This document summarizes a presentation about digital marketing and brand storytelling. It discusses the history and evolution of brands, including definitions from marketing experts. It also covers the concepts of brand positioning, purpose, experiences, culture and storytelling. Specifically, it explores how brands can develop a shared purpose and culture with stakeholders. A major section discusses the science behind storytelling and how brands can use narrative and video content in their marketing. It provides examples of successful brand stories and videos that drove engagement. Finally, it addresses how content, media and marketing have evolved in the digital age.
Unexpected, Diverse Sources Can Open Universe Of OpportunityBigHeads Network
Article published in the Sports Business Journal that we wrote with our pal Lonny Sweet about bringing open-source collaboration, co-creation and crowdsourcing techniques to the SPORTS industry.
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Unexpected, Diverse Sources Can Open Universe Of OpportunityBigHeads Network
Article published in the Sports Business Journal that we wrote with our pal Lonny Sweet about bringing open-source collaboration, co-creation and crowdsourcing techniques to the SPORTS industry.
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Attention, Art & Social Capital in BrandingYvette Dubel
Invites viewers to consider the role of Attention and social capital in branding. Slides are from storyboard for related project(s) still in development.
Exploring the role of cultural branding strategy in brand buildingNaveen Iftekharuddin
Dissertation for my MSc in Advanced Marketing Management from Lancaster University. I showed my dedication in brand management, planning and communications by choosing a related for my dissertation. The research gave me the opportunity to have a new and fresh approach to the idea of brand building, planning and brand communications. Moreover, it was a in-depth ethnographic research and has given me key skills needed to act like "fly on the wall" during the research process
Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com
Tim Wragg, CEO Millward Brown Europe.
Ideals – the ultimate growth driver.
Idag är det viktigare än någonsin att skapa äkta och meningsfulla relationer till sina kunder. Forskning visar att företag som bygger djupare relationer till sina kunder och associeras med högre ideal och mänskliga värderingar också har den största finansiella tillväxten. Om vikten av att skapa mervärde och gå från produkt till syfte, från vad till varför.
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
Sustainable Brands 2012 – Join us for three days of extraordinary conversation and insight as Sustainability, Brand Strategy and Innovation leaders convene to inspire innovation and revolutionary action towards a flourishing future. Collaborate and learn with 150+ speakers and nearly 1,000 attendees in 80+ sessions, workshops, plenaries, and more. San Diego, CA June 4-7. Learn More: SustainableBrands'12
PR, advertising and the Change that's comingMark Ervin
This presentation was given to the PRCA illustrating the importance of pr and design working together in the immediate future. Branding is still king, but based on recent events, newsworthiness and design are pre-eminent in brand building.
Attention, Art & Social Capital in BrandingYvette Dubel
Invites viewers to consider the role of Attention and social capital in branding. Slides are from storyboard for related project(s) still in development.
Exploring the role of cultural branding strategy in brand buildingNaveen Iftekharuddin
Dissertation for my MSc in Advanced Marketing Management from Lancaster University. I showed my dedication in brand management, planning and communications by choosing a related for my dissertation. The research gave me the opportunity to have a new and fresh approach to the idea of brand building, planning and brand communications. Moreover, it was a in-depth ethnographic research and has given me key skills needed to act like "fly on the wall" during the research process
Before you start the activities that communicate/promote your brand (branding), it's important to establish what your brand actually means; the type of product/service to which it adds value; what it stands for; its point of view and how -- and to what extent - - it really differs from other brands (establishing the brand). I'm in the UAE (Abu Dhabi) and interested in working in Training/Instructional Design. E:mail: orxil(at)yahoo.com
Tim Wragg, CEO Millward Brown Europe.
Ideals – the ultimate growth driver.
Idag är det viktigare än någonsin att skapa äkta och meningsfulla relationer till sina kunder. Forskning visar att företag som bygger djupare relationer till sina kunder och associeras med högre ideal och mänskliga värderingar också har den största finansiella tillväxten. Om vikten av att skapa mervärde och gå från produkt till syfte, från vad till varför.
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
Sustainable Brands 2012 – Join us for three days of extraordinary conversation and insight as Sustainability, Brand Strategy and Innovation leaders convene to inspire innovation and revolutionary action towards a flourishing future. Collaborate and learn with 150+ speakers and nearly 1,000 attendees in 80+ sessions, workshops, plenaries, and more. San Diego, CA June 4-7. Learn More: SustainableBrands'12
PR, advertising and the Change that's comingMark Ervin
This presentation was given to the PRCA illustrating the importance of pr and design working together in the immediate future. Branding is still king, but based on recent events, newsworthiness and design are pre-eminent in brand building.
Tips & tricks to boost your email marketing campaignsContactlab
Tips and tricks to boost your email marketing campaigns
• Make sure your emails reach your target audience by taking deliverability seriously
• Maximise contact engagement via personalised behaviour-triggered messaging
• Combine email with complementary tools such as mobile, social media and surveys
• Optimise your campaigns by conducting split tests regularly
• Analyse results thoroughly by monitoring recipient behaviour on the website
Utilizing the Brand Identity Model as a basis for defining our company's internal culture we were able to develop a framework. The framework acts as our guide with all things FreedomVoice.
Attraction is a Beautiful Thing
Whether it’s a business or a non-profit, your goal as a leader is to build, transform, and elevate your brand—so that you can attract attention, create buzz, nurture a preference, generate leads, and engender loyalty.
To do that, you need to understand the essential truths about your organization, interlace them with your audiences’ perspectives, and use that knowledge to create a smart and fearless presence that changes minds and inspires action.
Delivered to the 2011 DMA audience, by MRM and the Social Media Society, this presentation looks at the new truths that affect how we operate as practitioners in the agency environment and how these new truths can help a social media practitioner become a Star!
Cannes 2018: Six Takeaways from the Festival of CreativityHavas Media
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but still filled with big ideas.
Here are our major takeaways.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but, still filled with big ideas.
Here are our major takeaways.
Synchronizing a Brand with Culture to Get Best Returns——PanosSimba Events
FBIF2015 is taking place on 13th – 15th May, 2015 in Shanghai, we are looking forward to your participation, please pay attention to our site for the latest event info.
Slides from 28 September 2021, event hosted by Museo Nazionale Etrusco - Villa Giulia, Italy. Titled: Italy and the United States: Culture, Business, Economy. Investment Models for Economic Recovery. This presentation looks at the importance of brand + digital strategy in the success of museums and cultural heritage organizations, and includes a specific case study from the Minneapolis Institute of Art.
Reciprocity Theory - Social Media Week Independent AustinDavid Fossas
Discover trends in human behavior, technological cycles, and socioeconomics that will impact the future of business and society. This was presented at Social Media Week Independent Austin.
Social Media Marketing: How to Make the Most of Data & AnalyticsDavid Fossas
This is a lecture I gave at a social media marketing class at St. Edwards University. The presentation shares some context on the evolving marketing landscape, and how social media data and analytics can be used for both planning as well as measuring and optimizing ROI.
This is an updated version of previous presentations I've given on my Reciprocity Theory and the Purpose Economy. I dive into foundational human behavior, technological revolutions, socio-economic evolutions of the last fifty years, and what this means for marketers.
The Purpose Economy: Business Principles for the Post-Capitalist SocietyDavid Fossas
This presentation explores key trends and principles that business leaders, and especially marketers, should be thinking about. The story came about when I started asking myself "What's next?" With technologies and sciences converging, it's hard to conceive the pace of innovation slowing. If anything, it will continue to accelerate, and we'll see a new wave of technological revolutions advance our society. While I don't make any predictions about what that next wave will be, I do share some thoughts on how we can (1) anticipate the timing, and (2) how business leaders can adapt to this shifting landscape.
Today's C-Suite and the organizations they lead are falling into a self-inflicted trap: a theory I've come to refer to as the "Technology Paradox". At the core of the theory are two opposing forces affecting organizations, embedded in the market trends I shared with the CEOs and in their inherent response (1) the external market force of social technologies disrupting industries and the structure of the workforce, and (2) the internal force of organizations reacting with tactical, technology solutions vs. responding with strategic, human solutions.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
4. WHAT IS A BRAND?
“The intangible sum of a product’s attributes: its name, packaging, and price, its
history, its reputation, and the way it’s advertised.”
-- David Ogilvy (Founder, Ogilvy & Mather), 1985
“The set of expectations, memories, stories and relationships that, taken
together, account for a consumer’s decision to choose one product or service
over another.”
-- Seth Godin (Marketer & Writer), 2010
”A name, term, design, symbol, or any other feature that identifies one seller's
good or service as distinct from those of other sellers."
-- The American Marketing Association, 2016
4
5. ORIGINS OF BRAND
Brand (the verb). As in “to brand”.
Old English, of Germanic origin; related to German Brand, also to burn . The
word originally meant ‘burning’ or ‘a piece of burning or smoldering wood’; the
verb sense ‘mark permanently with a hot iron’ dates from late Middle English.
5
7. ORIGINS OF BRAND
Brand (the noun). As in “brand mark”.
The noun sense ‘mark of ownership made by branding,’ arose in the mid 17th
century.
Brand mark is a better term, and in fact, in many other languages brand is
translated to marke (German), marca (Spanish), marka (Croatian), marque
(French), markë (Albanian), марка (Byelorussian).
A brand mark is a name, term, symbol, or design intended to identify the
product of one company, and to diferentiate it from those of competitors.
7
11. EVOLUTION OF BRAND
Brand (the noun). As in “brand perception”.
How the brand is perceived (or “positioned”) in the hearts and minds of customers.
“Positioning” is an articulation of the unique space an organization wishes to
capture in the hearts and minds of its customers, supported by the rational,
emotional and social benefits that the organization (and its products and services)
provide to its customers.
“Positioning starts with a product. A piece of merchandise, a service, a company, an
institution, or even a person…But positioning is not what you do to a product.
Positioning is what you do to the mind of the prospect.”
-- Al Ries and Jack Trout,1972
11
12. IT STARTS WITH A POSITIONING STATEMENT
12
[emotional/rational benefit promise]THAT…
[support/reasons to believe]
BECAUSE/
THROUGH…
[target audience],
is the [point of difference/value proposition]
FOR/TO…
[BRAND/
PRODUCT]…
13. POSITIONING STATEMENT: IPOD
13
puts your music in your pocket and gives you the freedom to
express your unique style,
THAT…
iPod provides wherever/whenever access to your music in a
sleek, contemporary, compact design.
BECAUSE…
creative dreamers,
is the cool MP3 player/fashion accessory
TO…
iPOD…
15. POSITIONING STATEMENT: UNICEF
15
the authority, knowledge and resources to get things done.WITH…
people who want to make a lasting difference,
is the champion of rights for all the world’s children
FOR…
UNICEF…
16. POSITIONING STATEMENT: INTERCEPT PHARMACEUTICALS
16
THAT…
THROUGH…
FOR…
INTERCEPT…
is rejuvenating therapeutic options to extend life and transplant
free survival
applying its proprietary agonist compounds to unique
therapeutic targets.
patients with systemic, chronic liver diseases,
is the determined team
19. SARAH KAVANAGH VS. GATORADE
19
Sarah Kavanagh, 15, of Hattiesburg,
Miss., started an online petition to
have BVO ingredient, perceived to be
a ‘flame retardant’ removed from
Gatorade. Gained >200K supporters.
20. SO, THE WORLD CHANGED
OLD WORLD
• One-way
• Brand is owned
20
NEW WORLD
• Two-way
• Brand is shared
21. MODERN LEXICON
Brand Mark (noun)
A brand mark is a name, term, symbol, or design intended to identify the
product of one company, and to differentiate it from those of competitors.
21
27. 27
The brand’s passion and
reason for being. The shared
contribution to its community
The shared values, beliefs
and behaviors of the brand
and its stakeholders
PURPOSE
EXPERIENCE CULTURE
The touch points,
interactions and
moments shared
between the brand
and its stakeholders
35. STORYTELLING: THE SCIENCE BEHIND THE ART
• Neuroeconomist, Paul Zak’s research
discovered “The Moral Molecule”, and
that
• Storytelling enables us to direct human
behavior by changing brain chemistry
through well-structured narratives
Tension synthesizes Cortisol
(focuses our attention)
+
Narrative synthesizes Oxytocin
(sense of empathy)
35
Act 3
CLIMAX
(turning point)
Act 2
COMPLICATION
(rising action)
Act 1
EXPOSITION
(inciting moment)
Act 4
REVERSAL
(falling action)
Act 5
DENOUEMENT
(moment of release)
FREYTAG’S PYRAMID
A simple storytelling structure that has worked for thousands of years
36. 36
“The Man Who Walked Around The World” (2009)
6:27 commercial made by customers
38. 38
“If business is about service to others, then business
itself is a virtue. You’re engaging in a virtuous activity
by serving the needs of somebody else. When you do
that, you’re serving the needs of your employees, of
your customers, you will induce oxytocin release and
they will want to reciprocate…”
-- Paul Zak
39. 39
“…In the old model: greed is good, the management
technique is lead with fear. In the new model: empower
individuals to be the best that they can be in an
organization with purpose, you’re going to lead with
love.”
-- Paul Zak
46. THE VALUE OF CREATIVE CAMPAIGNS
The data tell us…
1. Creatively awarded campaigns are 12x more efficient
2. The greater level of creativity, the greater level of effectiveness
3. Creative campaigns are more reliable investments
4. Increasing the emotional response to a brand reduces its price sensitivity
46
48. HOW CONTENT EVOLVED ONLINE
48
Content moved from long-form copy to short-
form, visual mix of original and curated
49. WHAT DRIVES CONTENT CONSUMPTION
49
QUALITY
What drives publisher stickiness
FRESH RELEVANTTRUSTED AUTHENTIC
UNIQUE
VALUED
ORIGINAL
CONTENT
1 “Content: What Drives Consumption? – AOL, 2010
50. WHAT DRIVES CONTENT SHARING
50
RELATIONSHIPSSELF-IMAGE
SELF-
FULFILLMENT
ENTERTAINMENT ADVOCACY
To grow and nourish
our relationships
To define ourselves to
others
To bring valuable &
entertaining content
to others
To add value to their
relationships
To get the word out
about causes or
brands
Motivators for sharing
*”Psychology of Sharing” – NYT, 2011
51. WHY VIDEO?
51
65% of people are
visual learners
YouTube is the 2nd
largest search
engine behind
Google
Facebook users
watch 8 billion
video views per
day
Snapchat
users watch >8
billion
video views per
day
58. MEDIA IS NOW SYNDICATED
58
“Huffington Post and Flipboard often get more traffic from Times journalism than we do.”
– Jill Abramson, former Executive Director, New York Times, 2014
59. WHAT DOES SYNDICATED MEAN?
59
BRAND
.COM
HOMEPAGE NEWSROOM
E-COMM
SOCIAL
FACEBOOK LINKEDINTWITTER
SNAPCHAT
VINE PERISCOPEINSTAGRAM
OTHER
E-MAIL
APPS
FLIPBOARD PAPER.LI iOS ANDROID
TRADITIONAL
TV RADIO PRINT
OUTDOORONLINE
INFLUENCERS
10-year growth study of 50,000 brands
Reveals that the 50 highest-performing businesses are the ones driven by brand ideals
“The Stengel 50” grew three times faster than their competitors
An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500.
Source:
http://www.jimstengel.com/grow/research-validation/
10-year growth study of 50,000 brands
Reveals that the 50 highest-performing businesses are the ones driven by brand ideals
“The Stengel 50” grew three times faster than their competitors
An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500.
Source:
http://www.jimstengel.com/grow/research-validation/
10-year growth study of 50,000 brands
Reveals that the 50 highest-performing businesses are the ones driven by brand ideals
“The Stengel 50” grew three times faster than their competitors
An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500.
Source:
http://www.jimstengel.com/grow/research-validation/
10-year growth study of 50,000 brands
Reveals that the 50 highest-performing businesses are the ones driven by brand ideals
“The Stengel 50” grew three times faster than their competitors
An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500.
Source:
http://www.jimstengel.com/grow/research-validation/
10-year growth study of 50,000 brands
Reveals that the 50 highest-performing businesses are the ones driven by brand ideals
“The Stengel 50” grew three times faster than their competitors
An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500.
Source:
http://www.jimstengel.com/grow/research-validation/
10-year growth study of 50,000 brands
Reveals that the 50 highest-performing businesses are the ones driven by brand ideals
“The Stengel 50” grew three times faster than their competitors
An investment in “The Stengel 50” would have been 400 percent more profitable than an investment in the S&P 500.
Source:
http://www.jimstengel.com/grow/research-validation/
https://www.youtube.com/watch?v=q1a7tiA1Qzo
Through his research, neuroeconomist, Paul Zak, discovered what he dubs “The Moral Molecule”
Oxytocin is a neurochemical that is key to signaling trust and invoking a sense of empathy
Produced when we are trusted or shown a kindness
Motivates cooperation with others by
Enhancing the sense of empathy – our ability to experience others’ emotions
Research found that character-driven stories consistently cause oxytocin synthesis, and
The amount of oxytocin released by the brain predicted how much people were willing to help others (e.g. donating money to a charity associated with the narrative)
So, is it any wonder why the Ice Bucket Challenge went viral?
Research found that
In order to motivate a desire to help others, a story must first sustain attention – an increasingly scarce resource in the brain – by developing tension during the narrative
If that tension resonates strongly enough with the audience, then they will come to share the emotions of the characters in the story, and, after the story ends, likely to continue mimicking the feelings and behaviors of those characters
This explains your feelings of dominance after you watch James Bond save the world, or your desire to work out after watching the Spartans fight in the movie 300
Business implications
Enables better recall of key points in a presentation or speech
People are substantially more motivated by their organization’s transcendent purpose (how it improves lives) than by its transactional purpose (how it sells goods and services)
The former is effectively communicated through stories
Sources
“Why Your Brain Loves Good Storytelling” – written by Paul J. Zak, published by Harvard Business Review (October, 28, 2014) http://bit.ly/1yso8wD
https://vimeo.com/52386084
Sources
Big Think Interview with Paul Zak http://bit.ly/1rFK2H3
“…So, if you lead with love, then you have this oxytocin environment that will motivate people going beyond exceeding expectations leading to delighting the customer, delighting the people around me. And, delight is what we really want from a customer experience.”
Sources
Big Think Interview with Paul Zak http://bit.ly/1rFK2H3
https://vimeo.com/79295049
The data tell us…
Creatively awarded campaigns are 12x more efficient, and become more so over time
The greater level of creativity, the greater level of effectiveness
Highly creative campaigns generate buzz, which correlates strongly with effectiveness
Creative campaigns are more reliable investments
It is in the power of emotional response that brands really make huge progress
Increasing the emotional response to a brand reduces its price sensitivity
Brands should spend more time getting the brand thinking right before rushing into communications
Creativity is not merely converting an audience, but actually creating one
Energize lots of people to think about the nature of the brand
Sources
The Link Between Creativity and Effectiveness – Peter Field (IPA Databank, The Gunn Report, ThinkBox, 2010) (www.ipaeffectivenessawards.co.uk)
Virgin Atlantic's response to the 2008 recession. In a time when Virgin Atlantic's main competitor, British Airways, was cutting back on marketing spend, Virgin Atlantic increased its marketing spend by 10%, investing in a new advertising campaign to celebrate its 25th birthday. This campaign alone is estimated to have driven 20% of revenue during the period in which the campaign was running with a return on investment of £10.58 for every £1 spent on the campaign. British Airways, which cut back on marketing expenses during this period, reported a £400M operating loss, while Virgin Atlantic reported a £68M operating profit.