HOW TO TELL A BRAND STORY PEOPLE WILL LOVE [INBOUND 2014]
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Transcript of HOW TO TELL A BRAND STORY PEOPLE WILL LOVE [INBOUND 2014]
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How to Tell a BrandStory People Will Love
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5 Tactics for Remarkable Storytelling
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Know Your Audience
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#AskJPM
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How did this happen?
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Positioning is Everything
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You can't be everything to everyone, but you can be
something great for someone.
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For (target customer)Who (statement of need or opportunity),(Product name) is a (product category)That (statement of key benefit).Unlike (competing alternative)(Product name)(primary differentiation).
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For Wold Wide Web usersWho enjoy books,Amazon is a retail booksellerThat provides instant access to millions of books.Unlike traditional book retailers,Amazon provides an extraordinary experience,low prices and comprehensive selection.
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instant
enjoy
traditional
effortless
enchant
nostalgia
Make reading easyand enchanting —the way you remember it being.
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Find Your Hero
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1 2 3Make a loan to farmers in
Uganda.
Make a loan to farmers in this village.
Make a loan to Alice.
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Be Authentic
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People don’t buy what you do,they buy why you do it.
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Make it Shareable
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1 2 3To make
people think, feel, smile.
To define ourselves to
others.
Positive validation.
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Know Your Audience
Nail Your Positioning
Find Your Hero
Be Authentic
Design to Be Shared
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