brand journalism the new conversation economy .key
DESCRIPTION
JCCs of North AmericaTRANSCRIPT
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Brand JournalismThe New Conversation Economy
This presentation was presented at:
By Ken DeGilio, CEO, LaunchMob Media
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Introducing Ken DeGilio...
LaunchMob Media
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KEN DEGILIO, M.S.²
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What is Branding?
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WHO’S YOUR BRAND HERO?
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underconsideration.com/brandnew
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What is Brand Journalism?
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Storytelling 2.0๏ Brand Attributes
๏ Brand Voice
๏ Brand Story
๏ Brand Equity
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Why Do We Need To Tell Our Story?
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“When you tell a storyabout an apparently trivial incident, it exposes the
entire fabric of your character.”
Stephen Denning, The Leader’s Guide to Storytelling
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Developing Your StoryTell the right story... Tell the story right!
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Developing Your StoryWhat’s your style?• Tell the right story• Tell the story right
• Use Narrative Patterns
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Developing Your StorySparking ActionCommunicating Who You AreTransmitting ValuesCommunicating the BrandFostering CollaborationTaming the GrapevineSharing KnowledgeLeading People into the Future
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๏ Brand Stories provide a way for organizations to tell their customers and employees who they are, create brand experiences, and encourage others to take action.
๏ Companies use a variety of ways to communicate their brand story to their customers.
๏ Brand stories create a shortcut for the customer to become connected with the brand.
Brand Stories
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Brand Story Examples๏ Employee Focus
๏ Customer Focus
๏ Product/Advertising Focus
๏ Cause-related Focus
๏ Interactive Media
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Brand Stories Employee Focus
• How did we get here? Example: Sir Richard BransonCEO Interview
• Gives a glimpse of the employee at work Example: Fueled by Ramen
• How employees reflect the brand itself Example: PIXAR, IKEA
• Real-life story of how employee saved the day Example: FEDEX
Employee to the Rescue
Mirroring the Brand
Hard Work Pays Off
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Brand Stories Customer Focus
• Demonstrates customer success stories Example: Apple Shake
• Uses traditional customer testimonials
• Takes the reader to a new experience Examples: Sheraton, Jones Soda
• Shows the customer’s viewpoint Example: Wii
Success Stories
Experiences
Point of View
Testimonials
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Brand Stories Product/Ad Focus
• Tells its unique brand story Examples: American Express, GEICO
• Uses a fable or story to define the brand Example: Ariel Investments
• Creates memorable ads to tell a story Example: Mac vs. PC and I’m a PC
Ad Stories
Once Upon a Time
Memorable Ads
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Brand Stories Cause-related
• Tells the story of community Examples: Paul Mitchell, Kenneth Cole, Target
• Uses “green” to paint the picture Examples: Clorox, Toyota
• Shows its values based on a closely related charity Examples: Silk Soy Milk, Vitamin Water
Community
Going Green
Giving Back
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A Brand Story...• Needs to build the brand
• Brings to life what is unique about the brand
• Creates a stronger connection with the customer and the brand
• Identifies the brand promise
• Builds a consistent message with the brand identity
• Reflects a strong archetype
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How Do We Know Our Audience?
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Your Agency’s Buyer Persona
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Creating Your Buyer PersonaKnow Your Audience
• Do your research• Define a specific “person”• Demographics• Psychographics• Lifestyle• Create a narrative• Everyone on same page
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Consumer Mindsets
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4 Main Categories12 Archetypes
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InnocentExplorer
SageHero
OutlawMagician
Regular Guy/GalLoverJester
Caregiver Creator
Ruler
12 Archetypes
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The New MediaTools to tell your story...
• Facebook• Twitter• YouTube• Instagram• Pinterest• G+ Hangouts
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Content Marketing4 Tactics You Can Do Right Now...• Know Your Audience• Develop your Editorial Calendar• Assign a Chief Content Officer• Create Quality Content• Become Purpose Driven
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Become a Better Writer!• Talk to One Person• Write Great Headlines• Start Strong• Inject Personality• Embrace Brevity• Don’t Ask for Permission
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Digital Media Tips• Social• Video• Photography• Copy
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AIDAS
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Q&AThank you!
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@OrlandoKen
#JCCProCon
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LaunchMob Media
Have a great conference and enjoy Orlando!
Thank you!
Orlando Ken