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Loyalty needs great stories by Patrick Collister
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Loyalty & Brands Need Great Stories NederlandsVlaams Mediacongres
Transcript of Loyalty needs great stories by Patrick Collister
Loyalty & Brands Need Great Stories
Nederlands-‐Vlaams Mediacongres
Who is this guy?
I love paper
Why is he here?
Bribery
What’s the point?
85% of communicaFon is unnoFced
What was the brand?
The FT
Change
You have a great product
It is absorbing
It is important
It engages the senses
It engages the senses
You’re sFll here
So, what’s the problem?
Why is The Economist successful?
CommunicaFon with a point
The hierarchy of ideas
CreaFve idea
CommunicaFons idea
Business idea
Fat-‐free thinking
Simplify
Simplify
Simplify
The Economist
Analysis
Ideas People
Weekly commentary
Loyalists
A newspaper
People in the news
Current events
Newspaper
A newspaper
Another newspaper
Another newspaper
Yet another newspaper
And another
And another
And finally
The Guardian
InteresFng angles
LeRish and smart
Independent Views
The Guardian
A lifestyle brand
A habit
Where you differenFate
Here
A new plaUorm
A new format
If you can’t do that…
Here
A new approach
A differenFated strategy
And if you can’t do that…
Here
A disFncFve creaFve idea
A disFncFve creaFve idea
A quesFon
What business are you in?
Theodore LeviX
The Guardian
Huffington Post
Mostly it’s about strategy
Who are you talking to and what are you saying?
I stand for Kenya
Together
Together, let’s do it…
Together, let’s do something…
Together, let’s educate...
Together, let’s build bridges…
Together, let’s make peace
Together, let’s celebrate…
Together, let’s share…
INMA Best in Show 2013
The 3 C’s
Readers’ stories
Readers can help
Archive
Ideas people want to be part of
You can’t buy loyalty
You acquire it
Can you share values?
Can you share pleasures?
Can you be surprising?
Can you support a cause?
IntegraFon
A small plane and a banner
40,000 conversaFons
An hour later
A year later
Nominated by 6 girls
As they leR
It had a point
An offer
Thanks
