how to tell a brand story people will love [inbound 2014]

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#INBOUND14 How to Tell a Brand Story People Will Love

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People don't buy what you do, they buy why you do it. Increasingly, marketers are realizing how true this statement is. Content marketing -- only recently a priority for marketing teams -- has become an imperative for brands whether they are selling to consumers or other companies. But even those words obscure what companies really need to do to capture the hearts, minds and business of their customers: They need to tell great stories. Drawing on her storytelling experience at The Wall Street Journal, Tesla Motors, and First Round Capital, Camille Ricketts will talk about how to find great stories, develop them, and use them to make real and lasting impact.

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How to Tell a BrandStory People Will Love

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5 Tactics for Remarkable Storytelling

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Know Your Audience

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#AskJPM

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How did this happen?

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Positioning is Everything

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You can't be everything to everyone, but you can be

something great for someone.

“

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For (target customer)Who (statement of need or opportunity),(Product name) is a (product category)That (statement of key benefit).Unlike (competing alternative)(Product name)(primary differentiation).

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For Wold Wide Web usersWho enjoy books,Amazon is a retail booksellerThat provides instant access to millions of books.Unlike traditional book retailers,Amazon provides an extraordinary experience,low prices and comprehensive selection.

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instant

enjoy

traditional

effortless

enchant

nostalgia

Make reading easyand enchanting —the way you remember it being.

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Find Your Hero

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1 2 3Make a loan to farmers in

Uganda.

Make a loan to farmers in this village.

Make a loan to Alice.

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Be Authentic

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People don’t buy what you do,they buy why you do it.

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Make it Shareable

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1 2 3To make

people think, feel, smile.

To define ourselves to

others.

Positive validation.

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Know Your Audience

Nail Your Positioning

Find Your Hero

Be Authentic

Design to Be Shared

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firstround.com/review@camillericketts

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