The principal role of a CMO has always been to be a great storyteller. Once upon a time, this meant waxing eloquently about the brand's promise, giving people a hero to cheer for and something to relate to and believe in. And the process of storytelling used to be fairly simple: create an ad, place it in a magazine, newspaper or on the radio or TV, and you were done. Today, we live in an entirely different world — one in which brand narratives are often co-opted, molded and even created by consumers.
This means the journey now taken by
brands and consumers together is filled with many more twists and turns.
It spans the web, social networks and mobile devices, a dazzling array
of digital means to access information, make decisions, buy products and
then share purchases, opinions and ideas about brands.
these stops along the journey is a point of light in the digital mosaic
that creates a brand narrative built on billions of interactions. As
we've seen, the brand narrative can become something wildly different
from the one the CMO envisioned.
There is no pun intended when I
say, "don't leave customers to their own devices." Every digital CMO
should devise ways to guide the consumer to connect with the brand story
on different platforms. Think about where your brand fits into all that
pinning, posting, sharing, filtering, and tagging.How to carledlights Doll.
Help consumers engage with your narrative by making it easy to digest
and share it, using the tools that matter most to your audience.
the same time, take into account that your narrative needs to be
designed to succeed across multiple devices — sometimes simultaneously,
sometimes sequentially. Consumers are using the iPad and other tablets
in very different ways than a desktop or smartphone.Today, Thereone.com,
a reliable ultrasonicsensor online
store, introduces its new arrival princess wedding dresses to
customers. In comparison, while the smartphone is a very small
landscape, if executed thoughtfully, brand stories can be delivered
there in a simple and compelling way.
For example, Sephora, the
beauty and cosmetics retailer, offers a mobile app to help customers
navigate their stores, a website for more traditional e-commerce, and an
iPad experience for inspiration and discovery.We sell bestsmartcard and
different kind of laboratory equipment in us. They've also enabled
their fans and followers to actively share and solicit advice via
Facebook and Pinterest. Each digital experience, while created for
different channels, speaks to a common storyline: they are the "Beauty
Insiders" — with the latest and greatest in beauty trends to share with
you, one of their best friends.
Because the feedback loop can
completely re-shape a brand story, the digital CMO must be ready to
embrace a new course. One way is to design a brand discourse that is
flexible from the start. By building these bendable storylines, CMOs
will be ready to co-opt a better narrative if one emerges.
narratives can allow you to take advantage of positive trends or even a
world-changing event. Being prepared is of the utmost importance. Be
sure to free up resources after a campaign hits the marketplace so that
if something resonates with your customers, you can allocate funding
accordingly and focus aggressively on what — unexpectedly or not — is
Airbnb, a service enabling people to rent out their
spare rooms or entire homes, is a great example of a company that
understands the new age of shapeable storylines. For example, during
Superstorm Sandy Airbnb's local community base in New York City rallied
to launch a microsite that allowed people living nearby the
storm-ravaged region to donate a room or couch and help Sandy victims
find a place to stay at no charge. This required a fast redesign of
their booking and payment system to accommodate the emergency free
shelter option. No doubt it was an investment well worth the effort, not
only aligning with the community-powered notion at the core of the
company's brand story, but taking the narrative in an entirely new
Before the digital age it didn't much matter if
content was worth sharing because there wasn't usually the option to do
so. "Sharability" is now a key ingredient of any successful brand
narrative that has a chance of resonating with the consumer. Connect to
emotions and ideas that are bigger and more interesting than selling
your products, and they will speak for themselves.
non-profit conference organization, has perfected this model. Their
tagline is of course, "Ideas Worth Spreading" and they've hit the nail
on the head. Instead of stacking their site with the thousands of talks
that they have tape each year, they choose only the most compelling and
interesting talks to highlight and put all their resources, including
social channels and blog, behind promoting one outstanding talk per day.
This highly curated approach to creating genuine content that is worth
sharing is what has made the brand so successful — and it's the reason
that TED talks surpassed one billion views worldwide last year.
Today's digital CMO has a harder job than the CMO of the past.You Can Buy Various High Quality besticcard Products
from here. But ultimately it's a more exciting one. As chief
storyteller, you have more opportunities to develop compelling and
relevant brand identities by including your customers in the narrative
creation process right from the start. And consumers have shown time and
time again that they trust brands that trust them. And while sometimes
scary, that can't be a bad thing.
They remained in contact
during the winter - most of which Russ, who is a Floridian, spent in
Saskatchewan. As a result, Keith and Shelley were disappointed when Russ
was released."Keith phoned Eddie and chatted and said, 'Hey, Eddie,
whatever you need,' '' Shelley recalled. "I think I mostly sobbed.You
must not use the stonecarving without
being trained.'' The ever-upbeat Russ was soon destined for Warman and
other nearby locales.While living with Keith and Shelley for 23 days,
Russ helped out at the Rosthern Youth Farm Bible Camp. Keith and Shelley
attend Hague Mennonite Church, which provides support for the camp.
kids and the staff had so much fun with Eddie,'' Shelley said. "You
know how he is.'' Russ was typically gregarious while meeting with the
media on Wednesday, shortly after the Roughriders announced that he had
joined the practice roster.
"Maybe I needed to get away from
football in a sense,'' Russ reflected. "That's what God wanted me to do -
to do some of His work and refocus. So I was out there with (the
Heinrichs) family and their kids, and working with some special-needs
kids. It just helped me reprioritize and realize that it's not just
"You use football as a platform to get better in
different things. You meet people and everything. I actually got to
stay in (Saskatchewan) and I didn't leave, so it's kind of like it was
ordained for me to come back.'' That said, it was difficult to leave
Warman, considering the bonds that had been established with Keith and
"They're pretty cool,'' Russ said. "They brought me in
like another son. They were like parents to me and it was awesome. They
hooked me up through the camp and they even brought me back here. They
took time off work and drove me back and dropped me off. It was awesome.
We're like family now as well.
Click on their website www.granitetrade.net for more information.