Brand Storytelling & Strategy Master Class - Mark Jones, Filtered Media

MASTERCLASS
Mark Jones
CHIEF STORYTELLER + CEO
FILTERED MEDIA
SYDNEY, AUSTRALIA ~ AUGUST 28 - 29, 2019
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
Brand Storytelling &
Strategy Master Class

Beliefonomics © Mark Jones 2019
“What is content
marketing? It’s obviously
not the opposite of
discontent marketing.”
John Cleese,
Content Marketing World 2015

Who are we?

Who are they?

The Great Hack

Don’t you know me?

Beliefonomics © Mark Jones 2019Plato

I believe… storytelling IS
marketing.

The Belief Journey
Belief Moment
A story that
engages the
hearts & minds of
your customers

We believe…
... travel is better
when you
experience it as
an insider.
… a love of wild
and beautiful
spaces demands
participation in
the fight to save
them.
… the world
needs to
transform to
sustainable
energy sources.
… in challenging
the status quo.
We believe in
thinking
differently.

Netflix? We believe…
…television should be
easy, cheap and relevant.

Source: Wikimedia Commons Beliefonomics © Mark Jones 2019
Once upon a time…

Very cool. Nearly cool.

Partying No partying
NASDAQ
Source: Wikimedia Commons
US$8 trillion lost

“It will bounce back!”
Meanwhile,
back at the office...
(no parties)
Yeah, nah...

The Vision/Reality Gap
Them: “We’re doomed!”
You: “Success is coming!”
Now
Success
Failure
Then
BeliefsYour
story

Closing the Vision Reality Gap
Hearts Minds
Belief
Moment
“Economic decision making is 70% emotional and 30% rational.”
Daniel Kahneman (Gallup)

The Campaign: Unlimited
The Hero: Deng Thiak Adut
The Belief Moment: ‘You can make it.’
“We believe in a world of unlimited
opportunity for those with talent,
drive, confidence and ambition.”

“We need something to believe in... doesn’t
matter what. God, Buddha, Elvis… that’s what
gives us hope, hope there’s something better
out there, something to strive for.”
Richard Doetsch, The Thieves of Heaven

Beliefs are the
heartbeat of
storytelling

A focus for belief systems
“Brand storytelling is the use of
authentic, emotional stories by
an organisation to drive growth
and foster customer loyalty. ”
Mark Jones, Chief Storyteller & CEO, Filtered Media

What is Beliefonomics?
“The world’s first brand storytelling
framework to deliver economic impact
through belief systems.”

The Beliefonomics Framework
Brand Journey
+
Belief Journey
+
Channel Journey
=
Brand Story

The Belief Journey
27

What do customers believe?
Electric vehicles won’t solve global warming…
Soft drink is ok in moderation…
Water security is someone else’s problem…
They’re just chickens. I can’t afford them fancy ones…
My personal information is valuable. Get your hands off it…
I’ll protect my privacy at all costs…
I still want my (free) MTV…
Q: Belief Journey

Beliefs: Not who, but why…
Age
Gender
Location
Marital status
Ethnicity
Occupation
Education
PsychographicsDemographics
Beliefs
Emotions
Interests
Values
Outlook
Leisure vs. Work
Good/Fast/Cheap

1. Social
FB, Yelp, IG, YT etc. + your experience
2. Google Search
Review sites, fans, comments
3. Formal research
Customer data, analytics, interviews
Ethical belief
hunting

The Story Planner

Belief Moment case study: Pooled Energy
Unknown
problems
Value
model

Pooled Energy: The Belief Moment

Customer Beliefs: Coal-fired energy is bad for the environment. Chlorine isn’t great for the kids.
Pathos Logos Ethos
Vision / Reality Belief Moment Known Spoken
Known
Unspoken
Unknown
Unspoken
Value Model
Vision: We will
lower Australia’s
greenhouse
gases.
Reality: Prove it!
Sales guy
showed me the
app!
Energy is
expensive. Coal
is bad for the
environment.
I’m letting the
kids swim in
chlorine.
Swimming
pools are 40%
of average
household
electricity bill.
Pooled Energy is
the only company
with Bromine
(mineral)
technology and
remote
management
tech to lower your
bill.
Story Planner: Pooled Energy

Customer Beliefs:
Pathos Logos Ethos
Vision / Reality Belief Moment Known Spoken
Known
Unspoken
Unknown Value Model
Story Planner

The Story Key
Model + Metaphor + Message

Message: Just one idea
“We are more than accountants,
we are your financial partners.”

Metaphor…
“A house divided against itself
cannot stand”
- Abraham Lincoln

Or analogy…
“As smoking is to the lungs, so is
resentment to the soul; even one puff
is bad for you”
- Elizabeth Gilbert

The model is
your insight

“Most of our choices are not the result of
careful deliberation. We live in the moment,
resist change, are subject to distorted memory,
and are affected by physiological and
emotional states.”
Source: Behavioraleconomics.com
Behavioral economics defined

Companies that apply
behavioural economics
outperform peers by 85% in
sales and 25% in gross margin
Gallup

….a brand’s greatest
asset is its story.
I believe…

Connect with me on LinkedIn
mark@filteredmedia.com.au
Mark Jones, Chief Storyteller + CEO, Filtered Media
Thank you!

Brand Storytelling & Strategy Master Class - Mark Jones, Filtered Media

Brand Storytelling & Strategy Master Class - Mark Jones, Filtered Media

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