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HELP! Which Brand Does Marketing Best?1399

Forum Owner Belew private msg quote post Address this user
I can think of some brands that do some great storytelling...not just video.

Just yesterday I got a rather late booking to teach a 2-day all-day seminar on digital storytelling. ... which as we know can take on a lot of different forms.

What brands do you think do digital storytelling best?

Please share. I am looking for ideas outside of my own interests.

HELP!
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Member yathso private msg quote post Address this user
Not sure if this is what you're looking for but two brands that are crystal clear in their marketing message:

Apple - Every message they put out is about "Design". There's no confusion about it.
Ex: Just buy any apple products or visit an apple store.

Zappos - Everything they do is about "Customer Service"
Ex: Their 9hr long customer service call, 365 days return policy, constant surprise upgrades to free 2nd day shipping, etc.

I think everything they do at the core just naturally becomes the story that gets told over and over again.
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Forum Owner Belew private msg quote post Address this user
@yathso

The Apple's - I'm a Mac, I'm a PC campaign is classic.
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Forum Owner Belew private msg quote post Address this user
I have never seen a Zappos marketing piece.
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Member yathso private msg quote post Address this user
Redbull -Every online/offline message they put out is about extreme sports. Rarely will you see them talking about their core product, the little energy drink.
Ex: Just goto their main website http://www.redbull.com/ , it's difficult to even find a link to their energy drink page. Their site is all about the lifestyle of extreme sports and they want you to make the subconscious connection that drinking redbull will give you the ability to do all those activities. Brilliant.

Starbucks - All about the experience, atmosphere, and providing a space to connect people.
Ex: If you listen to the interviews of the Starbucks CEO Howard Schultz, he never talks about coffee, but rather the experiences. That's how they can get away with charging $5 for a coffee.

All these brands focus on selling the feeling and telling stories about how it made their customers feel, rather than the product itself.
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Forum Owner Belew private msg quote post Address this user
@yathso

This is great stuff ... and just what I was looking for. Keep 'em coming.

A BIG thanks!
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Member yathso private msg quote post Address this user
Quote:
Originally Posted by Belew
I have never seen a Zappos marketing piece.


Other than the CEO Tony Hsieh's book and talks, neither have I. I think their philosophy is building a really strong internal culture and customer experience so that the marketing is organic, from word of mouth.
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Member yathso private msg quote post Address this user
Quote:
Originally Posted by Belew
@yathso

This is great stuff ... and just what I was looking for. Keep 'em coming.

A BIG thanks!


Np. This is all from my recent memory since I listen to a lot of interviews of successful entrepreneurs in my free time. You may have to do a bit of research to find more specific examples from those brands.
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Forum Owner Belew private msg quote post Address this user
@yathso

I am doing research and have a pretty good working list. I have my assistant doing research as well.
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Forum Owner Belew private msg quote post Address this user
HELP WANTED:

Got time to help an old man?

I am looking for best examples of digital storytelling.

I'll share with you:

There are 20 story plots (probably more)

1. QUEST

2. ADVENTURE

3. PURSUIT

4. RESCUE

5. ESCAPE

6. REVENGE

7. THE RIDDLE

8. RIVALRY

9. UNDERDOG

10. TEMPTATION

11. METAMORPHOSIS

12. TRANSFORMATION

13. MATURATION

14. LOVE

15. FORBIDDEN LOVE

16. SACRIFICE

17. DISCOVERY

18. WRETCHED EXCESS

19. ASCENSION

20. DECISION

There are 4 reasons to tell a story:

1. INFORMATION

2. ENTERTAINMENT

3. INSPIRATION

4. LEADERSHIP

There are 10 ways to tell a digital story (a lot more...)

1. VIDEO

2. CASE STUDY

3. WHITE PAPER

4. WEBINAR

5. POST SERIES

6. INFOGRAPHIC

7. IMAGES

8. eBOOKS

9. SLIDEHSHARES

10. USER GENERATED CONTENT

Have you got any examples of brands that do any or some of these combinations really well.

Plot + Purpose + Type = BEST Practice.
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