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    Mushfiqur Rahman Ashique
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    The document discusses how marketers can build authenticity and tell compelling stories to consumers. It argues that marketers who are authentic and tell stories that customers enjoy will thrive, while inauthentic marketers will only see short-term success from one sale rather than building loyalty. Successful stories appeal to universal human values like belonging, pleasure, or ego and ensure every customer touchpoint supports the story. To compete, marketers must tell a different story than competitors or find and engage the right communities. Small stories that do not engage customers are ineffective. Old stories can be difficult to change people's minds about.

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    The document discusses how marketers can build authenticity and tell compelling stories to consumers. It argues that marketers who are authentic and tell stories that customers enjoy will thrive, while inauthentic marketers will only see short-term success from one sale rather than building loyalty. Successful stories appeal to universal human values like belonging, pleasure, or ego and ensure every customer touchpoint supports the story. To compete, marketers must tell a different story than competitors or find and engage the right communities. Small stories that do not engage customers are ineffective. Old stories can be difficult to change people's minds about.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    16 views22 pages

    Roll 3 and 25

    Uploaded by

    Mushfiqur Rahman Ashique
    The document discusses how marketers can build authenticity and tell compelling stories to consumers. It argues that marketers who are authentic and tell stories that customers enjoy will thrive, while inauthentic marketers will only see short-term success from one sale rather than building loyalty. Successful stories appeal to universal human values like belonging, pleasure, or ego and ensure every customer touchpoint supports the story. To compete, marketers must tell a different story than competitors or find and engage the right communities. Small stories that do not engage customers are ineffective. Old stories can be difficult to change people's minds about.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 22

    REVIEW ON

    ALL MARKETERS
    ARE LIARS
    (PART 3)
    Ibtihaz Shayok (59D; 03)
    Mushfiqur Rahman (59D; 25)
    Step 5: Marketers with authenticity thrive

    ◎ Creation of purple cow


    ◎ Starting with a story that you enjoy telling yourself
    ◎ Don’t fabricate
    The facade
    of
    Potemkin
    Village
    4
    The cost of If you are not
    your
    deception
    authentic, you will get
    is just too the benefit of
    high. just one sale,
    NOT a hundred.
    Story of
    Toyota
    Prius
    7
    8
    9
    10
    Tell a story and ensure that
    every point of contact with
    the consumer supports that
    story.
    12
    ALL
    SUCCESSFUL
    STORIES ARE
    THE SAME
    Shortcut Social Success Fun

    Miracle Safety Pleasure

    Money Ego Belonging


    COMPETING • Be the first to tell that story
    IN A LYING
    WORLD • Once consumer has bought someone else’s
    story, it’s tough to change his mind

    • You must tell a different story


    COMPETING
    IN A LYING
    WORLD
    Find the right
    community
    Split the
    community
    The other
    way to grow
    There are no small stories. Only small
    marketers

    If your story is too small, it’s not a story,


    it’s just an annoying interruption

    People’s worldview changes over time


    Old Stories
    Die Hard
    Reasons of • No one noticed it
    failure
    • People noticed but decided that they
    didn’t want to try it

    • People tried it but decided not to use it


    anymore

    • People liked it but didn’t tell their


    friends
    Thank You

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