Is Technology a Silver Bullet? The Power of Storytelling...
31
Brought to you by: Kenneth Markman CEO, KKM Global Brand Strategies Professor 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
Transcript of Is Technology a Silver Bullet? The Power of Storytelling...
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 [email protected] 276 2327
Ken Markman KKM Brands [email protected] 472 7772
Copyright @ 2015 Kenneth K. Markman & Andre’ Lake Mayer
