Catchy & inspirational

Kevin Roberts from Saatchi & Saatchi has written about Lovemarks & sisomo.

My 11 year old son introduced me to a fabulous ad from Discovery Channel that embraces the concepts of Lovemarks & sisomo. It engages the passion of the presenter with the passion of the viewer and we are given an insight to the world that the presenter loves.

I love the world too!

I don't know how to write a great story

Great story tellers don't have to be great writers.

In a recent blog, Kevin Roberts uses George Lucas as an example of a great story teller and he is absolutely correct. In this example Lucas was also the creator of the story.

But you will know people who tell great stories they haven't written.

An example is New Zealander Peter Jackson. He brought Tolkien's Lord of the Rings alive on the big screen and retold a great story.

You can also read Jim Collins' book, Good to Great. He took the fable of the Fox & the Hedgehog and repackaged it into a top-seller.

Find (or create) your story (or the story of your product or service), then get great at telling it.

Tell a story

I loved this post on Kevin Robert's blog:

Kevin Roberts for Prime Minister

Kevin has an enthusiasm for the ad business, that when combined with his passion for New Zealand (on the edge of the world) creates the foundation for a dynamic presentation, proposing that Wellington City is the Heart of the Edge of the World.

I had watched Kevin's Google video the previous night, and saw some repeats of timeless ads during his engaging discussion.

The highlights for me were:

Best one-liners

"Most cities are nouns - New York is a verb"

"It's about velocity & speed"

"Fail fast, learn fast, fix fast"

"If I haven't offended you yet, just wait"

"Revolution begins with language"

"There is no best - only better"

"World class is not good enough"

"We are looking for heroes, legends, myths & stories"

Action "I" words

• Imagination
• Insight
• Intuition
• Inspiration
• Ignition

The new economy

Forget:

• Information
• Knowledge
• Interruption
• Permission
• Experience
• Attention

We are entering the:

• Attraction economy

We are moving from:

• Interruption to Engagement
• "One to many" to "Many to one"
• Reactive to Interactive
• Investment to Involvement
• Users to Inspirational consumers (Advocates)
• Big promises to Intimate gestures
• "Marketing at" to "Connecting with"
• Consumers to People
• Brands to Lovemarks
• Irreplaceable to Irresistible

What makes it irresistible?

• Mystery
• Sensuality (the 5 senses)
• Intimacy

Kevin believes we need to become story tellers. What's your story?