  Economist  successful?  
  19. 19. CommunicaFon  with  a  point  
  20. 20. The  hierarchy  of  ideas  CreaFve  idea  CommunicaFons  idea  Business  idea  
  21. 21. Fat-­‐free  thinking  Simplify  Simplify  Simplify  
  22. 22. The  Economist  Analysis  Ideas  People  Weekly  commentary  
  23. 23. Loyalists  
  24. 24. A  newspaper  People  in  the  news  Current  events  Newspaper  
  25. 25. A  newspaper  
  26. 26. Another  newspaper  
  27. 27. Another  newspaper  
  28. 28. Yet  another  newspaper  
  29. 29. And  another  
  30. 30. And  another  
  31. 31. And  finally  
  32. 32. The  Guardian  InteresFng  angles  LeRish  and  smart  Independent  Views  
  33. 33. The  Guardian  
  34. 34. A  lifestyle  brand  
  35. 35. A  habit  
  36. 36. Where  you  differenFate  Here  
  37. 37. A  new  plaUorm  
  38. 38. A  new  format  
  39. 39. If  you  can’t  do  that…  Here  
  40. 40. A  new  approach  
  41. 41. A  differenFated  strategy  
  42. 42. And  if  you  can’t  do  that…  Here  
  43. 43. A  disFncFve  creaFve  idea  
  44. 44. A  disFncFve  creaFve  idea  
  45. 45. A  quesFon  What  business  are  you  in?    
  46. 46. Theodore  LeviX  
  47. 47. The  Guardian  
  48. 48. Huffington  Post  
  49. 49. Mostly  it’s  about  strategy  Who  are  you  talking  to  and  what  are  you  saying?  
  50. 50. I  stand  for  Kenya  
  51. 51. Together  
  52. 52. Together,  let’s  do  it…  
  53. 53. Together,  let’s  do  something…    
  54. 54. Together,  let’s  educate...  
  55. 55. Together,  let’s  build  bridges…  
  56. 56. Together,  let’s  make  peace  
  57. 57. Together,  let’s  celebrate…  
  58. 58. Together,  let’s  share…  
  59. 59. INMA  Best  in  Show  2013  
  60. 60. The  3  C’s  
  61. 61. Readers’  stories  
  62. 62. Readers  can  help  
  63. 63. Archive  
  64. 64. Ideas  people  want  to  be  part  of  
  65. 65. You  can’t  buy  loyalty  
  66. 66. You  acquire  it  
  67. 67. Can  you  share  values?  
  68. 68. Can  you  share  pleasures?  
  69. 69. Can  you  be  surprising?  
  70. 70. Can  you  support  a  cause?  
  71. 71. IntegraFon  
  72. 72. A  small  plane  and  a  banner  
  73. 73. 40,000  conversaFons  
  74. 74. An  hour  later  
  75. 75. A  year  later  
  76. 76. Nominated  by  6  girls  
  77. 77. As  they  leR  
  78. 78. It  had  a  point  
  79. 79. An  offer  
  80. 80. Thanks  

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