Year: 2012
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Mapping the Brand Story
Your brand story goes through a lot before what your consumers ultimately tell themselves, and others. The equation is simple, but the possibilities are vast. If you fail to understand one of these pieces, or if your execution is weak, then your customer story is going to reflect it. I found the difficult part with…
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The Purpose of Each Platform
I came up with the idea that each platform has a particular purpose based on what an outcome looks like for the user. This is another important piece of information when designing the story of your brand experience. As a brand, what are you pushing users towards?
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Each Platform Has its Own Story
Each platform has its own story. You can work though many different questions and get many different answers of Who, What, When, Where, How, and Why. I find this illustration useful to illustrate that no one platform is superior or the best one for all cases. Each has its own characteristics and affects consumers’ lives…
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Use Stories to Affect Stories
How do you affect what stories consumers have of your brand? With another story of course.
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How Customers Engage With a Brand’s Story
Four types of consumers we tell our stories to, and how we want to affect them. Even when we look at customer groups and customer actions, stories still proove useful. One big action missing from this graph is spending money on a brand’s products and services. This illustration does more to answer the question “How…
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Customers Create Stories for Every Interaction
I’ve often heard the saying that consumers define your brand story. That’s a message which is always good to keep with you, but at the same time it’s only a single slice of whats really going on. Consumers are defining your brand not just by what they say on Facebook, but as a result of…
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