Why Brand Storytelling Matters
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In a noisy, multi-tasking world, it is increasingly challenging to capture the attention of consumers. This is why storytelling is getting more attention. This presentation looks at the value and benefits of storytelling, offers insight around tactical best practices, and features examples of good storytelling from brands such as Airbnb and Budweiser.
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Why Brand Storytelling Matters
- 1. Can You Tell Me a Story?
- 5. “A company without a story is usually a company without a strategy” - Ben Horowitz, Andreessen Horowitz
- 9. “There are so many pitchers, you need to do something memorable to stand out. Being memorable, if nothing else, is worth something” - Matthew Corrin, Freshii Be Memorable
- 11. “Good storytelling reflects who the customer is, what they aspire to be, and how they relate to other people – infused within an immersive brand experience.”
- 12. Storytelling is a different approach to marketing and sales
- 13. People see/hear >100,000 words/day of content: TV, radio, social media, video games, text messages, Web.
- 14. Consumers have lots information about your products
- 15. What Are The Benefits of Storytelling?
- 16. Stories break through the noise
- 17. Stories Show How You’re Unique
- 19. Sigmund Freud and the power of storytelling
- 21. Stories (Not Stats or Facts) Are Remembered….. And Shared
- 23. Stories create evangelists and brand loyalty
- 27. a Competitive Edge Stories Deliver
- 31. Really, Really Know Your Audience
- 32. Think Like a Reporter, Not Like a Publisher
- 35. 240K
- 37. Storytelling Funnel Stories that drive leads and salesLess is More
- 38. Early-Stage Startup Stories Stories about how you started Stories about your growth Stories your industry/trends Stories about your customers
- 39. Early-Stage Startup Stories Stories about how you began Stories about your growth Stories about your industry/trends Stories about your customers Blogs, videos Blogs, videos, conferences Blogs, white papers, guest posts, conferences Case studies, blogs, newsletter, video, social media
- 46. Seven Ways to Attract Media Coverage Success Raising Money Innovative/New Weird Hijacking the News Creativity Relationships
- 47. Success (and some good luck)
- 49. Hijacking the News (Jumping on the Bandwagon)
- 51. Weird Works
- 52. Creativity
- 57. ….and keeping on doing it!!
Editor's Notes
- Research from the London School of Economics indicates that retention is 60% to 65% when information is presented in a story versus 5% to 10% when presented in a factual recitation.
- I have been telling stories for entire professional career. I have always believed that stories and content are king.
- There is growing talk about storytelling Why?
- TWO KEY PRINCIPLES FOR BRAND STORYTELLING
- Think about how much information and content we’re consuming and processing every day Think about how smartphones make it so easy to consume at all times – waiting in lineups, in bed, etc.
- The relationship between brands and consumer has been reconfigured. Brands used to broadcast the information they want. Today, consumers already had a lot of information So how do brands engage these information-heavy consumers?
- Whenever I talked about the value of storytelling, people are interested but not sure how it applies to them. Stories inspire, motivate, intrigue, provoke, excite, intrigue
- As I mentioned earlier, the landscape is busy.
- To be honest, it’s hard to be different or unique. Most products are pretty much the same. So how do brands demonstrate they are unique? Stories
- Here’s the thing: people make decisions powered by empowered. It is the way our brains our wired. Good stories driven emotional connection. They establish a powerful relationship.
- People remember stories, they don’t remember facts or numbers.
- Super Bowl 2014 ad – 57.6 million views.
- Rob Archambeaut – talking about why he should sell someone’s house Flybits talking about its contextual, personalized and relevant mobile technology vs. telling stories.
- Anyone sold a house recently? How did you pick your real estate agent when everyone does the same thing?
- Flybits is a client that has a platform that puts mobile apps on steroids by creating personalized experiences. It’s an innovative platform but people don’t get what Flybits does until they start telling stories about how it’s used.
- I believe stories deliver a competitive edge. As important, I think stories can deliver a sustainable competitive edge. Why? Because good stories are challenge to create. They require creativity, agility and commitment. It’s not like creating a Twitter account, and then firing off some tweets.
- So where do you start?
- The first and most important step is recognizing that every startup can be a storyteller and every startup has good stories to tell. Anyone who thinks otherwise is wrong.
- http://www.flickr.com/photos/36319610@N04/5803665335
- You need to know your audience inside out. Who are they, what are their interests, what motivates them, what scares them, etc.
- Onyx Motion – basketball smartwatch app
- Airbnb started in 2007 when Joe Gebbia and Brian Chesky, then both 27, who had met five years earlier at Rhode Island School of Design, were struggling to pay their rent. There was a design conference coming to San Francisco and the city’s hotels were fully booked, so they came up with the idea of renting out three airbeds on their living-room floor and cooking their guests breakfast. The next day they created a website,airbedandbreakfast.com; six days later they had a 30-year-old Indian man, a 35-year-old woman from Boston and a 45-year-old father of four from Utah sleeping on their floor. They charged $80 each a night. ‘As we were waving these people goodbye Joe and I looked at each other and thought, there’s got to be a bigger idea here,’ Chesky told me, sitting on the edge of the sofa, still excited by their idea.
- “Just Do It” - aka start creating stories. It could begin with a story on your Website about how your startup was created. A story could be a blog post, a Facebook update with a link to an interesting article, or a photograph posted on social media.