Presentation by From The Rooftops & On Your Feet delivered during a session with the American Marketing Association in 2008. An introduction to our workshop on Effective Storytelling, addressing the fatal flaw of Marketers as wordsmiths.
8. Still just words Magic happens when the words are turned into meaningful action
9. So why do we, as marketers, spend so much time crafting words? When we could be generating action and shaping the stories of those actions?
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14. 2127 North Albina, Suite 218 Portland, Oregon 97227 phone: 503.753.5975 www.FromTheRooftops.us
Notes de l'éditeur
Good evening! Thanks for having us here. My name is Scott Davis, founder of From The Rooftops, a brand strategy consultancy.GARY INTRO. Together, we are Feet On Your Rooftops, or something like that.
But a better way to think of us is like DJ Jazzy Jeff and the Fresh Prince. Whose first album back in 1988 was called He’s The DJ and I’m The Rapper… well, I am the DJ and Gary is the rapper. Our partnership is like theirs. I lay the cuts, like a DJ lays the foundation for a song…then Gary gives life to the song through his wicked rap lyrics and incredible storytelling. I help organizations to articulate who they are, what they stand for, and why they matter…then work with Gary to turn those statements into action.
This collaboration was born out of a growing frustration with the marketing function in many agencies and clients that turn us as marketers into wordsmiths. This slide represents my frustration with the typical process… All too often, I have participated or led clients through the process of articulating their brand platforms or marketing plans…only to have the final product of our work be 1) incredibly generic, or 2) be unique and inspiring but then placed on a shelf never to be heard from again.
With that, let me share the proposed Balance Brand Platform with you. This platform has three sections: Who we are What we stand for, and Why we matter
With that, let me share the proposed Balance Brand Platform with you. This platform has three sections: Who we are What we stand for, and Why we matter
With that, let me share the proposed Balance Brand Platform with you. This platform has three sections: Who we are What we stand for, and Why we matter
With that, let me share the proposed Balance Brand Platform with you. This platform has three sections: Who we are What we stand for, and Why we matter
With that, let me share the proposed Balance Brand Platform with you. This platform has three sections: Who we are What we stand for, and Why we matter
With that, let me share the proposed Balance Brand Platform with you. This platform has three sections: Who we are What we stand for, and Why we matter
Bad example: Boeing (the #2 google listing when you search for corporate values)
With that, let me share the proposed Balance Brand Platform with you. This platform has three sections: Who we are What we stand for, and Why we matter
With that, let me share the proposed Balance Brand Platform with you. This platform has three sections: Who we are What we stand for, and Why we matter
Bad example: Boeing (the #2 google listing when you search for corporate values)
