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The importance of storytelling
when building your brand
BBDO Connect - The Importance of Storytelling When Building Your Brand
we create effectiveness
LIVE
DATA

THINK

CHANGE

DIGITAL

DIALOG

ACTIVATION

ONE TO ONE
LIVE
DATA

THINK

CHANGE

DIGITAL

DIALOG

ACTIVATION

ONE TO ONE
Digital
marketing
is almost dead

Enter
today’s
relationship era

Become
contagious
in six step(p)s

The
effect
of doing
Digital
marketing
is almost dead
Marc Pritchard
Global Brand Building Officer, P&G
BBDO Connect - The Importance of Storytelling When Building Your Brand
insight
+ creativity
= idea
“We’re in love with the technology right now, a little bit.
We need to fall back in love with the ideas again. Because
ideas & content will be the real differentiator in the future.”

Marc Pritchard
Global Brand Building Officer, P&G
Enter
today’s
relationship era
“If you are still selling goods and services by blanketing
the world with advertising, trying to persuade or entertain
or flatter consumers into submission, you are doing things
all wrong. Because the world has changed. A lot.”

Doug Levy Bob Garfield
Co-authors of “Can’t buy me like”
COLLAPSE OF “MASS”
INCREASE OF TRANSPARENCY
RISE OF SOCIAL CONNECTIVITY
PRIMACY OF TRUST

the relationship eraTM
=
the relationship eraTM

digital
channel| technology|media
=
the relationship eraTM

human
needs | connections | values
what’s the main ingredient
for every relationship?
TRUST
the 3 C’s of

TRUST
credibility | care | congruency
credibility
does your offering correspond
to what you promise?
care
do you understand your consumer
and listen to what he really thinks about you?
congruency
does every company aspect
reflect the values you share?
HIGH

BRAND SUSTAINABILITY MAP

SUSTAINABLE

RELATIONSHIP

RELATIONSHIP

LIMITED

RELUCTANT

RELATIONSHIP

RELATIONSHIP

LOW

TRUST

EMOTIONAL

LOW

TRANSACTIONS

HIGH
Ron Shaich
co-CEO, Panera Bread
“Our whole marketing effort … is fueling word of mouth.
Marketing is simply amplification of the experience within.
It's not like we are going to convince you that we are
something that we are not.”

Ron Shaich
co-CEO of Panera Bread
Become
contagious
in six step(p)s
LOW

EFFECTIVENESS

HIGH

THE TIPPING POINT

LOW

# OF CONNECTIONS

HIGH
Jonah Berger
Author of ‘Contagious’ &
Marketing Professor, Wharton School of Business
“By focusing so much on the messenger, we've neglected
a much more obvious driver of sharing: the message”

Jonah Berger
Author of “Contagious”
Marketing Professor,
Wharton School of Business
FRAMEWORK
social
currency

triggers

emotion

public

practical
value

stories
social
currency

triggers

emotion

public

practical
value

People share things that make them look good

stories
social
currency

triggers

emotion

public

practical
value

Top of mind, tip of tongue

stories
social
currency

triggers

emotion

public

When we care, we share

practical
value

stories
social
currency

triggers

emotion

public

practical
value

Built to show, built to grow

stories
social
currency

triggers

emotion

public

News you can use

practical
value

stories
social
currency

triggers

emotion

public

practical
value

stories

Information travels under the guise of idle chatter
How
is Dumb ways to die?
“You may observe that Bill Clinton, Bill Gates and Bill
Cosby are all famous and conclude that changing your
name to Bill is the route to fame and fortune.”

Jonah Berger
Author of “Contagious”
Marketing Professor,
Wharton School of Business
The
effect
of doing
HIGH

THE CONTENT SPECTRUM

BRANDING IMPACT

high effort
high impact

LOW

low effort
low impact
LOW

CONTENT EFFORTS

HIGH
THE CONTENT SPECTRUM

HIGH

content
by doing

brand building

BRANDING IMPACT

content
campaigns

brand connections

branded
content

brand visibility

LOW

content
curation

brand affinity
LOW

CONTENT EFFORTS

HIGH
BBDO Connect - The Importance of Storytelling When Building Your Brand
BBDO Connect - The Importance of Storytelling When Building Your Brand
THE CONTENT SPECTRUM

brand building

content
campaigns

brand connections

86 energy
saving tips

branded
content

brand visibility

content
curation

LOW

BRANDING IMPACT

HIGH

content
by doing

brand affinity
LOW

CONTENT EFFORTS

HIGH
THE CONTENT SPECTRUM

HIGH

content
by doing

brand building

BRANDING IMPACT

mobile app

content
campaigns

brand connections

branded
content

brand visibility

LOW

content
curation

brand affinity
LOW

CONTENT EFFORTS

HIGH
THE CONTENT SPECTRUM

HIGH

content
by doing

brand building

BRANDING IMPACT

content
campaigns

brand connections

branded
content

brand visibility

LOW

content
curation

brand affinity
LOW

Sharing
Energy
CONTENT EFFORTS

HIGH
THE CONTENT SPECTRUM

HIGH

content
by doing

brand building

BRANDING IMPACT

content
campaigns

brand connections

branded
content

brand visibility

#Energy
OnTheGo

LOW

content
curation

brand affinity
LOW

CONTENT EFFORTS

HIGH
SUSTAINABLE
RELATIONSHIP

insights
+ creativity
= idea

a trust-worthy
partner for its
clients

STEPPS
-proof
solutions

content
by doing
approach
“Money can’t buy you love...”

John Lennon Paul McCartney
The Beatles
BBDO Connect - The Importance of Storytelling When Building Your Brand
Thank you!

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