Brands & Iden+ty: The Power of Storytelling
Sco2 Stone ConocoPhillips
BRAND LOGO
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BRAND = SUM OF ALL EXPERIENCES
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A RELEVANT EXPERIENCE?
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WHAT?!?
I DIDNT COME
HERE FOR THIS
B2B = BORING 2 BORING?
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THANK YOU FOR SHARING YOUR BORING STORY WITH ME
ARE YOU THE LEADER?
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IM KIND OF A BIG DEAL PEOPLE KNOW ME
ARE YOU ACCESSIBLE?
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WHAT MAKES YOU DIFFERENT?
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DEFINING YOUR BRAND
WHAT IS YOUR
COMPANY STRATEGY?
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WHO IN YOUR AUDIENCE REALLY MATTERS?
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KEY MESSAGES
POSITIONING STATEMENT
MISSION
VISION
REASONS TO BELIEVE/PROOF POINTS
DO YOU HAVE A CONSISTENT
DIGITAL AND SOCIAL BRAND VISUAL SYSTEM?
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DO YOU HAVE A DEFINED PERSONALITY?
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STORYTELLING
"STORYTELLING REVEALS MEANING WITHOUT
COMMITTING THE ERROR OF DEFINING IT."
SPEAK TRUTHFULLY. BE REAL.
BRAND STORIES ARE NOT SALES PITCHES
CREATE STORIES YOUR AUDIENCE CAN CONNECT TO EMOTIONALLY
THINK ABOUT
HOW YOUR AUDIENCES
WILL EXPERIENCE YOU
IN THE DIGITAL AND
SOCIAL WORLD
GIVE YOUR AUDIENCE THE ABILITY TO SELF-SELECT
HOW THEY WANT TO INTERACT WITH YOUR BRAND
DONT BE BORING
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