THE GAP

mind

1

AN EXCERPT FROM:

H O W S TO R I E S C A N A D VA N C E YO U R B U S I N E S S , C A U S E A N D C A R E E R .

SHARLENE SONES
W W W. B R A N D S TO R I A .CO M COPYRIGHT 2012 BY SHARLENE SONES/BRANDSTORIA PRESS

YOUR BRAND STORY IS NOT DEFINED BY YOU ALONE:

IT’S ALSO SHAPED BY THE PERCEPTIONS AND VIEWPOINT OF

Others
E M P LOY E E S S TA K E H O L D E R S CUSTOMERS PROSPECTS INFLUENCERS INVESTORS

3

DEFINED & DELIVERED
BY THE PEOPLE WHO WORK FOR AND WITH YOU, I N W H AT C A N B E O R S E E M L I K E I R R AT I O N A L G LO R Y
4

THEIR STORIES

Are

YOUR REALITY

“ W E D O N ’ T H AV E T H E R E S O U R C E S ” “OUR BUDGET ISN’T BIG ENOUGH TO WIN” “THE COMPETITION IS JUST TOO STRONG” “ L E A D E R S H I P D O E S N ’ T R E A L LY WA N T T O C H A N G E ” “THERE IS NO CLEAR PLAN FOR GROWTH”

5

ARE THEY ALIGNED TO

YOU R S T R AT E GY ?

6

T O S TAY O N T R A C K :

7

The Story Gap

THE DIFFERENCE BETWEEN
YOUR DESIRED STORY

and

T H E O N E ( S ) R E A L LY BEING TOLD

8

FA I L U R E
TO MIND THE GAP CAN HAVE SERIOUS CONSEQUENCES. FOR YOUR BRAND, A POTENTIALLY FATAL FLAW
SIMILAR TO THE DANGER LURKING FROM A FA I LU R E TO M I N D T H E G A P O N LO N D O N ’ S T U B E , S T E P P I N G S A F E LY O V E R T H E G A P B E T W E E N T R A I N A N D P L AT F O R M
9

S T R AT E G I S T, L E A D E R , P R OT E C TO R OF BRAND & BUSINESS

YOUR JOB:

Relentessly
FIND AND WORK TO CLOSE THE GAPS

10

THE STORY GAP

Revealed:

W H AT D O E S C A D I L L A C S TA N D F O R ?

CAD 4 LIFE

5 DIFFERENT PEOPLE RESPOND WITH 5 DIFFERENT ANSWERS:

A M Y G R A N D PA R E N T S ’ C A R B G A S G U Z Z L E R C E LV I S D B I G , F L OAT I NG B OAT-L I K E R I D E EHIP-HOP URBAN

W H AT C A D I L L A C S AY S :

T H E N E W S TA N DA R D O F T H E WO R L D
11

BE HONEST AND ASK YOURSELF:

W H AT D O YO U R E A L LY WA N T FROM THE PEOPLE WHO INFLUENCE

Your Success?
“ B U Y- I N ” O R “ O N - B O A R D I N G ” I S M O R E A B O U T WA N T I N G P E O P L E TO J U S T AG R E E W I T H YO U . WHEN YOU ASK FOR FEEDBACK DO YOU R E A L LY, R E A L LY WA N T I T ?

12

I F YO U WA N T TO I N F LU E N C E T H E M T O B U Y, F O L L O W O R B E L I E V E

CONSIDER Their S T O R Y

13

C U LT U R E E AT S S T R AT E G Y

FOR B R E A KFA S T
C U LT U R E

-PETER DRUCKER

TRIUMPHS VISION
14

-PHIL COOKE

TO KNOW PEOPLE WE MUST KNOW

their story.

- DA N P. M C A DA M S

15

STORIES CONSTITUTE

a uniquely powerful currency
I N H U M A N R E L AT I O N S H I P S .

- H OWA R D G A R D N E R

16

To

SUCCEED WE

SEEK

relationship.
WA N T A J O B ?

E S TA B L I S H R E L AT I O N S H I P S I N A NETWORK TO HELP YOU.

WA N T TO S E L L M O R E ? C R E AT E R E L AT I O N S H I P S W I T H C U S TO M E R S B Y C O N S I S T E N T LY D E L I V E R I N G O N Y O U R P R O M I S E TO G A I N T R U S T.

17

“OUR SUCCESS HAS R E A L LY B E E N B A S E D O N

partnerships
FROM THE VERY BEGINNING.”

- B I L L G AT E S

18

W H AT ’ S T H E # 1 T R A I T T H AT H A S L E D TO YO U R S U C C E S S ?

“I Love People”
“ P H Y S I C A L AT H L E T I C A B I L I T Y IS A DIME A DOZEN BUT R E L AT I O N S H I P S A R E EVERYTHING”

- BILLIE JEAN KING TENNIS CHAMPION, ENTREPRENEUR AND LEADER FOR SOCIAL CHANGE
19

People

WHO WILL U N D E R S TA N D O U R S I T U AT I O N S A N D H E L P U S S O LV E O U R PROBLEMS

H U M A N R E L AT I O N S H I P & I N T E R A C T I O N C A N B R I N G VA L U E & M E A N I N G TO O U R L I V E S . R E P R E S E N T I N G VA L U E C R E AT I O N AT I T S F I N E S T.

20

YOUR GOAL

BUILD TRUST THROUGH WITH PEOPLE
21

Relationship

BY FINDING COMMON BONDS AND

CONNECTING THE DOTS
A B C D QUICK CONNECTION COMMONALITIES OPPORTUNITIES A FA S T T R AC K F O R W H Y YO U S H O U L D C A R E

22

GIVING PEOPLE THE OPPORTUNITY TO HIGHLIGHT

THEIR OWN

Stories

23

NOBODY CARES ABOUT YOUR C O M PA N Y O R P R O D U C T. THEY CARE ABOUT THEIR OWN DREAMS AND GOALS.

Help them achieve their aspirations
- HENRY FORD

24

LEVERAGE THE POWER OF EVERYONE AS A STORYTELLER AND POWERFUL C ATA LY S T F O R Y O U R B R A N D S T O R Y.

STORY BASED C A M PA I G N S CA N I N T E G R AT E FA M I L I A R C O N C E P T S AND VEHICLES:
BLOGS VIDEO FORUMS EVENTS A D V E R T I S I N G D I S P L AY S
25

T H E VA L U E :

DELIVERING

Meaning

HELPING PEOPLE RISE ABOVE THE M A R K E T C H A O S TO U N D E R S TA N D T H E S T O R I E S AT P L AY A N D T H E I R I M P L I C AT I O N S F O R B U S I N E S S .

26

ENABLING:

M A R K E T I N G C A M PA I G N S T H AT WO R K EFFECTIVE LEADERSHIP IMPROVED NETWORKING BETTER SEO S T R AT E G I E S T H AT LIVE AND SUCCEED

27

Artfully
POSITIONING YOUR BRAND FOR:

OPPORTUNITY POTENTIAL SUCCESS

28

THE

AUTHENTICITY
OF OUR STORIES
PROVIDE THE

REAL-LIFE
PROOF AND SUPPORT

29

S O , I F Y O U R E A L LY WA N T M O R E T H A N A

MARKETING

SHOT IN THE ARM
C O N S I D E R H O W Y O U A C T I V E LY C U LT I VAT E , N U R T U R E A N D D E L I V E R YOUR STORIES TO REINFORCE AND S U S TA I N YO U R B R A N D

30

MORE MEANINGFUL THAN

A C A M PA I G N

C R E AT E , S U P P O R T A N D L I V E A

Storied Position
31

S TA R T L E V E R A G I N G YO U R S TO R Y

Give
PEOPLE ANOTHER REASON TO

Care.

32

ABOUT THE AUTHOR
Sharlene Sones is a brand-building and marketing specialist that understands the power of a story to sell your product, advance an idea, communicate your value and point the way toward potential. As Founder of Brandstoria, Sharlene helps entrepreneurs and organizations tap into the heart of their brand. Her approach is rooted in experience launching hundreds of products in sports and entertainment, when she’d think about the strategy for a new product based on its fit with the larger story people held about the brand. Today, she connects this storytelling perspective with traditional branding practices that can surprise and delight in ways that matter. Over the past decade, Sharlene’s worked with and consulted to a wide range of agencies, organizations and global brands including Benetton Sportsystem, Spalding Sports Worldwide, LPGA, Tiffany & Co, University of Pennsylvania, Sigma Designs, IMS Health, Forefront Records, Barnes & Noble Collegiate, Womens Sports Foundation and more. She’s a frequent presenter of workshops and keynotes at conferences including Jeff Pulver’s BrandsConf, Reinvention Summit, and The Babson Forum on Entrepreneurship. When she’s not working on someone else’s story – she’s living out her own in Pennsylvania’s beautiful Lehigh Valley, or, as she refers to it, “the deep, deep, deep suburbs of NYC.” And while she’s put aside a single-engine airplane in favor of a bicycle, you can find Sharlene using power tools: creating something on a wood lathe (Bowl? Pen? Art?) or tackling a DIY home project. Sharlene earned her graduate degree in organizational dynamics from the University of Pennsylvania and holds a B.S. in management from Babson College, where she serves on the board of the Babson Alumni Association.
33

Thank You!
BRANDSTORIA.COM

34

Sign up to vote on this title
UsefulNot useful