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

WHO’S STORY IS IT ANYWAY? Wednesday, June 10, 15

WHAT IS A BRAND? A brand is the story an audience tells itself about how you perform physically and metaphysically. Wednesday, June 10, 15

WHAT IS A BRAND? Position Promise Personality Purpose A brand is the story an audience tells itself about how you perform physically and metaphysically. Wednesday, June 10, 15

THE STORY CYCLE Wednesday, June 10, 15

BRAND STORIES WE TELL OURSELVES COMMODITY SPECIALTY GOOD OR SERVICE From hive to home Gives you wings Think different A brand is the story an audience tells itself about how you perform physically and metaphysically. Wednesday, June 10, 15

FROM LEFT BRAIN TO RIGHT COMMODITY SPECIALTY GOOD OR SERVICE 10 1 2 3 4 5 6 7 8 9 Position in T arget Goals & Unique buying SWOT Promise Brand Brand ideal Personality Abundance the market audiences objectives proposition analysis & gift statement purpose Wednesday, June 10, 15

WHY YOU DO WHAT YOU DO COMMODITY SPECIALTY GOOD OR SERVICE 10 1 2 3 4 5 6 7 8 9 Position in T arget Goals & Unique buying SWOT Promise Brand Brand ideal Personality Abundance the market audiences objectives proposition analysis & gift statement purpose WHAT WE MAKE WHAT WE MAKE HAPPEN Wednesday, June 10, 15

THE HIERARCHY OF NEEDS IN YOUR STORY COMMODITY SPECIALTY GOOD OR SERVICE 10 1 2 3 4 5 6 7 8 9 Position in T arget Goals & Unique buying SWOT Promise Brand Brand ideal Personality Abundance the market audiences objectives proposition analysis & gift statement purpose WHAT WE MAKE WHAT WE MAKE HAPPEN PHYSIOLOGICAL SAFETY LOVE & BELONGING ESTEEM SELF ACTUALIZATION Wednesday, June 10, 15

THE STORY CYCLE HELPS ENLIGHTENED LEADERS AUTHOR BRAND STORIES TO CREATE ABUNDANCE FOR THE GREATER GOOD SELF ACTUALIZATION PRICE/MARGIN/LOYALTY ESTEEM LOVE & BELONGING SAFETY PHYSIOLOGICAL SPECIALTY GOOD OR SERVICE COMMODITY BACKSTORY HERO STAKES DISRUPTION ANTAGONISTS MENTOR JOURNEY VICTORY MORAL RITUAL Position in T arget Goals & Unique buying SWOT Promise Brand Brand ideal Personality Abundance the market audiences objectives proposition analysis & gift statement purpose Wednesday, June 10, 15

How We Author Brand Stories For The Greater Good Purpose Personality Promise Position BACKSTORY HERO STAKES DISRUPTION ANTAGONISTS MENTOR JOURNEY VICTORY MORAL RITUAL Position in T arget Goals & Unique buying SWOT Promise Brand Brand ideal Personality Abundance the market audiences objectives proposition analysis & gift statement purpose Wednesday, June 10, 15

Archetypes Wednesday, June 10, 15

Archetypes Innocent Regular Guy/Gal Hero Caregiver Explorer Rebel Lover Creator Jester Sage Magician Ruler Wednesday, June 10, 15

Wednesday, June 10, 15

THE STORY CYCLE Wednesday, June 10, 15

Purpose Personality Promise Position Wednesday, June 10, 15

What’s your story? Wednesday, June 10, 15