The Pinocchio Effect
-
Upload
jason-theodor -
Category
Marketing
-
view
564 -
download
1
Transcript of The Pinocchio Effect
![Page 1: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/1.jpg)
why a brand needs purposete Pinocchio effect
![Page 2: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/2.jpg)
why a brand needs purposete Pinocchio effect
Pinocchio by Carlo Collo
di
![Page 3: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/3.jpg)
Geppetto
what is a brand?
Pinocchiocompany brand
![Page 4: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/4.jpg)
Your brand is a kind of myth. It has emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox.
Deepak Chopra
what is a brand?
![Page 5: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/5.jpg)
golden circle
It is very simple to identify what your company does and how they do it.
how
what
how
what
why
![Page 6: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/6.jpg)
start wit why
Motivation is easy. Inspiration is hard.
Simon Sinek
why
how
what
how
what
![Page 7: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/7.jpg)
purpose driven
promise
values
personality
benefits
attributes
why
how
what
how
what
![Page 8: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/8.jpg)
external elements
promise
values
personality
benefits
attributes
why
how
what
how
what
![Page 9: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/9.jpg)
internal elements
promise
values
personality
benefits
attributes
why
how
what
how
what
![Page 10: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/10.jpg)
core elements
promise
values
personality
benefits
attributes
why
how
what
how
what
![Page 11: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/11.jpg)
shared passion
promise
customer
company
![Page 12: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/12.jpg)
brand pyramid
promise
values
personality
benefits
attributes
![Page 13: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/13.jpg)
brand pyramid
![Page 14: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/14.jpg)
brand pyramid
promise
values
personality
benefits
attributes
![Page 15: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/15.jpg)
brand pyramidWorld’s first national Aboriginal broadcaster
Growing roster of Aboriginal talent
68% Aboriginal Employees
Programming in multipleAboriginal languages
promise
values
personality
benefits
attributes
![Page 16: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/16.jpg)
brand pyramid
promise
values
personality
benefits
attributes
![Page 17: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/17.jpg)
brand pyramid
Original dramaticseries
APTN national news bureau
Award-winning documentaries
Kids’ shows in Aboriginal languages
Mirror for communities promise
values
personality
benefits
attributes
![Page 18: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/18.jpg)
brand pyramid
promise
values
personality
benefits
attributes
![Page 19: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/19.jpg)
brand pyramidAuthentic Original Engaging
—proud but not boastful—confident but not aloof—down-to-earth but not unsophisticated—firm but not aggressive—approachable but not needy—humourous but not silly—inclusive but not homogenous
promise
values
personality
benefits
attributes
![Page 20: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/20.jpg)
brand pyramid
promise
values
personality
benefits
attributes
![Page 21: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/21.jpg)
brand pyramidSharing our people’s journey
Celebrating our cultures
Honouring the wisdom of our elders
Inspiring our children
promise
values
personality
benefits
attributes
![Page 22: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/22.jpg)
brand pyramid
promise
values
personality
benefits
attributes
![Page 23: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/23.jpg)
aptn's brand promise
share the stories only we can tell
values
personality
benefits
attributes
![Page 24: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/24.jpg)
cbc's brand promise
Everyone. Every way.
values
personality
benefits
attributes
![Page 25: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/25.jpg)
cnn's brand promise
Our mission is to create the finest possible news product and to present hard-breaking, national, and international news, as it unfolds. We deliver unparalleled perspectives across multiple categories, including political, medical, financial, technology,
entertainment, and more.
values
personality
benefits
attributes
![Page 26: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/26.jpg)
bbc's brand promise
To enrich people's lives with programmes and servicesthat inform, educate and entertain.
values
personality
benefits
attributes
![Page 27: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/27.jpg)
cut your strings
If you know your purposeyou won’t need to control
your brand anymore
![Page 28: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/28.jpg)
stop hiding your nose
If you know your purposeyou don’t have to suffer“truthiness” anymore.
![Page 29: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/29.jpg)
become a real boy
If you know your purposeyour company will be seen
as having true value.
![Page 30: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/30.jpg)
books of purpose
![Page 31: The Pinocchio Effect](https://reader031.fdocuments.us/reader031/viewer/2022013013/58e746c81a28ab91558b4829/html5/thumbnails/31.jpg)
tank-you
@jted jasontheodor.com slideshare.com/jted