Brand JournalismThe New Conversation Economy

This presentation was presented at:

By Ken DeGilio, CEO, LaunchMob Media

Introducing Ken DeGilio...

LaunchMob Media

KEN DEGILIO, M.S.²

What is Branding?

WHO’S YOUR BRAND HERO?

underconsideration.com/brandnew

What is Brand Journalism?

Storytelling 2.0๏ Brand Attributes

๏ Brand Voice

๏ Brand Story

๏ Brand Equity

Why Do We Need To Tell Our Story?

“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

Developing Your StoryTell the right story... Tell the story right!

Developing Your StoryWhat’s your style?• Tell the right story• Tell the story right

• Use Narrative Patterns

Developing Your StorySparking ActionCommunicating Who You AreTransmitting ValuesCommunicating the BrandFostering CollaborationTaming the GrapevineSharing KnowledgeLeading People into the Future

๏ 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

Brand Story Examples๏ Employee Focus

๏ Customer Focus

๏ Product/Advertising Focus

๏ Cause-related Focus

๏ Interactive Media

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

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

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

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

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

How Do We Know Our Audience?

Your Agency’s Buyer Persona

Creating Your Buyer PersonaKnow Your Audience

• Do your research• Define a specific “person”• Demographics• Psychographics• Lifestyle• Create a narrative• Everyone on same page

Consumer Mindsets

4 Main Categories12 Archetypes

InnocentExplorer

SageHero

OutlawMagician

Regular Guy/GalLoverJester

Caregiver Creator

Ruler

12 Archetypes

The New MediaTools to tell your story...

• Facebook• Twitter• YouTube• Instagram• Pinterest• G+ Hangouts

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

Become a Better Writer!• Talk to One Person• Write Great Headlines• Start Strong• Inject Personality• Embrace Brevity• Don’t Ask for Permission

Digital Media Tips• Social• Video• Photography• Copy

AIDAS

Q&AThank you!

@OrlandoKen

#JCCProCon

LaunchMob Media

Have a great conference and enjoy Orlando!

Thank you!

Orlando Ken