Step 3: Create Your Brand Story

Module 1: The Head and the Heart

“In the midst of all the marketing clutter in the world today, your only hope for breaking through is to touch the head and/or the heart of your customers.“

 

LEARN

  • Learn how to break through all the marketing clutter with Consumer Insight.

LESSONS

  • We are hard-wired to avoid marketing.

  • You can’t out-shout your competition.

  • Learn to break through the clutter with Consumer Insight.

  • Build AdStock: spend less, earn more.

FRAMEWORKS/TOOLS*

  • Consumer Insight Test

    *Includes real world examples to see how others got it done.

 

Module 2: Big Ideas

“Marketing messages are a dime a dozen. "Big Ideas" can unify years' worth of marketing messages into lasting associations between your Brand and your customers.”

 

LEARN

  • Learn how great Brand Stories start with a Big Idea.

LESSONS

  • Ideas, not ads!

  • The key ingredients of a Big Idea.

  • Own your vision: the Idea Brief.

  • Seek input and feedback before producing anything.

FRAMEWORKS/TOOLS*

  • Idea Brief

    *Includes real world examples to see how others got it done.

 

Module 3: Storytelling

“We communicate and remember what is most important with stories. Turn your marketing communications into a Story and your customers are more likely to pay attention and respond.”

LEARN

  • Learn the key ingredients of Brand Storytelling so you can turn your Big Idea into a great Brand Story.

LESSONS

  • The five key ingredients of brand storytelling.

  • Casting the lead actors and playing a supporting role.

  • Borrowing from culture.

  • Reinforcing your promise.

FRAMEWORKS/TOOLS*

  • Storytelling Framework

    *Includes real world examples to see how others got it done.

 

Module 4: Transmedia Storytelling

“Great Stories can travel within and across channels. Today's media world is made for storytelling. Each channel can add a new dimension.”

LEARN

  • Learn how stories can travel across different media channels-- each doing what they do best.

LESSONS

  • What makes a marketing story a Transmedia Story?

  • Let each channel do what it does best.

  • Reward your fans with unique content.

  • Create multiple entry/exit points.

FRAMEWORKS/TOOLS*

  • Storytelling Media Map

    * Includes real world examples to see how others got it done.