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BRAND STORYTELLING #BYBStories ! Erin Blaskie @ErinBlaskie www.ErinBlaskie.com
ME. ! COMMODORE 64. RED-VELVET LINED CASE. INNATE DESIRETO BE A CEO.
YOU. ! BIGTHINKERS. IDEA POWERHOUSES. BUSINESS ADVENTURERS.
US. ! MARKETERS. EMOTIONAL CONNECTORS. STORYTELLERS.
OUR JOURNEY. ! IDEAS > WHY 8 OUT OF 10 FAIL ! INTIMACY > GETTINGTO KNOWYOUR AUDIENCE ! RESONANCE >TELLINGTHE STORIESTH...
IDEAS
A good idea will keep you awake during the morning, but a GREAT IDEA will keep you awake during the night.
THE RUSH OF A NEW IDEA IS EXHILARATING… CAPTIVATING… CONSUMING
HOW IMPORTANT IS IT TO YOU THAT YOUR BIG IDEA LIVE?
THETRUTH IS… 8 OUT OF 10 
 BUSINESS IDEAS FAIL
THE OLD ADAGE OF “IF YOU BUILD IT, THEY WILL COME” DOESN’T WORK. ! THERE ARE FARTOO MANY CHOICES FOR CONSUMERS.
OUR GOAL? ! CUT THROUGH THE NOISE. DISRUPT THE CONVERSATION. QUIT BEING PASSIVE.
WE DREAM, CREATE & PLAN IN SECRET ! & FEEL DISAPPOINTED WHEN PEOPLE AREN’T AS EXCITED AS WE ARE ABOUT OUR IDEA
THE INTIMACY YOU FEEL WITH YOUR IDEA IS NOT ALWAYS A SHARED OR UNDERSTOOD EXPERIENCE.
HOW CAN WE CREATE INTIMACY FOR CUSTOMERS? ! ! ! REDUCE OBSCURITY THROUGH STORYTELLING
THE GREATEST ENEMY OF PERSUASION IS
 OBSCURITY
IT’S NOTYOUR CUSTOMER’S JOBTO FIND REASONSTO BE EMOTIONALLY INVESTED IN YOUR PRODUCT. ! HELPTHEM GETTHERE.
TOMS SHOES The Shoe CompanyThat Put Soul Into Buying New Soles
CENTRAL BIERHAUS The Restaurant With Heart
SETH GODIN, DURING ATEDTALK, SAID: “WE’RE IN THE CENTURY OF IDEA DIFFUSION - PEOPLE WHO CAN GET IDEAS TO SPREAD, WIN.”
INTIMACY
Source: jira.atlassian.com
THE OLD, BROKEN MODEL. ! KEEPSTHE IDEA CLOSETOTHE CREATOR, NO OPPORTUNITY FOR CONNECTION. ! THE BUILDING OF A RELATIONSH...
WHAT ARE CREATORS
 AFRAID OF?
CREATORS ARE OFTEN AFRAID OF SHOWING PEOPLE THEIR “MESS.”
WE STRIVE FOR PERFECTIONISM AND IN DOING SO,WE MISS OUT ON THETHING PEOPLE CRAVE MOST… AUTHENTICITY.
THE OLD MODEL KEEPSTHE “MESS” OUT AND INTURN, KEEPS REAL CONNECTION AT AN ARM’S LENGTH.
YOU CAN’T CHEAT REAL CONNECTION. ! ! ! IT IS BUILT UP SLOWLY & OVER TIME - BRENE BROWN
CUSTOMERS WILL GRAVITATE TOWARDTHE STORIES AND MESSAGESTHAT ARE MOST IMPORTANTTO THEM.
BUT, IT BEGINS WITH… UNDERSTANDING
 YOUR AUDIENCE
718 CYCLERY NYC A Bike Store Focused on Collaborative Builds ! Philosophy: ! “We are practitioners of 100+ year old...
LEEVALLEYTOOLS Family-Owned 
 Business Since 1978 ! Philosophy: ! “Treat the customer like a friend.We do everything for...
YOUR JOB, AS CREATOR, IS TO IDENTIFY YOUR MARKETS ! ! ! & DETERMINE THEIR VALUES
THE ADOPTION LIFECYCLE
DIFFUSION OF INNOVATION
INNOVATORS. ! OBSESSED WITHTRYING NEWTHINGS. RELY LESS ON GROUP NORMS, MORE ON OWNVALUES. OFTEN HIGHER INCOMES, MORE W...
EARLY ADOPTERS. ! RELY MORE ON GROUP NORMS. ARE OFTEN OPINION LEADERS. ENJOY LEADING EDGE PRODUCTS. ! THINK: THE PER...
EARLY MAJORITY & LATE MAJORITY. ! COLLECTS MORE INFORMATION. LISTENSTO OPINIONS OF LEADERS. OFTEN IN A LOWER INCOME BR...
LAGGARDS. ! THEIR PAST INFLUENCES PURCHASES. OFTEN SUSPICIOUS OF CHANGE. PURCHASES ARE “HAVETO”VS “WANTTO” ! THINK: ...
RESEARCHING THE END USER & KNOWING THEIR MOTIVES & VALUES SHOULD BE “DAY ONE” WORK.
WHENYOU KNOWYOUR AUDIENCE INSIDE & OUT,YOU CAN CREATE A BETTER WIDGET AND MORE IMPORTANTLY, CREATE MORE RESONANCE.
RESONANCE
DESTINY AWAITS Easter Egg Appeared in Halo 3: ODST in 2009
O BRAVE NEW WORLD 2011 Documentary Shot & 
 Released by Destiny Creator Bungie
RELEASE OFTHE NAME In February of 2013, Bungie Released the Name ofTheir Game & Prompted Users to Follow on Social Media
INVITATION OF GAMING PRESS February 2013: Official Invitations to Foreign and US Gaming Press + Non-Disclosure Agreements ...
REVEAL AT E3 June 2013: RevealTrailer Released at E3
BUILDING ANTICIPATION After E3 and the RevealTrailer, Bungie Fed Fans with Anticipation Building Graphics and Blog Posts
VIDOCUMENTARY RELEASE After the E3 Reveal, Bungie Released aViDoc toTalk About the Making of Destiny and Give Fans a Behin...
IGN: BUILDING BUZZ IGN.com Offered First Look, Sneak Peeks, Map Reveals, Behind the Scenes of a Beta Account & More
LAUNCH DAY: SEPTEMBER 9 $500M IN SALES
 ON DAY ONE
BIGGEST NEW FRANCHISE LAUNCH
 IN HISTORY
HIGHEST SELLING DAY ONE DIGITAL CONSOLE RELEASE
 IN HISTORY
HOW DID THEY DO IT? ! THEY KNEWTHEIR AUDIENCE. THEY KNEW WHAT MATTERED. THEY KNEW WHERETO REACHTHEM. THEY KNEW WHAT ...
STORYTELLING
TONY ROBBINS SAYSTHAT “EMOTION IS THE FORCE OF LIFE” — USE IT.
HOW DO YOU BUILD AN EMOTIONAL CONNECTION?
FOCUS ON THE CUSTOMER. ! PUTYOUR CUSTOMER ATTHE FOREFRONT OF EVERYTHING YOU DO. NO MATTER WHAT.
CREATE OPPORTUNITIES FOR EMPATHY. ! GET UP CLOSE AND PERSONAL WITHTHE CUSTOMER EXPERIENCE AND INVITE STAFF TO DOTHE SAME.
LISTEN. ! TAKE CUSTOMER FEEDBACK SERIOUSLY ANDVALIDATE THEIR OPINIONS. CHAMPION THEIRVOICE.
APPEAL TO MANY, SPEAK TO ONE. ! THINK ABOUTYOUR IDEAL CLIENT EVERY SINGLETIME YOU CREATE SOMETHING.
ASK QUESTIONS. ! ASKYOURTARGET MARKET LOTS AND LOTS OF QUESTIONS.THEY ARE VALUABLE AND IMPORTANT.
WHAT KIND OF STORIES DO PEOPLE WANT TO HEAR?
YOUR ORIGINS. ! WHAT ISYOUR WHY? WHAT AREYOUR PASSIONS? WHY AREYOUTHE LEADER?
FACEBOOK WAS FOUNDED IN A HARVARD DORM ROOM
YOUR CHALLENGES. ! WHAT MAKESYOU REAL? HOW WILLYOU ENGAGE? HOW CANYOU RELATE?
HENRY FORD’S FIRST COMPANY FAILED AFTER JUST 2 YEARS OF OPERATION
YOUR LOSSES. ! ENDEARYOUR CUSTOMERS. INSPIRE FANS. HUMANIZETHE BUSINESS.
AMAZON WAS ORIGINALLY CALLED CADABRA UNTIL JEFF BEZO’S LAWYER CALLED IT “CADAVER.”
YOUR TESTIMONIALS. ! SOCIAL PROOF. EXTERNALVALIDITY. SHORTENTHE KNOW, LIKE & TRUSTTIMELINE.
ZAPPOS IS FAMOUS FOR CREATING THE BEST CUSTOMER EXPERIENCE.
CONTENT STRATEGY
WEBSITE. ! WEB COPY, IMAGERY, ON-SITE VIDEO, INTERACTIVE FEATURES,AVAILABILITY & MORE.
BLOGGING. ! WORDPRESS, MEDIUM, TUMBLR, LINKEDIN & MORE.
E-MAIL NEWSLETTER. ! MAILCHIMP,AWEBER, CONSTANT CONTACT & MORE.
SOCIAL MEDIA. ! TWITTER, FACEBOOK, GOOGLE+, LINKEDIN, INSTAGRAM, PINTEREST & MORE.
VIDEO & AUDIO. ! YOUTUBE, SOUNDCLOUD, ITUNES PODCAST,VIMEO,VINE, INSTAGRAMVIDEO & MORE.
VIRTUAL OR LIVE EVENTS. ! TELESEMINARS,WEBINARS, NETWORKING EVENTS, CONFERENCES & MORE.
BACK TO THE PEOPLE
DIFFUSION OF INNOVATION
WHAT ARETHE STORIES THAT WILL
 RESONATE?
HOW CANYOU BEGIN THE CONVERSATION
 FROM DAY ONE?
Source: jira.atlassian.com
HOW WILLYOU SPREAD YOUR BUSINESS’
 BIG IDEA?
THE STORY CONTINUES… @ErinBlaskie (Twitter / Instagram) facebook.com/erinblaskie www.NextDevMedia.com
Brand Storytelling - Ideas, Intimacy & Resonance
Brand Storytelling - Ideas, Intimacy & Resonance
Brand Storytelling - Ideas, Intimacy & Resonance
Brand Storytelling - Ideas, Intimacy & Resonance
Brand Storytelling - Ideas, Intimacy & Resonance
Brand Storytelling - Ideas, Intimacy & Resonance
Brand Storytelling - Ideas, Intimacy & Resonance
Brand Storytelling - Ideas, Intimacy & Resonance
Brand Storytelling - Ideas, Intimacy & Resonance
Brand Storytelling - Ideas, Intimacy & Resonance
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Marketing
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23 mar. 2015

Brand Storytelling - Ideas, Intimacy & Resonance

Want to tell better marketing and brand stories? Want to develop a better emotional connection with your audience? In this presentation, with Erin Blaskie, we uncover what it means to connect with your target market and tell the story that matters most to them.

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Brand Storytelling - Ideas, Intimacy & Resonance

  1. BRAND STORYTELLING #BYBStories ! Erin Blaskie @ErinBlaskie www.ErinBlaskie.com
  2. ME. ! COMMODORE 64. RED-VELVET LINED CASE. INNATE DESIRETO BE A CEO.
  3. YOU. ! BIGTHINKERS. IDEA POWERHOUSES. BUSINESS ADVENTURERS.
  4. US. ! MARKETERS. EMOTIONAL CONNECTORS. STORYTELLERS.
  5. OUR JOURNEY. ! IDEAS > WHY 8 OUT OF 10 FAIL ! INTIMACY > GETTINGTO KNOWYOUR AUDIENCE ! RESONANCE >TELLINGTHE STORIESTHAT MATTERTO EACH GROUP OF PEOPLE
  6. IDEAS
  7. A good idea will keep you awake during the morning, but a GREAT IDEA will keep you awake during the night.
  8. THE RUSH OF A NEW IDEA IS EXHILARATING… CAPTIVATING… CONSUMING
  9. HOW IMPORTANT IS IT TO YOU THAT YOUR BIG IDEA LIVE?
  10. THETRUTH IS… 8 OUT OF 10 
 BUSINESS IDEAS FAIL
  11. THE OLD ADAGE OF “IF YOU BUILD IT, THEY WILL COME” DOESN’T WORK. ! THERE ARE FARTOO MANY CHOICES FOR CONSUMERS.
  12. OUR GOAL? ! CUT THROUGH THE NOISE. DISRUPT THE CONVERSATION. QUIT BEING PASSIVE.
  13. WE DREAM, CREATE & PLAN IN SECRET ! & FEEL DISAPPOINTED WHEN PEOPLE AREN’T AS EXCITED AS WE ARE ABOUT OUR IDEA
  14. THE INTIMACY YOU FEEL WITH YOUR IDEA IS NOT ALWAYS A SHARED OR UNDERSTOOD EXPERIENCE.
  15. HOW CAN WE CREATE INTIMACY FOR CUSTOMERS? ! ! ! REDUCE OBSCURITY THROUGH STORYTELLING
  16. THE GREATEST ENEMY OF PERSUASION IS
 OBSCURITY
  17. IT’S NOTYOUR CUSTOMER’S JOBTO FIND REASONSTO BE EMOTIONALLY INVESTED IN YOUR PRODUCT. ! HELPTHEM GETTHERE.
  18. TOMS SHOES The Shoe CompanyThat Put Soul Into Buying New Soles
  19. CENTRAL BIERHAUS The Restaurant With Heart
  20. SETH GODIN, DURING ATEDTALK, SAID: “WE’RE IN THE CENTURY OF IDEA DIFFUSION - PEOPLE WHO CAN GET IDEAS TO SPREAD, WIN.”
  21. INTIMACY
  22. Source: jira.atlassian.com
  23. THE OLD, BROKEN MODEL. ! KEEPSTHE IDEA CLOSETOTHE CREATOR, NO OPPORTUNITY FOR CONNECTION. ! THE BUILDING OF A RELATIONSHIP HAPPENS AFTER IT’S BEEN BROUGHTTO MARKET - NOT BEFORE.
  24. WHAT ARE CREATORS
 AFRAID OF?
  25. CREATORS ARE OFTEN AFRAID OF SHOWING PEOPLE THEIR “MESS.”
  26. WE STRIVE FOR PERFECTIONISM AND IN DOING SO,WE MISS OUT ON THETHING PEOPLE CRAVE MOST… AUTHENTICITY.
  27. THE OLD MODEL KEEPSTHE “MESS” OUT AND INTURN, KEEPS REAL CONNECTION AT AN ARM’S LENGTH.
  28. YOU CAN’T CHEAT REAL CONNECTION. ! ! ! IT IS BUILT UP SLOWLY & OVER TIME - BRENE BROWN
  29. CUSTOMERS WILL GRAVITATE TOWARDTHE STORIES AND MESSAGESTHAT ARE MOST IMPORTANTTO THEM.
  30. BUT, IT BEGINS WITH… UNDERSTANDING
 YOUR AUDIENCE
  31. 718 CYCLERY NYC A Bike Store Focused on Collaborative Builds ! Philosophy: ! “We are practitioners of 100+ year old technology, not the guardians of it.”
  32. LEEVALLEYTOOLS Family-Owned 
 Business Since 1978 ! Philosophy: ! “Treat the customer like a friend.We do everything for you that we would do for a friend, including, where necessary, telling you if you are being unreasonable.”
  33. YOUR JOB, AS CREATOR, IS TO IDENTIFY YOUR MARKETS ! ! ! & DETERMINE THEIR VALUES
  34. THE ADOPTION LIFECYCLE
  35. DIFFUSION OF INNOVATION
  36. INNOVATORS. ! OBSESSED WITHTRYING NEWTHINGS. RELY LESS ON GROUP NORMS, MORE ON OWNVALUES. OFTEN HIGHER INCOMES, MORE WORLDLY. ! THINK: THE PERSON SEARCHING FOR THAT NEW THING NO ONE ELSE HAS.
  37. EARLY ADOPTERS. ! RELY MORE ON GROUP NORMS. ARE OFTEN OPINION LEADERS. ENJOY LEADING EDGE PRODUCTS. ! THINK: THE PERSON ENCOURAGING FRIENDS & FAMILY TO BUY.
  38. EARLY MAJORITY & LATE MAJORITY. ! COLLECTS MORE INFORMATION. LISTENSTO OPINIONS OF LEADERS. OFTEN IN A LOWER INCOME BRACKET. ! THINK: THE PERSON WHO BUYS SOMETHING EVERYBODY ELSE HAS.
  39. LAGGARDS. ! THEIR PAST INFLUENCES PURCHASES. OFTEN SUSPICIOUS OF CHANGE. PURCHASES ARE “HAVETO”VS “WANTTO” ! THINK: THE PERSON BUYING A FLIP PHONE WHEN EVERYONE ELSE HAS A SMARTPHONE.
  40. RESEARCHING THE END USER & KNOWING THEIR MOTIVES & VALUES SHOULD BE “DAY ONE” WORK.
  41. WHENYOU KNOWYOUR AUDIENCE INSIDE & OUT,YOU CAN CREATE A BETTER WIDGET AND MORE IMPORTANTLY, CREATE MORE RESONANCE.
  42. RESONANCE
  43. DESTINY AWAITS Easter Egg Appeared in Halo 3: ODST in 2009
  44. O BRAVE NEW WORLD 2011 Documentary Shot & 
 Released by Destiny Creator Bungie
  45. RELEASE OFTHE NAME In February of 2013, Bungie Released the Name ofTheir Game & Prompted Users to Follow on Social Media
  46. INVITATION OF GAMING PRESS February 2013: Official Invitations to Foreign and US Gaming Press + Non-Disclosure Agreements Signed
  47. REVEAL AT E3 June 2013: RevealTrailer Released at E3
  48. BUILDING ANTICIPATION After E3 and the RevealTrailer, Bungie Fed Fans with Anticipation Building Graphics and Blog Posts
  49. VIDOCUMENTARY RELEASE After the E3 Reveal, Bungie Released aViDoc toTalk About the Making of Destiny and Give Fans a Behind the Scenes Look
  50. IGN: BUILDING BUZZ IGN.com Offered First Look, Sneak Peeks, Map Reveals, Behind the Scenes of a Beta Account & More
  51. LAUNCH DAY: SEPTEMBER 9 $500M IN SALES
 ON DAY ONE
  52. BIGGEST NEW FRANCHISE LAUNCH
 IN HISTORY
  53. HIGHEST SELLING DAY ONE DIGITAL CONSOLE RELEASE
 IN HISTORY
  54. HOW DID THEY DO IT? ! THEY KNEWTHEIR AUDIENCE. THEY KNEW WHAT MATTERED. THEY KNEW WHERETO REACHTHEM. THEY KNEW WHAT STORIESTOTELL. THEY HIT ALL CHANNELS.
  55. STORYTELLING
  56. TONY ROBBINS SAYSTHAT “EMOTION IS THE FORCE OF LIFE” — USE IT.
  57. HOW DO YOU BUILD AN EMOTIONAL CONNECTION?
  58. FOCUS ON THE CUSTOMER. ! PUTYOUR CUSTOMER ATTHE FOREFRONT OF EVERYTHING YOU DO. NO MATTER WHAT.
  59. CREATE OPPORTUNITIES FOR EMPATHY. ! GET UP CLOSE AND PERSONAL WITHTHE CUSTOMER EXPERIENCE AND INVITE STAFF TO DOTHE SAME.
  60. LISTEN. ! TAKE CUSTOMER FEEDBACK SERIOUSLY ANDVALIDATE THEIR OPINIONS. CHAMPION THEIRVOICE.
  61. APPEAL TO MANY, SPEAK TO ONE. ! THINK ABOUTYOUR IDEAL CLIENT EVERY SINGLETIME YOU CREATE SOMETHING.
  62. ASK QUESTIONS. ! ASKYOURTARGET MARKET LOTS AND LOTS OF QUESTIONS.THEY ARE VALUABLE AND IMPORTANT.
  63. WHAT KIND OF STORIES DO PEOPLE WANT TO HEAR?
  64. YOUR ORIGINS. ! WHAT ISYOUR WHY? WHAT AREYOUR PASSIONS? WHY AREYOUTHE LEADER?
  65. FACEBOOK WAS FOUNDED IN A HARVARD DORM ROOM
  66. YOUR CHALLENGES. ! WHAT MAKESYOU REAL? HOW WILLYOU ENGAGE? HOW CANYOU RELATE?
  67. HENRY FORD’S FIRST COMPANY FAILED AFTER JUST 2 YEARS OF OPERATION
  68. YOUR LOSSES. ! ENDEARYOUR CUSTOMERS. INSPIRE FANS. HUMANIZETHE BUSINESS.
  69. AMAZON WAS ORIGINALLY CALLED CADABRA UNTIL JEFF BEZO’S LAWYER CALLED IT “CADAVER.”
  70. YOUR TESTIMONIALS. ! SOCIAL PROOF. EXTERNALVALIDITY. SHORTENTHE KNOW, LIKE & TRUSTTIMELINE.
  71. ZAPPOS IS FAMOUS FOR CREATING THE BEST CUSTOMER EXPERIENCE.
  72. CONTENT STRATEGY
  73. WEBSITE. ! WEB COPY, IMAGERY, ON-SITE VIDEO, INTERACTIVE FEATURES,AVAILABILITY & MORE.
  74. BLOGGING. ! WORDPRESS, MEDIUM, TUMBLR, LINKEDIN & MORE.
  75. E-MAIL NEWSLETTER. ! MAILCHIMP,AWEBER, CONSTANT CONTACT & MORE.
  76. SOCIAL MEDIA. ! TWITTER, FACEBOOK, GOOGLE+, LINKEDIN, INSTAGRAM, PINTEREST & MORE.
  77. VIDEO & AUDIO. ! YOUTUBE, SOUNDCLOUD, ITUNES PODCAST,VIMEO,VINE, INSTAGRAMVIDEO & MORE.
  78. VIRTUAL OR LIVE EVENTS. ! TELESEMINARS,WEBINARS, NETWORKING EVENTS, CONFERENCES & MORE.
  79. BACK TO THE PEOPLE
  80. DIFFUSION OF INNOVATION
  81. WHAT ARETHE STORIES THAT WILL
 RESONATE?
  82. HOW CANYOU BEGIN THE CONVERSATION
 FROM DAY ONE?
  83. Source: jira.atlassian.com
  84. HOW WILLYOU SPREAD YOUR BUSINESS’
 BIG IDEA?
  85. THE STORY CONTINUES… @ErinBlaskie (Twitter / Instagram) facebook.com/erinblaskie www.NextDevMedia.com

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