brand narrative architecture - new tools for classic insights

Brand Narrative Architecture

New Tools for Classic Insights

#HiMA2015 @MrDanCohen @ProsperityGal

The Story on Stories


@MrDanCohen @ProsperityGal#HiMA2015

Sir Richard Padget

we use symbols to unite or divide

political figure-obama business-apple

pop figure-beyonce ( min 34)

Symbols



Language as Reality


Language as Hierarchy


Language as Perfection


Connection of Forces


Pentad


Pentad of EventIS Conference

Marketing PlanHoustonIMA

Conversion Thur. 8-27 Museum Natural Science


Kurt Vonnegut

McDonald’s Shape


Karnazes Story


Karnazes Shape


Drug PSA


Drug’s Shape


Flop Ad #1


Nissan’s Shape



Flop Ad #2

BMW’s Shape



Tech Company Case Study Problem


Tech Company Case Study Solution


Chapter 1

Chapter2


Chapter 3


Chapter 4


Chapter 5


Chapter 6


Chapter 7


Chapter 8



Story Shape

Campaign Results


6 % Lead Conversion (lead total/final list) 149 Demo Leads Decrease in opt-outs over course of campaign Average Customer Conversion Value $17,500

Campaign Lessons


Today’s Story Shape


Suggested Reading


Human Speech - Sir Richard Paget Grammar of Motives - Kenneth Burke The Rise of PR and Fall of Advertising - Ries and Ries The Art of Storytelling - Released by Dramatica


Daniel J. Cohen [email protected]

Michele Price [email protected]

mailto:[email protected]

mailto:[email protected]

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http://www.slideshare.net/KyleKeldsen/the-power-of-stories-48261842

https://www.youtube.com/watch?v=lIiaj4PKI-E

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brand narrative architecture - new tools for classic insights

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