Post on 25-Aug-2020
ENTR/BAUD 351-050:Entrepreneurial Marketing
Week 1: Entrepreneurial Marketing, the Ultimate Challenge
Week 3, Part 2: Storytelling
Laptops/Phones away while teachingNo empty chairs up front
What is a brand?
What are some of your favorite brands? Why?
Tech brand?Fashion brand?
Sports team?
Consumers have emotional connections to brands beyond
the rational benefits.
So how do you get customers to have an emotional
connection with your brand?
Seth GodinAll Marketers Tell Stories
“No one buys a feature. They buy a story.”
Why are stories effective?
Stories are universal.Stories are contagious.
Good stories stick.
What can we learn about storytelling from the
Budweiser puppy ad?
Guinness connects with its audience by talking about its
history and where it plans to go.
What makes a story worth telling?
Tell your origin story.
Shopify website
Moleskine website
David KennedyWhy New Media Favors the Underdog
“Technology is full of underdog stories that started somewhere small. People love that type of story. It encourages the kind of thinking that
says anyone can succeed with the right idea. It’s why the idea itself, and the story behind it, is my
favorite idea in new media.”
Tell a story about connections and people coming together.
Humans of New York
Share customer stories.
OkCupid blog
Airbnb website
Position the customer as the hero.
Vanderbilt MBA billboard
LEGO ad
William Feather
“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.”
Don’t be just better, be different.
Tell a story about about a higher purpose.
TOMS “One Day Without Shoes” social media campaign
Dove “Real Beauty” ad campaign
Keep this in mind as we start talking about various marketing channels!
Read “Talking to humans” before Monday.
This week’s assignments