Loyalty needs great stories by Patrick Collister
Transcript of Loyalty needs great stories by Patrick Collister
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Loyalty & Brands Need Great Stories
Nederlands-‐Vlaams Mediacongres
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Who is this guy?
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I love paper
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Why is he here?
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Bribery
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What’s the point?
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85% of communicaFon is unnoFced
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What was the brand?
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The FT
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Change
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You have a great product
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It is absorbing
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It is important
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It engages the senses
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It engages the senses
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You’re sFll here
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So, what’s the problem?
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Why is The Economist successful?
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CommunicaFon with a point
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The hierarchy of ideas
CreaFve idea
CommunicaFons idea
Business idea
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Fat-‐free thinking
Simplify
Simplify
Simplify
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The Economist
Analysis
Ideas People
Weekly commentary
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Loyalists
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A newspaper
People in the news
Current events
Newspaper
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A newspaper
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Another newspaper
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Another newspaper
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Yet another newspaper
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And another
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And another
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And finally
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The Guardian
InteresFng angles
LeRish and smart
Independent Views
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The Guardian
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A lifestyle brand
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A habit
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Where you differenFate
Here
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A new plaUorm
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A new format
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If you can’t do that…
Here
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A new approach
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A differenFated strategy
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And if you can’t do that…
Here
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A disFncFve creaFve idea
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A disFncFve creaFve idea
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A quesFon
What business are you in?
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Theodore LeviX
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The Guardian
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Huffington Post
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Mostly it’s about strategy
Who are you talking to and what are you saying?
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I stand for Kenya
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Together
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Together, let’s do it…
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Together, let’s do something…
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Together, let’s educate...
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Together, let’s build bridges…
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Together, let’s make peace
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Together, let’s celebrate…
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Together, let’s share…
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INMA Best in Show 2013
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The 3 C’s
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Readers’ stories
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Readers can help
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Archive
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Ideas people want to be part of
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You can’t buy loyalty
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You acquire it
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Can you share values?
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Can you share pleasures?
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Can you be surprising?
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Can you support a cause?
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IntegraFon
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A small plane and a banner
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40,000 conversaFons
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An hour later
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A year later
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Nominated by 6 girls
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As they leR
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It had a point
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An offer
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Thanks