PBL Trigger 6

Managing your reputation with good crisis communication

How to prepare for a crisis?

In life, and in business, reputation is everything. That said, reputation is very fragile and it only takes one mistake to cause irreparable damage to your company’s image.

First and foremost, personally i think, every company or top management should really a need crisis management strategy.

As part of the planning process you should:

How to manage a crisis?

According to 10 steps of crisis communication http://bernsteincrisismanagement.com/the-10-steps-of-crisis-communications/


1. Anticipate Crises

If you’re being proactive and preparing for crises, gather your Crisis Communications Team for intensive brainstorming sessions on all the potential crises that could occur at your organization.

2. Identify Your Crisis Communications Team

A small team of senior executives should be identified to serve as your organization’s Crisis Communications Team. Ideally, the organization’s CEO will lead the team, with the firm’s top public relations executive and legal counsel as his or her chief advisers.

3. Identify and Train Spokespersons

Categorically, any organization should ensure, via an appropriate policy and training, that only authorized spokespersons speak for it, and this is particularly important during a crisis. Each crisis communications team should have people who have been pre-screened, and trained, to be the lead and/or backup spokespersons for different channels of communications.

All organizational spokespersons during a crisis situation must have:

  • The right skills
  • The right position
  • The right training

4. Spokesperson Training

Two typical quotes from well-intentioned organization executives summarize the reason why your spokespersons should receive professional training in how to speak to the media:

“I talked to that nice reporter for over an hour and he didn’t use the most important news about my organization.”

“I’ve done a lot of public speaking. I won’t have any trouble at that public hearing.”

Regarding the first example, there have hundreds of people skewered by CBS’ “60 Minutes” or ABC’s “20/20″ who thought they knew how to talk to the press. In the second case, most executives who have attended a hostile public hearing have gone home wishing they had been wearing a pair of Depends. They didn’t learn, in advance, the critical differences between proactive PR, which focuses on promoting your organization, and crisis communications, which focus on preserving your organization.

All stakeholders, internal and external, are just as capable of misunderstanding or misinterpreting information about your organization as the media, and it’s your responsibility to minimize the chance of that happening.

Spokesperson training teaches you to be prepared, to be ready to respond in a way that optimizes the response of all stakeholders.

5. Establish Notification and Monitoring Systems

6. Identify and Know Your Stakeholders

Who are the internal and external stakeholders that matter to your organization? I consider employees to be your most important audience, because every employee is a PR representative and crisis manager for your organization whether you want them to be or not! But, ultimately, all stakeholders will be talking about you to others not on your contact list, so it’s up to you to ensure that they receive the messages you would like them to repeat elsewhere.

7. Develop Holding Statements

While full message development must await the outbreak of an actual crisis, “holding statements,” messages designed for use immediately after a crisis breaks, can be developed in advance to be used for a wide variety of scenarios to which the organization is perceived to be vulnerable, based on the assessment you conducted in Step 1 of this process. An example of holding statements by a hotel chain with properties hit by a natural disaster, before the organization headquarters has any hard factual information.


8. Assess the Crisis Situation

Reacting without adequate information is a classic “shoot first and ask questions afterwards” situation in which you could be the primary victim. However, if you’ve done all of the above first, it’s a “simple” matter of having the Crisis Communications Team on the receiving end of information coming in from your team members, ensuring the right type of information is being provided so you can proceed with determining the appropriate response.

9. Finalize and Adapt Key Messages

With holding statements available as a starting point, the Crisis Communications Team must continue developing the crisis-specific messages required for any given situation. The team already knows, categorically, what type of information its stakeholders are looking for. What should those stakeholders know about this crisis? Keep it simple. Have no more than three main messages that go to all stakeholders and, as necessary, some audience-specific messages for individual groups of stakeholders.

10. Post-Crisis Analysis

After the fecal matter is no longer interacting with the rotating blades, the question must be asked, “What did we learn from this?”

There is another aspect that i found an interesting infographic about this: How to avoid a social media


How to manage your reputation after the crisis?

Everybody makes mistakes. But having a solid plan in place to address the negative whiplash or complaints in a timely and transparent manner will not only help preserve your company’s reputation, but confirm yet again that you are a business that cares about its customers and willing to go an extra mile to make them happy and live up to your reputation.

1. Listen and Be Present
In the past, companies like The Gap have been accused of not responding to customers’ concerns about faulty merchandise or refund issues – simply because they were not set up to handle customer service problems through their social media channels. Unfortunately, in the digital age, not listening to the social chatter or having presence on social communities can reflect badly on your brand. Even responding with a simple link to the correct website page is helpful – and shows your customers you take them seriously.
2. Set The Right Expectations

3. Be Transparent

Warren Buffet once said: “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

4. Respond Thoughtfully

Caring really pays off. It builds trust and allows you to further nurture relationships with your current customers. Word-of-mouth recommendation from your current satisfied customers are much more influential than your own brand messages, and they will bring new customers in.

5. Do Not Lose Your Cool – Ever

6. Have a Crisis Management Team In Place

7. Manage Access To Your Social Media Accounts Carefully

8. Post Moderation Guidelines

http://www.adweek.com/news/advertising-branding/gaps-biggest-problem-it-lost-its-brand-identity-1653679. Hire Experienced Community Managers

There are still some organizations that treat social media communities like an afterthought and leave it to the interns to post an occasional tweet. Your social media is every bit a part of your brand image and reputation – so hire professionals!

10. And Remember… You Will Never Please Everybody http://www.forbes.com/sites/ekaterinawalter/2013/11/12/10-tips-for-reputation-and-crisis-management-in-the-digital-world/

Example: GAP


PBL Trigger 5

I was absent last week but thanks to the recorder’s MEMO, i can follow and try to research as much as i can for this one!

The agenda is as followed:

How to visualise brand identity?

  • Define elements of visual identity
  • The process of creating and managing a visual identity
  • Tools?
  • Examples of visual brand identity
    • Good/bad examples
    • Effects?

First question:

https://www.waveapps.com/blog/visual-brand-identity-design/ From Gareth Hardy (visual brand identity designer)

1. Choose the right brand name

A strong brand name shouldn’t just sound right and be easy to pronounce; it should look right too.

2. Create a consistent visual style

All of the brand elements should follow a consistent visual style throughout.

3. Develop a compelling logo

The logo is the flagship image of any brand. Logos can quickly speak volumes about your business, your mission and what services you offer.The logo is the most essential and valuable visual element of your brand,

4. Pay attention to color

They influence our emotions and help us distinguish between competing brands.

5. Select appropriate typography

These characteristics can have a significant influence over people’s purchasing decisions and help to further emphasize the message of your brand. Typeface and font choice can affect whether the right message is being communicated and these should conform to the overall visual brand style. Wrong choices can be disastrous, for example a playful font such as the ever-popular Comic Sans would not be suitable for a serious brand image.

[From Visible Logic]

1.Logo or wordmark. A logo is a graphic symbol, whereas a wordmark or logotype is just the words of your company or product name set in a specific, fixed way. These elements should be professionally designed and set.

2. Different logo “lockups”. While your logo should always be rendered consistently, you will need variations based on placement and usage. For example, you may need color and black and white variations, you may need versions for horizontal and square applications. But they all should have the same essential qualities.

3. Key colors. A corporate color palette is usually defined by the colors in a logo. Often these are one or two colors only, although some are more complex.

4.Additional color palette options. In addition to the colors in your logo, what other colors complement them? This can be loosely defined such as: bright and bold, pastel, or cool colors. Or, they may handpicked from a color swatch book. These additional colors are often what really brings together (or makes a disconnect) from one point of contact to the next.

5. Corporate typefaces. Choose just a handful of fonts to be used whenever there is printed materials. Make sure these are available on all the computers that will create these documents.

6. Standard typographic treatments. Your typographic identity should include ways of handling key types of text, perhaps a consistent way of styling headlines or pull-out text. Work to make these similar from one application to the next. It may be the way you write your URLS, or the way you capitalize your headlines.

7.Consistent style for images. You don’t need to use the same photos over and over again, but all imagery should have a consistent look and feel. Maybe the photos are brightly lit and the subject is looking right into the camera. Or, the photos have a subtle color palette and the people never look at the camera but are engaged in their activity. Photos could be close-ups, soft focus, or crisply detailed. You don’t need to use photos! You can use line art, illustrations or just charts and graphs. Whatever you choose, use a consistent style in all materials, whether printed or online.

8. Have a full library of graphic elements. These are all the small details that really build a branding system. It could be a background texture, a line style treatment, a use of white space or color blocks. These are the areas where do-it-yourself-ers start to suffer, and where a professional graphic designer can pull together a cohesive look for you.



By Kristine Mitchell Design Team


  • Design brief. Conduct a questionnaire or interview with the client to get the design brief.
  • Research. Conduct research focused on the industry itself, its history, and its competitors.
  • Reference. Conduct research into logo designs that have been successful and current styles and trends that are related to the design brief.
  • Sketching and conceptualising. Develop the logo concepts around the brief and research.
  • Reflection. Take breaks throughout the design process. This allows your ideas to mature and lets you get renewed enthusiasm. Receive feedback.
  • Presentation. Choose to present only a select few logos to the client or a whole collection. Get feedback and repeat until completed.


For Logos:

An effective logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message. In its simplest form, a logo is there to identify but to do this effectively it must follow the basic principles of logo design:

  • A logo must be simple. A simple logo allows for easy recognition and allows the logo to be versatile and memorable. Effective logos feature something unexpected or unique without being overdrawn.
  • A logo must be memorable. Following closely behind the principle of simplicity is that of memorability. An effective logo should be memorable and this is achieved by having a simple yet appropriate logo.
  • A logo must be enduring. An effective logo should endure the test of time. The logo should be ‘future proof’, meaning that it should still be effective in 10, 20, 50+ years time.
  • A logo must be versatile. An effective logo should be able to work across a variety of mediums and applications.
  • A logo must be appropriate. How you position the logo should be appropriate for its intended purpose.

[From http://www.creativebloq.com/graphic-design/pro-guide-logo-design-21221]


Good ones:


or a bank i had internship in Vietnam:
In the right corner of every thing, there is a red mark. And they had a brand identity portfolio for different kinds of files and documents.


Screen Shot 2015-09-29 at 01.11.37

By: http://www.underconsideration.com/brandnew/archives/the_best_and_worst_identities_of_2013_part_i_the_best.php#.Vgm4_BOqqko

Bad ones:


Screen Shot 2015-09-29 at 01.10.03 Screen Shot 2015-09-29 at 01.10.11 Screen Shot 2015-09-29 at 01.10.20

PBL Trigger 4

#Brand #interesting topic


  • Define elements of brand identity
  • How to communicate brand identity?
    • Effects of renaming?
  • Brand identity today
    • Examples in brand identity
    • http://www.hongkiat.com/blog/identity-branding-design-part-2/
    • Trends in brand identity
    • Brand identity is KingThe strength of your product is no longer the be-all-and-end-all. If you don’t have a solid brand identity consumers are far less likely to engage and certainly less likely to purchase your product or service. Think about the world’s top companies – the Apple’s, the Starbucks’, the Coca Cola’s and the Facebook’s – they all possess a solid brand identity, which is not only recognizable, and consistent but also ‘cool’.
    • Content marketing is the new SEOContent marketing was a key buzzword in 2013 and its importance has not waned. When it comes to building your brand’s identity the leverage a company blog can have is not to be underestimated. We live in a world where everything is more personal and accessible and thus interviews with CEOs and prominent business figures within the organization are extremely interesting to potential customers. In-depth articles about business best practice, commentary on the latest trends, video content, top ten lists, GIFs and more are also points of interest that will draw consumers to your brand.

PBL trigger 3

Agenda 15.09 as a discussion leader. I need to prepare the agenda based on the previous discussion.

  • What is Integrated Marketing Communication (IMC)?
    • What is the definition of IMC?
      • is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. (Wikipedia)
      • recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.”
        (Business dictionary)
      • Integrated Marketing Communication….. is a process for planning, executing & monitoring the brand messages that create customer relationships (Duncan, Principles of Advertising & IMC, 2005:17)
        • file:///Users/trantramy/Downloads/roleofimc-110817081636-phpapp02.pdf (B2B white board)
      • According to , Field Work at student. http://www.slideshare.net/ananthkrishnan2/4integrated-marketing-communications?from_action=save

        Integrated marketing communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.

    • What are included in IMC? (Same source (Ananth Kristnan)
      • IMC Components
        • The Foundation – is based on a strategic understanding of the product and market. This includes changes in technology, buyer attitudes and behaviour and anticipated moves by competitors.
        • The Corporate Culture – increasingly brands are seen as indivisible from the vision, capabilities, personality and culture of the corporation.
        • The Brand Focus – is the logo, corporate identity, tagline, style and core message of the brand.
        • Consumer Experience – includes the design of the product and its packaging, the product experience (for instance in a retail store) and service.
        • Communications Tools – includes all modes of advertising, direct marketing and online communications including social media.
        • Promotional Tools – trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs.
        • Integration Tools – software that enables the tracking of customer behaviour and campaign effectiveness. This includes customer relationship management (CRM) software, web analytics, marketing automation and inbound marketing software.
    • What are the channels of IMC? (Media, event sponsorship, consumer promotion and others) Like above
    • Example: Mont Blanc use a variety of marketing mix elements, including price, product, design, brand name and distribution strategy to create high-quality, upscale usage image for its pens.

  • What are the purposes and goals of IMC?
    • Why companies need IMC?
      • As with all marketing activities, the goal of IMC is to build brands. Brands that are well known and liked are more likely to be purchased → increase profit margins. Brand Equity: “the intangible value of a brand – value added to a product or service that derives from a perception in customer’s minds” (Duncan, 2005, p. 8).
      • Screen Shot 2015-09-15 at 01.33.21
    • What is the benefit of an effective IMC?
      • IMC provides greater: § Brand differentiation. § Accountability within a firm. § Trust among consumers. § Levels of effectiveness in cutting through message clutter than single strategies.

  • How to coordinate IMC within a company?
    • Which department is in charge of IMC?
    • How to use IMC effectively?
    • According to smartinsights.com by Alex Heaton: http://www.smartinsights.com/traffic-building-strategy/integrated-marketing-communications/three-examples-integrated-campaigns/

      Incorporating the 4Cs of integrating digital marketing into marketing campaigns

      Do you know the “4Cs” of integrated campaigns? When thinking about how to create a successful integrated marketing campaign, Pickton and Broderick’s 4 Cs explained in their book Integrated Marketing Communicationscan be a handy test. The 4Cs are:

      • Coherence – different communications are logically connected?
      • Consistency – multiple messages support and reinforce, and are not contradictory?
      • Continuity – communications are connected and consistent through time?
      • Complementary – synergistic, or the sum of the parts is greater than the whole?

      In this post we take a look at three high-profile campaigns, and offer an insight into their results related to the 4Cs

      • O2’s foray into 4G advertising asked us “to be more dog”. The overall message of the campaign is that life in the digital 21st century is amazing, there are countless things around that should amaze and inspire us, […] we’ve become too cat (disinterested and aloof) while we should be embracing our inner dog (energised, interested and excited by the possibilities of every day life).
        • Coherence. From print ads and TV commercials to interactive games that allow you to throw a frisbee from your smartphone to the cat on your PC and or sending dog bombs to your friends, all communications adhere to the simple central premise – to take life by the scruff and make the most of opportunities.
          • Consistency. Once again the strong central premise allowed comms across a series platforms to adhere to key points. TV advertising slots drove viewers to bemoredog.com where quizzes a quiz determine how dog they were and then share the results through social channels. The aided reach and engagement and helped the launch ad achieve 385,000 YouTube views in the first 48 hours.
          • Continuity. While the campaign changed over time the strong central premise and it’s application across platforms allowed long-term continuity. In fact, the creative was used as a basis for a £7million above the line campaign to launch O2’s revamped Priority app.
          • Complimentary. The considered interaction of communications across platforms allowed a momentum to grow and helped the campaign gain a wider audience through social media and sharing. (http://www.campaignlive.co.uk/article/campaign-year-2013-o2-be-dog/1224596)
  • Closing: The Importance of IMC in marketing
      1. It can create competitive advantage, boost sales and profits, while saving money, time and stress.
      2. IMC wraps communications around customers and helps them move through the various stages of the buying process. The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers.
      3. This ‘Relationship Marketing’ cements a bond of loyalty with customers which can protect them from the inevitable onslaught of competition. The ability to keep a customer for life is a powerful competitive advantage.
      4. IMC also increases profits through increased effectiveness
      5. Carefully linked messages also help buyers by giving timely reminders, updated information and special offers which, when presented in a planned sequence, help them move comfortably through the stages of their buying process
      6. Finally, IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say, advertising, exhibitions and sales literature.
      7. IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of brand comparisons.
  • (might be offtrack but i found an interesting video about marketing strategy: https://www.youtube.com/watch?v=kshIWIc15yg
    • To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us. Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe. But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back!The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows.The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product.But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes!!!And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles. What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about!Apple spends a fortune on advertising — you’d never know it….you’d never know it!So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired Chiat\Day, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?”And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases. But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe!And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways. And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do!And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value!A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that. But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today.

Exercise 3

Key definition and models in innovations

What is innovation? How innovations emerge?

Video 1: The new rules of innovations

Everybody’s using the words but do not think it means what it really means. Not invention that science discovers, not mathematic proof. Innovation is the process by which we change the whole world. Simple making things better, practical applications. Innovation is hard, challenging, risky, breaking the rules. Clayton M. Chirstensen book: elected innovation is not the failure of company, but rather the result of prudent and sound management. Prudent: Careful or wise in handling practical matters; exercising good judgment or common sense. Immagination, creativity, problem-solving, all individual skills. The best thing company can do to encourage innovation is to hire the right people.

Five trends are affecting innovation: 1. The Age of access and experience (example: Kindle, Spotify, Netflix). 2. Business Un-usual 3. Digital Fabrication 4. The rise of information.

Video2: The era of open innovation

Example of invention of a mountain bike. Not from bike corporation with modern R&D lab or from lone genius working in his garage. It’s from young users. Creative collaboration. You don’t need an organisation to be organised. More radical innovation, the more uncertainty, the more you need innovation in use to work out what a technology is for. In collaboration with users. The most creativity is cumulative and collaborative. You cannot go to the board and say: “i’ve got a fantastic idea with a new product for a new customer in a new market, idk if it’s gonna have big pay-off and it can be reallyx3 big in the future”, you have to say” i’ve got a fantastic idea with a new product for a existing customer and in existing market selling by existing channels and you get much return in the next 3 years”. Emerging markets are the breeding grounds for passionate users. Turning users into producers and consumers into designers.

Video 3: The art of innovation

  1. Make meaning (Apple: computers, Google: Information, Ebay: commerce, etc..) It’s the first step to make innovations
  2. Make a mantra: why your meaning should exist. Shouldn’t be a mission statement (long boring lines). For e.g: Healthy fast food. 2 or 3 words.
  3. Jump to next curve: Example: ice blocks, ice factory-> fridge. Great innovation occurs when you to the next curve.
  4. Role the Dicee: Empowering, Am i creating the depth, intelligent, empowering, elegant product,  am i rolling the dicee?
  5. Don’t worry, be CRAPPY: it’s okay to have the elements of crappiness to your revolution
  6. Let 100 flowers blossom
  7. Polarize people
  8. Churn, baby churn : be an innovator means to be in denial. Listen to ideas, change itx3, evolving it
  9. Niche yourself: picture
  10. Perfect your pitch : Customize your intro, start with something customize to the audience. 10 slides. 20 minutes. 30 points.
  11. Don’t let the brozos grin you down.

10 types of innovation 

Product performance

Screen Shot 2015-09-14 at 02.30.15

Screen Shot 2015-09-14 at 02.32.11

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Questions :

  1. Discuss briefly different definitions of innovation and then create your own innovation definition.
    1. Innovation is simple making things better. It is hard, challenging, risky, breaking the rules.
    2. To me, innovation is all about breaking the rules.
  2. Compare closed innovations to open innovations. Provide examples.
    1. Open innovations are cumulative and collaborative. It’s not about organisation, it’s about individuals, users, customers. E.g: mountain bike + ice maker.
  3. Discuss the requirements of innovative activity to emerge at societal, organisational and individual levels.
    1. Societal level: Change the world, make it better.
    2. Organisational level: Corporate Branding + Image
    3. Individual levels: CONVINIENCE, CUSTOMIZATION.
  4. Discuss who is responsible for innovations and why.
    2. The one who make it and the one who like to use it. Maybe also the one who HATE it. Because, that’s when people see from different viewpoints and BREAK THE RULES.

CCMC PBL Trigger 1

The first PBL went quite well. Personally, i think our group will have such nice PBL sessions in the whole course. This is Agenda for Tue 08.09:

Screen Shot 2015-09-08 at 00.29.42

And this is what i found:

Storytelling is one of the most powerful ways to breathe life into your brand and often called one of the main components of a content marketing approach.

Storytelling is so much more than telling stories in marketing and communications for businesses. Storytelling, is an essential content marketing technique that has a crucial place in a content marketing strategy, the ‘conditio sine qua non’ for businesses that want to make the difference in these social and content-intensive times.

These are types of storytelling in Marketing:


1. Overcoming the Monster. This type of story goes back through Beowulf to David and Goliath and surely a lot further than that. It’s the classic underdog story. Ad examples include Apple’s attack on Big Brother in “1984” and American Express’s attempt to dent the dominance of Black Friday with Small Business Saturday.

2. Rebirth. A story of renewal. It’s a Wonderful Life is a prime example from the movies. Brands telling stories of renewal include Gatorade, whose “Replay” campaign gave aging members of high-school sports teams a chance to recapture their youth through rematches against old foes; and Prudential, which is presenting retirement as the beginning of a new chapter, not the end of an old one.

3. Quest. A mission from point A to point B. The Lord of the Rings is the classic example. IBM and Lexus are among the marketers who are on self-professed quests—making a smarter planet and relentlessly pursuing perfection, respectively.

4. Journey and Return. A story about transformation through travel and homecoming.The Wizard of Oz and Where the Wild Things Are are both journey-and-return stories. Corona is one of the brands that also encourages a trip, urging you to “Find your beach” and return refreshed. And Expedia has built its whole new campaign around the idea of changing one’s perception through journey and return.

5. Rags to Riches. In literature: Charles Dickens and Cinderella. In the movies: Trading Places. In ads: Chrysler, which is rising from the ashes of Detroit; and Johnny Walker, whose entire brand history is about a simple Scottish farmboy’s rise to global prominence.

6. Tragedy. From the Greeks through Shakespeare, these are stories of the dark side of humanity and the futile nature of human experience. Advertising has little use for such stories, except in PSA work, where shock tactics and depressing tales can get people to care about an issue.

7. Comedy. The flipside of tragedy, and the last of the great storytelling tropes, it’s perhaps the hardest to do well but is hugely popular in both popular art and advertising—with Old Spice and Geico among the brand leaders in the space.

Ways to tell a story, this picture is from latest lecture with Kevin Gore:


So: Herald: announce

Tribune: raise platform for speakers

Journal: Daily

Tabloid: Sensational stories

Enquirer: seek (info) into something

OR this can be also great ways to storytelling:


Moving on to the question how to use storytelling as a tool of corporate communication. I, myself think that we all should look at the steps before making storytelling.
– First, we need to know who are the targeted audience of the stories, then the other targeted constituencies that might be affected from the story we tell.

-Second, what is the message we have to convey and does it go well with our brand strategy.

-Third, what are the outcomes of storytelling.

So how to use:

In a strategic business context, storytelling is understood as the conscious attempt to produce, promote or change a story. Thus, within the framework of corporate communication, narratives or narrative elements are used to establish and maintain the organizational brand, image, culture and identity of various groups of internal and external stakeholders. New media are often used to facilitate mutual dialogue between the organization and its stakeholders. Stories or fragments of stories related in corporate blogs and Facebook groups help the organization gain an understanding of how the different stakeholders perceive the organizational identity and brand. In a communicative context, storytelling enables organizations to establish dialogical relationships with multiple stakeholders. For organizations, the overall strategic purpose is to use and control stories inside and outside the organization in order to establish long-lasting, value-based relationships with different groups of stakeholders in order to strengthen the corporate brand and differentiate the organization from its competitors.


Outcomes and affection:

Channels are social medias, viral video marketing. Because they are the most effective ways to use storytelling.

There are certain examples of video marketing in corporate communication of different companies:

Volvo: https://www.youtube.com/watch?v=M7FIvfx5J10 (targeted customer and market: America and Europe) This live test was set up to demonstrate the precision and directional stability of Volvo Dynamic Steering — a world first technology that makes the new Volvo FM easier to drive.

Thai insurance: https://www.youtube.com/watch?v=632CHpeHYZE (targeted customer and market: Thailand- Buddhist country)

Thai camera security: https://www.youtube.com/watch?v=l-EM1QKYyhY

Always- like a girl: https://www.youtube.com/watch?v=XjJQBjWYDTs
And many more:D

Hope tomorrow’s session would be great!