Creating a Compelling Brand Story and Why You Must Have One Mark Campbell

1. Creating a Compelling Brand Story and Why You Must Have One Mark Campbell

3. How we make sense of the world

4. Persuade Teach Amuse Inspire Bring us together Help us remember

14. An effective brand strategy starts with a thorough examination of your brand’s DNA, the building block that determines how your customers see you and how well your brand meshes with their needs.” - Sergio Zyman

15. You are the only _____that ____.

16. WHAT is your category? HOW are you different? WHO are your customers? WHERE are they located? WHY are you important? WHEN do they need you?

17. Harley Davidson WHAT: The ONLY motorcycle manufacturer HOW: that makes big, loud motorcycles WHO: for macho guys (and macho wannabees) WHERE: who live mostly in the United States WHY: who want to join a tribe of cowboys WHEN: in an era of decreasing personal freedom

18. Cascada Expediciones WHAT: The ONLY combination active travel outfitter and boutique hospitality provider in Chile HOW: that has unmatched expertise to design and operate dome-style vacation lodges and active travel programs in remote wilderness WHO: for active and curious travelers who seek to experience Patagonia in a unique, authentic and environmentally conscious manner

19. Cascada Expediciones (2) WHERE: who live primarily in the US, Europe and other markets with international travelers WHY: who seek out active vacations that maximize fun, freedom and fulfillment in the world’s few remaining truly wild places WHEN: in an era of unprecedented environmental challenges and increasingly homogenous ‘me too’ packaged vacation product

20. Secondary Themes 20 People Guests Employees The community Soul More than a job More than a ‘place to stay’ (Home away from home) Fun To stay To work Authentic What you see is who we are Who you are is valued Celebration Milestones Special moments Indulgence Whimsy Delight Style Colors Architecture ‘Fresh’ (Kimpton Style) Legacy Bill Kimpton Diversity/ individuality Everyone is welcome Strength in differences Food and Wine Nourishment for body and soul Wine hour Socially responsible Values Commitment

21. Core Themes 21 People Soul Haven Authentic Fun Transformation Save my day Celebration Whimsy Free to be me Give to get Enduring bonds Legacy Style Socially responsible Food and wine Diversity/ individuality

22. Meta-Story 22 People Soul Fun Haven Authentic Celebration Transformation Save my day Whimsy Free to be me Give to get Legacy Enduring bonds Style Socially responsible Food and wine Diversity/ Individuality I belong here…and I’m better for it

23. Message Meaning Myth Three levels of communication Message Reasons to act Easily accessible Meaning Emotional motivators Accessible through story, symbol, and imagery Myth Timeless and universal truths

26. New Old Stay true to you™ Every hotel tells a story™

27. Mission Statement Core Themes Vision Statement Meta Theme Brand Promise Only-ness Statement Brand Story Personality Attributes Value Proposition Elevator Pitch

30. Attract prospects

31. New customers

32. Create indelible bonds

33. Raving fans

34. Extend & expand your story

35. Key people talk about you

36. Trusted authority

37. Your brand story… • Gives meaning to who you are and what you do. • Unites your employees with a common purpose and connects them with the customers they serve. • Communicates what you stand for, what you promise, and what your customers experience. • Foundation of fundamental business decisions. • At the heart of all your marketing. • Creates powerful emotional bond that turns customers and employees into brand advocates.

39. The End