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Editor's Notes
- Strategy-led storytelling and activation in content, design and dialogue, we drive value – including greater revenue, profitability, repeat purchasers, and viral advocates – for the businesses we serve. Hotels: Westin, Sheraton, W, Starwood Luxury collection, Cruise lines: Holland America, Windstar Cruises, Paul Gauguin Airlines: British Airways Restaurants: Carrabba’s/Outback, McDonald’s/Coke, Jack in the Box, Jamba Juice, Starbucks Liquor: Grand Marnier, Tanqueray/launch of Tanqueray 10, Ruffino wines, Constellation brands (beer and wine) Other: Madison Square Garden, Space Needle
- All at less cost than it would otherwise take It is a longer term play, and it’s core to business operations, scalability and longevity
- Why story? Not static, though It’s alive and ongoing And it’s not created by just you – it involves your people and your customers What’s authentic to you + what of that resonates best or is most meaningful to the people you’re selling to
- Five simple steps @ a high level
- Start from the outside in Who are you building or expanding for, and how do they want to feel? This is about empathy
- If you’re married or in a relationship, have you ever said “Why can’t he just tell me what he WANTS?!?!?” We’re not good at doing that, and neither are your customers. Example: change a light bulb, pick up the kids, put gas in the tank… not about the tasks, but about “I want to know how important I am to you?” Our customers have that same emotional longing underneath all their rational questions Listen for the whys, the longings, the joy and the sorrow. You’re looking for affect of any kind. That’s a window into when the limbic brain is taking over, and it’s sticky.
- Sometimes we hear “what if customers just want a good meal to eat?” I’m here to tell you that’s a cop-out. If you’re just a meal, or just a place for them to rest their head, you’re succumbing to commodity. Even for the in-and-out traveler they will respond to emotional validation… You have to hunt for the trigger, but it is always there. There is a scientific basis for all this. Daniel Seigel, Antonio Damasio – neuroscientist/neurobiologist Jonah Leher example of the elephant and man Alan Bush example of a raft on an ocean
- Set a context If you’re ketchup, you might want to appear next to the buns, but you also need to appear in the ketchup aisle – you wouldn’t want to miss out on all the people just looking for ketchup Extrapolate that out, and it applies at a macro level – if someone is thinking of boutique hotels, do you want to be in that consideration set? Then, figure out what of the antes for that consideration set do you want to be better at
- This is tricky – this isn’t about what’s BETTER. This is about uniqueness – in perspective, in purpose, in your role in the communities your serve, in the way you bring your service or product to market. That’s where we move into the next section… It you can add an –ER or –EST, it’s not different, it’s just better
- …It’s a differentiated promise. Some people call it positioning, but the trap there is you can fall into a fact-based, functional conversation. This isn’t about features and benefits.
- It’s tempting to stand for a lot of things Pick just one – it’s all they can remember, and it’s all you need
- For W, it’s about bringing to life the wonder and kismet that can happen when you travel Bar, restaurant Whatever, whenever The ambiance: dark lighting, music pumping Lobby like a club For Westin, it’s about a heavenly womb for the contemporary road warrior Bed Shower Unique scent pumped in Revitalizing menu For Chipotle, it’s about transparency and truth in fast food (or Panera) Make it before your eyes Fresh ingredients you can see Customizable Retail space itself made of materials you can recognize For Starbucks, it’s about a community space that’s somewhere between work and home Customized order on your cup Living room feel Community board None of these are about a single feature, it’s what sits above all that – the reasons to believe are simply proof points that change over time as your business or the market changes For Apple, it’s about Thinking Different
- Simon Sinek – TED Talks Golden Circle
- Show of hands – who has written down what you stand for? Who has shared it with your employees?
- What do you think your employees would say you are all about? NASA example of janitor who, when asked what he is doing, says “I am putting a man on the moon” It doesn’t start with marketing It doesn’t start with new product development or design It starts with you
- Westin, it started with the bed and the shower, and moved on to other things like their menu For Starbucks, it’s the retail location and the customization of the order, which involves your experience with employees (and the Barista) and the cup + the community board For Chipotle, it’s seeing what’s being made and the retail environment itself (real materials you can recognize, just like the food)
- The message will change – it’s the most temporal part of your brand, yet it’s often where people put the most emphasis when thinking about brand It’s folks like PR and social that help keep the voice relevant to the market, but the core of who you are is evergreen
- Yelp! TripAdvisor dominance
- Every intersection with a customer or potential customer – online, offline, or between two other people – is an opportunity to build your brand But, you have to think of it as co-creation… we started with feeling it, which is all about listening, for a reason