NCGA Keynote 2011

© 2011 www.getstoried.com 1

Brand Story Mojo: Who’s the Hero of Your Story?National Cooperative Grocers AssociationMichael Margolis, Get Storied, @getstoried

Wednesday, May 18, 2011

http://www.getstoried.com



@getstoried

share, quote, discuss:




(c) 2009 Michael Margolis www.getstoried.com

P O P Q U I ZDigging into Brand Perceptions

3

Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America.




3


BEST




3


BEST WORST


© 2011 www.getstoried.com

Your story vs their story.

Perception is reality.

4




consultantspeaker





consultantspeaker

author/publisherpodcasterjournalistprofessordeandesignercurator





WHY STORY?





Everyone has a story to tell.

You are the narrator of your life story.

Circumstance. Choice. Consequence.

8





Visionaries. Innovators.Entrepreneurs.‣How do you translate something new and different into mainstream acceptance?

‣How do you get others to believe, see, and care about the same things you do?

9



People don’t buy a product, service, or idea - they buy the story that’s attached to it.

10

Consider the following:





PRIUS

BENZ

VOLVO

CIVIC





People don’t buy a product, service, or idea - they buy the story that’s attached to it.

12





Do you feel co-ops are valued, understood, and

widely appreciated? 13





Yes No

Why Shop at a Co-Op?





Your brand is only as strong as the stories that people tell about you.

15





FINDING ABIGGER STORY





No Longer Differentiators of the Co-Op Grocers Movement





Don’t know our food sources

19





Your relationship to food mirrors your relationship to life.

Co-ops can transform our relationships to food, economy, society, and the earth.

Social media is relationship technology.

Storytelling is about the relationship between things. Circumstance, choice, consequence. How it all connects.

21





The Voice of a Movement





Food stories highlighting sustainable, small businesses across the state of New York. A behind-the-scenes look at Milkmade, a subscription service for home-made ice cream that never delivers you the same flavor more than once; lead us to Long Island to meet Dan Machin and his self-titled farm ‘The Lone Acre’, revealing his goal of living for 1 year as a solo man with but one acre of land and the intention of growing over 100 varieties to sell at his first NYC market stand; and last but not least, allowed us to spend time with urban beekeepers based in Brooklyn who wanted to fulfill their desires to make home-made honey.



http://foodcurated.com/2009/12/milkmade-nycs-new-sustainable-ice-cream-makers-hand-delivering-to-your-door/

http://foodcurated.com/2009/12/milkmade-nycs-new-sustainable-ice-cream-makers-hand-delivering-to-your-door/

http://www.milkmadeicecream.com/

http://www.milkmadeicecream.com/

http://foodcurated.com/2009/09/notes-from-a-lone-acre-1-dude-1-acre-many-little-anecdotes/




http://foodcurated.com/2009/08/brooklyns-urban-beekeepers-watch-out-ladies-honey-harvest/





We live in a new age of collaboration, connection,

and co-creation. 27





A co-op is a business owned and governed by its customers that operates for their benefit. When people need something they can't get easily or at a reasonable cost, they can start a co-op to get it. Cooperation is a powerful tool to help communities meet local needs.

Co-ops cultivate a sustainable development on a human scale, and provide consumers with housing, health care, day care, elder services, electricity and even banking services (credit unions) as well as food. International co-op principles guide co-op business practices.

Natural food co-ops are a co-op success story. In the 1970s people wanted organic and unprocessed basic foods that were not readily available in grocery stores. They organized co-ops to get these products and built connections with producers and vendors.

Thanks to those efforts we have a thriving organic and natural food industry. Food co-ops are changing the way Americans look at food and farming.

Source: The Wedge Natural Foods Co-Op




http://www.wedge.coop/co-op-resources/

http://www.wedge.coop/co-op-resources/

http://www.wedge.coop/whats-co-op/co-op-principles

http://www.wedge.coop/whats-co-op/co-op-principles


WE

Self

Place Tribe

3 Inter-Related Dimensions

Share Stories

Discover Connections

RedefineIdentity





Deeper Living Mythos

Aspirational Lifestyle





BRAND STORYMOJO





“A great brand is a story that’s never completely told...Stories create the emotional context

people need to locate themselves in a larger experience.”

Scott Bedbury





Brand EverythingBrands come in every shape, form, and size imaginable:

Products, Celebrities, Politicians, Countries, Causes, and even YOU

34





3 Drivers of a Brand Story1. Brand Origins: Back Story2. Noble Cause: Point of View3. Cultural Impact: Social Meaning





Legendary Notebooks





Social Meaning

Cultural Impact

Point of View

Noble Cause

Back Story

BrandOrigins

Definition

37

Behavior ChangeIdentity/BeliefsAuthenticityValue

WorthEthosMotivationsReveals

How is my life better?

Do you really care?

Are you for real?Question





Help people locate themselves in a bigger story





Beginning EndMiddle

Circumstance ConsequenceChoice

Past FuturePresent

Set-up ResolutionDilemma

Storytelling as a Matrix of Perception and Reality

Brand Origins Cultural ImpactNoble Cause





Your Origins Define You

40

Consider the circumstances for how you gained your powers.





Every brand needs a backstory.

41





Product Back Stories => Food Chain

43





1. Orphaned - must figure it out yourself

2. Idealistic - strong motivation/values

3. Constrained - overcome big obstacles

4. Evolutionary - must find inner power

5. Outsider - free of social constraints

6. Healer - put the world back in order

What are Superhero Traits?





Noble Cause





TOMS Shoes: Stands for Something





Point of View





The Ultimate Question





Are you trying to just sell me something...?






Are you trying to just sell me something...?

Or do you want to change the world...my world?






Cultural Impact





Focus on 3 Questions:On what basis or motivation was your co-op established?

What is the noble cause and riddle you are trying to solve?

How does your co-op transform people’s relationships to...?





Social Meaning

Cultural Impact

Point of View

Noble Cause

Back Story

BrandOrigins

Definition

52




Do you really care?






THE HERO





HEROES

VILLAINS





Who’s the Hero?

‣ farmer‣ food‣ co-op‣ shopper‣ co-owner





“Tell a story people can identify with as their own, and the need to persuade, convince, or sell them

on anything disappears.”





The Hero Framework

Goal Beneficiary

Adversary The Hero Allies

Benefactor

Fairy Godmother

The King Save the Princess Kingdom’s Happiness

and Prosperity

The Villain The Prince





AARP Hero FrameworkGoal Beneficiary


Benefactor

Tools for Family,

Health, Wealth, Fun

AARP Living a Fulfilled Quality Life Society’s Re-invention

Traditional Norms and

Safety Net Gone Boomers and Elders





The Hero Framework

Goal Beneficiary


Benefactor

Fairy Godmother

The King Save the Princess Kingdom’s Happiness

and Prosperity

The Villain The Prince





Brand Story EngagementHow Audiences Locate Themselves in Your Story

!! Mission

!! Needs/interests

!! Dreams/aspirations

1 2 3

Meaningful

experiences Emotional

capital

Pride of

belonging

!! Memorable acts

!! Symbolic celebration

!! Social connection

!! Self-identification

!! Co-creation

!! Status/recognition

OWNERSHIP PLATFORM MOTIVATION





Social Meaning

Cultural Impact

Point of View

Noble Cause

Back Story

BrandOrigins

Definition

65




Do you really care?






<

HOW you tell the story

66

>>>

Having a story that’s WORTH telling





www.thenewaboutme.com

Personal Branding, Minus the Icky StuffOfficial Launch on May 9, 2011

Basic: $247 Deluxe: $597




http://www.thenewaboutme.com

http://www.thenewaboutme.com


Virtual Conf. on Future of StorytellingNovember 11-22, 2011

$297 VIP Pass





Identity is destiny.





@getstoried

connect more:




NCGA Keynote 2011

Education

Transcript of NCGA Keynote 2011