bbdo connect - the importance of storytelling when building your brand

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The importance of storytelling when building your brand 11 OKT

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Most brands offer products or services comparable to what most competitors offer. Now every brand has landed a Facebook page, merely having one is no longer enough to differentiate. Having a great page still is. Great pages are mostly the work of great brands. Typical for great brands? Great content, great stories! With a focus on content and storytelling, every brand - big or small, love brand or a brand - can learn how to really differentiate. Come and discover how.

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Page 1: BBDO Connect - The Importance of Storytelling When Building Your Brand

The importance of storytelling

when building your brand

11OKT

Page 2: BBDO Connect - The Importance of Storytelling When Building Your Brand
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we create e!ectiveness

Page 4: BBDO Connect - The Importance of Storytelling When Building Your Brand

DATA

CHANGE

DIALOG

ONE TO ONE

ACTIVATION

DIGITAL

THINK

LIVE

Page 5: BBDO Connect - The Importance of Storytelling When Building Your Brand

DATA

CHANGE

DIALOG

ONE TO ONE

ACTIVATION

DIGITAL

THINK

LIVE

Page 6: BBDO Connect - The Importance of Storytelling When Building Your Brand

Becomecontagious

in six step(p)s

The effect

of doing

Entertoday’s

relationship era

Digital marketing

is almost dead

Page 7: BBDO Connect - The Importance of Storytelling When Building Your Brand

Digital marketing

is almost dead

Page 8: BBDO Connect - The Importance of Storytelling When Building Your Brand

Marc PritchardGlobal Brand Building Officer, P&G

Page 9: BBDO Connect - The Importance of Storytelling When Building Your Brand
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insight

= idea+ creativity

Page 11: BBDO Connect - The Importance of Storytelling When Building Your Brand

Marc PritchardGlobal Brand Building Officer, P&G

“We’re in love with the technology right now, a little bit. We need to fall back in love with the ideas again. Because ideas & content will be the real di!erentiator in the future.”

Page 12: BBDO Connect - The Importance of Storytelling When Building Your Brand

Entertoday’s

relationship era

Page 13: BBDO Connect - The Importance of Storytelling When Building Your Brand

“If you are still selling goods and services by blanketing the world with advertising, trying to persuade or entertain or flatter consumers into submission, you are doing things

all wrong. Because the world has changed. A lot.”

Co-authors of “Can’t buy me like”

Bob GarfieldDoug Levy

Page 14: BBDO Connect - The Importance of Storytelling When Building Your Brand

the relationship eraTM

COLLAPSE OF “MASS”

PRIMACY OF TRUST

INCREASE OF TRANSPARENCY

RISE OF SOCIAL CONNECTIVITY

PRIMACY OF TRUST

Page 15: BBDO Connect - The Importance of Storytelling When Building Your Brand

the relationship eraTM

digitalchannel technology media| |

=

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humanneeds connections values| |the relationship eraTM

=

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what’s the main ingredientfor every relationship?

Page 18: BBDO Connect - The Importance of Storytelling When Building Your Brand

TRUST

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| congruencycarecredibility |

TRUSTthe 3 C’s of

Page 20: BBDO Connect - The Importance of Storytelling When Building Your Brand

does your offering correspond to what you promise?

credibility

Page 21: BBDO Connect - The Importance of Storytelling When Building Your Brand

do you understand your consumerand listen to what he really thinks about you?

care

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does every company aspect reflect the values you share?

congruency

Page 23: BBDO Connect - The Importance of Storytelling When Building Your Brand

EMOTIONALRELATIONSHIP

SUSTAINABLERELATIONSHIP

LIMITEDRELATIONSHIP

RELUCTANTRELATIONSHIP

BRAND SUSTAINABILITY MAP

TRANSACTIONS HIGHLOW

TRU

STH

IGH

LOW

Page 24: BBDO Connect - The Importance of Storytelling When Building Your Brand

Ron Shaichco-CEO, Panera Bread

Page 25: BBDO Connect - The Importance of Storytelling When Building Your Brand

Ron Shaichco-CEO of Panera Bread

“Our whole marketing e!ort … is fueling word of mouth. Marketing is simply amplification of the experience within.

It's not like we are going to convince you that we are something that we are not.”

Page 26: BBDO Connect - The Importance of Storytelling When Building Your Brand

Becomecontagious

in six step(p)s

Page 27: BBDO Connect - The Importance of Storytelling When Building Your Brand

THE TIPPING POINT

# OF CONNECTIONS HIGHLOW

EFFE

CTI

VEN

ESS

HIG

HLO

W

Page 28: BBDO Connect - The Importance of Storytelling When Building Your Brand

Jonah BergerAuthor of ‘Contagious’ & Marketing Professor, Wharton School of Business

Page 29: BBDO Connect - The Importance of Storytelling When Building Your Brand

Jonah BergerAuthor of “Contagious”

Marketing Professor, Wharton School of Business

“By focusing so much on the messenger, we've neglected a much more obvious driver of sharing: the message”

Page 30: BBDO Connect - The Importance of Storytelling When Building Your Brand

FRAMEWORK

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practical value storiesemotionsocial

currency triggers public

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practical value storiesemotionsocial

currency triggers public

People share things that make them look good

Page 33: BBDO Connect - The Importance of Storytelling When Building Your Brand

practical value storiesemotionsocial

currency triggers public

Top of mind, tip of tongue

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practical value storiesemotionsocial

currency triggers public

When we care, we share

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practical value storiesemotionsocial

currency triggers public

Built to show, built to grow

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practicalvalue storiesemotionsocial

currency triggers public

News you can use

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practical value storiesemotionsocial

currency triggers public

Information travels under the guise of idle chatter

Page 38: BBDO Connect - The Importance of Storytelling When Building Your Brand

How

is Dumb ways to die?

Page 39: BBDO Connect - The Importance of Storytelling When Building Your Brand

Jonah BergerAuthor of “Contagious”

Marketing Professor, Wharton School of Business

“You may observe that Bill Clinton, Bill Gates and Bill Cosby are all famous and conclude that changing your

name to Bill is the route to fame and fortune.”

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The effect

of doing

Page 41: BBDO Connect - The Importance of Storytelling When Building Your Brand

THE CONTENT SPECTRUM

HIGHLOW

BR

AN

DIN

G IM

PAC

TH

IGH

LOW

CONTENT EFFORTS

low effortlow impact

high efforthigh impact

Page 42: BBDO Connect - The Importance of Storytelling When Building Your Brand

THE CONTENT SPECTRUM

HIGHLOW

BR

AN

DIN

G IM

PAC

TH

IGH

LOW

CONTENT EFFORTS

content curation

brand affinity

brandedcontent

brand visibility

contentcampaigns

brand connections

contentby doing

brand building

Page 43: BBDO Connect - The Importance of Storytelling When Building Your Brand
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Page 45: BBDO Connect - The Importance of Storytelling When Building Your Brand

THE CONTENT SPECTRUM

HIGHLOW

BR

AN

DIN

G IM

PAC

TH

IGH

LOW

CONTENT EFFORTS

contentcuration

brand affinity

brandedcontent

brand visibility

contentcampaigns

brand connections

content by doing

brand building

86 energy saving tips

Page 46: BBDO Connect - The Importance of Storytelling When Building Your Brand

THE CONTENT SPECTRUM

HIGHLOW

BR

AN

DIN

G IM

PAC

TH

IGH

LOW

CONTENT EFFORTS

contentcuration

brand affinity

brandedcontent

brand visibility

contentcampaigns

brand connections

content by doing

brand building

mobile app

Page 47: BBDO Connect - The Importance of Storytelling When Building Your Brand

THE CONTENT SPECTRUM

HIGHLOW

BR

AN

DIN

G IM

PAC

TH

IGH

LOW

CONTENT EFFORTS

contentcuration

brand affinity

brandedcontent

brand visibility

contentcampaigns

brand connections

content by doing

brand building

Sharing Energy

Page 48: BBDO Connect - The Importance of Storytelling When Building Your Brand

THE CONTENT SPECTRUM

HIGHLOW

BR

AN

DIN

G IM

PAC

TH

IGH

LOW

CONTENT EFFORTS

contentcuration

brand affinity

brandedcontent

brand visibility

contentcampaigns

brand connections

content by doing

brand building

#EnergyOnTheGo

Page 49: BBDO Connect - The Importance of Storytelling When Building Your Brand

SUSTAINABLERELATIONSHIP

a trust-worthy partner for its

clients

STEPPS-proof

solutions

contentby doing approach

insights+ creativity

= idea

Page 50: BBDO Connect - The Importance of Storytelling When Building Your Brand

“Money can’t buy you love...”

The Beatles

Paul McCartneyJohn Lennon

Page 51: BBDO Connect - The Importance of Storytelling When Building Your Brand
Page 52: BBDO Connect - The Importance of Storytelling When Building Your Brand

Thank you!