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Storytelling to Create Abundance for the Greater Good
Wednesday, June 10, 15
Wednesday, June 10, 15
Storytelling to Create Abundance for the Greater Good Wednesday, - - PowerPoint PPT Presentation
Storytelling to Create Abundance for the Greater Good Wednesday, - - PowerPoint PPT Presentation
Storytelling to Create Abundance for the Greater Good Wednesday, June 10, 15 Wednesday, June 10, 15 Wednesday, June 10, 15 WHOS STORY IS IT ANYWAY? Wednesday, June 10, 15 WHAT IS A BRAND? A brand is the story an audience tells itself about
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WHO’S STORY IS IT ANYWAY?
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A brand is the story an audience tells itself about how you perform physically and metaphysically.
WHAT IS A BRAND?
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WHAT IS A BRAND?
Position Promise Personality Purpose
A brand is the story an audience tells itself about how you perform physically and metaphysically.
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THE STORY CYCLE
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Gives you wings From hive to home
COMMODITY SPECIALTY GOOD OR SERVICE
Think different BRAND STORIES WE TELL OURSELVES
A brand is the story an audience tells itself about how you perform physically and metaphysically.
Wednesday, June 10, 15
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COMMODITY SPECIALTY GOOD OR SERVICE
FROM LEFT BRAIN TO RIGHT
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Position in the market T arget audiences Goals &
- bjectives
Unique buying proposition SWOT analysis Promise & gift Personality Brand statement Brand ideal purpose Abundance
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COMMODITY SPECIALTY GOOD OR SERVICE WHAT WE MAKE WHAT WE MAKE HAPPEN
WHY YOU DO WHAT YOU DO
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Position in the market T arget audiences Goals &
- bjectives
Unique buying proposition SWOT analysis Promise & gift Personality Brand statement Brand ideal purpose Abundance
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WHAT WE MAKE WHAT WE MAKE HAPPEN COMMODITY SPECIALTY GOOD OR SERVICE PHYSIOLOGICAL SELF ACTUALIZATION LOVE & BELONGING ESTEEM SAFETY
THE HIERARCHY OF NEEDS IN YOUR STORY
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Position in the market T arget audiences Goals &
- bjectives
Unique buying proposition SWOT analysis Promise & gift Personality Brand statement Brand ideal purpose Abundance
Wednesday, June 10, 15
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T arget audiences Goals &
- bjectives
Unique buying proposition SWOT analysis Promise & gift Personality Brand statement Brand ideal purpose Abundance
BACKSTORY HERO STAKES DISRUPTION ANTAGONISTS MENTOR JOURNEY VICTORY MORAL RITUAL
Position in the market
PRICE/MARGIN/LOYALTY PHYSIOLOGICAL SELF ACTUALIZATION LOVE & BELONGING ESTEEM SAFETY COMMODITY SPECIALTY GOOD OR SERVICE
THE STORY CYCLE HELPS ENLIGHTENED LEADERS AUTHOR BRAND STORIES TO CREATE ABUNDANCE FOR THE GREATER GOOD
Wednesday, June 10, 15
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T arget audiences Goals &
- bjectives
Unique buying proposition SWOT analysis Promise & gift Personality Brand statement Brand ideal purpose Abundance
BACKSTORY HERO STAKES DISRUPTION ANTAGONISTS MENTOR JOURNEY VICTORY MORAL RITUAL
Position in the market
How We Author Brand Stories For The Greater Good
Position Promise Personality Purpose
Wednesday, June 10, 15
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Archetypes
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Archetypes
Innocent Regular Guy/Gal Hero Caregiver Explorer Rebel Lover Creator Jester Sage Magician Ruler
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Wednesday, June 10, 15
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THE STORY CYCLE
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Position Promise Personality Purpose
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What’s your story?
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