BBDO Connect - The Importance of Storytelling When Building Your Brand

Download BBDO Connect - The Importance of Storytelling When Building Your Brand

Post on 11-Aug-2014

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Most brands offer products or services comparable to what most competitors offer. Now every brand has landed a Facebook page, merely having one is no longer enough to differentiate. Having a great page still is. Great pages are mostly the work of great brands. Typical for great brands? Great content, great stories! With a focus on content and storytelling, every brand - big or small, love brand or a brand - can learn how to really differentiate. Come and discover how.

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<ul><li>11 OKT The importance of storytelling when building your brand </li><li>we create effectiveness </li><li>LIVE DATA THINK CHANGE DIGITAL DIALOG ACTIVATION ONE TO ONE </li><li>LIVE DATA THINK CHANGE DIGITAL DIALOG ACTIVATION ONE TO ONE </li><li>Digital marketing is almost dead Enter todays relationship era Become contagious in six step(p)s The effect of doing </li><li>Digital marketing is almost dead </li><li>Marc Pritchard Global Brand Building Ofcer, P&amp;G </li><li>insight + creativity = idea </li><li>Were in love with the technology right now, a little bit. We need to fall back in love with the ideas again. Because ideas &amp; content will be the real differentiator in the future. Marc Pritchard Global Brand Building Ofcer, P&amp;G </li><li>Enter todays relationship era </li><li>If you are still selling goods and services by blanketing the world with advertising, trying to persuade or entertain or atter consumers into submission, you are doing things all wrong. Because the world has changed. A lot. Doug Levy Bob Gareld Co-authors of Cant buy me like </li><li>COLLAPSE OF MASS INCREASE OF TRANSPARENCY RISE OF SOCIAL CONNECTIVITY PRIMACY OF TRUST the relationship eraTM </li><li>= the relationship eraTM digital channel| technology|media </li><li>= the relationship eraTM human needs | connections | values </li><li>whats the main ingredient for every relationship? </li><li>TRUST </li><li>the 3 Cs of TRUST credibility | care | congruency </li><li>credibility does your offering correspond to what you promise? </li><li>care do you understand your consumer and listen to what he really thinks about you? </li><li>congruency does every company aspect reect the values you share? </li><li>HIGH BRAND SUSTAINABILITY MAP SUSTAINABLE RELATIONSHIP RELATIONSHIP LIMITED RELUCTANT RELATIONSHIP RELATIONSHIP LOW TRUST EMOTIONAL LOW TRANSACTIONS HIGH </li><li>Ron Shaich co-CEO, Panera Bread </li><li>Our whole marketing effort is fueling word of mouth. Marketing is simply amplication of the experience within. It's not like we are going to convince you that we are something that we are not. Ron Shaich co-CEO of Panera Bread </li><li>Become contagious in six step(p)s </li><li>LOW EFFECTIVENESS HIGH THE TIPPING POINT LOW # OF CONNECTIONS HIGH </li><li>Jonah Berger Author of Contagious &amp; Marketing Professor, Wharton School of Business </li><li>By focusing so much on the messenger, we've neglected a much more obvious driver of sharing: the message Jonah Berger Author of Contagious Marketing Professor, Wharton School of Business </li><li>FRAMEWORK </li><li>social currency triggers emotion public practical value stories </li><li>social currency triggers emotion public practical value People share things that make them look good stories </li><li>social currency triggers emotion public practical value Top of mind, tip of tongue stories </li><li>social currency triggers emotion public When we care, we share practical value stories </li><li>social currency triggers emotion public practical value Built to show, built to grow stories </li><li>social currency triggers emotion public News you can use practical value stories </li><li>social currency triggers emotion public practical value stories Information travels under the guise of idle chatter </li><li>How is Dumb ways to die? </li><li>You may observe that Bill Clinton, Bill Gates and Bill Cosby are all famous and conclude that changing your name to Bill is the route to fame and fortune. Jonah Berger Author of Contagious Marketing Professor, Wharton School of Business </li><li>The effect of doing </li><li>HIGH THE CONTENT SPECTRUM BRANDING IMPACT high effort high impact LOW low effort low impact LOW CONTENT EFFORTS HIGH </li><li>THE CONTENT SPECTRUM HIGH content by doing brand building BRANDING IMPACT content campaigns brand connections branded content brand visibility LOW content curation brand afnity LOW CONTENT EFFORTS HIGH </li><li>THE CONTENT SPECTRUM brand building content campaigns brand connections 86 energy saving tips branded content brand visibility content curation LOW BRANDING IMPACT HIGH content by doing brand afnity LOW CONTENT EFFORTS HIGH </li><li>THE CONTENT SPECTRUM HIGH content by doing brand building BRANDING IMPACT mobile app content campaigns brand connections branded content brand visibility LOW content curation brand afnity LOW CONTENT EFFORTS HIGH </li><li>THE CONTENT SPECTRUM HIGH content by doing brand building BRANDING IMPACT content campaigns brand connections branded content brand visibility LOW content curation brand afnity LOW Sharing Energy CONTENT EFFORTS HIGH </li><li>THE CONTENT SPECTRUM HIGH content by doing brand building BRANDING IMPACT content campaigns brand connections branded content brand visibility #Energy OnTheGo LOW content curation brand afnity LOW CONTENT EFFORTS HIGH </li><li>SUSTAINABLE RELATIONSHIP insights + creativity = idea a trust-worthy partner for its clients STEPPS -proof solutions content by doing approach </li><li>Money cant buy you love... John Lennon Paul McCartney The Beatles </li><li>Thank you! </li></ul>