Brand Journalism: The New Conversation Economy
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This presentation discusses brand journalism and how companies can tell their brand story. It defines brand journalism as storytelling that communicates a brand's attributes, voice, and story to build brand equity. The presentation provides examples of different types of brand stories companies can tell, such as stories focused on employees, customers, products/advertising, or causes. It also discusses developing the right narrative style and knowing the target audience. The presentation recommends using new media tools like social media, video, and photography to tell the brand story and provides tips for content marketing and better writing.
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Brand Journalism: The New Conversation Economy
- 1. This presentation was presented at: Brand Journalism The New Conversation Economy By Ken DeGilio, CEO, LaunchMob Media
- 12. What is Brand Journalism?
- 13. Storytelling 2.0 ๏ Brand Attributes ๏ Brand Voice ๏ Brand Story ๏ Brand Equity
- 17. Why Do We Need To Tell Our Story?
- 19. “When you tell a story about an apparently trivial incident, it exposes the entire fabric of your character.” Stephen Denning, The Leader’s Guide to Storytelling
- 20. Developing Your Story Tell the right story... Tell the story right!
- 21. Developing Your Story What’s your style? • Tell the right story • Tell the story right • Use Narrative Patterns
- 22. Developing Your Story Sparking Action Communicating Who You Are Transmitting Values Communicating the Brand Fostering Collaboration Taming the Grapevine Sharing Knowledge Leading People into the Future
- 23. Brand Stories ๏ Brand Stories provide a way for organizations to tell their customers and employees who they are, create brand experiences, and encourage others to take action. ๏ Companies use a variety of ways to communicate their brand story to their customers. ๏ Brand stories create a shortcut for the customer to become connected with the brand.
- 24. Brand Story Examples ๏ Employee Focus ๏ Customer Focus ๏ Product/Advertising Focus ๏ Cause-related Focus ๏ Interactive Media
- 25. Brand Stories Employee Focus CEO Interview • How did we get here? Example: Sir Richard Branson Employee to the Rescue • Real-life story of how employee saved the day Example: FEDEX Mirroring the Brand • How employees reflect the brand itself Example: PIXAR, IKEA Hard Work Pays Off • Gives a glimpse of the employee at work Example: Fueled by Ramen
- 27. Brand Stories Customer Focus • Demonstrates customer success Success Stories stories Example: Apple Shake Point of View • Shows the customer’s viewpoint Example: Wii • Takes the reader to a new experience Experiences Examples: Sheraton, Jones Soda Testimonials • Uses traditional customer testimonials
- 29. Brand Stories Product/Ad Focus Ad Stories • Tells its unique brand story Examples: American Express, GEICO Once Upon a Time • Uses a fable or story to define the brand Example: Ariel Investments Memorable Ads • Creates memorable ads to tell a story Example: Mac vs. PC and I’m a PC
- 32. Brand Stories Cause-related Community • Tells the story of community Examples: Paul Mitchell, Kenneth Cole, Target Going Green • Uses “green” to paint the picture Examples: Clorox, Toyota Giving Back • Shows its values based on a closely related charity Examples: Silk Soy Milk, Vitamin Water
- 35. A Brand Story... • Needs to build the brand • Brings to life what is unique about the brand • Creates a stronger connection with the customer and the brand • Identifies the brand promise • Builds a consistent message with the brand identity • Reflects a strong archetype
- 38. How Do We Know Our Audience?
- 40. Creating Your Buyer Persona Know Your Audience • Do your research • Define a specific “person” • Demographics • Psychographics • Lifestyle • Create a narrative • Everyone on same page
- 43. 4 Main Categories 12 Archetypes
- 44. 12 Archetypes Innocent Explorer Sage Hero Outlaw Magician Regular Guy/Gal Lover Jester Caregiver Creator Ruler
- 47. The New Media Tools to tell your story... • Facebook • Twitter • YouTube • Instagram • Pinterest • G+ Hangouts
- 48. Content Marketing 4 Tactics You Can Do Right Now... • Know Your Audience • Develop your Editorial Calendar • Assign a Chief Content Officer • Create Quality Content • Become Purpose Driven
- 49. Become a Better Writer! • Talk to One Person • Write Great Headlines • Start Strong • Inject Personality • Embrace Brevity • Don’t Ask for Permission
- 50. Digital Media Tips • Social • Video • Photography • Copy
- 51. AIDAS
- 53. Q&A Thank you!
- 55. Have a great conference and enjoy Orlando! Thank you! Orlando Ken