INBOUND14: How to Tell a Brand Story People Will Love

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18 likes•2,638 views

Camille Ricketts delivered this talk at INBOUND14 for Hubspot. It focuses on how brands of all types can tell compelling stories to capture users' hearts, minds and business.

Marketing

#INBOUND14
5 Tactics for
Remarkable
Storytelling

#INBOUND14
“
You can't be everything to
everyone, but you can be
something great for someone.

#INBOUND14
For (target customer)
Who (statement of need or opportunity),
(Product name) is a (product category)
That (statement of key benefit).
Unlike (competing alternative)
(Product name)(primary differentiation).

For Wold Wide Web users
Who enjoy books,
Amazon is a retail bookseller
That provides instant access to millions of books.
Unlike traditional book retailers,
Amazon provides an extraordinary experience,
low prices and comprehensive selection.
#INBOUND14

#INBOUND14
instant
enjoy
traditional
effortless
enchant
nostalgia
Make reading
easy and
enchanting —
the way you
remember it
being.

#INBOUND14
1 2 3
Make a loan
to farmers in
Uganda.
Make a loan
to farmers in
this village.
Make a loan
to Alice.

#INBOUND14
“
People don’t buy what you do,
they buy why you do it.

#INBOUND14
1 2 3
To make
people think,
feel, smile.
To define
ourselves to
others.
Positive
validation.

#INBOUND14
Know Your Audience
Nail Your Positioning
Find Your Hero
Be Authentic
Design to Be Shared

#INBOUND14
firstround.com/review
@camillericketts

People don't buy what you do, they buy why you do it. Increasingly, marketers are realizing how true this statement is. Content marketing -- only recently a priority for marketing teams -- has become an imperative for brands whether they are selling to consumers or other companies. But even those words obscure what companies really need to do to capture the hearts, minds and business of their customers: They need to tell great stories. Drawing on her storytelling experience at The Wall Street Journal, Tesla Motors, and First Round Capital, Camille Ricketts will talk about how to find great stories, develop them, and use them to make real and lasting impact.

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INBOUND14: How to Tell a Brand Story People Will Love

1. #INBOUND14 How to Tell a Brand Story People Will Love

7. #INBOUND14 5 Tactics for Remarkable Storytelling

8. #INBOUND14 Know Your Audience

9. #INBOUND14 #AskJPM

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11. #INBOUND14 How did this happen?

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21. Positioning is Everything #INBOUND14

22. #INBOUND14 “ You can't be everything to everyone, but you can be something great for someone.

23. #INBOUND14 For (target customer) Who (statement of need or opportunity), (Product name) is a (product category) That (statement of key benefit). Unlike (competing alternative) (Product name)(primary differentiation).

24. #INBOUND14

25. For Wold Wide Web users Who enjoy books, Amazon is a retail bookseller That provides instant access to millions of books. Unlike traditional book retailers, Amazon provides an extraordinary experience, low prices and comprehensive selection. #INBOUND14

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28. #INBOUND14 instant enjoy traditional effortless enchant nostalgia Make reading easy and enchanting — the way you remember it being.

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30. #INBOUND14 Find Your Hero

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32. #INBOUND14 1 2 3 Make a loan to farmers in Uganda. Make a loan to farmers in this village. Make a loan to Alice.

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