Content has become a dynamic, sophisticated tool that can have tangible, bottom line results. But these results don’t come easily; content take considerable work, commitment, endurance, dedication, and organizational alignment. Across the enterprise functional areas beyond marketing and corporate communications are generating content and these efforts need synchronization.
A commentary in the December issue of Entrepreneur magazine suggests that storytelling seems to be the major business lesson of 2014.
Why does my brand need a story?
Storytelling as it applies to business is about how your products or services exist in the world. It’s about who you are as a company, how you add value, meet needs, ease troubles. A compelling brand story gives your audience a way to connect with you, and to view your business as a living, breathing entity run by real people offering real value.
Three components of developing a brand story
A note of caution – storytelling as it applies to business isn’t about spinning a yarn or fairy tale. There are three critical components to telling your brand story.
It has to be the truth.
Your company culture must align with the brand story.
The story must be told consistently across all marketing communications, both internal and external.
Composing your brand story is all about differentiation and serving your customer, whether B2C or B2B. Ask yourself some questions:
What is unique about your business?
Is there anything interesting about how it was founded or its founder?
What inspired the business?
What “aha” moments have you had?
How has your business evolved?
What about your business might others... Read more
I’m excited to be live-blogging the Startup Marketing Conference in San Francisco. Unfortunately, due to traffic, I arrived late and missed Brian Solis, principal analyst and Altimeter Group kick off the morning. His session, WTF: What is the Future of Business for Startup or Enterprise, outlined why disruptors, not creators, will define the next 10 years. If you follow the Twitter stream at #startupmarketingconf, you’ll see he also addressed how human behavior is also being disrupted and what you can do to capitalize on this time of instability. I’m bummed I missed it.
I did arrive in time to catch the second session, featuring Brant Cooper, Co-founder of Moves the Needle. His presentation, The Lean Brand: How to Build Sustainable Growth by Creating Passionate Customers outlined ways startups can leverage LEAN management (typically associated with manufacturing). He discussed the Value Stream, which aligns with a traditional sales funnel. The seven steps of the value stream include:
1. Being aware of your brand (acquisition)
2. Intrigued (top of the funnel)
4. Convinced (the conversion)
5. Hopeful (minimum viable product: MVP)
7. Passionate (the evangelists)
Cooper then discussed hypothesis-driven development, which means that you have to have something to test, beyond a product. The idea is that... Read more
Publicis Worldwide announced last week that they are developing La Maison, a new luxury marketing platform. The new venture teams Publicis with Google (for unique technology) and Conde Nast (for content). Together these partners plan to harness data insights, better understand device and channel use while also engaging customers through relevant content. This new platform would then fuel selected Publicis roster agencies with propriety insights to leverage luxury brands globally.
Publicis' model seems attainable. The proof will be whether they actually produce unique and market appropriate insights for their roster agencies, and whether those agencies translate these insights into rich brand experiences to drive sales. While LaMaison may engage customers with content and learn about behaviors, will the communication shift of knowledge to a roster agency produce viable results?
This type of super-tent over the luxury marketplace raises the question of whether large regional agencies, or those agencies without deep pockets, can compete in winning luxury brands' accounts. In the era of scarce dollars for business development, it's always a consideration in responding to and pursuing a luxury brand opportunity.
There are five considerations agencies should weigh in deciding to pursue a luxury brand.
Leveraging existing data. Despite the propriety claim on data noted... Read more