Camp Creative Webinar: The Hero's Journey and Your Brand

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Dont Sell Your Story, Tell It

Dont Sell Your Story, Tell It

Presented by:Brian LeonardCreative Director, Camp Creative@Brian_Leonardbleonard@campcreative.net

Crafting Narratives, Defining Brands with The Hero JourneyCOPYRIGHT 2014 CAMP CREATIVEWelcome to Camp Creatives webinar for crafting narratives, defining brands.

Id like to thank you for taking time out of your busy day and joining us in what I promise will be an informative and interesting hour.

Webinar LogisticsHousekeepingAgenda & Housekeeping:AgendaWhy does my brand need a story?The importance of storiesWhat does brand mean?If you dont control your story someone else willStorytelling technique and The Heros JourneyHeros Journey WorksheetCOPYRIGHT 2014 CAMP CREATIVEHOUSEKEEPING - Youll see a panel on screen. Theres an icon with a hand that you can click on if you have a ? - If we have time well try and answer as many as possible.

During the next 30 minutes well be discussing: Why does my business or brand need a story?The importance of stories - all stories - in our day-to-day livesWell touch lightly on what brand means and the importance of brand equityWhat happens if you dont own or control your brand storyAnd the last of our discussion is focused on crafting a narrative for your company using time-tested and proven storytelling techniques, specifically The Heros Journey as a framework.Lastly, well give you a handout and worksheet so you can begin crafting your own brand story.

Brian Leonard has had a long circuitous route before landing at Camp Creative. He has worked on both sides of the camera, as actor and director and was a stand-up comic for 12 years; the San Jose Mercury once said that Brian is one of San Franciscos most intelligent and funniest comedians. He has written for a varied cast of characters, from Caspar Weinberger and Sam Donaldson to Ellen DeGeneres and numerous CEOS and executives. Brian wrote comedy for BBC Radio, was a story consultant for Pixar and had an animated series, Silicon Valley, optioned by Universal/MCA Television.

Brians current role as Creative Director allows him to combine his love of story craft with visual storytelling.Brian LeonardCreative Director, Camp CreativeAbout the Presenter:COPYRIGHT 2014 CAMP CREATIVEIm Brian, creative director at Camp Creative, a full-service marketing agency in Berkeley, CA. I love stories - part of it is my Irish background, growing up in a large family we were rewarded for telling the best stories at dinner and making our parents laugh.

I worked in broadcasting - first radio, then TV - for years including a short stint writing comedy for BBC radio. I was a stand-up comic in a previous life. For about 12 years I toured incessantly and appeared on a fair share of brick wall comedy shows. and hundreds of comedy clubs across the country.

I was a story consultant for a short time at Pixar and had an original animated series picked up by Universal/MCA.

And today I work with a really talented group of storytellers at Camp Creative, including artists, animators, writers and directors.

Humans need stories. Stories help us make sense of the world and allow us to share that understanding with others.COPYRIGHT 2014 CAMP CREATIVEWhy does your brand or service need a story? Lets assume your company is relieving the pain points of real people and solving human problems. Successful companies and brands are built on relationships, relationships forged through trust and some form of emotional connection. And to date, no one has invented a better way to establish an emotional bond with a person or group of people than through the simple act of telling a story.

Humans need stories, they help us make sense of the world we live in and allow us to share that understanding with others. Stories satisfy a primal urge, they are central to the human experience.

Stories are how we communicate. They are how we connect with one another.COPYRIGHT 2014 CAMP CREATIVEEvery culture bathes their children in stories to explain how the world works. Stories educate and entertain.

We tell stories about other people, countries, organizations, and productsbasically, about everything we encounter. These narratives shape how we perceive and interact with the world.

Stories are how we pass on our accumulated wisdom, beliefs and values.

However, not every story or conversation is worthy of our time.Or attention.

COPYRIGHT 2014 CAMP CREATIVEHowever, not every story we hear is worthy of our time or attention. Do we really need to hear about Khloe and Kim in the Hamptons? If youre retired, living on a fixed income the new Abercrombie catalog probably doesnt interest you much and youre not likely to be following news about SnapChat. If your story is irrelevant to someone they wont pay attention. Thats all noise.

To capture someones attention you need to say something thats relevant to them. You also need to:

Tell the Truth.Be Interesting.Offer something of value. This could be information, a solution to a problem or to be simply entertaining.

Inversely, if you dont have a clearly defined, easy-to-understand brand narrative for yourself others will create one for you. Read Yelp. Customers are defining businesses every day and telling their own stories.

Look at Apple and Microsoft. In the old Mac vs. PC commercials Apple communicated ease-of-use and benefits of security by comparing themselves to Windows machines. Youre old and clunky. Im fresh and sleek.

Currently, Microsoft has turned the tables in a new series of commercials pitting Cortana vs. Siri, and Surface Pro vs. MacBook Pro.

If You Dont tell Your Story Someone Else Will

Daisy for Peace1964COPYRIGHT 2014 CAMP CREATIVEThe best example of defining the competition happens every election cycle. Its a whole lot more about telling you what the other guy stands for than it is defining what I stand for.

Fifty years ago Lyndon Johnsons campaign ran an ad, called Daisy for Peace. It portrayed Barry Goldwater as a rabid, war monger. It only aired once and many consider it the most effective political ad of all time. Goldwater never recovered.

If You Dont tell Your Story Someone Else Will Morning in America1984

COPYRIGHT 2014 CAMP CREATIVETwenty years later, Ronald Reagan ran for election and ran a commercial called Morning in America. The images and words created positive associations of a prouder, stronger, better America. Walter Mondale found it impossible to campaign against this upbeat approach. One analyst said that if he did, Mondale wouldnt be running against a candidate hed be running against America.

Mondale lost.

A product is something manufactured in a factory. A brand is something bought by a customer.Stephen King WWP Group, LondonCOPYRIGHT 2014 CAMP CREATIVEA brand is no longer just what the advertiser says it is. A brand is now what consumers think it is. What the twittersphere says it is. What others say about it.

Im sure we all know the difference between brand and product - A product is what you make but customers buy a brand. This is what David Ogilvy described as the intangible sum of a products attributes.

The Value of Brands Happiness Shared Experiences Nostalgia

COPYRIGHT 2014 CAMP CREATIVEPeople dont buy sugar water, they buy Coca Cola. And what Coke is selling is happiness. Because it touches an emotional trigger about past memories, about sharing and togetherness.

Certain brands have created such compelling myths that theyve become cultural icons.

Certain brands become a means of self-expression - clothing, beauty, entertainment, food, beverage. Think Prius, Apple.

The Value of Brands

ExpertsInnovativeEthicalTech Improving LivesSophisticated

COPYRIGHT 2014 CAMP CREATIVERemember the old adage, Nobody ever got fired for buying IBM?

While B2B buyers are traditionally thought of as less impulsive or emotional than B2C buyers, at the end of the day in B2B, a real person is accountable for their purchasing decision. A trusted brand will reinforce that decision.

Cisco is a great example of a strong global B2B brand. In 2012, Ciscos brand equity was valued at $27.2 Billion. (http://www.bestglobalbrands.com/previous-years/2012)

Ciscos brand promises cutting edge technology and innovation. They are the networking solution provider.

Brand Narrative Customer and Producttheyre tied/connected to one another with Brand Identity

Brand IdentityCOPYRIGHT 2014 CAMP CREATIVEA strong, well established brand identity creates a link -- an emotional connection -- between customer and product.

That all happens through the brand narrative.

A trusted brand is a promise of future satisfaction. If your customers believe that your brand can meet their expectations consistently you begin to build brand equity.

Brand Promise Who are we?What is unique about our brand?What needsboth rational and emotional do we serve?COPYRIGHT 2014 CAMP CREATIVEThe Brand Promise is a simple statement that is self-explanatory and clearly defines the organization's aspirations, in an emotional and credible way.

Who are we? How are we unique? Why does it matter?

What are the emotional benefits and rational benefits that our brand serve?

Brand Focus: PatagoniaPlanet first.Business second.

COPYRIGHT 2014 CAMP CREATIVEPatagonia is an example of a very clearly communicated brand story. Their upscale outdoor gear is designed for outdoor enthusiasts who are deeply committed to clean sporting. Patagonia has an ethically rigorous environmental standard that infuses every aspect of their corporate culture.

They famously ran an ad campaign asking customers to not buy one of the