Click here to load reader
Upload
chris-leonard
View
267
Download
3
Embed Size (px)
DESCRIPTION
The process and key factors to consider when crafting messages for your brand story.
Citation preview
A Message Development Process
Chris LeonardC. 484-410-1577
www.linkedin.com/in/chrisleonard1/www.slideshare.net/chris2004x
@chris2004xImages: kelsey_lovefusionphoto
Why craft stories?
1. Achieve objectives with different audiences
2. Modify behavior (typically increase share)
3. Change a belief (e.g. a product that works differently is better)
4. Establish new position
5. Defend a position
Request participation from cross-functional team
1. Brand
2. Creative agency
3. Sales training
4. Legal
The Process
1. Review current messages, issues, opportunities, and strategic objectives for the brand
2. Discuss story structures
3. Brainstorm structures and messages
4. Selection of story structure & component messages
5. Expose stories to customers & optimize
6. Optimize
Brainstorming
1. Divide into Groups: With Roles Defined
2. Brainstorm Story Structures
3. Decide on 4-6 Key General Messages
4. Decide Support Points for Each Key Message
5. Present Small Group Results (10 minutes per group)
Questions we might ask
1. What are the benefits of X by customer type?
2. What are the benefits of X for customer’s customers?
3. What problems can X uniquely solve?
4. What much desired promise can X fulfill?
5. What progressive development does X represent in the evolution of the category?
Criteria for successful stories
1. Persuasive – per objectives that are specific, measurable and pre-set
2. Concise – minimum of ideas and words to meet objectives, no repetitions
3. Clear – no confusions
4. Complete – no missing decision-making information
5. Interesting – at all points
6. Story – structured progression of messages (a beginning, middle, end)
Story types
1.Problem-Solution
2.Promise-Fulfillment
3.Premise-Proof
4.Progressive-Development
5.Command-Comply
Thank you.