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BRAND STORYTELLING
#BYBStories	

!
Erin Blaskie	

@ErinBlaskie	

www.ErinBlaskie.com
ME.	

!
COMMODORE 64.	

RED-VELVET LINED CASE.	

INNATE DESIRETO BE A CEO.
YOU.	

!
BIGTHINKERS.	

IDEA POWERHOUSES.	

BUSINESS ADVENTURERS.
US.	

!
MARKETERS.	

EMOTIONAL CONNECTORS.	

STORYTELLERS.
OUR JOURNEY.
!
IDEAS > WHY 8 OUT OF 10 FAIL	

!
INTIMACY > GETTINGTO KNOWYOUR
AUDIENCE	

!
RESONANCE >TELLINGTHE STORIESTHAT
MATTERTO EACH GROUP OF PEOPLE
IDEAS
A good idea will keep you awake during the morning, but a
GREAT IDEA will keep you awake during the night.
THE RUSH OF A NEW
IDEA IS EXHILARATING…
CAPTIVATING…
CONSUMING
HOW IMPORTANT
IS IT TO YOU
THAT YOUR BIG
IDEA LIVE?
THETRUTH IS…	

8 OUT OF 10 

BUSINESS IDEAS FAIL
THE OLD ADAGE OF “IF YOU
BUILD IT, THEY WILL
COME” DOESN’T WORK.	

!
THERE ARE FARTOO MANY
CHOICES FOR CONSUMERS.
OUR GOAL?
!
CUT THROUGH THE NOISE.
DISRUPT THE CONVERSATION.
QUIT BEING PASSIVE.
WE DREAM, CREATE &
PLAN IN SECRET
!
& FEEL DISAPPOINTED
WHEN PEOPLE AREN’T
AS EXCITED AS WE ARE
ABOUT OUR IDEA
THE INTIMACY YOU FEEL
WITH YOUR IDEA IS NOT
ALWAYS A SHARED OR
UNDERSTOOD
EXPERIENCE.
HOW CAN WE CREATE
INTIMACY FOR CUSTOMERS?
!
!
!
REDUCE OBSCURITY
THROUGH STORYTELLING
THE GREATEST ENEMY OF	

PERSUASION IS

OBSCURITY
IT’S NOTYOUR CUSTOMER’S
JOBTO FIND REASONSTO BE
EMOTIONALLY INVESTED IN
YOUR PRODUCT.	

!
HELPTHEM GETTHERE.
TOMS SHOES
The Shoe CompanyThat Put Soul Into Buying New Soles
CENTRAL BIERHAUS
The Restaurant With Heart
SETH GODIN, DURING ATEDTALK, SAID:
“WE’RE IN THE CENTURY OF IDEA DIFFUSION
- PEOPLE WHO CAN GET IDEAS TO SPREAD,
WIN.”
INTIMACY
Source: jira.atlassian.com
THE OLD, BROKEN MODEL.
!
KEEPSTHE IDEA CLOSETOTHE CREATOR,
NO OPPORTUNITY FOR CONNECTION.	

!
THE BUILDING OF A RELATIONSHIP
HAPPENS AFTER IT’S BEEN BROUGHTTO
MARKET - NOT BEFORE.
WHAT ARE	

CREATORS

AFRAID OF?
CREATORS ARE OFTEN
AFRAID OF SHOWING
PEOPLE THEIR “MESS.”
WE STRIVE FOR
PERFECTIONISM AND IN
DOING SO,WE MISS OUT ON
THETHING PEOPLE CRAVE
MOST… AUTHENTICITY.
THE OLD MODEL KEEPSTHE
“MESS” OUT AND INTURN,
KEEPS REAL CONNECTION
AT AN ARM’S LENGTH.
YOU CAN’T CHEAT REAL
CONNECTION.
!
!
!
IT IS BUILT UP SLOWLY &
OVER TIME - BRENE BROWN
CUSTOMERS WILL GRAVITATE
TOWARDTHE STORIES AND
MESSAGESTHAT ARE MOST
IMPORTANTTO THEM.
BUT, IT BEGINS WITH…	

UNDERSTANDING

YOUR AUDIENCE
718 CYCLERY	

NYC
A Bike Store Focused 	

on Collaborative Builds	

!
Philosophy:
!
“We are practitioners of
100+ year old technology,
not the guardians of it.”
LEEVALLEYTOOLS
Family-Owned 

Business Since 1978	

!
Philosophy:
!
“Treat the customer like a
friend.We do everything
for you that we would do
for a friend, including,
where necessary, telling
you if you are being
unreasonable.”
YOUR JOB, AS CREATOR, IS
TO IDENTIFY YOUR
MARKETS
!
!
!
& DETERMINE THEIR VALUES
THE ADOPTION
LIFECYCLE
DIFFUSION OF INNOVATION
INNOVATORS.
!
OBSESSED WITHTRYING NEWTHINGS.	

RELY LESS ON GROUP NORMS, MORE ON
OWNVALUES.	

OFTEN HIGHER INCOMES, MORE WORLDLY.	

!
THINK: THE PERSON SEARCHING FOR
THAT NEW THING NO ONE ELSE HAS.
EARLY ADOPTERS.
!
RELY MORE ON GROUP NORMS.	

ARE OFTEN OPINION LEADERS.	

ENJOY LEADING EDGE PRODUCTS.	

!
THINK: THE PERSON ENCOURAGING
FRIENDS & FAMILY TO BUY.
EARLY MAJORITY & LATE MAJORITY.
!
COLLECTS MORE INFORMATION.	

LISTENSTO OPINIONS OF LEADERS.	

OFTEN IN A LOWER INCOME BRACKET.	

!
THINK: THE PERSON WHO BUYS
SOMETHING EVERYBODY ELSE HAS.
LAGGARDS.
!
THEIR PAST INFLUENCES PURCHASES.	

OFTEN SUSPICIOUS OF CHANGE.	

PURCHASES ARE “HAVETO”VS “WANTTO”	

!
THINK: THE PERSON BUYING A FLIP
PHONE WHEN EVERYONE ELSE HAS A
SMARTPHONE.
RESEARCHING THE END
USER & KNOWING THEIR
MOTIVES & VALUES
SHOULD BE “DAY ONE”
WORK.
WHENYOU KNOWYOUR
AUDIENCE INSIDE & OUT,YOU
CAN CREATE A BETTER
WIDGET AND MORE
IMPORTANTLY, CREATE
MORE RESONANCE.
RESONANCE
DESTINY AWAITS
Easter Egg Appeared in Halo 3: ODST in 2009
O BRAVE NEW WORLD
2011 Documentary Shot & 

Released by Destiny Creator Bungie
RELEASE OFTHE NAME
In February of 2013, Bungie Released the Name ofTheir
Game & Prompted Users to Follow on Social Media
INVITATION OF GAMING PRESS
February 2013: Official Invitations to Foreign and US
Gaming Press + Non-Disclosure Agreements Signed
REVEAL AT E3
June 2013: RevealTrailer Released at E3
BUILDING ANTICIPATION
After E3 and the RevealTrailer, Bungie Fed Fans with
Anticipation Building Graphics and Blog Posts
VIDOCUMENTARY RELEASE
After the E3 Reveal, Bungie Released aViDoc toTalk About the
Making of Destiny and Give Fans a Behind the Scenes Look
IGN: BUILDING BUZZ
IGN.com Offered First Look, Sneak Peeks, Map Reveals,
Behind the Scenes of a Beta Account & More
LAUNCH DAY: SEPTEMBER 9	

$500M IN SALES

ON DAY ONE
BIGGEST NEW	

FRANCHISE
LAUNCH

IN HISTORY
HIGHEST SELLING	

DAY ONE DIGITAL
CONSOLE RELEASE

IN HISTORY
HOW DID THEY DO IT?
!
THEY KNEWTHEIR AUDIENCE.	

THEY KNEW WHAT MATTERED.	

THEY KNEW WHERETO REACHTHEM.	

THEY KNEW WHAT STORIESTOTELL.	

THEY HIT ALL CHANNELS.
STORYTELLING
TONY ROBBINS SAYSTHAT
“EMOTION IS THE FORCE OF LIFE”
— USE IT.
HOW DO YOU
BUILD AN
EMOTIONAL
CONNECTION?
FOCUS ON THE
CUSTOMER.
!
PUTYOUR CUSTOMER ATTHE
FOREFRONT OF EVERYTHING
YOU DO. NO MATTER WHAT.
CREATE OPPORTUNITIES FOR
EMPATHY.
!
GET UP CLOSE AND PERSONAL
WITHTHE CUSTOMER
EXPERIENCE AND INVITE STAFF
TO DOTHE SAME.
LISTEN.
!
TAKE CUSTOMER FEEDBACK
SERIOUSLY ANDVALIDATE
THEIR OPINIONS. CHAMPION
THEIRVOICE.
APPEAL TO MANY, SPEAK
TO ONE.
!
THINK ABOUTYOUR IDEAL
CLIENT EVERY SINGLETIME
YOU CREATE SOMETHING.
ASK QUESTIONS.
!
ASKYOURTARGET MARKET
LOTS AND LOTS OF
QUESTIONS.THEY ARE
VALUABLE AND IMPORTANT.
WHAT
KIND OF
STORIES
DO
PEOPLE
WANT TO
HEAR?
YOUR ORIGINS.
!
WHAT ISYOUR WHY?	

WHAT AREYOUR PASSIONS?	

WHY AREYOUTHE LEADER?
FACEBOOK WAS
FOUNDED IN A
HARVARD DORM ROOM
YOUR CHALLENGES.
!
WHAT MAKESYOU REAL?	

HOW WILLYOU ENGAGE?	

HOW CANYOU RELATE?
HENRY FORD’S FIRST
COMPANY FAILED AFTER
JUST 2 YEARS OF
OPERATION
YOUR LOSSES.
!
ENDEARYOUR CUSTOMERS.	

INSPIRE FANS.	

HUMANIZETHE BUSINESS.
AMAZON WAS
ORIGINALLY CALLED
CADABRA UNTIL JEFF
BEZO’S LAWYER CALLED
IT “CADAVER.”
YOUR TESTIMONIALS.
!
SOCIAL PROOF.	

EXTERNALVALIDITY.	

SHORTENTHE KNOW, LIKE &
TRUSTTIMELINE.
ZAPPOS IS FAMOUS FOR
CREATING THE BEST
CUSTOMER EXPERIENCE.
CONTENT
STRATEGY
WEBSITE.
!
WEB COPY, IMAGERY, ON-SITE
VIDEO, INTERACTIVE
FEATURES,AVAILABILITY &
MORE.
BLOGGING.
!
WORDPRESS, MEDIUM,
TUMBLR, LINKEDIN & MORE.
E-MAIL NEWSLETTER.
!
MAILCHIMP,AWEBER,
CONSTANT CONTACT &
MORE.
SOCIAL MEDIA.
!
TWITTER, FACEBOOK,
GOOGLE+, LINKEDIN,
INSTAGRAM, PINTEREST &
MORE.
VIDEO & AUDIO.
!
YOUTUBE, SOUNDCLOUD,
ITUNES PODCAST,VIMEO,VINE,
INSTAGRAMVIDEO & MORE.
VIRTUAL OR LIVE EVENTS.
!
TELESEMINARS,WEBINARS,
NETWORKING EVENTS,
CONFERENCES & MORE.
BACK TO
THE PEOPLE
DIFFUSION OF INNOVATION
WHAT ARETHE	

STORIES THAT WILL

RESONATE?
HOW CANYOU	

BEGIN THE
CONVERSATION

FROM DAY ONE?
Source: jira.atlassian.com
HOW WILLYOU	

SPREAD YOUR
BUSINESS’

BIG IDEA?
THE STORY CONTINUES…
@ErinBlaskie (Twitter / Instagram)	

facebook.com/erinblaskie	

www.NextDevMedia.com

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