Posts Tagged ‘Book
Primal Branding Series #1 – Creation Story. What’s yours?
I’m going to start a new series of posts, based on the books I’ve read. These posts aim to internalize and apply the knowledge I’ve gathered through my readings. I’m going to start with Primal Branding by Patrick Hanlon
The premise of Hanlon’s book is that every brand should connect with people on a “primal” level based on a belief system. By belief system, he didn’t mean religion, etc., but rather the common belief system amongst people. There are seven elements to any given belief systems, and how would a marketer put these seven elements together to make you believe in his/her brand. To start, have a creation story.
Every brand should have a creation story. For people to believe you, they have to understand where you came from. If they do not understand where you came from, what your motives might be, they would not believe you, and they would not trust you or what you say.
The creation story is the beginning of the story about you. Where you came from, what you had done since, what brought you to here and now, in front of me.
There are many examples of this in the marketing world. Think of any strong brands, and you’d at least vaguely know their creation story. This is the “about us” section. This is where you beginning to build trust with that company. For example, Starbucks is one of my favorite brands. Even if you don’t know much, you probably know that it started in Seattle with a vision to be a “third place.” But, don’t worry, Starbucks is more than happy to share with you their creation story. From their “about us” section, the entire story about Starbucks is detailed in their Company Profile.
What’s your story?
As a marketer, I believe that the first product that I should market should be myself. Therefore, I have attempted to beef up my About Me section. What do you think?
What you think is important. Because it’s one thing for me to tell you my story, but it really is what you hear that is the most important. I could tell you that I’m professional, but dressed in a miniskirt with too much make-up. Then, what you heard / perceive would be very different.
So, it is one thing to have a story, but it is another to embody it and live it. A story could evolve, could have new chapters. However, the story must be accurate and true. Lying is NEVER good for a brand, any brand. Everything in your brand should be consistent with the story you are telling. Every encounter in person, online, in the media, etc becomes part of your brand, part of your story.
What story are you trying to tell? Would others agree with that story?
one book = ONE book
Well, I try to read up on the industry… Of course, I could do a better job.
However, sometimes I run into the problem of what to read?
My question boils down to credibility.
It is not easy to get a book published. I haven’t published one yet. However, I understand that it’s not extremely difficult either.
Like any product, you just need to sell that you have a solid idea, get someone to manufacture it for you (publish it for you), and distribute it.
But, is that idea really solid? Or is it a temporary fad? Perhaps fad is harsh, but simply limited in relevance? Thanks to outlets like Amazon.com and the long tail effect, you could still purchase today a book published long ago. For example, you could buy Long Tail, The, Revised and Updated Edition: Why the Future of Business is Selling Less of More
For example, I believe countless marketing experts have been borned out of having worked at Starbucks. Now, Starbucks is still a great brand (I LOVE Starbucks. I am addicted to Starbucks). BUT, is that success limited to a specific circumstance? For the ideas that worked perfectly when people had $5 everyday to spend on their morning cup of java, would they still work just as well in an economy where people are getting $5 poorer by the minute as the stock market tanks?
Or countless books are on social media nowadays, what’s the product life cycle on that idea? Especially for those books that are based on one specific social media platform…
But then again, I would still recommend reading these books. But just remember, at the end of the day, that’s just one data point.
Is it desperate or is it smart?
My local library recently held a book sale. I picked up a few for about a quarter a piece. I will admit that chick lit is a guilty pleasure of mine, but I didn’t pick up any chick lit. Alternately, I picked up a non-fiction that read like a chick lit: Save Karyn.
Yes, Karyn Bosnak. You may remember her from all the radio and TV coverage from a few years back. She spent like any good American / New Yorker should. She shopped at Saks, Barney’s, etc. She had a job, but also had a Manhattan apartment (and its associated high rent). Next thing she knew, she lost her job, and had tons of debt. Well… then she had the brilliant idea of launching www.savekaryn.com, and asked for “donations†to eliminate her $20K credit card debt. It worked! That was because it was unique, at the time.
Then I was reminded of the pixel ads. www.milliondollarhomepage.com started by a couple of students who wanted to “save†$1 million for college. I thought that was brilliant. Why didn’t I think of it? I wouldn’t now be paying all my student loans still.
In any case, I thought that the common theme between these two successful site had something in common:
1. a goal
2. ask for reasonably small amount, e.g. $1
3. give a little something back, e.g. a pixel
4. a relatable story, but still unique in the “internet pandering†space
Then, today, I came across a new website… www.superbowlsinglegirl.com. Now, does this new site follow the recipe for success?
1. It has a goal. $3 million for a Super Bowl ad.
2. She’s asking for a minimum “donation†of $10. In this economy, it’s not small amount…
3. Well… the site is pretty new, so not much giving back yet. So far, there is a blog… maybe I should start asking for “donations†
4. Relatable story… that’s a hard one. On one hand: Who hasn’t been single and want to find someone special… On the other: Who is desperate enough to air a personal ad during Super Bowl?
So, I give it an overall probability of success rating of 1.5 out of 4, with possibility of improving on the “give back†front.
In any case, I found this idea pretty dubious… I wonder if her only goal is finding a man, or other self promotion. After all, she is getting a lot of press for herself, and that should be good for business. She’s a comedienne.
She claims that she has a background in marketing (as a copy writer)… and that’s why she started with wanting to put her message in front of the most eyeballs. And apparently, copy writers are not concerned about ROI. The Super Bowl is popular indeed, but you’re paying for that popularity, in a rather untargeted way. As a single New Yorker, wouldn’t she do better to place a commercial on CNBC? This channel targets people in the securities industry, of which a lot are New Yorkers, and a lot a men… I would also assume that a commercial on CNBC would cost less than $3 million. This would allow the same fund to buy multiple commercials, allowing her to repeat her message. However, arguably, there would be less press…
But then again, if she really manages to find “the one†on Super Bowl ad, it’d be an ROI of an uncalculatably good level. As a single girl myself, I don’t mind giving her site a little plug here. Best of luck, Amy.
Jeannie Chan is a Brand Manager for a Fortune 500 consumer goods company. She considers herself a marketer, a traveler, and a foodie. Jeannie lives in NYC. 
