PERCEPTION IS
REALITY

We believe what we want to believe, and
once we believe something, it becomes a
self-fulfilling truth.
!
*Seth Godin: All Marketers Tell Stories

1900+
1925+
1950+
2000+
FEATURES
BENEFITS
EXPERIENCE
IDENTIFICATION
“What it has”
“What it does”
“What you’ll feel”
“Who you are”
Marty Neumeier - The Brand Gap

WE CREATE THE
COLLISION OF
CULTURE &
COMMERCE

The philosophy behind much advertising
is based on the old observation that every
man is really two men - the man he is and
the man he wants to be.
!
*William Feather

STORIES ARE MEMORABLE
STORIES TRAVEL FARTHER
STORIES INSPIRE ACTION
Inc.com

Stories are for joining the past to the
future. Stories are for those late hours in
the night when you can’t remember how
you got from where you were to where you
are. Stories are for eternity, when
memory is erased, when there is nothing
to remember except the story.
!
*Tim O’Brien: The Things They Carried

Either you’re going to tell stories that
spread, or you will become irrelevant.
!
*Seth Godin: All Marketers Tell Stories

Real Estate Story of guy selling a
lifestyle. page 6
!
*Seth Godin: All Marketers Tell Stories

venturi

THE STORY AND
BRANDING TASTES
BETTER.

When advertising is great advertising when it’s inventive and audacious - it
literally becomes the benefit of the
product.
!
*George Lois: Damn Good Advice

NO ONE BUYS THE
FEATURES. THEY BUY
A STORY.
Seth Godin: All Marketers Tell Stories

The facts are irrelevant. In the short run,
it doesn’t matter one bit whether
something is actually better or faster or
more efficient...
!
*Seth Godin: All Marketers Tell Stories

WHAT MATTERS
MOST IS WHAT THE
CONSUMER FEELS
AND BELIEVES.
Seth Godin: All Marketers Tell Stories

WHAT MAKES A
STORY GREAT?

GREAT STORIES
ARE TRUE
Seth Godin: All Marketers Tell Stories

GREAT STORIES
ARE SUBTLE
Seth Godin: All Marketers Tell Stories

GREAT STORIES
AREN’T AIMED AT
EVERYONE
Seth Godin: All Marketers Tell Stories

Seth Godin: All Marketers Tell Stories

GREAT STORIES
DON’T CONTRADICT
THEMSELVES
Seth Godin: All Marketers Tell Stories

GREAT STORIES
AGREE WITH OUR
POINT OF VIEW
Seth Godin: All Marketers Tell Stories

REMEMBER:
BRAND =
ADJECTIVE
Luke Sullivan: Hey Whipple Squeeze This

THE CONSUMER
CAN CREATE THE
ADJECTIVE
Seth Godin: All Marketers Tell Stories

Seth Godin: All Marketers Tell Stories

NEVER LIE

Storytelling works when the story
actually makes the product or service
better.
!
*Seth Godin: All Marketers Tell Stories

THE CONSUMER
SHOULD BE ABLE TO
ASK THE MARKETER:
Seth Godin: All Marketers Tell Stories

IF I KNEW WHAT YOU
KNOW, WOULD I BUY
WHAT YOU SELL?
Seth Godin: All Marketers Tell Stories

AFTER I’VE USED THIS
PRODUCT/SERVICE, WILL I
BE GLAD I BELIEVED THE
STORY OR FEEL RIPPED?
Seth Godin: All Marketers Tell Stories

LIVE YOUR STORY.
Seth Godin: All Marketers Tell Stories

If you are not authentic, you will get the
benefit of just one sale, not a hundred.
The cost of your deception is too high.
The only stories that work are the ones
that aren’t just repeatable; but demand
to be repeated.
!
*Seth Godin: All Marketers Tell Stories

WE ARE
STORYTELLERS IN
SERVICE OF BRANDS
Rick Boyko: VCU Brandcenter

EVERY TOUCHPOINT
IS ANOTHER
OPPORTUNITY TO
TELL YOUR STORY