Every brand has a story. Most don’t know how to tell it. Learn how you can uncover the unique elements that differentiate your brand and tell a story that will captivate your audience. This presentation was originally given at interact15, a regional interactive + digital marketing conference in the Central Ohio area. More detailed and in-depth material is available upon request, including the option of holding a hands-on & customized storytelling workshop for your organization.

1. There’s More
to the Story
MARY GARRICK
UPWARD BRAND INTERACTIONS
CONTENT MARKETING

2. “There are only two or three
great human stories, and they
go on repeating themselves as
fiercely as if they had never
happened before.”
-Willa Cather

3. CONTENT MARKETING

4. If you only had $1…
CONTENT MARKETING

5. The Lesson
CONTENT MARKETING
• The number one tenant of storytelling is not to deceive the audience
• Not any story will do – humans are built to discern the difference
between a genuine story and a fabricated one

6. CONTENT MARKETING
LET’S GET NERDY FOR A
MINUTE…

7. • MVA = Market Value Added
– The measure of how much value a company has added to,
or subtracted from, its shareholder investment.
• EVA = Economic Value Added
– The financial performance measure that aims to capture
the true economic profit of an enterprise
– Most directly linked to the creation of Shareholder wealth
over time
Economics 101
CONTENT MARKETING

8. Reason to Believe
CONTENT MARKETING
Brands associated with
archetypal identities
positively and profoundly
influence the real asset
valuation of their
company.

9. Content Slide
CONTENT MARKETING
Tightly Defined
Archetypal
“Confused” Archetypal
Identity

10. Reason to Believe
CONTENT MARKETING
The MVA of the strongly
aligned brands rose by 97%
more than the MVA of
confused brands.97%
The EVA of strongly
aligned brands grew at a
rate 66% greater than the
EVA of confused brands.
66%

11. Question: How can you
begin to put storytelling into
practice?

12. Answer: “There are only two
or three great human stories,
and they go on repeating
themselves as fiercely as if
they had never happened
before.”

13. The World of Archetypes
CONTENT MARKETING
Ruler Jester Lover
Regular
Guy/Gal
CreatorCaregiver
Hero Innocent Sage ExplorerOutlawMagician

14. Archetypes + Primary Function
CONTENT MARKETING
Archetype… Helps People… Brand Example…
Creator Craft something new Williams-Sonoma
Caregiver Care for others Marriott
Ruler Exert control American Express
Jester Have a good time Miller Lite
Regular Guy/Gal Be OK just as they are Wendy’s
Lover Find and give love Hallmark
Hero Act courageously Nike
Outlaw Break the rules Harley-Davidson
Magician Affect transformation Polaroid
Innocent Retain or or renew faith Ivory
Explorer Maintain independence Levi’s
Sage Understand their world Oprah’s Book Club

15. Archetypal Theory + Human Motivation
CONTENT MARKETING
Stability + Control
Belonging+Enjoyment
Independence+Fulfillment
Mastery + Risk

16. Independence + Fulfillment
CONTENT MARKETING
• Seeks fulfillment in
the here and now
• Values simplicity,
peace and goodness
• Motto: “Free to be
you and me”
• Hits the road in
search of fulfillment
• Independent-minded
• Motto: “Don’t fence
me in”
• Fulfillment is a result
of education or
understanding
• Enjoys learning and
learning curves
• Motto: “The truth will
set you free”
Innocent Explorer Sage

17. • Juzo helps people feel free
• Product helps people express individuality
• Brand encourages autonomy, ability to be
true to one’s soul
Juzo – The Explorer
CONTENT MARKETING

18. Belonging + Enjoyment
CONTENT MARKETING
• Lives in the moment
without worrying
what others might
think
• Motto: “If I can’t
dance, I don’t want
to be a part of your
revolution”
• Part of the group
• Places value on all
people
• Motto: “All men and
women are created
equal”
• Implicitly promises
beauty and sexual
appeal
• Motto: “I only have
eyes for you”
Regular
Guy
LoverJester

19. Risk + Mastery
CONTENT MARKETING
• Takes great
personal risk in
order to defeat evil
forces to protect
society or sacred
values
• Motto: “Where
there’s a will,
there’s a way”
• Acts as a disruptive
force either for good
or for evil
• Motto: “Rules are
meant to be broken”
• Acts as a catalyst
for social or
institutional
transformation or
healing
• Motto: “It can
happen!”
Outlaw MagicianHero

20. Chipotle - The Outlaw
CONTENT MARKETING
• Chipotle doesn’t advertise on TV, but is proving great content
can replace traditional commercials with equal or greater
results
• Not selling, but telling
“Before you know it, Chipotle – a food brand
– could wind up owning the conversation
around food ethics and sustainability. Now
that’s the power of great storytelling.”
Joe Lazauskas, Contently.com

21. Stability + Control
CONTENT MARKETING
• Compelled to create
or innovate
• Inherently
nonconformist
• Motto: “If it can be
imagined, it can be
created”
• Driven to make
people feel safe and
nurtured
• Places emphasis on
others’ problems
before their own
• Motto: “Love your
neighbor as yourself”
• Takes control of
situations
• Makes life as
predictable and
stable as possible
• Motto: “Power isn’t
everything. It’s the
only thing.”
Caregiver RulerCreator

22. GE - Caregiver…turned Magician
CONTENT MARKETING
• From “We bring good things to life” to “Imagination at work”
• Also throws in some Jester identity into certain content pieces
or campaigns