cbe16 - authenticity above all else
TRANSCRIPT
HOW TO EFFECTIVELY
COMMUNICATE YOUR BRAND STORY
AUTHENTICITY ABOVE ALL ELSE
Christian McMahan
Managing Partner, Smartfish Group
@cmcmahan_
OPENING THOUGHTS
HOW TO CRAFT YOUR STORY EFFECTIVELY
FINDING YOUR TRUE SOUL
ENSURING THAT ONE THING IS RIGHT
OPEN TO QUESTIONS
WHAT I KNOW NOW, I WISH I KNEW THEN
OPENING THOUGHTS
Marketing the 3-Legged Stool
The Road to Cooperstown
Today’s 5 P’s- SO LO MO CO
The New Reality – 78% vs 14%
Think with Discipline, Act with Courage
OPENING THOUGHTS
FINDING YOUR TRUE SOUL
CRAFTING YOUR STORY & MESSAGE
ENSURING THAT ONE THING IS RIGHT
OPEN TO QUESTIONS
WHAT I KNOW NOW, I WISH I KNEW THEN
FINDING YOUR TRUE SOUL
FINDING YOUR TRUE SOUL
FINDING YOUR TRUE SOUL
FINDING YOUR TRUE SOUL
FINDING YOUR TRUE SOUL
FINDING YOUR TRUE SOUL
WHAT I KNOW NOW, I WISH I KNEW THEN
OPEN TO QUESTIONS
OPENING THOUGHTS
FINDING YOUR TRUE SOUL
ENSURING THAT ONE THING IS RIGHT
CRAFTING YOUR STORY AND MESSAGE
CRAFTING YOUR STORY – DOS EQUIS
CRAFTING YOUR STORY & MESSAGE
THE LEGEND CREATIVE
THE LEGEND CREATIVE
THE WISDOM CREATIVE
THE WISDOM CREATIVE
THE WISDOM CREATIVE
CRAFTING YOUR STORY – DOS EQUIS
CRAFTING YOUR STORY – DOS EQUIS
#1 Fastest Growing Import in US Over Last 4 Years
1st Beer Brand to Reach 1 Million Fans on Facebook
Cannes, One Show, and Effie Winner
Significant PR and Buzz 8 Years Later
That’s All Nice, But Did It Work?
ENSURING THAT ONE THING IS RIGHT
OPEN TO QUESTIONS
OPENING THOUGHTS
FINDING YOUR TRUE SOUL
CRAFTING YOUR STORY & MESSAGE
WHAT I KNOW NOW, I WISH I KNEW THEN
CASE STUDY ONE – WORMTOWN
CASE STUDY ONE – WORMTOWN
CASE STUDY ONE – WORMTOWN
CASE STUDY ONE – WORMTOWN
CASE STUDY ONE – WORMTOWN
CASE STUDY ONE – WORMTOWN
CASE STUDY ONE – WORMTOWN
CASE STUDY TWO – OTTER CREEK
CASE STUDY TWO – OTTER CREEK
CASE STUDY TWO – OTTER CREEK
CASE STUDY TWO – OTTER CREEK
CASE STUDY TWO – OTTER CREEK
CASE STUDY TWO – OTTER CREEK
WHAT I KNOW NOW, I WISH I KNEW THEN
OPEN TO QUESTIONS
OPENING THOUGHTS
FINDING YOUR TRUE SOUL
CRAFTING YOUR STORY AND MESSAGE
ENSURING THAT ONE THING IS RIGHT
Build Deep Meaningful Relationships
(Share of Mind/Share of Heart)
Get Involved In Creative Process
WHAT I KNOW NOW, I WISH I KNEW THEN
Build Deep Meaningful Relationships
(Share of Mind/Share of Heart)
Get Involved In Creative Process
The Name on the Door Means NOTHING
Enjoy The Ride!
WHAT I KNOW NOW, I WISH I KNEW THEN
OPEN TO QUESTIONS
OPENING THOUGHTS
FINDING YOUR TRUE SOUL
CRAFTING YOUR STORY & MESSAGE
ENSURING THAT ONE THING IS RIGHT
WHAT I KNOW NOW, I WISH I KNEW THEN
