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AKA BRAND STORY EXAMPLES

AKA BRAND STORY EXAMPLES. 1/20/16 Julie Cottineau BrandTwist. AGENDA. What is a Brand Story? Examples from other brand stories. KEY ELEMENTS. Integrate the Brand Idea and Pillars Include the mission or the brand/its point of view in the category and world

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AKA BRAND STORY EXAMPLES

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  1. AKA BRAND STORY EXAMPLES 1/20/16 Julie Cottineau BrandTwist

  2. AGENDA What is a Brand Story? Examples from other brand stories

  3. KEY ELEMENTS • Integrate the Brand Idea and Pillars • Include the mission or the brand/its point of view in the category and world • The “Aha” founding moment/founder’s vision • Helps to establish the brand tone of voice • Can be linked to a name change or event • Often brought to life visually • Can be an internal tool, external or both • Can involve employees in building/refining

  4. WHAT DEFINES A POWERFUL STORY? WHAT’S IN IT FOR ME, WHAT CONFLICT DO YOU SOLVE?

  5. EXAMPLES

  6. INNOCENT DRINKS http://innocentdrinks.co.uk

  7. TOM’S SHOES “In 2002 my sister and I teamed up to compete on the CBS reality show The Amazing Race. We didn't win, but my travels during the show led me back to Argentina in 2006. On my visit I saw lots of kids with no shoes who were suffering from injuries to their feet…” Blake Mycoskie, Founder Tom’s Shoes

  8. WARBY PARKER

  9. ZAPPO’S

  10. BIG GAY ICECREAM

  11. SPANX

  12. TRUE MOTION

  13. SWEET GREEN https://www.youtube.com/watch?v=o2MNNPX_x1I#action=share

  14. PRIVATE PREP At Private Prep, we pride ourselves in going the extra mile for each of our students and supporting them not just academically but also emotionally. Each of our Private Prep centers around the country has dedicated staff who connect with their local students and take pride in their accomplishments. From time to time they send us stories of individual students for whom they were able to go the extra mile with encouragement and support and help them not just survive their academic challenges – but truly thrive. “I had saved the pencils I used to take MY SAT Junior and Senior year of high school. I gave her one of the pencils and wished her the best of luck. Just before the test, I reminded Ilyssa, that if she felt anxious or got nervous, to look at the pencil and remember that I was once in her shoes and that on my test day I overcame that same anxiety. I just wanted her to feel comfortable taking the test knowing I was there to help her in some way. Well Ilyssa aced the tests. (improving 22% over her practice scores!) When her ACT scores came in and she shared them with me, I don’t know who was whooping louder, her or me. She asked to keep the pencil and I found out later she proudly displayed it in a cup on her desk at Syracuse, where she majored in psychology. I feel great about her achievements and honored that I got to be part of her academic and emotional journey.”

  15. INTERNAL LAUNCH AND SOCIALIZATION

  16. KRIS CARR

  17. WALTON WOOD FARM

  18. MEET ME AT STARBUCKS

  19. HUMANS OF NEW YORK

  20. UNREAL CANDY http://getunreal.com/our-story/

  21. http://getunreal.com/our-story/

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