12016 Julie Cottineau BrandTwist AGENDA What is a Brand Story Examples from other brand stories KEY ELEMENTS Integrate the Brand Idea and Pillars Include the mission or the brandits ID: 780680
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Slide1
AKA
BRAND STORY EXAMPLES
1/20/16Julie CottineauBrandTwist
Slide2AGENDAWhat is a Brand Story?
Examples from other brand stories
Slide3KEY ELEMENTSIntegrate
the Brand Idea and PillarsInclude the mission or the brand/its point of view in the category and worldThe “Aha” founding moment/founder’s visionHelps to establish the brand tone of voiceCan be linked to a name change or eventOften brought to life visuallyCan be an internal tool, external or bothCan involve employees in building/refining
Slide4WHAT DEFINES A POWERFUL STORY?
WHAT’S IN IT FOR ME, WHAT CONFLICT DO YOU SOLVE?
Slide5EXAMPLES
5
Slide6INNOCENT DRINKS
http://innocentdrinks.co.uk
Slide7TOM’S SHOES
“In 2002 my sister and I teamed up to compete on the CBS reality show The Amazing Race. We didn't win, but my travels during the show led me back to Argentina in 2006. On my visit I saw lots of kids with no shoes who were suffering from injuries to their feet…”
Blake Mycoskie, Founder Tom’s Shoes
Slide8WARBY PARKER
Slide9ZAPPO’S
Slide10BIG GAY ICECREAM
Slide11SPANX
Slide12TRUE MOTION
Slide1313
SWEET GREENhttps://www.youtube.com/watch?v=o2MNNPX_x1I#action=share
Slide14PRIVATE PREP
At Private Prep, we pride ourselves in going the extra mile for each of our students and supporting them not just academically but also emotionally. Each of our Private Prep centers around the country has dedicated staff who connect with their local students and take pride in their accomplishments. From time to time they send us stories of individual students for whom they were able to go the extra mile with encouragement and support and help them not just survive their academic challenges – but truly thrive. “I had saved the pencils I used to take MY SAT Junior and Senior year of high school. I gave her one of the pencils and wished her the best of luck. Just before the test, I reminded Ilyssa, that if she felt anxious or got nervous, to look at the pencil and remember that I was once in her shoes and that on my test day I overcame that same anxiety. I just wanted her to feel comfortable taking the test knowing I was there to help her in some way.Well Ilyssa aced the tests. (improving 22% over her practice scores!) When her ACT scores came in and she shared them with me, I don’t know who was whooping louder, her or me. She asked to keep the pencil and I found out later she proudly displayed it in a cup on her desk at Syracuse, where she majored in psychology.
I feel great about her achievements and honored that I got to be part of her academic and emotional journey.”
Slide15INTERNAL LAUNCH AND SOCIALIZATION15
Slide16KRIS CARR
Slide17Slide18WALTON WOOD FARM18
Slide1919MEET ME AT STARBUCKS
Slide20HUMANS OF NEW YORK20
Slide21http://
getunreal.com/our-story/UNREAL CANDY
Slide22http://getunreal.com/our-story/