How do you break through the clutter in a world where each of us receives 3,000 to 5,000 commercial messages a day? Our brains are wired for paying attention to and remembering stories. So how do you build sticky brand stories around your organization, product or service?
Should You Hire Us? Six Questions for MarketersMythology LLC
In response to our own blog post re: Six Questions Every Marketer Must Answer for Customers, we decided to ask the questions of ourselves to help you decide - should you hire us?
Success in Sales and Marketing Part 1- BASIS Marketing TrainingKenny Ong
Part A: Success in Sales & Marketing begins with your own Potential (1 hour)
1. Attitude, Character, and Habits
2. Maximizing your Potential
3. Building Relationships and Networks
4. Sales & Marketing: Why both are important
Part B: Success in Marketing (30 mins)
1. Overview of Marketing Strategies and Concepts
2. Introduction to Different marketing Options: Mass/Indirect Marketing Techniques, Targeted/Direct Marketing Techniques, Guerilla and Word-of-Mouth Marketing
3. How to develop a “Total Marketing Plan” introduction
Part C: Success in Sales (1½ hours)
1. Sales Mindset
2. Laws of Selling
3. How to Influence other people
4. Tele-Sales Tips
5. Practical and Easy-To-Learn Techniques to increase sales
How VPs of Sales Should Measure the Effectiveness of Cold Calling in 2018Sales Hacker
What You'll Learn:
- How to build a scalable, prospect-centric approach to cold calling
- Why no silver bullet exists and how to optimize your approach according to your psychographic profile
- How to build and iterate on cold calling scripts for your team
- How to measure, A/B test and improve your call effectiveness
- A ton of tips about cold-calling techniques and methods
Join LinkedIn Sales Solutions' VP of Sales Mike Derezin as he shares his thoughts on the biggest risks to your sales process and reviews some of the strategies that he's seen work for sales leaders who want to set their teams up for success in the face of changing economic times.
The Key to Sales Success - Effective Follow-upPaul Kirch, PRC
Paul Kirch, CEO of Actus Sales Intelligence, and host and founder of BOSS Academy Radio, shares follow-up strategies that work to drive more sales and provide more success to the sales person or any other professional leveraging them. This is a slide presentation of the Webinar hosted by the Southwest Marketing Research Assocation (SWMRA.org). To watch the replay, visit: https://youtu.be/y5rReL-DSfk.
Should You Hire Us? Six Questions for MarketersMythology LLC
In response to our own blog post re: Six Questions Every Marketer Must Answer for Customers, we decided to ask the questions of ourselves to help you decide - should you hire us?
Success in Sales and Marketing Part 1- BASIS Marketing TrainingKenny Ong
Part A: Success in Sales & Marketing begins with your own Potential (1 hour)
1. Attitude, Character, and Habits
2. Maximizing your Potential
3. Building Relationships and Networks
4. Sales & Marketing: Why both are important
Part B: Success in Marketing (30 mins)
1. Overview of Marketing Strategies and Concepts
2. Introduction to Different marketing Options: Mass/Indirect Marketing Techniques, Targeted/Direct Marketing Techniques, Guerilla and Word-of-Mouth Marketing
3. How to develop a “Total Marketing Plan” introduction
Part C: Success in Sales (1½ hours)
1. Sales Mindset
2. Laws of Selling
3. How to Influence other people
4. Tele-Sales Tips
5. Practical and Easy-To-Learn Techniques to increase sales
How VPs of Sales Should Measure the Effectiveness of Cold Calling in 2018Sales Hacker
What You'll Learn:
- How to build a scalable, prospect-centric approach to cold calling
- Why no silver bullet exists and how to optimize your approach according to your psychographic profile
- How to build and iterate on cold calling scripts for your team
- How to measure, A/B test and improve your call effectiveness
- A ton of tips about cold-calling techniques and methods
Join LinkedIn Sales Solutions' VP of Sales Mike Derezin as he shares his thoughts on the biggest risks to your sales process and reviews some of the strategies that he's seen work for sales leaders who want to set their teams up for success in the face of changing economic times.
The Key to Sales Success - Effective Follow-upPaul Kirch, PRC
Paul Kirch, CEO of Actus Sales Intelligence, and host and founder of BOSS Academy Radio, shares follow-up strategies that work to drive more sales and provide more success to the sales person or any other professional leveraging them. This is a slide presentation of the Webinar hosted by the Southwest Marketing Research Assocation (SWMRA.org). To watch the replay, visit: https://youtu.be/y5rReL-DSfk.
Recap of several presentations given during the April 2013 AA-ISP (American Association of Inside Sales Professionals) Leadership Summit. Summary slides curated by Paul Leto of F5 and Mark Ippolito of Lenati.
Marketing Planning for Able Power & Other SMEs and StartupsKlaxon
Marketing and communications planning workshop created for TAGTribe's SME 2.0 event in London on August 3rd 2011. Workshop cetnred around Able Power - an energy Brokerage Firm in London and was jointly run by Klaxon Marketing and Citigate Dewe Rogerson.
The Feedback Loop: How to Create a Culture of Feedback
Giving, receiving, asking for, and acting on feedback well are some of the most-valued – yet difficult to master – skills for any manager. After years of research across hundreds of companies in 25+ countries, Claire Lew, CEO of Know Your Team, shares the playbook for how the most effective managers create a culture of feedback within their teams.
Category leadership is the name of the game beacuse the one who wins the category they have the most customers, valuation, brand, and can dominate the market. But how do categories evolve?
This presentation is about the three pillars on which categories are built - Disruption, Leadership style, and Authenticity
This is the deck I presented at MaRS GrowCamp 2017. The presentation provides a framework for driving growth through employee and customer advocacy. Hope you enjoy it!
Social Selling - Trigger Events for salesInsideView
Register here
We are all familiar with the “domino effect”, one domino falls, causing the others to fall in a predictable way, the thing that causes the domino to fall in the first place is the “Trigger”. In sales there are many types of triggers, some simple and visible, others more intricate and not always in plain view.
Events are the simplest and most obvious form of triggers in sales, something happens, and this event sets things in motion, the dominos falling. How well prepared you are in advance will help determine how well you can leverage events when they come to your advantage. Events can include change in personnel in an account, a competing vendor; change in regulation; mergers and acquisitions; regulatory; economic and more. How well you plan, recognize and react to a given event will have direct impact on your success in winning more customers, penetrating and retaining existing clients; all with greater predictability and in shorter time frames.
Differentiate Yourself From the Competition: 15 Sales Experts Share How jennypoore
We all want to believe that we do a better job than anyone else, that no one else can compare. And while confidence is an important part of succeeding in sales, it isn’t true.
A company’s success is largely based on its ability to articulate and execute why it is DIFFERENT and BETTER than the competition.
Being “better” than someone else won’t get you very far. It might just make you feel good in the short-term. And assuming that your competitor will never “catch up” to you is a dangerous game to play.
If you bring this down to the salesperson’s level, those that tend to succeed are skillful at catching their prospect’s attention. They offer information. They send a ‘thank you’ note. They think ahead. On the flip side, the average low-performing salesperson requests information and time from their prospect (rather than offering it), avoids sending a handwritten thank you note (because that would “take too long”), and thinks on the fly (rather than thinking ahead).
Successful salespeople seek to be different, not just ‘better’. Because being different makes them better (i.e. more successful) in the long run.
We were curious about how our fellow sales pros thought about differentiation at the salesperson’s level, so we asked a few experts this question:
“What is ONE way a salesperson can differentiate him or herself from their competition?”
http://www.salesengine.com/sales/differentiate-yourself-from-the-competition-15-sales-experts-share-how/
How To Get Your Customers To Help Grow Your BusinessKoozai
Your customers should be your biggest advocates.
In this presentation you will see ways in which you can use paid media to get customers to buy from you multiple times and also get those loyal customers to recommend you to others and become your brand advocates.
5 Presentation Tips to Beat Your CompetitionSketchBubble
No matter how awesome you and your company might be, there are too many constraints for a successful Presentation. Learn these 5 Presentation tips to beat your competition while pitching to a VC.
This is an updated version of a talk I have given several times now. Content is geared toward executives and small business owners interested in personal brand management or job search via social media.
Presentation by Paul Everett at the B2B Summit 2013, London. Uncut, with a whole extra bonus 6 or 7 slides.
Here's the first six sins (see the presentation for number seven!):
One: data: we didn’t know you existed
Two: Brand: you didn’t know we existed
Three: Content: we tried to appeal to everyone
Four: Calls to action: we left you on your own
Five: Sales alignment: no-one followed up the leads
Six: Focus: we didn’t have time to equip sales to sell
How to take your Marketing from Good to Great?Sangram Vajre
As Jim Collins said - Good is the enemy of Great!
You will learn:
- How to unite sales and marketing?
- How to transform your organization from status quo to good to great?
- Where you are on the Account-based marketing maturity curve?
Recap of several presentations given during the April 2013 AA-ISP (American Association of Inside Sales Professionals) Leadership Summit. Summary slides curated by Paul Leto of F5 and Mark Ippolito of Lenati.
Marketing Planning for Able Power & Other SMEs and StartupsKlaxon
Marketing and communications planning workshop created for TAGTribe's SME 2.0 event in London on August 3rd 2011. Workshop cetnred around Able Power - an energy Brokerage Firm in London and was jointly run by Klaxon Marketing and Citigate Dewe Rogerson.
The Feedback Loop: How to Create a Culture of Feedback
Giving, receiving, asking for, and acting on feedback well are some of the most-valued – yet difficult to master – skills for any manager. After years of research across hundreds of companies in 25+ countries, Claire Lew, CEO of Know Your Team, shares the playbook for how the most effective managers create a culture of feedback within their teams.
Category leadership is the name of the game beacuse the one who wins the category they have the most customers, valuation, brand, and can dominate the market. But how do categories evolve?
This presentation is about the three pillars on which categories are built - Disruption, Leadership style, and Authenticity
This is the deck I presented at MaRS GrowCamp 2017. The presentation provides a framework for driving growth through employee and customer advocacy. Hope you enjoy it!
Social Selling - Trigger Events for salesInsideView
Register here
We are all familiar with the “domino effect”, one domino falls, causing the others to fall in a predictable way, the thing that causes the domino to fall in the first place is the “Trigger”. In sales there are many types of triggers, some simple and visible, others more intricate and not always in plain view.
Events are the simplest and most obvious form of triggers in sales, something happens, and this event sets things in motion, the dominos falling. How well prepared you are in advance will help determine how well you can leverage events when they come to your advantage. Events can include change in personnel in an account, a competing vendor; change in regulation; mergers and acquisitions; regulatory; economic and more. How well you plan, recognize and react to a given event will have direct impact on your success in winning more customers, penetrating and retaining existing clients; all with greater predictability and in shorter time frames.
Differentiate Yourself From the Competition: 15 Sales Experts Share How jennypoore
We all want to believe that we do a better job than anyone else, that no one else can compare. And while confidence is an important part of succeeding in sales, it isn’t true.
A company’s success is largely based on its ability to articulate and execute why it is DIFFERENT and BETTER than the competition.
Being “better” than someone else won’t get you very far. It might just make you feel good in the short-term. And assuming that your competitor will never “catch up” to you is a dangerous game to play.
If you bring this down to the salesperson’s level, those that tend to succeed are skillful at catching their prospect’s attention. They offer information. They send a ‘thank you’ note. They think ahead. On the flip side, the average low-performing salesperson requests information and time from their prospect (rather than offering it), avoids sending a handwritten thank you note (because that would “take too long”), and thinks on the fly (rather than thinking ahead).
Successful salespeople seek to be different, not just ‘better’. Because being different makes them better (i.e. more successful) in the long run.
We were curious about how our fellow sales pros thought about differentiation at the salesperson’s level, so we asked a few experts this question:
“What is ONE way a salesperson can differentiate him or herself from their competition?”
http://www.salesengine.com/sales/differentiate-yourself-from-the-competition-15-sales-experts-share-how/
How To Get Your Customers To Help Grow Your BusinessKoozai
Your customers should be your biggest advocates.
In this presentation you will see ways in which you can use paid media to get customers to buy from you multiple times and also get those loyal customers to recommend you to others and become your brand advocates.
5 Presentation Tips to Beat Your CompetitionSketchBubble
No matter how awesome you and your company might be, there are too many constraints for a successful Presentation. Learn these 5 Presentation tips to beat your competition while pitching to a VC.
This is an updated version of a talk I have given several times now. Content is geared toward executives and small business owners interested in personal brand management or job search via social media.
Presentation by Paul Everett at the B2B Summit 2013, London. Uncut, with a whole extra bonus 6 or 7 slides.
Here's the first six sins (see the presentation for number seven!):
One: data: we didn’t know you existed
Two: Brand: you didn’t know we existed
Three: Content: we tried to appeal to everyone
Four: Calls to action: we left you on your own
Five: Sales alignment: no-one followed up the leads
Six: Focus: we didn’t have time to equip sales to sell
How to take your Marketing from Good to Great?Sangram Vajre
As Jim Collins said - Good is the enemy of Great!
You will learn:
- How to unite sales and marketing?
- How to transform your organization from status quo to good to great?
- Where you are on the Account-based marketing maturity curve?
Session 3 - Understanding the Audience & The Importance of StorytellingNena Brodjonegoro
In this 3rd session, we go through how we define our audience and create a buyer persona, as well as getting introduced to the importance of storytelling
Building true confidence is a gradual process. No one is going to turn into a positive, self-confident person overnight. Here is a powerful process to help guide you to take command of the life you deserve.
Professor Jennifer Aaker and venture capitalist David Hornik explore the importance of stories in fueling growth and innovation in your company as well as the role of stories in shaping how others view your brand
This presentation talks about how to unlock the power of content and personalisation using psychology. It explains:
1. Misconceptions about your target audience – the problem with carrying simplistic audience definitions that suited the world of mass marketing over to digital and how to improve your audience research;
2. Optimising personalisation by measuring behaviour – identifying digital measurements that uncover motivations, needs and intentions;
3. Key principles of psychology for behaviour change – how they can be applied to content strategy and personalisation across digital channels to deliver changes in audience behaviour;
4. Real-world examples with practical and experimental approaches.
In The Trust Edge, David Horsager reveals the foundation of genuine success- — trust. Based on research but made practical for today’s leader, The Trust Edge shows that trust is quantifiable and brings dramatic results to businesses and leaders.
In this book, Horsager teaches readers how to build the Eight Pillars of Trust.
When leaders learn how to implement these pillars, they enjoy better relationships,
reputations, retention, revenue and results. Fascinating and timely, The Trust
Edge unveils how trust has the ability to accelerate or destroy any business, organization or relationship. The lower the trust, the more time everything takes, the
more everything costs and the lower the loyalty of everyone involved. Conversely,
an environment of trust leads to greater innovation, morale and productivity. The
trusted leader is followed. From the trusted salesperson, people will buy. For the
trusted brand, people will pay more, come back and tell others. Trust, not money,
is the currency of business and life!
Organizations are rife with dysfunction, politics, competition and the wasting of time and energy on non-productive conflicts that divert people from the true vision and mission
Success is about talking truth. Understanding People, and Influencing the decision making.
Leadership about understanding situation and taking decision. Leadership is understanding People.
Valverde & Stiles Process and DeliverablesMike Stiles
Valverde & Stiles is a hybrid strategy and production partnership offering B2B orgs scalable, video-first content to populate all channels, build prospect relationships and achieve business objectives. This is what working with us looks like.
Influence, Power, Integrity and your career in IT
Creating an effective and respected personal leadership brand
Masterclass held at the ACS Youth in IT conference 2014 (Asia Pacific)
This webinar was hosted by our colleagues at Criteria For Success, Jerome Deroy spoke about the advantages a good story brings to sales.
Key points:
>Use a story to identify and connect with the emotions your customers have about your product or service
>Learn to put yourself into the story, whether it's your own or use case
>Know why you're telling a story
Branding for Startups - Initialized CapitalKim-Mai Cutler
A basic primer on how to think about branding from the very beginning when you're an early-stage company with a couple of employees and are just right around product-market fit.
Presenting for Persuasion - Getting Your Point Across with Sticky Stories and...Mythology LLC
Business people sit through thousands of presentations in their career, both formal and informal. In many ways, persuading people to embrace your ideas is THE most critical career growth strategy. Whether you're terrified of presentations or fairly confident, this simple structure for presenting ideas that persuade others will help you become more effective.
Six questions every marketer must answer tool by mythologyMythology LLC
It’s easy to get lost in the day-to-day busy-work of marketing and forget the big picture goals and objectives required to be successful. Every marketer must make sure to answer these critical six questions for customers.
Rings of influence and interest slinging buzz nuggetsMythology LLC
In today’s crowded media and content-saturated world, it’s not enough to simply update your blog or website. Whether consumer-oriented or B2B, you have to give your content legs to connect with social media and mobile networks of influence. In other words, how to sling those #buzznuggets!
Marketing through social media - the basicsMythology LLC
What are the fundamentals of social media success for your business? Mythology breaks it down for you, including some key suggestions on how to hold an interesting conversation.
Mythology Marketing System - The Full StoryMythology LLC
How does your organization build brand, revenue and relationship? Is your marketing ad hoc, confusing and lack consistency? You may need the Mythology Marketing System.
Mythology builds belief in your business by installing and managing an advanced, measurable marketing “system”.
We'd like your feedback on our approach.
New Economy Attitudes and Beliefs in West VirginiaMythology LLC
In January 2009, the Create WV team (www.createwv.com) executed a statewide survey of West Virginia households to determine the level of support for key new economy initiatives such as 21st century learning skills, technology, entrepreneurship and diversity. The results were surprising.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
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How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
2. Ten Pillar Descriptions
The Ten Pillars of Meaningful Marketing™
Understanding
What do your employees/customers/partners believe?
What do they want to believe? What do you want them
to believe about you or your product/service?
Engagement
Campaigns and communication - How, when, where the
story will be told in unexpected, breakthrough ways
Priority
Choosing first the ones who will choose you - Segmenting
customers and stack-ranking who is most valuable to you
Surprise
Unexpected value - emotional and functional – that
exceeds expectations and builds into a dependence that
they won’t be able to live without
Differentiation
Competitive strengths that set you apart- Finding the
core of who your organization is and why that is special
and unique in both emotional and functional benefit
categories
Dialog
The power of intimacy and the path to loyalty -
Interactive communications that lead to relationships
Alignment
Internal buy-in and readiness…are your people ready?
Helping your team see, understand, believe and live out
the vision
Empowerment
Incentive and opportunity to share the great experience
with others
Mythology
Your brand, your story that builds belief and inspires
action
Innovation
The next surprise - Feeding the addiction of being
delighted with new value
http://www.mythologymarketing.com/pillars/
6. Our Brains Love Stories
• Activates multiple areas of our
brains
• Our brains place us in the story –
we get involved
• We can plant ideas, thoughts and
emotions into the listeners’ brains
(“neural coupling”)
• Personal stories and gossip make
up 65% of our conversations.
7. Beginning Assumptions
• Customers freeze and avoid decisions
• Implication: Simplify and/or make it simpler
to choose
Too many choices/issues
becomes depressing
• Only about 4 are positively remembered
• Implication: “Sticky” messaging
The noise is
overwhelming - 3K – 5K
media messages a day
• About 7% trust advertising messages
• Implication: Empower advocates and foster
word-of-mouth
Nobody believes
your advertising
8. Beginning Assumptions
• Our brains are wired to involve emotion in
decision-making
• Implication: Publish a steady stream of emotion,
backed up with evidences and details as needed
People make emotional
decisions
• Word-of-mouth is the dominant influencer across
almost all product/service categories
• Implication: Empower your third-party fans
Word-of-mouth drives the
most influence
• By far the most preferred information source
across all age groups except most senior among us
• Implication: Web presence is the most central
marketing discipline
The web is the preferred
information platform
9. Benefits of Sticky Stories
• Spend less marketing budget to achieve
greater results
• Longer-term loyalty
• Greater word-of-mouth advocacy
• Easier to shape and integrate marketing
campaigns
– Print, TV, radio, social media, web, mobile
13. Building Your Mythology
• myth·ol·o·gy a set of stories, traditions, or
beliefs associated with a particular group or the
history of an event, arising naturally or
deliberately fostered
• What builds belief?
• Purpose of mythology - What human emotions
can you connect with?
• What should the structure of the story look like?
Of the three players in this picture, which is ultimately most powerful? The Rider – Intellect Value PropositionProduct/Service Information Ratings, ReportsThe Path Tools and Communications that Make it Easy to Learn, Buy, Consume and Share (Web Site, Displays, Packaging)The Elephant (Emotion)Brand Expressed Through Emotion-Driven Story-TellingAll three need to be addressed and be in alignment to be effective in creating change, but the emotion is the most powerful if engaged properly
Set up brand-building as “belief building.” What builds belief? Mythology – ongoing, powerful stories that attach in people’s minds and carry the meaning of the brand (just like in any given culture) Key point: Mythologies can develop on their own (arising naturally) or you can deliberately foster them (ie, proactively create and share them).
Every human has a set of emotional needs, or roles, that need fulfilled. Some personalities need certain roles filled more than others, but at various times we all have a need to feel certain ways – sometimes gentle, sometimes aggressive. Sometimes needy, sometimes independent. These archetypes are a kind of emotional map to human life.
The most powerful brands understand these emotional triggers and CLEARLY align themselves with the consistent fulfillment of one of them. If they veer off by trying to address other emotional needs, they confuse the consumer and dilute their power.
Lord Baden-Powell, was a lieutenant-general in the British Army, writer, founder of the Scout Movementand first Chief Scout of The Boy Scouts Association.With the migration of families from farms to cities, there were concerns among some people that young men were no longer learning patriotism and individualism. The YMCA was an early promoter of reforms for young men with a focus on social welfare and programs of mental, physical, social and religious development.[9]:72–82 In 1896, years before the Scouting movement was founded, Baden-Powell met the American born Chief of Scouts in British Africa, Frederick Russell Burnham, and learned from him the fundamentals of scouting, inspiring him and giving him the plan for the program and the code of honor of Scouting for Boys, and thus restoring the old traditions of American Youth.[10][11]110 million Americans have been members of the BSAresponsible citizenship, character development, and self-relianceScout Law Scoute Oath - "On my honor, I will do my best, to do my duty, to God and my country, and to obey the Scout Law, to help other people at all times, to keep myself physically strong, mentally awake, and morally straight."
So, trust is critical to brand building – But how do you build a trusthworthy message that cuts through the clutter and STICKS in the minds of consumers? Without awareness and remembrance of your brand, consumers can’t trust your brand. EXERCISE: Think of the most powerful images, ideas or stories that fit these criteria and best communicate the S&T value proposition that we developed earlier.