Brand storytelling is shifting the focus of how companies look at content creation and content marketing. Leading companies understand why they need to create value through story-driven experiences that capture the heart – and not just the heads – of audiences. Brands that realize success through storytelling do so because of their ability to tell delightful, sustainable stories that draw people in and make them want to know more. Story-driven experiences connect with people at the times, places and in ways that are relevant to them, help convert them into customers and ultimately brand loyalists and evangelists.

1. Creating
Story-Driven
Brand Experiences
Carla Johnson
Strategist. Speaker. Storyteller.
@CarlaJohnson

2. 2
Carla Johnson

3. Stories aren’t about
what you sell.
They’re about
making your
customers the hero.

4. Always #LikeAGirl
made adolescent
girls the hero of
their story.

5. There was a girl.
She had brown hair.
She wore a red coat.
She was adventurous.
You should meet her.

6. The girl loved the
adventure and wanted to
see the world. She was
scared, but she saw the
chance to meet new
friends who showed her
that life could be fun. Now,
wherever she goes, she
brings her courage with
her…

7. How do we delight
audiences with story-driven
experiences?

8. 8
“…business buyers
don’t “buy” your
product; they “buy
into” your approach
to solving their
problem.”
- Jeff Ernst, former
analyst for Forrester

9. Company that sells software
to track operational
efficiency wants to talk
about the future of patient
safety
Create a SOLUTION story

10. Getting to the core of your story
Why?
Why?
Why?
Why?
Why?
Software
tracks
operational
efficiency
wants to
talk about
future of
patient
safety

11. Why?
Getting to the core of your story
Software
tracks
patient
safety
Why?
Why?
Why?
Why?

12. Getting to the core of your story
Because it is expensive
to address all of the
issues around patient
safety.
Why is this
topic
important
to Chief of
Staff?
Why?

13. Getting to the core of your story
Why is it
expensive to
address all
of the issues
around
patient
safety?
Because there are
detailed operational
issues that we have to
take care of around
infection control.

14. Getting to the core of your story
Because we don’t
want patients to
think that they will
get MORE sick by
being a patient.
Why do you
have to take
care of
operational
issues
around
infection
control?

15. Create a solution story
We believe that the future of healthcare is patient safety
But people are scared about going to hospitals because they think that
they will get more sick by being a patient.
So we help medical professionals understand detailed operational issues
that they need to plan for around infection control.
The needs and expectations of hospitals and patients will continue to
change and it’s important for Chief of Staff to understand how to do
things safer, better and with less expense.
Tracking patient recovery rates and how they reflect operations, profit
and the perception that people have about the safety of their facility is a
key way for hospitals to stay competitive.
1
2
3
4

16. 16
Shifting Focus from a Transaction
to a Relationship and Experiences

17. Visa’s Customer Decision Journey
Decide to
take a
vacation
Look for a
destination
Make travel
arrangements
Travel to
destination
Book
activities
Plan the
next
vacation
Share
memories
What opportunities does Visa have
along the entire journey?

18. 18

21. 21
Kathy Button Bell
Chief Marketing Officer
Emerson
“In the beginning, we realized
we weren’t telling meaningful,
problem-solving stories. Back
then, we told stories just about
our products, but didn’t have a
dialogue. Now, because of
social media, we have 133,000
employees trying to tell stories
and create dialogue. We
figured out how to aggregate it
and keep it in sync so we didn’t
appear insane as a company. It
had to feel like there’s a main
story.”

22. 22

23. 23

24. 24

25. 25
Show STEM as cool, sexy, accessible
EDUTAINMENT
Supports learning
Showcase science, technology,
engineering, and math in simplified,
entertaining or fun ways
CONNECTIONS
Promotes exploration
Draw unique and interesting
connections to STEM that affect the
daily lives and experiences of young
people
EXPERIENCE
Develops relationships
Provide a deeper interactions with
STEM experts and resources that
give young people fresh perspective
and real-time acknowledgement
• This or That Questions
• 2015 Predictions
• Crash Course Videos
• SciShow Videos: News,
Great Minds, Dose
• SciShow Sponsored
Videos
• Wochit Videos
• Soap Box Questions
• SciShow: Weird Places,
Most Asked Qs
• Social Call Outs
• TV Spot
• “The STEM of “X” social
series

26. 26
Emerson Joins Big Bang Theory
February 19 Hank Green/STEM ad on CBS Network TV
Hank Green/STEM ad on TBS in 13 local major
markets for 4 weeks

27. Emerson Rings the Bell at the NYSE

28. 28
Wall Street Journal Print Ads

29. 29
Fortune Cover Wraps
S:14.375”
S:9.75”
T:15.125”
T:10.5”
B:15.375”
B:11”
F:7.375” F:7.75”
IN125YEARS, Emersonhasevolvedfromaregional motorsandfansupplier toaglobal engineering
andsolutionsinnovator servingtheworld’smost complexindustries. Whileweareextremelyproud
of our past successes, what reallyexcitesusaretheopportunitiesahead. Wecan’t wait totakeon
“What’sNext”: whether it’sthechallengeof producingandprocessingenergyinwaysnever
beforeimagined; stabilizingandmanagingthedigital economythroughstate-of-the-art data
centers; revolutionizingtheautomationof factoriestodriveproductivityandsavings; or providing
unparalleledenergyefficiency, reliabilityandsustainabilityinclimatecontrol. Andwe’rejust getting
started. Findout moreat Emerson.com/125
Wecan’t wait toget onto“What’sNext”
TheEmerson logo isatrademark and aservicemark of Emerson ElectricCo. © 2015 Emerson ElectricCo.
DavidN. Farr
Chairmanand
Chief ExecutiveOfficer

30. 30
Airport Signage
Los Angeles
Miami
Houston
Dallas
Beijing
Hong Kong
Delhi
Mumbai
Kuala Lumpur
Seoul
Paris
Amsterdam
London
Frankfurt
Mexico

31. 31
Emerson.com 125th and STEM: Homepage

32. 32

33. 33
STEM Page Content
Emerson.com/ILoveSTEM leading resource in STEM
CREATED CO-CREATED CURATED
Owned Creative Creative Partnership Community Generated

34. 34
STEM YouTube Hank Green Highlights

35. 35
YouTube Performance
Hank Green
Ad spend and placement on
Emerson.com/IloveSTEM driving
high video views.
• 39.9K views/video
• 89% of views from ad spend
• 70 Likes per video
• 0:16 average view duration
125th Anniversary
Engaged audience on external
sites watching for long period.
Almost 2/3 of video views from
embedded YouTube player.
• 15.6K views/video
• 20 Likes per video
• 1:24 average view duration
STEM
STEM videos experiencing highly
positive sentiment. Otherwise,
performing on benchmark.
• 5.2K views/video
• 111 Likes per video
• 0:29 average view duration
Channel
Benchmarks
4.5K
views
10
Likes
0:41
Min viewed

36. 36
Storytelling through PR and Social
 Placed Emerson executives on the radar of key
national media
 Shifted media view of Emerson from a
manufacturing company to a data-driven company
 Engaged the most Emerson employees,
influencers and potential job candidates in one
month on social media channels…ever
 Created a direct consumer connection with
sharable Hank Green content
 The company celebrated!

37. 37
An Opportunity to Show Up Differently
930,216,397 Total Media Impressions
20+ Media Interviews for Emerson
Executives
130+ Stories Published
 Coverage secured with top print media including
AdAge, Forbes CMO Network, Media Post, St. Louis
Post-Dispatch, St. Louis Business Journal, WIRED
Innovation Insights, Reuters
 Top-tier broadcast media placements include CBSN,
Bloomberg Radio, GigaOm, The Street
270+ Satellite Media Tour Airings and Nearly
14 Million Impressions
 Key markets including Atlanta, Austin, Columbus,
Jacksonville, Milwaukee, Minneapolis, Philadelphia

38. 38
This worked because Emerson had…
 Clarity
 Authenticity
 Consistency
 Priority
 Courage
 Commitment

39. Don’t just tell stories.
Create magical experiences.

40. Thank you!
Carla Johnson
Type A Communications
O: 720.344.0987
M: 720.219.3062
Carla@TypeACommunications.com
www.TypeACommunications.com
More information at
www.7thEraOfMarketing.com