The document discusses how to define a brand's key parameters, what makes it unique compared to competitors, and stories to tell about the brand to help others talk about it positively. It provides templates for comparing a brand to competitors based on DNA, customer comments, and ranking. The goal is to determine what stories to tell about the work and how to get customers sharing those stories.

1. + Love Hi Value
What are the parameters for your work?
What makes you different, be?er, more
remarkable, than your compeAAon?
What are people saying about you?
‐‐ Money
+ Money
When you know what you want to say
about your work, you can work on helping
other people talk about it.
‐‐ Love Lo Value
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2. Three chains that sell coffee and cold drinks. Which place do you buy your coffee and cold drinks at? Why? What do you think about
the others? What would you tell friends about them?
> Brand DNA: 3 key words > Brand DNA: 3 key words > Brand DNA: 3 key words
> Brand comments > Brand comments > Brand comments
> Brand rank: 1, 2, 3 > Brand rank: 1, 2, 3 > Brand rank: 1, 2, 3
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3. Who are your compeAtors? How are they similar to you? How are you different? What sets you apart? What would your customers
say about you?
> Competitor A! > Competitor B > Me
> Brand DNA: 3 key words > Brand DNA: 3 key words > Brand DNA: 3 key words
> Brand comments > Brand comments > Brand comments
> Brand rank: 1, 2, 3 > Brand rank: 1, 2, 3 > Brand rank: 1, 2, 3
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4. What are the stories you want to tell about your work? How will you tell them? What stories do you want
customers to tell?
Storyline
What does your product or
service do for people? Tell A Friend
How do people feel about I wanted to tell you about this _____
it?
that does ________ really ______
What is the difference
between people who have
because _______________________
tried it and those who
haven’t?
______________________________
What do you want people ______________________________
to say about it?
______________________________
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