loyalty needs great stories by patrick collister

Loyalty  &  Brands  Need  Great  Stories  

Nederlands-­‐Vlaams  Mediacongres  

Who  is  this  guy?  

I  love  paper  

Why  is  he  here?  

Bribery  

What’s  the  point?  

85%  of  communicaFon  is  unnoFced  

What  was  the  brand?  

The  FT  

Change  

You  have  a  great  product  

It  is  absorbing  

It  is  important  

It  engages  the  senses  

It  engages  the  senses  

You’re  sFll  here  

So,  what’s  the  problem?  

Why  is  The  Economist  successful?  

CommunicaFon  with  a  point  

The  hierarchy  of  ideas  

CreaFve  idea  

CommunicaFons  idea  

Business  idea  

Fat-­‐free  thinking  

Simplify  

Simplify  

Simplify  

The  Economist  

Analysis  

Ideas  People  

Weekly  commentary  

Loyalists  

A  newspaper  

People  in  the  news  

Current  events  

Newspaper  

A  newspaper  

Another  newspaper  

Another  newspaper  

Yet  another  newspaper  

And  another  

And  another  

And  finally  

The  Guardian  

InteresFng  angles  

LeRish  and  smart  

Independent  Views  

The  Guardian  

A  lifestyle  brand  

A  habit  

Where  you  differenFate  

Here  

A  new  plaUorm  

A  new  format  

If  you  can’t  do  that…  

Here  

A  new  approach  

A  differenFated  strategy  

And  if  you  can’t  do  that…  

Here  

A  disFncFve  creaFve  idea  

A  disFncFve  creaFve  idea  

A  quesFon  

What  business  are  you  in?    

Theodore  LeviX  

The  Guardian  

Huffington  Post  

Mostly  it’s  about  strategy  

Who  are  you  talking  to  and  what  are  you  saying?  

I  stand  for  Kenya  

Together  

Together,  let’s  do  it…  

Together,  let’s  do  something…    

Together,  let’s  educate...  

Together,  let’s  build  bridges…  

Together,  let’s  make  peace  

Together,  let’s  celebrate…  

Together,  let’s  share…  

INMA  Best  in  Show  2013  

The  3  C’s  

Readers’  stories  

Readers  can  help  

Archive  

Ideas  people  want  to  be  part  of  

You  can’t  buy  loyalty  

You  acquire  it  

Can  you  share  values?  

Can  you  share  pleasures?  

Can  you  be  surprising?  

Can  you  support  a  cause?  

IntegraFon  

A  small  plane  and  a  banner  

40,000  conversaFons  

An  hour  later  

A  year  later  

Nominated  by  6  girls  

As  they  leR  

It  had  a  point  

An  offer  

Thanks