2. What is the last
brand message
you remember
and where did
you see it?
You probably can’t
remember, and it’s
not a surprise. WHY?
Photo credit: Toni Blay (Flickr)
3.
4. Hard Realities For Brands
Media Attention is a
Messages do
fragmentation hard currency
not resonate
is growing to earn
Photo Credit: Freedigitalpohoto.com, Madd0 (Flickr)
5. The Communication Conundrum
Consumers and brands rarely, if ever, walk in the same direction.
Messages won’t break through the clutter unless delivered differently.
Brands care about
messaging
Consumers don’t
remember brand messages
6. Marketing Fixes
Brand
storytelling
Reconfigure
how we
approach the
marketing mix
7. Why Stories Matter
“Stories are important cognitive events, for they encapsulate, into
one compact package, information, knowledge, context and
emotion.”
Don Norman, Author, Things That Make Us Smart
“The story’s power is twofold: it provides stimulation (knowledge
about how to act) and inspiration (motivation to act).”
Chip and Dan Heath, Co-Authors, Made to Stick
“Services and goods are satisfying only if they deliver the food of
human connection. The stories you tell, and the stories people tell
themselves about you and your product or service, enhance or
minimize your ability to deliver satisfaction.”
Annette Simmons, Author, Whoever Tells the Best Story Wins
8. Speak to the Mind
“The eyes are not responsible when the mind does the seeing”
– Publilius Syrus
• Stories provide
context around
facts, and context
awakens the senses
• Attention is a
currency – people
value their time –
and we are willing to
give attention to
stories
Photo Credit: Illuminaut (Flickr)
10. The Problem
All I wanted was a
fun story. Somebody
please save me.
Most brands stories are dull and fail to inspire
emotional connections.
11. Brand Story Test
• Industry pros talk about “humanizing brands.” But
when was the last time you tried writing a brand
story with the brand as a character? Or, better
yet, writing a story about how the brand’s
audience relates to the brand?
• “Once upon a time, brand X…”
12. Building A Brand Story
Gather as much
Draft the brand
information about
story in narrative
the brand as
form
possible
Map the brand’s
Comprehend the
character – the
challenges
values, attitude,
Find the
Define the
commonalities
audience and map
between the brand
characteristic
and its audience
13. Approach From Two Angles
How do
Brand both sides Audience
match?
• Think of the brand as • What is important to
a hero the prospect
• Define the brand – Functional vs.
characteristics as if it emotional needs
were a character in a • Match attributes
book
• Plot vs. themes
14. Telling The Brand Story
Think of campaigns as episodes or chapters
– Remember, brand stories are a work in
progress
It’s time to rethink how the brand story is
distributed
– Recalibrate the marketing mix
– Making sense of the ever-expanding world of
media
15. Thinking in 3D:
New Marketing Mix Is Like Layered Cake
Augmented
Social
Mobile
Digital
Traditional
Physical
16. Story and Design = “Icing”
Augmented
Brand story and Design
Social
Brand story and Design
Mobile
Brand story and Design
Digital
Brand story and Design
Traditional
Brand story and Design
Physical
Photo Credit: Anrea_R (Flickr)
17. Slicing the Cake: Media Types
Shared Owned
Paid Organic
Photo credit: probonobaker (Flickr)
18. Through People’s Eyes
A consumer’s
response or reaction
to a brand will
always be based on
experience
Brand
Story is a way of
creating memorable
experiences and
integrating facts in a
manner that will
better resonate if
executed well
19. One last thing….
We are the scribes and narrators of the
brand story because as communicators
our role is to serve as
a bridge between
brands and
their audiences.
20. For more information, contact us at
630-932-4242
Presentation developed by
Miguel A. Cano, Digital and New Media Director
