This presentation was written by Scott Stone, Director, Brand, Digital & Social at ConocoPhillips. Scott was invited to present as a keynote speaker for the Energy Digital Summit in January 2015.

1. Brands
&
Iden+ty:
The
Power
of
Storytelling
Sco2
Stone
ConocoPhillips

2. BRAND
≠
LOGO
January
27,
2015
2

3. BRAND
=
SUM
OF
ALL
EXPERIENCES
January
27,
2015
3

4. A
RELEVANT
EXPERIENCE?
January
27,
2015
4
WHAT?!?
I
DIDN’T
COME
HERE
FOR
THIS

5. B2B
=
BORING
2
BORING?
January
27,
2015
5
THANK
YOU
FOR
SHARING
YOUR
BORING
STORY
WITH
ME

8. ARE
YOU
“THE
LEADER?”
January
27,
2015
8
I’M
KIND
OF
A
BIG
DEAL…
PEOPLE
KNOW
ME

9. ARE
YOU
ACCESSIBLE?
January
27,
2015
9

11. WHAT
MAKES
YOU
DIFFERENT?
January
27,
2015
11

12. DEFINING
YOUR
BRAND

13. WHAT
IS
YOUR
COMPANY
STRATEGY?
January
27,
2015
13

14. WHO
IN
YOUR
AUDIENCE
REALLY
MATTERS?
January
27,
2015
14

15. KEY
MESSAGES
POSITIONING
STATEMENT
MISSION
VISION
REASONS
TO
BELIEVE/PROOF
POINTS

16. DO
YOU
HAVE
A
CONSISTENT
DIGITAL
AND
SOCIAL
BRAND
VISUAL
SYSTEM?
January
27,
2015
16

22. DO
YOU
HAVE
A
DEFINED
PERSONALITY?
January
27,
2015
22

23. STORYTELLING

24. "STORYTELLING
REVEALS
MEANING
WITHOUT
COMMITTING
THE
ERROR
OF
DEFINING
IT."

25. SPEAK
TRUTHFULLY.
BE
REAL.

26. BRAND
STORIES
ARE
NOT
SALES
PITCHES

27. CREATE
STORIES
YOUR
AUDIENCE
CAN
CONNECT
TO
EMOTIONALLY

28. THINK
ABOUT
HOW
YOUR
AUDIENCES
WILL
EXPERIENCE
YOU
IN
THE
DIGITAL
AND
SOCIAL
WORLD

29. GIVE
YOUR
AUDIENCE
THE
ABILITY
TO
SELF-­‐SELECT
HOW
THEY
WANT
TO
INTERACT
WITH
YOUR
BRAND

30. DON’T
BE
BORING