Storyscaping E-Book

Gaston Legorburu

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 282

Veröffentlichungsjahr: 2014

Beschreibung

How to use powerful tools to engage customers with your brand

Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers. This book describes a powerful new approach to advertising and marketing for the digital age that involves using stories to design emotional and transactional experiences for customers, both online and offline. Each connection inspires engagement with another, so the brand becomes part of the customer's story. Authors Gaston Legorburu and Darren McColl explain how marketers can identify and define the core target audience segment, define your brand's purpose, understand the emotional desires of your consumers, and more.

• Shows how to map how the consumer engages with the category and product/service
• Explains how to develop an organizing idea and creative plan for an immersive storyscape experience
• Defines the role of marketing channels around the organizing idea
• Establishes how technology can be applied to the experience

Learn how to measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand. www.storyscaping.com

Leseprobe

CONTENTS

Acknowledgments

About the Authors

Part One: Great Storytelling Alone Won’t Save Your Business

Chapter 00: Introduction

Chapter 01: From the Campfire

Chapter 02: Your First Kiss

Chapter 03: Brave New Worlds

Part Two: Storyscaping Immersive Experiences for Powerful Brand and Consumer Connections

Chapter 04: The Storyscaping Model

Chapter 05: Power of Why

Chapter 06: Walk the Walk

Chapter 07: Insight to Desire

Chapter 08: In Their Shoes

Chapter 09: The Organizing Idea

Chapter 10: Meet Your Storyscape

Chapter 11: Worlds That Sell

Chapter 12: Shock Your Culture

References

Index

Cover image and design: John Starr, SapientNitro

Illustrations: Ariel Bellumio, Jorge Viera, Andrew Lopez, Rafael Jimenez, SapientNitro

Infographics: Francis Ferrazza, SapientNitro

Photography: Antonio Caballero, SapientNitro

Copyright © 2014 by Sapient Corporation. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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ISBN 978-1-118-82328-6 (cloth); ISBN 978-1-118-87134-8 (ebk); ISBN 978-1-118-87123-2 (ebk)

ACKNOWLEDGMENTS

The truth is, although we gave birth to the term Storyscaping during a client conference, the whole concept had been forming in our halls for years. This was hardly a bolt from the blue. In no way do we claim to be the sole architects of this thinking. What we did was play the role of curator, connector, and craftsperson. Credit goes to Laura McFarlane, who had been working for years on the concept of the “experience space”; Dr. Todd Cherkasky, Dr. Rick Robinson, and John Cain, who taught us all the power of ethnography; Sheldon Monteiro, who showed us how to leverage technology in order to enable amazing experiences; Donald Chesnut, for insight into the world of experience design and innovation; and the entire and wonderful team at SapientNitro, who have helped challenge, test, and evolve the perspective and practices in so many ways and on so many levels. Also, to our clients, who inspire us to challenge convention and change the game every day. And, of course, to Malcolm Poynton, who had been preaching to all of us to stop using a period and the end of every TV spot and start using the all-mighty comma.

Special thanks goes to Alan Herrick, Bill Kanarick, and the rest of our leadership team, who encouraged us to write this thing in the first place and to our passionate and brilliant team, without whom this book would have been nothing but an idea: Kiran, for project managing absolutely everything; Liz, for your calm and inspiring team management; John, Ariel, Jorge, Andrew, Rafael, and Francis for our fantastic cover, images, and design work; Sarah, for her words of wit and wonder; Sopurkha, for her editorial wizardry and spiritual balance; and Michelle and Dana, for managing our world and ensuring we had time to write.

And finally, to our loved ones, Amanda, Elizabeth, Michelle, and Little G, who have provided unwavering support and understanding throughout.

ABOUT THE AUTHORS

Gaston Legorburu

Worldwide Chief Creative Officer

Gaston Legorburu sets the strategic and creative vision for SapientNitro and its integrated marketing, brand communications, and commerce services. He has a passion for redefining how brands and consumers connect. This key focus has been instrumental in expanding SapientNitro’s success beyond its deep digital roots. Today the agency is breaking traditional barriers and has evolved to become a trusted brand steward for some of the world’s top brands.

Recognized by Adweek and Ad Age as a game changer who is modeling the agency of the future, Legorburu is known for constantly challenging the advertising industry to evolve its thinking and its actions toward real connections that create experiences and build real relationships among real people.

Since cofounding Planning Group International (PGI) in 1992—now the core of Sapient’s Miami presence—Sapient turned industry heads when it became the first interactive agency to acquire an above-the-line shop, Nitro Group, and quickly gained global acclaim with the award-winning “Best Job in the World” campaign.

Legorburu has been a driving force constantly working to evolve SapientNitro into a new breed of storyteller for an always-on world. Our unique Storyscaping approach and Idea Engineering framework mixes multidisciplinary teams of strategists, creatives, and technologists who reshape traditional brand storytelling into immersive experiences where consumers and brands truly connect.

During his tenure SapientNitro has grown into the largest worldwide independent agency and has racked up 14 Cannes Lions for its signature dish of “advertising as experiences.”

Throughout his career, Legorburu has helped clients gain unparalleled insights into effectively marketing their products and services in today’s increasingly complex marketplace. He continues to provide clients such as Citi, Coca-Cola, ESPN, Chrysler, and Unilever, among others, with innovative solutions to critical business challenges.

Widely recognized as a thought leader, Legorburu is frequently quoted in publications such as Advertising Age, Adweek, Bloomberg, Fast Company, and the Wall Street Journal and is a member of TED. He sits on the 4A’s digital board and the ADC advisory team. He is a sought-after speaker who has presented at notable industry conferences including Cannes Lions International Festival of Creativity, SXSW, ad:tech, OMMA Global, and SHOOT.

Legorburu is the recipient of numerous awards across the creative and advertising industry and has served as a judge for several prestigious award shows, including D&AD, Cannes Lions International Festival of Creativity, Art Directors Club, and the Webbys. He is also an active member of the Webby’s International Academy of Digital Arts and Sciences.

If there were truly an office in the sky, that’s probably where you’d find Legorburu, or you might catch him in SapientNitro’s Miami office. His fun side reveals a Harley-Davidson riding, open-ocean fishing, artistic painter who enjoys life and making people laugh.

Darren (Daz) McColl, BA, FAMI, CPM

Chief Brand Strategy Officer, Global

As a Vice President and Chief Brand Strategy Officer for SapientNitro, Darren McColl’s primary role is to help business grow by bringing insight to strategy and inspiration to creativity. He’s passionate about new ideas and almost obsessive with the psychology of why people do things.

Big in life and in presence, McColl joined SapientNitro in 2009. He has guided the shape of marketing strategy since joining Gaston Legorburu and the team in the United States. Always testing new approaches and thinking in the cauldron of real client work, he is as practical a strategist as you could find.

His common sense and business focus is built from more than two decades of marketing toil in both client and agency roles. This hybrid and well-aged perspective gives him an advantage when mapping out branding and marketing strategies. He has imparted this wisdom to numerous global brands, such as Virgin Blue Airlines, Virgin Megastore, McDonald’s, Nestlé, Mars, Foster’s Lager, Burger King, Subway, Foot Locker, Coca-Cola Brands, X Games & ESPN, Chrysler, Mercedes-Benz, Volvo, Visit Florida, and Grupo BBVA. His most recognized and award-winning accomplishment was earned for spearheading the strategy behind the “Best Job in the World” campaign for Tourism and Events Queensland.

McColl has been internationally recognized as one of the world’s leading strategists, with work awarded by three Cannes Lion Grands Prix, multiple Effies, MIXX Awards, New York Festivals, One Show, CLIOs, and D&D. Additionally, his expert thought leadership has appeared in notable trade publications and marketing textbooks.

He is a regular speaker at events and conferences around the world, from the Cannes Lions International Festival of Creativity to SXSW, Social Media Week, 4AAA’s events, tourism conferences, and the like. He has served as a judge for awards in marketing, advertising effectiveness, strategy, and creativity.

A Fellow of the Australian Marketing Institute, McColl holds a BA from RMIT University.

Although a well-seasoned international business traveler, Miami is his base where he lives with wife, Amanda, and two Australian-born miniature schnauzers, Maverick and Elle.

PART ONE

GREAT STORYTELLING ALONE WON’T SAVE YOUR BUSINESS

CHAPTER 00

INTRODUCTION

Every great story starts somewhere. This one has been brewing in our hallways for many years and officially grew wings early in 2012.

A client, one of the world’s largest consumer packaged goods brands, hosted an event in London titled “Storytelling in the Digital Age.” The company’s chief marketing officer (CMO), was driving this initiative, supported by his group of lieutenants; all of the heads of the brands and the marketing directors from around the world were present. The CMO, arguably one of the most influential marketers in the world at the time, had recently declared that he would mandate a much larger percentage of the corporation’s sizable global marketing spend to digital. His team put together this symposium as a way to get their heads wrapped around how to take their marketing approach into the digital space. Their request from partners like us was simple: Give them two to three things they could go to work on, starting the following week; give them something they could actually change. They wanted very actionable stuff and not a lot of it. At the event, presenters included their four global digital agencies, SapientNitro being one. Of course, all the usual suspects, such as Twitter, Google, and Facebook, were prominently represented. Additionally, they had their public relations (PR) agencies present, which was brilliant, as the world of PR has probably seen more disruption from the hyper-connected world than any other. PR is also going through some real struggles in terms of reinventing themselves—today a press release alone just doesn’t work. Everything in that world has shifted dramatically to social, and many PR agencies are no longer effective because they haven’t evolved, while others are encroaching into the digital marketing space with some success.