Group items tagged Brand Narrative - Brand Fatale

shared by Pedro Gonçalves on 27 May 13 - No Cached

Content and brand stories should not be conceived of in a sequential manner but rather as an ecosystem and constant narrative.
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There has never been a greater need for brands to craft little jewels of content that can sparkle and seduce the most discerning of consumers. Brands that learn to tell their brand story in bite-sized, mobile friendly chunks in the fragmented world of social media will engage consumers.
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shared by Pedro Gonçalves on 18 Apr 13 - No Cached

when a user comes across your Twitter handle or Facebook feed, she doesn't suddenly transform into a "professional-only" mode that consumes, filters and reacts to content based 100% on her company and career. No, her professional persona may take center stage, but her entire thought process is also influenced by the less apparent parts of her personality: the fact that she's a parent, enjoys rock climbing, is coming off a rough week or lives in a city. As marketers, we need to embrace this fundamental nature of user behavior; namely, that people act, engage, and respond not solely as professionals, but as nuanced human beings.
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If connection needs to take place at a human level, then our brands must also become human
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Being a humanized brand means learning the art of authenticity. It means being genuine, being passionate about whatever it is your brand is and does. Just like in everyday life, people respond most to others who are perceptibly and consistently real. And that's why it's an art, not a formula. Authenticity, in the long run, can't be manufactured or faked.
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Being human in social media, then, involves identifying all aspects of that personality — even the less obvious or less corporate ones — and embracing them as a whole. From there, the surface symptoms we referenced at the beginning of the column — tone, language, aesthetics — will be easier to define.
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shared by Pedro Gonçalves on 24 Jul 09 - Cached

Unlike the Muslim world, which has hundreds of millions of supporters who have adopted the Palestinian narrative in order to slam Israel, the Jewish world numbers only 13 million. Therefore, it is vital that every person who aligns himself with Israel be a part of the effort to change public perception of Israel.
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In meetings we have held with colleagues from other Western countries, a similar picture has emerged, whereby the “official government message” is perceived as propaganda, and thus unreliable. It seemed people would trust news from an average person before they would an official government source. As absurd as this logic sounds, it is a reality we need to accept. However, it is important to remember that the messages coming from official spokespeople are still vital and this is not a call for Israeli spokespeople to fold away their suits and ties. At the same time, it’s important to diversify the arsenal of tools we’re using in bringing Israel’s narrative to the world. And here, we need each and every one of our supporters worldwide and in particular, Israel.
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shared by Pedro Gonçalves on 17 Apr 13 - No Cached

Brands need to become curators of content—and conversation. We all know content is the buzzword of the week. But how do we curate the conversations that are happening around or brands?
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The biggest question we must ask is: how do we become interesting to our consumer?
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Big data leads to little decisions. Big data is all the rage, and rightfully so: with integrated data streams, you can know your customers as a whole. However, David argues that, when done right, it should be used to help consumers make personalized decisions.
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“Brands have moved away from being a curator of content to a curator of conversation.”
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shared by Pedro Gonçalves on 07 May 13 - No Cached

those connecting to the past resonated strongly with consumers and shot to the top of its Brand Power Index (BPI)
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shared by Pedro Gonçalves on 08 Jun 12 - No Cached

Believe it or not, your prospects won’t remember how long you have been in business, how many trucks you have, or how big your building is, but they will remember how fast you responded to their request, or how your top sales person went above and beyond to help them. In fact, if your stories are crafted correctly, if they are about your prospects, and if they have elements of remarkable in them, your customers and prospects will share those stories with everyone they know.
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This exercise isn’t only for marketing people. If you see the example above, operations, finance, sales and leadership need to be part of the conversation and the work to operationalize any remarkable aspect of your business.
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shared by Pedro Gonçalves on 08 Aug 09 - Cached

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