julie campbell's eduweb 2012 presentation
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Story Strategy 101Roadmap to sharing your core brand stories in
a way that brings measurable actions
Julie CampbellTwitter: @carpe777
“The irony is that while there have never been more ways to REACH consumers, it’s never been harder to CONNECT with consumers.”Brad Jakeman, former advertising chief at Macy’s and CitigroupWinning the Story Wars
Image courtesy of the University of Notre Dame’s Facebook page
Why Do We Tell Stories?“Story-loving isn’t just culture; it’s biology. The human brain has evolved in such a way as to enable the construction and comprehension of narratives.”
Joel Achenbach, “The Vestigial Tale” The Washington Post, October 29, 2009
“Humans are not ideally set up to understand logic; they are ideally set up to understand stories.”
Roger C. Shank, Cognitive Scientist, Tell Me A Story
Why Do We Tell Stories?
“We are our stories. We compress years of experience, thought and emotion into a few compact narratives that we convey to others and tell ourselves stories can provide – context enriched by emotion, a deeper understanding of how we fit in and why that matters…we must listen to each other’s stories and know that we are each the authors of our own lives.” Daniel H. Pink, A Whole New Mind
Brand + Storytelling
What is the most important aspect to consider when creating a brand?
“For me, it's all about having a story to tell. This is what will enable you to create an experience around the brand.”
Stanley Hainsworth
Know Your Brand
Unexpected Meaning
Chuck Lofton’s Video
COHERENCE is:
“the discipline of ensuring a transparent connection between customer expectation (brand) and authentic user experience. Coherence is aligning WHAT we deliver with what we SAY we deliver. Coherence engages customers in shaping a meaningful experience that meets their needs.
Coherence is telling the truth.”http://rhb.com/coherence/
RHB & THE THREE SATELLITEShttp://rhb.com/coherence/three-satellites/
How Do You Tell Your Story?
Elements of Branded Storytelling
Message/Values/MeaningCharacters/Identifiable HeroesPlotConflict/IronyWatch the video
*Resources: Storytelling: Branding in Practice Telling The Story: The Missouri Group
How do you tell Your Story?The Hero’s Journey By Joseph
Campbell
Save The Cat
How Do You Tell Your Story?~To Write Love on Her Arms (TWLOHA)
Let your loyal fans repair your reputation for you…
How Do You Tell Your Story?Toyota’s “Auto-Biography”
How Do You Tell Your Story?
How Do You Tell Your Story?~IMC – Engage All Senses
Don’t lose an opportunity to capture an authentic and compelling story!
“Brands must actually live out the stories they tell and apply the moral of their story not just to their audiences but to themselves. The pressure to live up to your story can also be seen as a transformational, positive force. It casts you, the marketer, in the role of innovation agent within your organization – the stories your brand tells can be a powerful force in leading your company to more responsible real-world behavior.” ~Jonah Sachs, Winning the Story Wars
