The document discusses international marketing and brand storytelling. It begins with an overview of SWOT analysis, explaining the four elements - strengths, weaknesses, opportunities, and threats. It provides examples of questions to consider for each element when conducting a SWOT analysis of a company or project. The document then discusses brand storytelling, defining it and providing examples from Apple's "1984" commercial. It explains how storytelling can help brands connect emotionally with customers and discusses why storytelling is an important marketing technique given the large amount of content consumers are exposed to daily.

1. International Marketing

2. Today We’ll be Covering:
• SWOT
• Brand Storytelling
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3. SWOT Analysis
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4. SWOT Analysis:
• Global and knowledge-focused economy has brought about
new opportunities and threats for businesses.
• One of the main decisions of organizations is paying
attention to entrance state in internationalization trend of
companies.
• Selection of way of entering external markets can have
important impacts on performance and survival of
companies.
• Entering foreign markets has a lot of impacts on markets of
the selected countries and is one of the most vital strategic
options. 4
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5. • Selection of the best strategies for entering foreign markets
depends highly on different factors which must be evaluated
before entering new markets.
• Some of these factors are internal and some are external and
specifically designed for a particular company of industry.
• Another group of factors is external factors, like foreign
country rules and risk. From international marketing
viewpoint, different methods for entering markets show levels
of control, commitment, participation and risk.
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6. SWOT Analysis?
• A SWOT analysis is an incredibly simple, yet powerful tool to
help you develop your business strategy, whether you’re
building a startup or guiding an existing company.
• SWOT stands for:
• Strenghts
• Weaknesses
• Opportunities
• Threats
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7. SWOT Analysis - Internal
• What occurs within the company serves as a great source of
information for the strengths and weaknesses categories of the
SWOT analysis. Examples of internal factors include financial
and human resources, tangible and intangible (brand name)
assets, and operational efficiencies.
Potential questions to list internal factors are:
• Strength: What are we doing well?
• Strength: What is our strongest asset?
• Weakness: What are our detractors?
• Weakness: What are our lowest-performing product lines?
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8. SWOT Analysis - External
• What happens outside of the company is equally as
important to the success of a company as internal factors.
External influences, such as monetary policies, market changes,
and access to suppliers, are categories to pull from to create a list
of opportunities and weaknesses.
Potential questions to list external factors are:
• Opportunity: What trends are evident in the marketplace?
• Opportunity: What demographics are we not targeting?
• Threat: How many competitors exist, and what is their market
share?
• Threat: Are there new regulations that potentially could harm our
operations or products?
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9. SWOT Analysis
• SWOT analyses can be applied to an entire company or
organization, or individual projects within a single department.
• Most commonly, SWOT analyses are used at the organizational
level to determine how closely a business is aligned with its
growth trajectories and success benchmarks, but they can also
be used to ascertain how well a particular project
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10. Strengths:
• This element addresses things that your company or project
does especially well. This could be something intangible, such
as your company’s brand attributes, or something more easily
defined such as the unique selling proposition of a particular
product line. It could also be your people, your literal human
resources, strong leadership, or a great engineering team.
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11. Strengths:
To determine what your strengths are as an organization,
you could begin by asking some of the following questions:
• What do your customers love about your company or product(s)?
• What does your company do better than other companies in your
industry?
• What are your most positive brand attributes?
• What’s your unique selling proposition?
• What resources do you have at your disposal that your
competitors do not?
• By answering these questions, you’ll be in great shape to start
identifying and listing your organization’s strengths.
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12. Weaknesses:
• Once you’ve figured out your strengths, it’s time to turn that
critical self-awareness on your weaknesses. What’s holding
your business or project back? This element can include
organizational challenges like a shortage of skilled people and
financial or budgetary limitations.
• This element of a SWOT analysis may also include weaknesses
in relation to other companies in your industry, such as the lack
of a clearly defined USP in a crowded market.
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13. Weaknesses:
• What do your customers dislike about your company or
product(s)?
• What problems or complaints are often mentioned in your
negative reviews?
• Why do your customers cancel or churn?
• What could your company do better?
• What are your most negative brand attributes?
• What are the biggest obstacles/challenges in your current sales
funnel?
• What resources do your competitors have that you do not?
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14. Opportunities:
• Opportunities are openings or chances for something positive to
happen.
• They usually arise from situations outside your organization, and
require an eye to what might happen in the future. They might
arise as developments in the market you serve, or in the
technology you use.
• Being able to spot and exploit opportunities can make a huge
difference to your organization's ability to compete and take the
lead in your market.
• Changes in governmental policies, social patterns, population
profiles, and lifestyles can all throw up interesting opportunities.
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15. Opportunities:
• The main target of companies for entering international markets is
creation of appropriate opportunities for acquisition of profit.
• This causes a number of companies to study about opportunities
present in that external market when a company decides to enter
a foreign market, it is devoted to serve customers and provide
products seriously and effectively.
• Otherwise, its customer will seek for other resources. In different
global markets, circumstances are so different that we cannot
justify one singlemethod for entering a market.
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16. Opportunities:
• Entrance strategy should be matched with a particular
environment of every market. These strategies should provide the
best services and meet corporate targets.
• The main questions which are propounded for entering
international markets include:
• Which market should we enter?
• How should we enter the market?
• How should we act and grow over there?
• After deciding to sell one's product in a foreign country, a
company should select the best way for entering that country.
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17. Threats:
• Threats include anything that can negatively affect your business
from the outside, such as supply chain problems, shifts in market
requirements, or a shortage of recruits.
• It's vital to anticipate threats and to take action against them
before you become a victim of them and your growth stalls.
• Always consider what your competitors are doing, and whether
you should be changing your organization's emphasis to meet the
challenge. But remember that what they're doing might not be the
right thing for you to do, and avoid copying them without knowing
how it will improve your position.
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18. Threats:
• What new regulations threaten operations?
• What do our competitors do well?
• What consumer trends threaten business?
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19. Brand Storytelling
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20. Brand Storytelling
• Brand storytelling is defined as the art of shaping a
company’s identity through the use of narratives and
storytelling techniques that facilitate an emotional response
and establish meaningful connections.
• Brand storytelling is the act of using an emotion-evoking
narrative to connect your brand to customers, with a focus on
creating empathy by linking what your brand stands for with
the values you share with your customers.
• The key to tell powerful brand stories is developing an
emotional resonance with your audience.
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21. Brand Storytelling
• A brand story is not just a series of events (and then, and
then, and then), but a journey of suspense where the
audience feels the experience.
• The most powerful brand stories create empathy, capture
and hold an audiences' attention, and compel them to take
an action which directly benefits both the consumer and the
brand.
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22. Apple Computer – Storytelling in 1980’s
• Apple is all about thinking different, fighting back against
conformity, and expressing their originality. They wanted to
tell a story that struck a cord with people who shared the
same values.
• Back in the 80s Apple used TV and print ads to tell their
stories. They ran their most famous commercial '1984' during
Super Bowl XVIII to help sell the new Macintosh computer.
• In that spot, they told a powerful story about fighting back
against Big Brother (IBM). The commercial showed hundreds
of men listening to Big Brother deliver a speech about
censorship. Halfway through the speech, a model runs into
the room and throws a baseball bat at the screen, destroying 22
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23. • In that spot, they told a powerful story about fighting back
against Big Brother (IBM). The commercial showed hundreds of
men listening to Big Brother deliver a speech about censorship.
• Halfway through the speech, a model runs into the room and throws
a baseball bat at the screen, destroying it, and freeing the men from
Big Brother’s grasp.
• In a few short seconds Apple was able to tell a story that evoked a
wave of powerful emotions which flowed through their target
audience.
• People wanted to stand next to a brand that wasn't afraid to speak
out, to think differently. Sales of the Mac soared after the release of
'1984', the Super Bowl's greatest commercial of all time.
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24. What’s Happening Now?
• TV is out.
• The new battle for brands is being
fought on the internet.
• The competition is FIERCE.
• The internet has made it cheaper and
easier than ever before to reach your
audience.
• The problem is that you're now
competing with tens of thousands of
brands large and small for your
customer's attention.
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25. • Storytelling is a powerful business tool and a skill that
every business building a powerful and lasting brand
should master.
• We have been telling stories for as long as we’ve been human–
they are an absolutely essential part of our day-to-day
communications.
• When done well, storytelling can do wonders for a business:
such as turn a brand into a legacy, create a robust marketing
strategy, generate profit and win the loyalty and affection of
audiences, to name just a few.
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26. • In today’s fast-paced, overly-automated, and
digitally-driven society, humanity is becoming the new premium.
• In this environment, businesses can no longer afford to be
faceless entities. To survive, businesses need to connect with
audiences, pull at their heartstrings, and engage with them on a
much deeper level than seen before.
• Brand storytelling is the cohesive narrative that weaves
together the facts and emotions that a brand evokes. In addition
to giving customers reasons why they should buy a product or
service, businesses need to start sharing the story behind their
brand, why it exists, and why this matters, consistently across
all communication.
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27. • Brand storytelling is no longer a nice to have. It is a
need to have, and what will ultimately maximise business’s
visibility, profit, and impact.
• Treat it as a compass for the marketing strategy, and the result
will be a brand that is as profitable as it is captivating.
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28. Why Tell Stories? Two words: Break Through
• In today’s world we are all inundated with marketing messages.
Whether it's ads or content, when you consider the following
stats, it's fair to say that marketing saturation is taking place (by
the time you read this, these stats will already be outdated -
things are moving THAT fast):
• Every 1 minute 3.8 million Google searches are performed
• 7 million blogs approx. are published every day
• 5.3 trillion ads are shown online each year
• The average consumer processes 100,500 digital words daily
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29. Why Tell Stories? Two words: Break Through
• The result of all of this? Consumers are ignoring our marketing
messages.
• Marketers shouldn't take it personally. With so much information
thrown at them, consumers are in survival mode.
• They are turning to tools like ad-blocking software just to get
some reprieve.
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31. What does all this content consumption mean?
All that content and constant bombardment with messages
presents an equally huge challenge for marketers who need to
get their message heard through the storm. There's even a term
for it - Content Shock - coined by Mark Schaefer who believes
that:
This upward trend of content consumption is not sustainable
because every human has a physiological, inviolable limit to the
amount of content they can consume. I believe as marketers, we
have been lulled into a false sense of security thinking that this
consumption trend will continue to rise without end. That is
simply not possible.
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32. What does all this content consumption mean?
Research by Moz and Buzzsumo shows that the majority of
content marketing has limited impact with 75% of blog posts they
analysed getting fewer than 10 social shares and zero links from
other domains.
It also presents an issue for marketers who are researching best
practice in different areas, as often there are so many different
messages it is hard to know where to begin.
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33. What makes brand storytelling so powerful?
• Just one word: Empathy
• Great stories create a deep empathetic bond between the
main character and the audience. The feeling of ’like me’ that
the audience gets when consuming stories that resonate
causes emotions to flow when something positive or negative
happens.
• The rest of the story hangs off of the empathy that's created
within the audience. Empathy is what allows the audience to
place themselves within the story, put themselves in the shoes
of the main character.
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34. What makes brand storytelling so powerful?
• When the main character encounters an obstacle, the audience
encounters that same obstacle. They feel emotions of sadness,
fear, guilt, etc. When the main character overcomes an
obstacle, the audience feels as if they've overcome that same
obstacle. This leaves them feeling the same emotions of joy,
satisfaction, happiness, love, etc. as your character.
• Empathy creates the emotional connection between a brand it's
audience. It's that emotional connection that makes brand
stories resonate so deeply.
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35. Brand Storytelling Future of Marketing
• Be Unforgettable
• More than customers, build a tribe
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36. Be Unforgettable
• It’s a crowded marketplace out there. There are tens of millions
of content being created, and even more being shared every
day.
• Businesses are spending billions of dollars worldwide fighting
for seconds of attention from audiences that are being
bombarded with similar messaging.
• The internet has democratized marketing by making it
accessible, but in the midst of this, it’s also made it very difficult
for quality brands to stand out.
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37. Be Unforgettable
• It’s not enough to have a quality product or service, you need to
know how to talk about it in a way that differentiates you from
the crowd. That’s why brand storytelling is so important.
• Instead of throwing facts, statistics, and testimonials at your
audience, focus on making your brand thoughtful, memorable,
and real. Wrap your message into a story that transports
people, simplifies information, and provokes an emotional
response. Use narrative to share your brand’s history,
challenges, successes, and value propositions -- no other brand
can copy YOUR story.
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38. Be Unforgettable
• Storytelling will not only increase your brand favorability in your
audience’s eyes, it can also be up to 22 times more memorable
than facts.
• Research has shown that audiences are more likely to engage
with and adopt messages that make them feel personally
involved by triggering an emotional response. And storytelling,
with all its excitement and suspense, is a great way to achieve
that.
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39. Build a Tribe
• Brands need to build a tribe, more than customers.
• When crafting the messaging, brands need to think about what
its audiences truly need (in addition to a product or service).
• Take Apple, for example. They sell technology, but from the
beginning, their audience needed to feel that it was okay (and
even encouraged) to be brave, bold, and think differently from
the crowd.
• Tesla’s customers need to feel that it’s worthwhile to support the
environment and sustainable energy.
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40. Build a Tribe
• For a brand to take off, it needs to become so much more than
your product and service -- and that’s where storytelling comes
in.
• Use the story to create a deep emotional connection: start
conversations, ask for engagement (no strings attached),
involve the audience in what the brand do as a business.
• Turn the brand into an experience they can consume -- that’s
what will turn customers who pay for the product/services
because they need to fix a problem into a rabid tribe that will
support your success, follow along, be loyal, and comes back
for more.
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41. Build a Tribe
• Once your audience knows, trusts, and likes you, they will more
likely buy from you.
• At the very least, you’ll have created relationships with people
who will become advocates for years to come.
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42. Be Profitable & Human
• A brand story can do so much more than connect you with your
ideal audience, get you noticed in the noise of your competitors’
messaging, and drive profits -- it also has the potential to create
major impact.
• In today’s day and age, marketing is no longer the key
competitive differentiator. Consumers are increasingly
demanding for companies to prove how their efforts are making
an impact, supporting a cause, and achieving results beyond
just profit. Ironically, knowing that a company cares about
something other than their own profit is the incentive that
consumers need to buy more.
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43. Be Profitable & Human
• A brand story can do so much more than connect you with your
ideal audience, get you noticed in the noise of your competitors’
messaging, and drive profits -- it also has the potential to create
major impact.
• In today’s day and age, marketing is no longer the key
competitive differentiator. Consumers are increasingly
demanding for companies to prove how their efforts are making
an impact, supporting a cause, and achieving results beyond
just profit. Ironically, knowing that a company cares about
something other than their own profit is the incentive that
consumers need to buy more.
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44. How to Make the Brand More Human?
• Storytelling -- the most ancient and powerful tool for effective
education. We are genetically wired to love and respond to
stories, and a memorable brand story is exactly what people
need to feel connected to your business, have a lasting positive
impression of who you are and what you stand for, and become
loyal clients.
• When creating the marketing strategy, don’t forget about the
bigger story: what makes you human? How do you touch and
transform people’s lives? How do you put a positive dent in
society? In short, does your brand have a soul?
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45. How to Make the Brand More Human?
• People will feel this, and not only that, they will buy from you
before they buy from a competitor who offers a similar product
or service.
• In a crowded marketplace where everyone is focused on doing
things faster, more efficiently, and automated, be the brand who
dares to be human. Show your customers that you care even if
it means (gasp!) slowing down or doing things differently.
• These are the brands that stand out and, ultimately, turn into a
legacy.
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