YOU can Convince Like Steve Jobs!

Once upon a time, there lived the greatest business storyteller.

His name was Steve Jobs.

He was never original. Even his Standford commencement speech’s most remembered line- Stay Hungry Stay Foolish was borrowed from the back cover of a magazine, The prototype for the iPod was commercially made available by another brand. But he told his stories better.

And while many will argue about the commercial success of his stories, one thing remains- his stories and his brand, Apple, endures.

Just today, there was a news item that Apple is set to breach the market capitalization of $ 1 Trillion, the first one to do so, due to the surge of pre-orders for the iPhone X.

https://goo.gl/G7sDPu

The good news is we can all be storytellers like Steve. We can begin with this…

Here’s to our own journey of becoming authors and storytellers like Steve…

Author’s Note:

Occasionally, there are technical glitches in the hyperlinks of the presentations. So in case you cant see the presentation above, here is another link that should work (Well if both links work, you will see a big presentation above this line and a smaller version of the same thing below this. But I think two presentations are better than none)

 

Seth Godin: The Tribes We Lead

Video Stats: 2 Million views, 17:20

From the Tedtalks Website:

“Seth Godin argues the Internet has ended mass marketing and revived a human social unit from the distant past: tribes. Founded on shared ideas and values, tribes give ordinary people the power to lead and make big change. He urges us to do so.

 This talk was presented at an official TED conference (2009).

Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.”

 

 

 

 

3 Ways to Usefully Lose Control of Our Brands

Video stats: 1 Million views, 6: 24

From the Ted Talks Website:

” The days are past (if they ever existed) when a person, company or brand could tightly control their reputation — online chatter and spin mean that if you’re relevant, there’s a constant, free-form conversation happening about you that you have no control over. Tim Leberecht offers three big ideas about accepting that loss of control, even designing for it — and using it as an impetus to recommit to your values.

The marketer shares books and articles on how to give up control over your media presence.

 This talk was presented at an official TED conference (2012).

A humanist in Silicon Valley, Tim Leberecht argues that in a time of artificial intelligence, big data and the quantification of everything, we are losing sight of the importance of the emotional and social aspects of our work.”

The Greatest Story Ever Sold

Stats: 2Million views, 19min video

From the Ted Talks Website:

“The filmmaker shares ways to explore the impact of corporate sponsorship on society.

With humor and persistence, filmmaker Morgan Spurlock dives into the hidden but influential world of brand marketing, on his quest to make a completely sponsored film about sponsorship. (And yes, onstage naming rights for this talk were sponsored too. By whom and for how much? He’ll tell you.)

This talk was presented at an official TED conference (March 2011), and was featured by Ted Talks editors on the home page.

Morgan Spurlock makes documentary film and TV that is personal, political — and, above all, deeply empathetic.”

My 3 subcultures reveal more!

This is a sample, partial answer to the assignment I gave my Brand Marketing Class, my 75th marketing class in 23 years of part-time teaching. (read as: I taught at night or on weekends while being fully engaged in the corporate world during weekdays.)

I am 52 years old, male, Filipino, happily married with 3 millenial children ages 23, 20 and 18, belong to Class AB. My wife works full time. After almost 3 decades of working,  I got out of the rat race of 8 to 5 corporate jobs last year to follow a road less travelled, being my own boss and working as a full time management consultant.

Does not say much right? (in the context of what brands I advocate and buy)

What may be more revealing and linked to the brands I patronize are the 3 subcultures I belong to: Marathoners, Life Long Learner, and Buteyko breath practitioner.

As a  fifty something, self-educated 5 time marathoner.

(I started running only last June 21, 2016 after not running anything farther than a 5 minute treadmill for the last 31 years.) Since then, Over the last 16 months,  I’ve run 35 races including 3 full marathons and 2 ultramarathons), I got so irrationally and  fanatically hooked on running and has bought running books on-line, several running shoes (out of need), runner’s watches (out of want)  and subscribed to running apps like Strava (https://www.strava.com/athletes/17515279). I even created my own Facebook page (really for my own personal recording of my running highs and lows (https://web.facebook.com/Freedom-Runs-933891430054586/)

Freedom_Runs_FB_Page_Screenshot_for_Brandma.png

I also an avid seeker of new techniques in running faster and longer which is why I recently watched jeff Galloway’s world famous run walk method on youtube

My membership on the lifelong learner subculture meant that I was buying a lot of books and audiobooks on Amazon, Kindle and Audible.

(Please note that this is only a partial answer to the assignment. This blogpost is meant to demonstrate that adding pictures and videos and links to a blogpost makes the submission richer in form and content.)

Paradigm Shift: Marketing in the Age of Social Media

Marketing in the Age of Social Media
This article was part of a magazine published by Harvard Business Review in March 2016…

The executive summary below is an excerpt from the article on branding…

The full article can be read here…\
https://hbr.org/2016/03/branding-in-the-age-of-social-media

Executive Summary
Social media was supposed to usher in a golden age of branding. But things didn’t turn out that way.

Marketers originally thought that Facebook, YouTube, and Twitter would let them bypass mainstream media and connect directly with customers. Hoping to attract huge audiences to their brands, they spent billions producing their own creative content. But consumers never showed up. In fact, social media seems to have made brands less significant.

What happened? The issue is, social media has transformed how culture works, in a way that weakens certain branding techniques. It has united once-isolated communities into influential crowdcultures. Crowdcultures are very prolific cultural innovators. Their members produce their own content—so well that companies simply can’t compete. Consider that people making videos in their living rooms top the charts on YouTube, which few companies have managed to crack.

While they diminish the impact of branded content, crowdcultures grease the wheels for an alternative approach, cultural branding. In it, a brand sets itself apart by promoting a new ideology that springs from the crowd. Chipotle did this successfully when it made two short films critiquing industrial food, tapping into a movement that began in the organic-farming subculture and blew up into a mainstream concern on social media. Other good examples come from personal care. Axe revived its brand by becoming an over-the-top cheerleader for the “lad” crowd that arose as a response to politically correct gender politics. Dove championed the other side of the divide, with campaigns that spoke to crowdculture concerns about unhealthy beauty standards for women.

Brands succeed when they break through in culture, and crowdcultures are a great vehicle for doing that. But firms can’t identify the critical opportunities by relying on traditional segmentation and trend reports.

Tuna Wars! When the blue ocean became red…

Once upon a time, the quiet world of selling tuna was disrupted by a new entrant.

They say everybody has 20/20 vision looking backwards… Look at the official channels of the brand combatants and check out what stories they made through their commercials…

https://www.youtube.com/user/CenturyTunaSuperbods/videos

https://www.youtube.com/user/SanMarinoOFFICIAL/videos

https://www.youtube.com/user/CenturyPacificGroup1/videos

https://www.youtube.com/user/ArgentinaMeats/videos

Santa Brand Book- Ho Ho How to Make A Brand Last For A Lifetime

I had the rare privilege of being selected as one of Unilever Philippines management trainees in 1988. So it wasnt surprising that one of the thickest manuals I encountered as a fresh college graduate was the Brand Identity Manual of the company, the Do’s and Don’ts that are as mandatory as the 10 commandments to a devout Christian.

Rather than use an official company or brand identity manual to illustrate the elements of a brand, I use this: the Santa Brand Book… an satirical take on a mythical (read as: fictional character) brand that most people believed in once upon a time, discovered to be untrue but still use for the next generation.
Santa_Brand_Book_Cover

The manual can be accessed through this link…
http://www.quietroom.co.uk/santa_brandbook/

The workshop that led to the creation of the Brand Manual is just as funny. This illustrates that indifferent and seeminly detached experts can get the brand all wrong. They have to look at the brand using the perspective of the target market.

https://quietroom.co.uk/discuss/santa-brand-video/

100,000 Facebook Rules !?

P 100,000.00

That is how much test budget (in pesos) my marketing clients have entrusted to me to use for their initial foray into Facebook marketing. After showing the initial but usually promising results, many of these clients were convinced enough to continue Facebook marketing with a specialist digital agency and/or an in-house digital marketing team.

How much did I learn from directly spending P100,000 of other people’s money A lot?!

… Including the 100,000 Facebook brand rules?! which inevitably change as Facebook continuously evolves to enhance the customer experience.

Facebook logo under magnifying glass

One Facebook rule is that a boosted post should not have a photo with more than 20% text. The “explicit” rationale given by Facebook is that text slows down the delivery of the message. Not mentioned is that text reduces the visual aesthetics of the post (a picture is worth a thousand words so why add more?). There may be other reasons but these are left to speculation.

A whole set of rules govern the use of the Facebook logo and brand.

Several times, my ad post was disapproved outright or stopped in the middle of the campaign because of a perceived violation of a brand policy. Facebook allows an appeal and sometimes you win, sometimes you dont. And when they turn down an appeal, Facebook gives you a link to their latest brand identity manual.

Here is the link…
https://en.facebookbrand.com/guidelines/brand

The manual can be downloaded at…

Click to access facebook_brandassetsguide.pdf

Winning the Story Wars: Why those who tell- and live- the best stories will rule the future

Winning Stort Wars book cover

Book Cover

Jonah Sachs wrote about the Digitoral Era in his book: Winning the Story Wars. Digitoral which is a mash-up of Digital and Oral is how he describes the current reality where brands must shift from being the heroes to mentors. He argues that this came after the Oral Phase (where stories or myths where spread by word of mouth and the law was Survival of the Fittest) and the Broadcast Era (where brands reigned supreme and used TV, radio and other media to encourage consumers to spend and where the new rule was Survival of the Richest)

Here is a good intro and summary to his key ideas where else? YouTube…

Part 1. The Myth Gap (And How Marketers Fill It)

Video note on youtube: “The book is Available from Harvard Business Review Press: “Winning the Story Wars” by Jonah Sachs. Created by Free Range studios, this visually compelling animation communicates some of the core wisdom in the book, and explores the concept of the ‘myth gap’, introducing the audience to ’empowerment marketing.’ The approach, inspired by timeless mythology and shadow puppetry, brings a fascinating topic to life, and grabs the audience’s attention, making them a integral part of the adventure.”

A 4 minute video

Part 2: The Power of StoryTelling (And How to Be Heard in the Post BroadCast Eara)

Here’s part two of the video series that accompanies Jonah Sachs’ new book, “Winning the Story Wars”.

Video note on youtube: “Discover how digital tools are returning humanity to a new oral tradition and what kinds of stories will work in this new era of empowerment marketing. Inspired by Joseph Campbell’s Hero’s Journey, Sachs lays out a story model any brand or cause can use to get its message heard, and explains why stories must be not just told, but lived.”

Another 4 minute video

There are a lot more related videos on the matter. Here are what are most useful for understanding how brands must now adjust to tell their story better than their competitors…

Here is the author himself at a Ted Talk…

In this 6 minute interview, Jonah Sachs explains that people expect brands to speak in a human voice…

A large component of Jonah Sachs book was based on the Heroes Journey by Joseph Cambell.

Want to apply the story to your brand? Get your guide here…

http://www.jonahsachs.com/worksheets/

Here is the 3 minute youtube video

View the full video and lesson with captions at…

https://ed.ted.com/lessons/what-makes-a-hero-matthew-winkler

Video note on youtube: “What trials unite not only Harry Potter or Frodo Baggins but many of literature’s most interesting heroes? And what do ordinary people have in common with these literary heroes? Matthew Winkler takes us step-by-step through the crucial events that make or break a hero.”

Like to see more of the heroes journey in movies that are familiar. Here is another short 5 minute clip…

Still fascinated and interested in understanding the monomyth of the heroes journey? Here is a full 84 minute documentary…

Video note on youtube: “The hero with a 1000 faces by Joseph Campbell is one of the most influential books of the 20th Century

The ideas in the book are a set of mental tools you can use to compose a story to meet any situation. A story that can be dramatic, entertaining, and psychologically true. With them, you can determine what’s wrong with a story or a life that’s floundering, and you can find a better solution to problems by examining the patterns laid out in this book.

The ideas in this book are older than the Pyramids, Stonehenge, and older than the earliest cave paintings. Campbell gathers the ideas together, recognizes them, articulates them, and names them.

He exposed the pattern that lies behind every story ever told.

Campbell is a mythographer and was a student of the Swiss psychologist Carl Jung.The book is based on Jung’s idea of the “Archetypes” ( which are constantly repeating characters who occur in the dreams of all people and the myths of all cultures.)

Jung believed that these archetypes are reflections of the human mind — that our minds divide themselves into these characters to play out the drama of our lives.”