ncga keynote 2011
DESCRIPTION
Brand Story Mojo: Who’s the Hero of Your Story?TRANSCRIPT
© 2011 www.getstoried.com 1
Brand Story Mojo: Who’s the Hero of Your Story?National Cooperative Grocers AssociationMichael Margolis, Get Storied, @getstoried
Wednesday, May 18, 2011
© 2011 www.getstoried.com 2
@getstoried
share, quote, discuss:
Wednesday, May 18, 2011
(c) 2009 Michael Margolis www.getstoried.com
P O P Q U I ZDigging into Brand Perceptions
3
Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America.
Wednesday, May 18, 2011
(c) 2009 Michael Margolis www.getstoried.com
P O P Q U I ZDigging into Brand Perceptions
3
Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America.
BEST
Wednesday, May 18, 2011
(c) 2009 Michael Margolis www.getstoried.com
P O P Q U I ZDigging into Brand Perceptions
3
Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America.
BEST WORST
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Your story vs their story.
Perception is reality.
4
Wednesday, May 18, 2011
© 2011 www.getstoried.com 5
consultantspeaker
Wednesday, May 18, 2011
© 2011 www.getstoried.com 5
consultantspeaker
author/publisherpodcasterjournalistprofessordeandesignercurator
Wednesday, May 18, 2011
© 2011 www.getstoried.com 6
Wednesday, May 18, 2011
© 2011 www.getstoried.com 7
WHY STORY?
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Everyone has a story to tell.
You are the narrator of your life story.
Circumstance. Choice. Consequence.
8
Wednesday, May 18, 2011
(c) 2009 Michael Margolis www.getstoried.com
Visionaries. Innovators.Entrepreneurs.‣How do you translate something new and different into mainstream acceptance?
‣How do you get others to believe, see, and care about the same things you do?
9
Wednesday, May 18, 2011
© 2011 www.getstoried.com
People don’t buy a product, service, or idea - they buy the story that’s attached to it.
10
Consider the following:
Wednesday, May 18, 2011
© 2011 www.getstoried.com 11
PRIUS
BENZ
VOLVO
CIVIC
Wednesday, May 18, 2011
© 2011 www.getstoried.com
People don’t buy a product, service, or idea - they buy the story that’s attached to it.
12
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Do you feel co-ops are valued, understood, and
widely appreciated? 13
Wednesday, May 18, 2011
© 2011 www.getstoried.com 14
Yes No
Why Shop at a Co-Op?
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Your brand is only as strong as the stories that people tell about you.
15
Wednesday, May 18, 2011
© 2011 www.getstoried.com 16
FINDING ABIGGER STORY
Wednesday, May 18, 2011
© 2011 www.getstoried.com 17
Wednesday, May 18, 2011
© 2011 www.getstoried.com 18
No Longer Differentiators of the Co-Op Grocers Movement
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Don’t know our food sources
19
Wednesday, May 18, 2011
© 2011 www.getstoried.com 20
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Your relationship to food mirrors your relationship to life.
Co-ops can transform our relationships to food, economy, society, and the earth.
Social media is relationship technology.
Storytelling is about the relationship between things. Circumstance, choice, consequence. How it all connects.
21
Wednesday, May 18, 2011
© 2011 www.getstoried.com 22
Wednesday, May 18, 2011
© 2011 www.getstoried.com 23
The Voice of a Movement
Wednesday, May 18, 2011
© 2011 www.getstoried.com 24
Wednesday, May 18, 2011
© 2011 www.getstoried.com 25
Food stories highlighting sustainable, small businesses across the state of New York. A behind-the-scenes look at Milkmade, a subscription service for home-made ice cream that never delivers you the same flavor more than once; lead us to Long Island to meet Dan Machin and his self-titled farm ‘The Lone Acre’, revealing his goal of living for 1 year as a solo man with but one acre of land and the intention of growing over 100 varieties to sell at his first NYC market stand; and last but not least, allowed us to spend time with urban beekeepers based in Brooklyn who wanted to fulfill their desires to make home-made honey.
Wednesday, May 18, 2011
© 2011 www.getstoried.com 26
Wednesday, May 18, 2011
© 2011 www.getstoried.com
We live in a new age of collaboration, connection,
and co-creation. 27
Wednesday, May 18, 2011
© 2011 www.getstoried.com 28
A co-op is a business owned and governed by its customers that operates for their benefit. When people need something they can't get easily or at a reasonable cost, they can start a co-op to get it. Cooperation is a powerful tool to help communities meet local needs.
Co-ops cultivate a sustainable development on a human scale, and provide consumers with housing, health care, day care, elder services, electricity and even banking services (credit unions) as well as food. International co-op principles guide co-op business practices.
Natural food co-ops are a co-op success story. In the 1970s people wanted organic and unprocessed basic foods that were not readily available in grocery stores. They organized co-ops to get these products and built connections with producers and vendors.
Thanks to those efforts we have a thriving organic and natural food industry. Food co-ops are changing the way Americans look at food and farming.
Source: The Wedge Natural Foods Co-Op
Wednesday, May 18, 2011
© 2011 www.getstoried.com 29
WE
Self
Place Tribe
3 Inter-Related Dimensions
Share Stories
Discover Connections
RedefineIdentity
Wednesday, May 18, 2011
© 2011 www.getstoried.com 30
Deeper Living Mythos
Aspirational Lifestyle
Wednesday, May 18, 2011
© 2011 www.getstoried.com 31
Wednesday, May 18, 2011
© 2011 www.getstoried.com 32
BRAND STORYMOJO
Wednesday, May 18, 2011
© 2011 www.getstoried.com 33
“A great brand is a story that’s never completely told...Stories create the emotional context
people need to locate themselves in a larger experience.”
Scott Bedbury
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Brand EverythingBrands come in every shape, form, and size imaginable:
Products, Celebrities, Politicians, Countries, Causes, and even YOU
34
Wednesday, May 18, 2011
© 2011 www.getstoried.com 35
3 Drivers of a Brand Story1. Brand Origins: Back Story2. Noble Cause: Point of View3. Cultural Impact: Social Meaning
Wednesday, May 18, 2011
© 2011 www.getstoried.com 36
Legendary Notebooks
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Social Meaning
Cultural Impact
Point of View
Noble Cause
Back Story
BrandOrigins
Definition
37
Behavior ChangeIdentity/BeliefsAuthenticityValue
WorthEthosMotivationsReveals
How is my life better?
Do you really care?
Are you for real?Question
Wednesday, May 18, 2011
© 2011 www.getstoried.com 38
Help people locate themselves in a bigger story
Wednesday, May 18, 2011
© 2011 www.getstoried.com 39
Beginning EndMiddle
Circumstance ConsequenceChoice
Past FuturePresent
Set-up ResolutionDilemma
Storytelling as a Matrix of Perception and Reality
Brand Origins Cultural ImpactNoble Cause
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Your Origins Define You
40
Consider the circumstances for how you gained your powers.
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Every brand needs a backstory.
41
Wednesday, May 18, 2011
© 2011 www.getstoried.com 42
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Product Back Stories => Food Chain
43
Wednesday, May 18, 2011
© 2011 www.getstoried.com 44
1. Orphaned - must figure it out yourself
2. Idealistic - strong motivation/values
3. Constrained - overcome big obstacles
4. Evolutionary - must find inner power
5. Outsider - free of social constraints
6. Healer - put the world back in order
What are Superhero Traits?
Wednesday, May 18, 2011
© 2011 www.getstoried.com 45
Noble Cause
Wednesday, May 18, 2011
© 2011 www.getstoried.com 46
TOMS Shoes: Stands for Something
Wednesday, May 18, 2011
© 2011 www.getstoried.com 47
Point of View
Wednesday, May 18, 2011
© 2011 www.getstoried.com 48
Point of View
Wednesday, May 18, 2011
© 2011 www.getstoried.com 49
The Ultimate Question
Wednesday, May 18, 2011
© 2011 www.getstoried.com 49
Are you trying to just sell me something...?
The Ultimate Question
Wednesday, May 18, 2011
© 2011 www.getstoried.com 49
Are you trying to just sell me something...?
Or do you want to change the world...my world?
The Ultimate Question
Wednesday, May 18, 2011
© 2011 www.getstoried.com 50
Cultural Impact
Wednesday, May 18, 2011
© 2011 www.getstoried.com 51
Focus on 3 Questions:On what basis or motivation was your co-op established?
What is the noble cause and riddle you are trying to solve?
How does your co-op transform people’s relationships to...?
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Social Meaning
Cultural Impact
Point of View
Noble Cause
Back Story
BrandOrigins
Definition
52
Behavior ChangeIdentity/BeliefsAuthenticityValue
WorthEthosMotivationsReveals
How is my life better?
Do you really care?
Are you for real?Question
Wednesday, May 18, 2011
© 2011 www.getstoried.com 53
THE HERO
Wednesday, May 18, 2011
© 2011 www.getstoried.com 54
HEROES
VILLAINS
Wednesday, May 18, 2011
© 2011 www.getstoried.com 55
Who’s the Hero?
‣ farmer‣ food‣ co-op‣ shopper‣ co-owner
Wednesday, May 18, 2011
© 2011 www.getstoried.com 56
Wednesday, May 18, 2011
© 2011 www.getstoried.com 57
Who’s the Hero?
‣ farmer‣ food‣ co-op‣ shopper‣ co-owner
Wednesday, May 18, 2011
© 2011 www.getstoried.com 58
“Tell a story people can identify with as their own, and the need to persuade, convince, or sell them
on anything disappears.”
Wednesday, May 18, 2011
© 2011 www.getstoried.com 59
The Hero Framework
Goal Beneficiary
Adversary The Hero Allies
Benefactor
Fairy Godmother
The King Save the Princess Kingdom’s Happiness
and Prosperity
The Villain The Prince
Wednesday, May 18, 2011
© 2011 www.getstoried.com 60
AARP Hero FrameworkGoal Beneficiary
Adversary The Hero Allies
Benefactor
Tools for Family,
Health, Wealth, Fun
AARP Living a Fulfilled Quality Life Society’s Re-invention
Traditional Norms and
Safety Net Gone Boomers and Elders
Wednesday, May 18, 2011
© 2011 www.getstoried.com 61
The Hero Framework
Goal Beneficiary
Adversary The Hero Allies
Benefactor
Fairy Godmother
The King Save the Princess Kingdom’s Happiness
and Prosperity
The Villain The Prince
Wednesday, May 18, 2011
© 2011 www.getstoried.com 62
Wednesday, May 18, 2011
© 2011 www.getstoried.com 63
Wednesday, May 18, 2011
© 2011 www.getstoried.com 64
Brand Story EngagementHow Audiences Locate Themselves in Your Story
!! Mission
!! Needs/interests
!! Dreams/aspirations
1 2 3
Meaningful
experiences Emotional
capital
Pride of
belonging
!! Memorable acts
!! Symbolic celebration
!! Social connection
!! Self-identification
!! Co-creation
!! Status/recognition
OWNERSHIP PLATFORM MOTIVATION
Wednesday, May 18, 2011
© 2011 www.getstoried.com
Social Meaning
Cultural Impact
Point of View
Noble Cause
Back Story
BrandOrigins
Definition
65
Behavior ChangeIdentity/BeliefsAuthenticityValue
WorthEthosMotivationsReveals
How is my life better?
Do you really care?
Are you for real?Question
Wednesday, May 18, 2011
© 2011 www.getstoried.com
<
HOW you tell the story
66
>>>
Having a story that’s WORTH telling
Wednesday, May 18, 2011
© 2011 www.getstoried.com 67
www.thenewaboutme.com
Personal Branding, Minus the Icky StuffOfficial Launch on May 9, 2011
Basic: $247 Deluxe: $597
Wednesday, May 18, 2011
© 2011 www.getstoried.com 68
Virtual Conf. on Future of StorytellingNovember 11-22, 2011
$297 VIP Pass
Wednesday, May 18, 2011
© 2011 www.getstoried.com 69
Identity is destiny.
Wednesday, May 18, 2011
© 2011 www.getstoried.com 70
@getstoried
connect more:
Wednesday, May 18, 2011