julie campbell's eduweb 2012 presentation
Post on 18-Oct-2014
1.633 views
DESCRIPTION
For more context and information regarding this presentation, please visit http://www.julie-campbell.com/eduweb-2012-presentation/TRANSCRIPT
![Page 1: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/1.jpg)
Story Strategy 101Roadmap to sharing your core brand stories in
a way that brings measurable actions
Julie CampbellTwitter: @carpe777
![Page 2: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/2.jpg)
“The irony is that while there have never been more ways to REACH consumers, it’s never been harder to CONNECT with consumers.”Brad Jakeman, former advertising chief at Macy’s and CitigroupWinning the Story Wars
![Page 3: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/3.jpg)
Image courtesy of the University of Notre Dame’s Facebook page
![Page 4: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/4.jpg)
Why Do We Tell Stories?“Story-loving isn’t just culture; it’s biology. The human brain has evolved in such a way as to enable the construction and comprehension of narratives.”
Joel Achenbach, “The Vestigial Tale” The Washington Post, October 29, 2009
“Humans are not ideally set up to understand logic; they are ideally set up to understand stories.”
Roger C. Shank, Cognitive Scientist, Tell Me A Story
![Page 5: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/5.jpg)
Why Do We Tell Stories?
“We are our stories. We compress years of experience, thought and emotion into a few compact narratives that we convey to others and tell ourselves stories can provide – context enriched by emotion, a deeper understanding of how we fit in and why that matters…we must listen to each other’s stories and know that we are each the authors of our own lives.” Daniel H. Pink, A Whole New Mind
![Page 6: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/6.jpg)
Brand + Storytelling
What is the most important aspect to consider when creating a brand?
“For me, it's all about having a story to tell. This is what will enable you to create an experience around the brand.”
Stanley Hainsworth
![Page 7: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/7.jpg)
Know Your Brand
![Page 8: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/8.jpg)
Unexpected Meaning
Chuck Lofton’s Video
![Page 9: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/9.jpg)
COHERENCE is:
“the discipline of ensuring a transparent connection between customer expectation (brand) and authentic user experience. Coherence is aligning WHAT we deliver with what we SAY we deliver. Coherence engages customers in shaping a meaningful experience that meets their needs.
Coherence is telling the truth.”http://rhb.com/coherence/
![Page 10: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/10.jpg)
RHB & THE THREE SATELLITEShttp://rhb.com/coherence/three-satellites/
![Page 11: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/11.jpg)
How Do You Tell Your Story?
Elements of Branded Storytelling
Message/Values/MeaningCharacters/Identifiable HeroesPlotConflict/IronyWatch the video
*Resources: Storytelling: Branding in Practice Telling The Story: The Missouri Group
![Page 12: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/12.jpg)
How do you tell Your Story?The Hero’s Journey By Joseph
Campbell
![Page 13: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/13.jpg)
Save The Cat
![Page 14: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/14.jpg)
How Do You Tell Your Story?~To Write Love on Her Arms (TWLOHA)
![Page 15: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/15.jpg)
Let your loyal fans repair your reputation for you…
How Do You Tell Your Story?Toyota’s “Auto-Biography”
![Page 16: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/16.jpg)
How Do You Tell Your Story?
![Page 17: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/17.jpg)
How Do You Tell Your Story?~IMC – Engage All Senses
![Page 18: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/18.jpg)
Don’t lose an opportunity to capture an authentic and compelling story!
![Page 19: Julie Campbell's eduWeb 2012 Presentation](https://reader035.vdocuments.net/reader035/viewer/2022062613/544357e0b1af9f350a8b4982/html5/thumbnails/19.jpg)
“Brands must actually live out the stories they tell and apply the moral of their story not just to their audiences but to themselves. The pressure to live up to your story can also be seen as a transformational, positive force. It casts you, the marketer, in the role of innovation agent within your organization – the stories your brand tells can be a powerful force in leading your company to more responsible real-world behavior.” ~Jonah Sachs, Winning the Story Wars