The Constant Curiosity Guide To Creating Brand Wonder Amid Chaos

1. jon@tbcglobal.live Energetic Keynote Speaker + Author +44 (0) 7753 902866 www.tbcglobal.live Content Marketing Consultant JON BURKHART Virtual Event Emcee jonburkhart tbcglobal HowConstantly CuriousBrandsDare ToDoDifferent&Win
2. Expectations Sharknado Rules apply Hydration
3. BE IMAGINATIVE. FIGHT FEAR
4. • BRAVE From Newsjacking To… Going ballistic. Stop the balls-ups
5. • BRAVE … Brand Spamming Going ballistic. Stop the balls-ups
6. BRAVE Make more room for fun. 1 Interest 2 Happiness 4 What’s in it for you? What if you take away two things? 3 Surprise Delight 5 Anger 6 courtesy of Moz and Jonah Berger #BallsyBrands LEGO Serious Play Work can be fun
7. Do you think that the Brand Teams on the accounts that you work on understand the importance of Effectiveness?
8. Credit: Sergey Guranchik IS THERE ROOM IN YOUR BRAIN TO BE ALWAYS ON?
9. @jonburkhart @tbcglobal #ConstantCuriosity jon@tbcglobal.live
10. 26
11. Once we’ve emoji-ed for pizza delivery, there’s no going back
12. Milanese period (1482–99)
13. Milanese period (1482–99) Florentine period (1500–08)
14. 2nd Milanese period (’08–13)
15. Return On Influence & Content Code Remarkable Relevance PERIOD 1
16. Rebellion & Advantagee Curiosity & Difference PERIOD 2
18. Influence & Content Code Remarkable Relevance PERIOD 1
19. Human & Momentum Dynamic Difference PERIOD 2
21. Are you… Passionately curious? Careful observational? Playfully imaginative?
22. Da Vinci’s Firecracker Questions Credit: Bryan Collins Question your assumptions Challenge your beliefs Reconsider prevailing wisdom Ask “Why?” Ask “Why not?”
23. How curious are you? 1 to… @jonburkhart @tbcglobal #ConstantCuriosity jon@tbcglobal.live
24. @jonburkhart @tbcglobal #ConstantCuriosity jon@tbcglobal.live Source: Rescue Time
25. WHAT WE KNOW WHAT WE WANT TO KNOW THE CURIOSITY GAP
26. DIVERSIVE CURIOSITY “The restless desire for the new & next.” Credit: Ian Leslie
27. = CURIOSITY OR CLICKBAIT?
28. EPISTEMIC CURIOSITY “A quest for knowledge and understanding.” Credit: Ian Leslie
29. CONSTANT CURIOSITY “A consistent and relentless obsession with customer needs.”
30. @jonburkhart @tbcglobal #ConstantCuriosity jon@tbcglobal.live INTERROGATE* LIKE A TODDLER DO IT NOW
31. HOW MANY QUESTIONS DOES HE ASK A DAY? QUESTIONS
32. 1. How does this compare price-wise? 2. What do other people think? (Review Post) 3. I’m screwed. Help? (Trouble-shoot Post) 4. What are the best 9 options? (List Post) 5. I’m lazy. Where can I get it all? (Wikipedia) Most important RATIONAL questions Inspired by: Vertical Measures
33. @jonburkhart @tbcglobal #ConstantCuriosity jon@tbcglobal.live JON, WHAT QUES START WITH? DO IT NOW
34. FIRECRACKER QUESTION: A question that leads to a truth that everyone knows but they’re afraid to say.
35. Rebellion & Advantage Curiosity & Difference PERIOD 2
37. @jonburkhart @tbcglobal #ConstantCuriosity jon@tbcglobal.live Source: HBR
38. “For fun (really), I sent out a questionnaire to 25 of my most successful and powerful friends with a simple question: “Did your success come from a plan or strategy, or did it come from a random event?” Every single person told me the initial spark for their career success was ignited by a random event.”
39. What is it?
40. Dynamic Difference? Doing something meaningfully different for your brand to stand out that energises your existing fans and attracts new ones in the process.
41. How do you SPARK it?
42. Surprise with smart storytelling Personalise for powerful connection Amplify to attract your ideal fan. Relate in relevant, timely ways Kickstart a kinetic content revolution
43. CONSTANT CURIOSITY TIP #1 Adapted from: Venngage
44. One-to-me, not one-to-many.
45. Who’ll love it the most & why?
46. Meet Joanne. Her story: how high-tech Blu Tac changes lives.
47. Who’ll love it the most & why?
49. Will it create a fan-led movement?
50. Peak-End Theory
51. http://bit.ly/IAmBusyJonSumUpThisBookForMe
52. Accrington Stanley’s long term strategy to acquire a next generation of fans — give away 1,200 free football kits to year three children. What are Bristol teams doing to top this?
53. Are your biggest competitors more relevant?
54. 108
58. Will you SPARK it?
59. Do whatever it takes to stand out. Smarter Storytelling One-to-me, not one-to-many. Powerful Personalisation Who’ll love it the most & why? Amplified Attraction The right time is right now. Remarkable Relevance Will it create a fan-led movement? Kinetic Content
60. R E A D I N G L I S T
61. jon@tbcglobal.live Energetic Keynote Speaker + Author +44 (0) 7753 902866 www.tbcglobal.live Content Marketing Consultant JON BURKHART Virtual Event Emcee jonburkhart tbcglobal Thankyou.

Notas do Editor

What Business Leaders thought built brands…!!!

Business Leader perception of what builds brand flies in the face of industry research…!!
What Business Leaders thought built brands…!!!

Business Leader perception of what builds brand flies in the face of industry research…!!
I wrote the book that led to brands doing innovative things in real-time.
It went from finding ways brands could be relevant in real-time to…
It can seem like a ready fire aim situation but that’s why you’ve got to be quick and clever and plan for every eventuality.
Mixed bag when asked if they thought Brand Teams understood importance of Effectiveness…only 17% said they really got it…
But, it’s becoming harder for comms to make a big difference…

And from a Comms point of view especially, consumers we meet talk about feeling more barracked and under siege, than ever before …
Indeed, whilst we love to tell ourselves just how marvellously powerful the digital age has been for marketing, the truth is that channel proliferation and online activity has fundamentally changed the relationship consumers have with comms – and there is a school of thought that says it’s seemingly rather to the detriment of brands..
Consumers have been exposed to ‘modern’ marketing techniques for roughly ¾’s of a century, with increasing intensity– so unsurprisingly, consumers have marketing & marcomms pretty well sussed. plus there has been a mind-boggling proliferation of brands, leading to brand relationships becoming ever more transactional..!
Also a depressing proportion of social & digital comms have applied ‘Low Involvement’ models born of Above The Line comms to ‘High Involvement’ channels …where they don’t work – in short, it seems that we’ve allowed an ever increasing amount of our comms investment to simply become an irritant.. Meanwhile, technology has empowered consumers to avoid comms – and so they do
Dobrou Chut
I woke-up this morning, made breakfast -- BUT I realised I had no milk -- THEREFORE I got dressed and walked to the shop -- BUT I forgot it was Sunday and the shop wasn't open -- THEREFORE I couldn't get the milk -- BUT on my walk back I remembered there was a garage open around the corner -- THEREFORE I could get my milk -- BUT all I had was my credit card and their machine was out of order -- THEREFORE my plans for a milky coffee were ruined again -- BUT on the way back to my apartment I noticed my neighbour hadn't collected the milk by her door, left by her milkman -- THEREFORE I stole it so I could make my latte -- BUT when I got back there was a power cut, so my coffee machine didn't work -- THEREFORE I was going to have to go my entire day un-caffeinated.
I woke-up this morning, made breakfast -- BUT I realised I had no milk -- THEREFORE I got dressed and walked to the shop -- BUT I forgot it was Sunday and the shop wasn't open -- THEREFORE I couldn't get the milk -- BUT on my walk back I remembered there was a garage open around the corner -- THEREFORE I could get my milk -- BUT all I had was my credit card and their machine was out of order -- THEREFORE my plans for a milky coffee were ruined again -- BUT on the way back to my apartment I noticed my neighbour hadn't collected the milk by her door, left by her milkman -- THEREFORE I stole it so I could make my latte -- BUT when I got back there was a power cut, so my coffee machine didn't work -- THEREFORE I was going to have to go my entire day un-caffeinated.
Globally, total Internet video traffic (business and consumer, combined) will be 80% of all Internet traffic in 2021, up from 67% in 2016.
. MAKE IT INTERESTING
Use dialogue to let listeners hear the characters talk to each other. Be interactive in the telling. Use analogies, metaphors, and props and add some humor–self-effacing humor is best.
First Milanese period (1482–99)
Second Florentine period (1500–08)
Second Milanese period (1508–13)
This type of curiosity requires more effort, a deeper dive into a topic. Instead of making us impatient, it nourishes our soul.

Leslie calls it epistemic curiosity: “A quest for knowledge and understanding.” This type of curiosity requires more effort, a deeper dive into a topic. Instead of making us impatient, it nourishes our soul.

If you want to nourish your readers by sharing insights, you have to appeal to this second type of curiosity. Instead of feeding a restless search for new things, nurture a quest for deeper knowledge. For instance:

Diversive curiosity makes us want to know what lies on the other side of the mountain; epistemic curiosity arms us with the knowledge we need to survive when we get there.

Leslie, Ian. Curious: The Desire to Know and Why Your Future Depends on It (Kindle Locations 452-453). Quercus. Kindle Edition.
by Bryan Collins, medium.com

Da Vinci’s approach is exhausting, and I’m not advocating dissecting human bodies. However, you can develop a da Vincian kind of intense curiosity if you can:

Question your assumptions
Challenge your beliefs
Reconsider prevailing wisdow
Ask “Why?”
Ask “Why not?”
Your prospects want to fill the information gap. Your job, as a copywriter or marketer, is to delay the filling of the gap for as long as you can – without introducing too much discomfort – in order to keep your visitors engaged… To keep them hanging on, really.ssionate curiosity, careful observation, and an imagination so playful that it flirted with fantasy.
This type of curiosity is quite superficial as the search for information is aimless and impulsive.
Photo by Kylli Kittus on Unsplash

Ian Leslie calls this diversive curiosity: “the restless desire for the new and the next.” This type of curiosity is quite superficial as the search for information is aimless and impulsive.

Leslie calls it epistemic curiosity: “a quest for knowledge and understanding.” This type of curiosity requires more effort, a deeper dive into a topic. Instead of making us impatient, it nourishes our soul.

Ian Leslie calls this diversive curiosity: “the restless desire for the new and the next.” This type of curiosity is quite superficial as the search for information is aimless and impulsive.
“For fun (really), I sent out a questionnaire to 25 of my most successful and powerful friends with a simple question: “Did your success come from a plan or strategy, or did it come from a random event?” Every single person told me the initial spark for their career success was ignited by a random event.”
Remarkable Relevance
There is a reason to talk about the brand in the moment.
Incessant Innovation
The brand must be continually looking to innovate
Purpose-driven Passion
There’s purpose that ignites passion and creates a fan-led movement
Surprise with smart storytelling
Personalise for powerful connection
Amplify to attract your ideal fan.
Relate in relevant, timely ways
Kickstart a kinetic content revolution

Snap Storytelling
Positive Positioning
Accelerated Attraction
Revamped Hyper-Relevance
Kinetic Content
Reckitt Benckiser Group Plc.
How to combat your teen’s tech withdrawal symptoms on vacation – using carrots.
So little Jimmy or Jenny isn’t so little anymore. Gone are the days when they’d look adoringly into your eyes and burble the words I WUV OO.
The truth is, right now, they think you suck. And even worse than that: they think the vacation you paid for sucks.
It doesn’t help that they can’t get signal on their phone. (Whatever you do, do not tell them that was deliberate.)
So how can you solve this disaster? How can you get them engaged in the trip, and in love with the world again?
Simple: use carrots.
And no, we’re not talking in metaphors.
Here’s what you can do:
Put a carrot in their hand. It will stimulate their cell-phone muscles, and comfort them immediately
Hide a few small carrots under their bed sheets. This will stop your teen lying in bed too long in the morning to avoid you
If they get mad, give your teen a handful of carrots to throw at the nearest wall. Edible darts!
Surround your accommodation with a carrot fence posts. You will attract adorable critters that your teen can’t ignore, such as donkeys, squirrels and ants
Entertain the family with a carrot-drumstick solo. Take that, Spotify
Reassure them the carrot is exactly like the stylus of an iPad. If they want, your teen can use it to draw pixelated images in the dirt
Suggest they find a way to wear the carrot. If your suggestion is met with suspicion, remind them that Lady Gaga has probably worn many carrots to awards ceremonies
Should your teen be loath to hug you at any point, you can both hug the same carrot instead
Should your teen be loath to communicate with you directly, they can send you messages written on carrots instead
Towards the end of the trip, deliver a carrot to the teen crush your kid has been eyeing up. Look at that. Now they have something in common
Well done. You’re an excellent parent.
https://blog.12min.com/the-power-of-moments-pdf-summary/
Accrington Stanley’s long term strategy and commitment to acquiring the next generation of fans with their giveaway of 1,200 free football kits to year three children.
How does Siemens differ from so many other companies? The answer: Siemens has always been innovative, customer-oriented, quality-driven, international, responsible, able to withstand crises, and able to change. These traits have kept it strong and unique, in good times and bad. Join us on an exciting journey through our company's history. Experience what has made Siemens the world-class company it is today. Because every foreground needs a background.
A couple decide to move in together. Pick a flat. They go to Ikea. Then they decide not to move in together.
Relationship bliss at IKEA, baby. One lady at LinkedIn — ‘do you want to go to IKEA with me now or what?”
This is how asking the right question will help you come up with right innovation
How do we deal with the fact that people struggle to build Ikea furniture to such an extent that someone’s written a horror story on it.
We’re going to look at IKEA.
They did things differently
If we take apart their story there’s some good learning there.
"The good thing about social media is it gives everyone a voice. The bad thing is … it gives everyone a voice."
"The good thing about social media is it gives everyone a voice. The bad thing is … it gives everyone a voice."
But, it’s becoming harder for comms to make a big difference…

And from a Comms point of view especially, consumers we meet talk about feeling more barracked and under siege, than ever before …
Indeed, whilst we love to tell ourselves just how marvellously powerful the digital age has been for marketing, the truth is that channel proliferation and online activity has fundamentally changed the relationship consumers have with comms – and there is a school of thought that says it’s seemingly rather to the detriment of brands..
Consumers have been exposed to ‘modern’ marketing techniques for roughly ¾’s of a century, with increasing intensity– so unsurprisingly, consumers have marketing & marcomms pretty well sussed. plus there has been a mind-boggling proliferation of brands, leading to brand relationships becoming ever more transactional..!
Also a depressing proportion of social & digital comms have applied ‘Low Involvement’ models born of Above The Line comms to ‘High Involvement’ channels …where they don’t work – in short, it seems that we’ve allowed an ever increasing amount of our comms investment to simply become an irritant.. Meanwhile, technology has empowered consumers to avoid comms – and so they do
“For fun (really), I sent out a questionnaire to 25 of my most successful and powerful friends with a simple question: “Did your success come from a plan or strategy, or did it come from a random event?” Every single person told me the initial spark for their career success was ignited by a random event.”
On the Japanese island of Yakushima, macaque monkeys ride deer in turn for grooming them & sharing food with them.
Snap Storytelling
Positive Positioning
Accelerated Attraction
Revamped Hyper-Relevance
Kinetic Content

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