Brought to you by:Kenneth Markman

CEO, KKM Global Brand StrategiesProfessor at UCLA André Lake Mayer

President, Brand Strategy & Consumer Products ZAG Animation Studios.

Is Technology a Silver Bullet? The Power of Storytelling in Developing a Monetizable

Lifestyle Brand or Entertainment Franchise

The Acts

1. Setting the Stage

2. Business & Brands

3. Success Secrets

4. It’s a Wrap

Paradigm Shifts coming to a galaxy near you

© copyright 2015 by Ken Markman and Andre’ Lake Mayer

Setting the Stage

Memes, messages and

monetizing potential

A meme acts as ideas,

symbols as metaphors transmitted from one mind to another

through writing, speech, gestures, rituals, or entertainment…

an idea, behavior, or style that spreads from person to person within a culture.

Becoming folklore, myth and a truth.

Legends are made of such things…

Setting the Stage

Pop culture at the speed of light

--The phantom ride, visual term used in movie making

Setting the Stage

“He who tells the story rules the world”

---Hopi Indian Proverb

Setting the Stage

Stories that become mythic bring the familiar to the unfamiliar

They are immersive experiences…suspending disbelief with fantasy fulfillment

Storytelling is a secret of the human heart

Setting the Stage

Technology intersection of memes and monetizing potential

Setting the Stage

it’s not technology, it’s life, the story ---Mad Men

Setting the Stage

50/50 rule

full

full

Setting the Stage

“Don’t forget the basics”

Don’t get enamored with new technology

because it’s not New.

The art of what we do is exactly the same. It’s beyond technology.

It’s the art of movies”…storytelling…

---George Lucas

Setting the Stage

Setting the Stage

Disney value soars after new trailer: Star Wars: The Force Awakens

The release of the newest trailer for the upcoming title added $2bn to Disney's value.

---Licensing .Biz news, April 16, 2015

Trailer Report: …which debuted on Thursday, was viewed 88 million times worldwide in the first 24 hours. --The Hollywood Reporter/Hidalgo

Business & Brands

I don’t design clothes,

I design dreams” Ralph Lauren

Business & Brands

Business & Brands

“Apple is leading the digital music revolution, but at is core, its all about the music…”

Steve Jobs

Business & Brands

“Most of our brands have been around for decades, even centuries. They carry values of culture, heritage and legacy. While linked in the past, they are anchored in the present through innovation and

creativity. It’s precisely this balance, this alchemy that make our brands so desirable.” Antoine Arnault, Berluti CEO

“We’ll always have Paris…”

Setting the Stage

1 Emotional Fusion“This focuses on the most compelling aspect

of human character: the desire to transcend material satisfaction,

and experience emotional fulfillment…”

---Marc Gobe’-emotional branding

Success Secrets

2 Technology & Seamless Storytelling

Technology brings:

Memorable and vivid sensory enhancement

New & unexpected visual experiences- fantasy to reality

Democratize of content distribution globally

Success Secrets

The correct elixir of universal storytelling and dynamic technology

gives us the desired “share of heart”

which translates to share of mind,

share of time and share of wallet.

3. So Technology is NOT a Silver bullet but ….Success Secrets

4. Sequencing

messages myths memes

immersion technology experience

branded- consumer - products

brand culture = franchises

Success Secrets

Success Secrets

5 Think & Implement Strategically-Be a Strategic Marketer

Advocates, fandom & 1st

followers

Brand loyalty

Business assets

Value over time

Success Secrets

Countdown to

Star Wars: The Force Awakens

Dec. 18, 2015

What Story Are You Telling?

You Too Can Create A Movement...

Sell the experience: Storytelling is the creative demonstration of truth, an idea into action. Think story meets product design (Apple, Ralph Lauren)

Successful marketers validate fans and “invite” them to discover the experience, the lifestyle.

Think story mapping across many platforms – content and consumer product touchpoints

Stay true to the brand but adapt to the changing environment — appeal to the senses to affect consumer product behavior.

Think iPod, iphone, Star Wars, Marvel

Consumer products are plot points. Brands are messages. Not products or servicesThink Nike- Just Do it!, Marvel, Star Wars.

Consumer products are an expression of self identity. Think Star Wars, Marvel and DC Superheroes, fashion, technology, hotels, restaurants,

automotive, destinations, experiences

Create strategic, multi-year blueprint with engaged and talented stakeholders along with organized assets and resources can that can establish a foundation for success

Think Ralph Lauren, Star Wars, Marvel, Disney

.

It’s a Wrap - Remember This…..

Andre’ Lake Mayer Zag Animation Studios www.zag-inc.comamayer@zag-inc.com818 276 2327

Ken Markman KKM Brands kkmbrands.comKen.markman@kkmbrands.com310 472 7772

Copyright @ 2015 Kenneth K. Markman & Andre’ Lake Mayer