1. How to Create a Brand (and a better marketing experience) July 2013 Kathy Klotz-Guest @kathyklotz guest kat hy@keepingit human.com

2. About Kathy Marketing Storyteller, Speaker, Strategist I help organizations find their critical marketing narratives and tell those stories in everything they do! Value play, simplicity, and human-speak in business 20 years high-tech marketing / communications strategy and comedy Founding Sr. Fellow, new media think tank (sncr.org) MA Stanford University, MBA UC Berkeley All rights reserved 2013. Klotz-Guest 2 3. Why the Hell Does it Matter? Marketing Noise! All rights reserved 2013. Klotz-Guest 3 Research says 92.3% of audiences are made up of people. People hate overload. Research also says 79.4% of facts are completely made up! 4. All rights reserved 2013. Klotz-Guest 4 Image courtesy of cubicle ranch.com BAROMETER O 5. All rights reserved 2013. Klotz-Guest 5 A wealth of information creates a poverty of attention. ~ Herbert Simon, late Nobel laureate economist Attention, Trust (EdelmanTrust Barometer) Volume of Information 6. Buyers Journey Has Changed All rights reserved 2013. Klotz-Guest 6 Buyers are 67% to 90% through their journey by the time they contact the vendor - Forrester, Oct 2012 7. We gamify learning interactions for paradigm-shifts in large organizations All rights reserved 2013. Klotz-Guest 7 *PS: if you say paradigm-shifts or revolutionary, chances are you arent. 8. Out with Targets In with People! All rights reserved 2013. Klotz-Guest 8 9. Wanna Connect? Get Human! Three Ways to Humanize Your Brand Simple Stories Think Upside Down Likeability? Unleash Your Best People All rights reserved 2013. Klotz-Guest 9 10. All rights reserved 2013. Klotz-Guest 10 Source: The Historical Society 11. How does marketing make us FEEL? All rights reserved 2013. Klotz-Guest 11 Facts, and most are filtered! Feelings Conscious Mind 10% Subconscious Mind 90% 12. How People Think We Decide All rights reserved 2013. Klotz-Guest 12 EMOTIONS LOGIC EMOTIONS LOGIC 13. Stories Scale Stories are remembered up to 22X more than facts alone. - Stanford University GSB All rights reserved 2013. Klotz-Guest 13 14. All rights reserved 2013. Klotz-Guest 14 Stories, Not Messaging! autoblog.com 15. Its Not About Your Product All rights reserved 2013. Klotz-Guest 15 Field Notes Brand 16. All rights reserved 2013. Klotz-Guest 16 Story Its about ME, dummy! 17. All rights reserved 2013. Klotz-Guest 17 Customers dont buy what we make; they buy who we are. 18. Underlying Human Need Solve a problem Create opportunity Make life better All rights reserved 2013. Klotz-Guest 18 Most businesses dont focus on the Human Element 19. Purpose: Movement Your core story is bigger than the company and product All rights reserved 2013. Klotz-Guest 19 20. Humanize and Influence Emotions rule Elevate purpose Hope and empathy Show change All rights reserved 2013. Klotz-Guest 20 21. All rights reserved 2013. Klotz-Guest 21 Think 22. Surprise! All rights reserved 2013. Klotz-Guest 22 23. All rights reserved 2013. Klotz-Guest # 24. The Truth is Funny: Humor Humanizes so Lighten Up! All rights reserved 2013. Klotz-Guest 24 www.kinaxis.com 25. All rights reserved 2013. Klotz-Guest # 26. Hubspot, Unsubscribe All rights reserved 2013. Klotz-Guest 26 I could change... Maybe we could be friends with benefits? 27. Experiment: Try. Fail. Rinse. Repeat. Learn. All rights reserved 2013. Klotz-Guest 27 Marketing is a hell of a lot of art. Stop looking for lightening in a bottle. 28. All rights reserved 2013. Klotz-Guest 28 Likeability 29. Advocacy: People Like Me Social Proof and Trust All rights reserved 2013. Klotz-Guest 29 Advocates are 5X more influential than paid media: actively referring you Forrester: 94% trust advocates 18% trust influencers Source: Forrester 30. Personalities Matter All rights reserved 2013. Klotz-Guest 30 Source: Apple Insider 31. Personality All rights reserved 2013. Klotz-Guest 31 32. Website Bios All rights reserved 2013. Klotz-Guest 32 33. Unleash Your Best Storytellers All rights reserved 2013. Klotz-Guest 33 Person-Person Service Builds Trust 34. Let Your Advocates Talk: Their voice, Their Way All rights reserved 2013. Klotz-Guest 34 Source: Starbucksmelody.com 35. Where can I humanize? Simple Feeling Stories Think Upside Down and Lighten Up! Likeability Means People and Personality All rights reserved 2013. Klotz-Guest 35 36. All rights reserved 2013. Klotz-Guest 36 37. Thank You for Keeping it Human with me! kathy@keepingithuman.com @kathyklotzguest Marketer to the Human Kind All rights reserved 2013. Klotz-Guest 38. All rights reserved 2013. Klotz-Guest 38 Visit Kathys Human Blog and Sign Up 39. All rights reserved 2013. Klotz-Guest 39 Connect with Kathy Facebook Twitter LinkedIn 40. Marketing Podcast All rights reserved 2013. Klotz-Guest 40