STORIES OF �REMARKABLE BRANDS
Litsa Barberoglou, Brandivine
Forty years of building brands
Goulburn Valley
Sorbent
Yellowglen
In 2016, I founded Brandivine. Helping businesses uncover their stories.
REMARKABLE
All it means is that someone decides that you are worth talking about, that you are worth making a remark about. And it is not up to you. It is up to them. So, if people choose to talk about you, then the word spreads.
Seth Godin, Global Marketer, Author
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ELEVATOR PITCH (EXTENDED)
Why do people remark about some brands and not others?
The door was closed, but I could see the man inside.
���
Impromptu overseas trip.
I needed luggage.
Urgently
I went to the July store at QV.
It was closed.
I put on my biggest smile and
locked eyes with the store manager.
He opened the door and told me that the store wasn’t due to open for another hour, but he couldn’t resist my smile.
I bought the luggage.
A few days later I needed to exchange something. I popped into the July head office. The store manager was there and greeted me by name.
��
Athan Didaskalou,
Co-Founder, July
While he organised the exchange he asked:
“Would you like to meet
one of the founders?”
Turned out, Athan already knew who I was.
“Would you buy from a business if you knew the founder was a wanker?”��
“NO!!!
Unless it was July.
Their luggage is amazing.”
Athan told me a story.�We had a laugh. �Took a selfie.�
“NO!!! Unless it was July.
Their luggage is amazing.”
Then July and I travelled around Greece and Egypt for six weeks.
Fast forward 12 months.
I was catching up with a friend on a Saturday morning, when I heard my name being called across the room.
It was Athan, and his business partner, Richard.
When we went to pay, the waitress gave us a quizzical look and said, �“It’s been paid for by July.”��
That was probably the most cost-effective marketing investment they ever made.
That brunch cemented the relationship between July and me.
It also created a self-appointed July
brand ambassador.
3.
DESIGN AN EXPERIENCE
SO SPECIFIC THAT PEOPLE
CANNOT DESCRIBE IT
WITHOUT TELLING A STORY.
Now I’d like to ask you a question.
If you were looking for luggage, would you consider July?
THAT IS THE POWER
OF STORYTELLING
It matters
because
brands are
living assets.
Brand
Experience
Story
Why are stories so powerful?
Humans like to believe that the decisions we make are rational.
Neuroscience tells us
something different.
Stories trigger emotions.
The decisions we make are driven by the stories we tell ourselves, then we rationalise our decisions.
EMOTION
I feel sad, I need to make myself feel better.
RATIONALISE
My luggage is old.
JUSTIFY
July has specially engineered wheels.
SPECIFIC
A store.
A closed door.
A face that showed emotion.
HUMAN
A store manager who made a choice, not to follow the rules.
SURPRISING
The founders who paid for our brunch.
Why does this story stick?
FACTS INFORM
STORIES TRANSFORM
“People don’t talk about what you do.
They talk about how you made them feel.”
Dr. Angela Mayou
▶
Nicki Van Veen
40
Having listened to Nicki’s story, would you want to work with her?
Engaging stories shorten the distance between familiarity and advocacy.
Familiarity
Trust
Preference
Loyalty
Advocacy
BRANDS THAT CREATE
ENGAGING STORIES
ARE THE BRANDS PEOPLE REMARK ABOUT
1.
Don’t explain what you do, share why it matters.
2.
Replace facts with engaging moments.
3.
Design an experience so engaging, that people want to remark upon it.
Three ways to tell a story worth remarking upon.
WHAT IS THE STORY THAT
ONLY YOUR BUSINESS COULD TELL?
Think of one specific moment
not a value, not a process,
but something that actually happened,
that captures how your business is different.
Write it down.
3 MINUTES
YOUR STORIES ARE HOW
YOU WILL CREATE
EMOTIONAL CONNECTION