Conversation is the new currency. An excerpt from Storyworks: How Stories Can Advance Your Business, Cause and Career.

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2. AN EXCERPT FROM:
H O W S TO R I E S C A N A D VA N C E YO U R B U S I N E S S , C A U S E A N D C A R E E R .
SHARLENE SONES
W W W. B R A N D S TO R I A .CO M
COPYRIGHT 2012 BY SHARLENE SONES/BRANDSTORIA PRESS

3. AS BRAND CHEF WE’RE CALLED
TO S E T T H E TA B L E &
SERVE A Feast
T H I S R E Q U I R E S A D I F F E R E N T T W I S T O N S O M E FA M I L I A R
INGREDIENTS & METHODS OF “COOKING”
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4. that connects people to each
other through conversation
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5. GUIDING PREMISE:
PEOPLE,
E S P E C I A L LY M I L L E N I A L S ,
D O N ’ T WA N T TO :
“like you”
FRIEND OR TWEET
ABOUT YOU...
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6. T H E Y WA N T A S P OT L I G H T
O N T H E M S E LV E S
THEIR OWN LIVES AND
THOSE AROUND THEM.
NOT SOME
BRAND TRYING
TO SELL THEM
SOMETHING.
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7. NEW RECIPE:
FOR BRAND SUCCESS
F I R ST I N G R E D I E N T:
Find the joy
IN SHOWCASING
other people’s story
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8. YO U WO U L D N ’ T H O S T A D I N N E R PA RT Y A N D M O N O P O L I Z E
T H E C O N V E R S AT I O N , W O U L D YO U ?
Give your “guests”
C E N T E R S TA G E ,
HIGHLIGHTING AN OPPORTUNITY
to talk about themselves
A IT’S NOT ABOUT YOU, IT’S ABOUT THEM B REQUIRES
MOVING FROM BRAND-CENTRIC STORYTELLER TO A ROLE
A S “ E N A B L E R ” O F C O N V E R S AT I O N C G I V I N G P E O P L E A
P L AT F O R M TO S H A R E T H E I R S TO R Y
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9. HOW IT IS:
TRADITIONAL “PUSH”
M A R K E T I N G M I N D S E T.
M E - F O C U S E D . B R O A D C A S T.
INTRUSIVE. BRAND-FOCUSED.
TA L K I N G AT: C O N F I R M I N G
AN IDEA OR AGENDA.
S O L I T A R Y/ I N D I V I D U A L .
T H I N LY V E I L E D S E L L I N G .
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10. W H AT
COULD BE:
LEARNING & DEEP MEANING.
“ G I F T.” C O L L A B O R AT I O N ,
C R E AT I O N , “ S PA R K ” O F N E W I D E A S .
R E L AT I O N S H I P. S H A R I N G .
R E L AT I N G . R E A L LY H E A R I N G .
S P E A K I N G W I T H , N OT AT.
C O N N E C T I O N & E N G A G E M E N T.
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11. THE
NEW CURRENCY
IS
Conversation
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12. FINDING & EMPOWERING
C O N V E R S AT I O N I S :
A PRECURSOR TO
R E L AT I O N S H I P B U I L D I N G
A N D A N I M P O R TA N T
INGREDIENT FOR
LEVERAGING TECHNOLOGY
A S A R E A L-T I M E
B R A N D I N G P L AT F O R M
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13. BUT DON’T CONFUSE
THE MEDIUM WITH THE
MESSENGER
MARKETING
IS ABOUT
Relationships
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14. MEET YOUR NEW HEAD
OF SOCIAL MEDIA:
YOUR
CUSTOMER
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15. “ C O N V E R S AT I O N S A M O N G T H E
MEMBERS OF YOUR MARKETPLACE
happen whether you like it or not.
GOOD MARKETING ENCOURAGES THE
R I G H T S O R T O F C O N V E R S AT I O N S .”
- SETH GODIN
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16. BRAND STORIES ARE
C O N V E R SAT I O N
S TA RT E R S
T H AT FA C I L I TAT E S H A R I N G A N D C O N N E C T I O N
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17. GIVING PEOPLE
S O M E T H I N G TO TA L K A B O U T
successful brands:
A H E L P FA C I L I TAT E S H A R I N G O F I D E A S
B B U I L D C A PA B I L I T I E S I N L I S T E N I N G
C A C T I V E LY G E N E R AT E C O N V E R S AT I O N
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18. SKITTLES: MOB THE RAINBOW
As part of their “Experience the Rainbow” campaign, Skittles brings people
together to create flash mobs that deliver kindness and love, aka the “rainbow
experience,” to those who don’t ordinarily receive it.
Their first effort: an outpouring of valentines to a parking enforcement officer.
Encouraged by Skittles, fans sent over 40,000 valentines to the officer through
the mail on their own or via the Skittles site.
A great conversation starter with the focus on Skittles as enabler for random
acts of kindness.
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19. S TA R T L E V E R A G I N G YO U R S TO R Y
Give
PEOPLE ANOTHER
REASON TO
Care.
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20. ABOUT THE AUTHOR
Sharlene Sones is a brand-building and marketing specialist that understands the power of a story
to sell your product, advance an idea, communicate your value and point the way toward potential.
As Founder of Brandstoria, Sharlene helps entrepreneurs and organizations tap into the heart of
their brand. Her approach is rooted in experience launching hundreds of products in sports and
entertainment, when she’d think about the strategy for a new product based on its fit with the
larger story people held about the brand. Today, she connects this storytelling perspective with
traditional branding practices that can surprise and delight in ways that matter.
Over the past decade, Sharlene’s worked with and consulted to a wide range of agencies,
organizations and global brands including Benetton Sportsystem, Spalding Sports Worldwide,
LPGA, Tiffany & Co, University of Pennsylvania, Sigma Designs, IMS Health, Forefront Records,
Barnes & Noble Collegiate, Womens Sports Foundation and more.
She’s a frequent presenter of workshops and keynotes at conferences including Jeff Pulver’s
BrandsConf, Reinvention Summit, and The Babson Forum on Entrepreneurship.
When she’s not working on someone else’s story – she’s living out her own in Pennsylvania’s
beautiful Lehigh Valley, or, as she refers to it, “the deep, deep, deep suburbs of NYC.” And while
she’s put aside a single-engine airplane in favor of a bicycle, you can find Sharlene using power
tools: creating something on a wood lathe (Bowl? Pen? Art?) or tackling a DIY home project.
Sharlene earned her graduate degree in organizational dynamics from the University of
Pennsylvania and holds a B.S. in management from Babson College, where she serves on the board
of the Babson Alumni Association.
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21. Thank You!
BRANDSTORIA.COM
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