Book Review: Building a StoryBrand: Clarify Your Message So Customers Will Listen. A Step-by-Step StoryBrand Guide By Donald Miller, 240 pgs, ©2017[/caption] Donald Miller’s Building a StoryBrand is one of those books that’s so efficiently packed with useful information you’ll want to reference it again and again.
The marketing messaging and implementation techniques presented in Miller’s StoryBrand 7 framework are genius. I bought the Kindle book because it was super cheap and I wanted instantaneous access, but you can also get the hard copy book which is great for easy reference. As a nice bonus, in whatever form you buy the book, you’ll get access to software that guides you through the whole messaging creation and implementation process. THE BOOK SHORT: Think of your Customer as the protagonist in your brand’s story.
No worries if your desk is already overflowing with book recommendations and you need to get a quick sneak preview. Miller separates the book into three sections as noted in the headings below. In Section II, Mr. What do you offer? 1. 2. 3. 4. Millennials Are Screwed. Eight, 10 people in suits, a circle of folding chairs, a chirpy HR rep with a clipboard.
Each applicant telling her, one by one, in front of all the others, why he’s the right candidate for this $11-an-hour job as a bank teller. It was 2010, and Scott had just graduated from college with a bachelor’s in economics, a minor in business and $30,000 in student debt. At some of the interviews he was by far the least qualified person in the room. The other applicants described their corporate jobs and listed off graduate degrees. Some looked like they were in their 50s. After six months of applying and interviewing and never hearing back, Scott returned to his high school job at The Old Spaghetti Factory. In theory, Scott could apply for banking jobs again. There are millions of Scotts in the modern economy. You can even see this in the statistics, a divot from 2008 to 2012 where millions of jobs and billions in earnings should be. The Class of Oh No. The Greatest Sales Pitch I’ve Seen All Year – The Mission.
A few weeks ago, I met a CMO named Yvette in the office kitchen at OpenView Venture Partners.
She was chewing on a bagel during a lunch break from the VC firm’s all-day speaker event, and she was clearly upset. “How in the world,” Yvette said, reaching for the cream cheese, “am I going to inform my team that our entire approach to marketing is wrong?” The CEO of another company, overhearing Yvette, chimed in. “Right? I just texted my VP of sales that the way we’re selling is obsolete.” In fact, virtually every CEO, sales exec, and marketing VP in attendance seemed suddenly overwhelmed by an urgent desire to change the way they worked. The reason? They had just been on the receiving end of the best sales pitch I’ve seen all year. The 5 Elements of Drift’s Powerful Strategic Narrative How did Gerhardt do it? The answer to both starts with a brilliant strategic narrative, championed by Drift CEO David Cancel, that has transformed the company into something more like a movement.
. #1. Storytelling digital: quel format adopter. Marketing Le 02/03/2017 La mise en récit des campagnes de publicité sur le Web nécessite une connaissance de la « grammaire » du storytelling.
En voici les fondements. Développer des campagnes publicitaires en utilisant le storytelling est un challenge relevé par de plus en plus de marques, et les consommateurs en raffolent. Mais cette stratégie ne consiste pas simplement à apposer une histoire sur un message commercial. A titre d’exemple, chaque année, le grand magasin britannique John Lewis émeut les internautes avec ses publicités de Noël. La Neuroscience au service du Storytelling de Marque.
La team MOONDA s’est rendue à une conférence donnée par le CATS – Cluster Aquitain du Transmedia Storytelling – sur le thème suivant : « La Neuroscience au service du Storytelling de Marque » Un sujet aussi vaste qu’intéressant.
Nous allons vous résumer ici ce que nous avons appris durant cette conférence. Commençons tout d’abord par un mini focus sur le marketing. Le but du marketing est de créer de la valeur monétaire pour l’entreprise par la création de valeur perçue par le consommateur. Le cerveau humain, qui à l’origine n’était pas conçu pour le monde d’aujourd’hui, est confronté à 12 millions d’unités d’informations par seconde, 40 000 sont traitées et en moyenne 30 sont réellement prises en considération par le cerveau. Ici, un schéma explique bien le process que suit un message pour être visible par un consommateur. Source : photo prise lors de la conférence Ce qui est à retenir ce sont les 2 finalités possibles :