cut through the noise. the 3es of brand storytelling - emotion, engagement, experience

Cut Through the Noise

The 3Es of Brand Storytelling: Emotion, Engagement, and Experience

Tunisha Singleton, PhD Candidate

Media Psychologist, Chief eXperience Offier, JabCross Media

The gridirons of real life and digital media are saturated with content.

Copyright Tunisha J. Singleton | @TSingletonSays | JabCross Media

Media is no longer “a thing” separated from identity

• Part of human culture• Hero enabling• Conduit to personal, social &

global change • Tool for economic and

professional growth• Barrier breaking


“A cyborg is not Terminator or Robocop, but the experience of everyday life that's been altered by technology. Everyone that uses technology is a superhuman.”

Amber Case, Cyborg Anthropologist

“It's not so strange anymore because it's the norm -- most everyone else around us is also a superhuman. The only time we notice it is when our devices run out of power. We're all super humans until our devices lose energy.”


Media psychology is an applied research method which uses psychological science as the lens for the study, analysis and development of traditional and emerging media communications and technology.


“Let tech be the car and story be the driver. The car isn’t going anywhere w/o something behind the wheel driving it right?

Let story make the tech relevant & practical, or watch it sit & collect bird sh*t like an old Buick.”

~Tunisha J. Singleton, Ph.D. ABD

The Need for Story


The acceleration of content is no longer enough for brand or product

sustainability


Innate Storytellers

o Contagiouso Bring people togethero Build loyalty, empathy,

connections


So...how do I make my project stand out?


Sculpt your story with a set of 3Es:

1)Emotion2)Engagement3)Experience


1) Emotion

Strategically use technology to build emotionally-binding content.

Understanding the human drivers of behavior with research will tap into your audience’s needs and help create brand loyalty.


Emotion in Immersive Media

360 and VR experiences entering the non-profit sector

Cause marketing + social advocacy efforts

Build empathy to turn users into donors CharityWater.org

Photo: Adam Mason


Emotional Components of Identification/Commitment

Affective Continuance Normative

Want Need Should

2) Engagement

Ignite our social and digital media landscape with activity.

Invite opportunities to engage and see their experience come to fruition.


Transmedia Storytelling and Participatory Culture

Being honest, authentic, and true to your brand’s core story will open doors for interaction.

“Participation creates loyalty as a byproduct of ownership.”

- Dr. Pamela Rutledge,

Media Psychologist


Engagement in the Vertical of Sports Media

Synergy Sponsorship research

Insatiable Social Animals:

78% of sports fans state that ease of access and immediacy of information are key drivers for social media use



Multiplatform Brand of Kyle

Long

3) Experience

Products and services come and go. But great experiences have no expiration date.

Learn the research tools to hone your project’s experience. Turn precious moments into valuable assets.


“Companies should realize that they must make memories (and not goods) and create the stage for generating greater economic value (and not deliver services). Goods and services are no long enough. Customers now want experiences and they’re willing to pay admission for them.”

Experience Economy, - B.

Joseph Pine II and James H. Gilmore, cofounders Strategic Horizons LLP.


Women empowerment

brand experience

Reebok Campaigns 2015

#BeMoreHuman 2016

#PerfectNever


Remodeling Reebok Through Core Values

Challenges

Authenticity

Equality

Pure performer products Style trendsetting swag Restoring nostalgic products

“Pumps” Les Mills Group X classes UFC affiliation Ronda Rousey lead

spokeswoman


Experience is Undefeated.

Feel it.

Remember it.Share it .


cut through the noise. the 3es of brand storytelling - emotion, engagement, experience

Marketing