Brand Journalism the New Conversation Economy .key
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Transcript of Brand Journalism the New Conversation Economy .key
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