4.1: Catching Fire

Chapter 4, Unit 1.

Catching Fire

In this chapter:
Brand Identity | Storytelling | Finding & Cultivating Your Audience | Messaging & Marketing | Social Media & the Internet

BRAND IDENTITY

TED - Tim Leberecht: 3 ways to (usefully) lose control of your brand (video)
The days are past (if they ever existed) when a person, company or brand could tightly control their reputation -- online chatter and spin mean that if you're relevant, there's a constant, free-form conversation happening about you that you have no control over. Tim Leberecht offers three big ideas about accepting that loss of control, even designing for it -- and using it as an impetus to recommit to your values.

SSIR - The Role of Brand in the Nonprofit Sector (article)
Many nonprofits continue to use their brands primarily as a fundraising tool, but a growing number of nonprofits are developing a broader and more strategic approach, managing their brands to create greater social impact and tighter organizational cohesion.

STORYTELLING

Ira Glass on Storytelling (video)
Ira Glass of "This American Life" talks about the building blocks of a great story.

Ashoka Changemakers - A Changemaker's Guide to Storytelling: How to Engage Heads, Hearts and Hands to Drive Change (webpage)
A quick primer + directory of storytelling resources

SSIR - Using Story to Solve Social Problems (article)
How narrative intelligence can help everyone design solutions and generate useful data. "If every story contains knowledge about how a problem was solved, then imagine what we could learn by analyzing stories about specific topics in a methodical way. We'd be able to leverage the resulting story intel to create a powerful platform for change that's agile, affordable, and accessible."

Nancy Duarte - Resonate: Present Visual Stories that Transform Audiences (book)
Helps you make a strong connection with your audience and lead them to purposeful action. The author's approach is simple: building a presentation today is a bit like writing a documentary. Using this approach, you'll convey your content with passion, persuasion, and impact.

FINDING AND CULTIVATING YOUR AUDIENCE

Regis McKenna - Relationship Marketing (book)
In this spirited recap of the 1980s, marketing consultant McKenna ( The Regis Touch ) elaborates on a revolution in the computer-age marketplace that has all but laid low corporations whose isolated managements used massive advertising campaigns to dictate what the customer would buy. Today, he writes, the focus is on direct consumer contact and personal relations with the business "infrastructure"--media, suppliers, analysts, etc.--whose feedback will influence product development and marketing strategy.

Seth Godin - Permission Marketing (book)
Godin argues that businesses can no longer rely solely on traditional forms of "interruption advertising" in magazines, mailings, or radio and television commercials. He writes that today consumers are bombarded by marketing messages almost everywhere they go. If you want to grab someone's attention, you first need to get his or her permission with some kind of bait--a free sample, a big discount, a contest, an 800 number, or even just an opinion survey. Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale.

MESSAGING & MARKETING

George Lakoff - Don't Think of an Elephant! (book)
The definitive handbook for understanding what happened in the 2004 election and communicating effectively about key issues facing America today. Author George Lakoff has become a key advisor to the Democratic party, helping them develop their message and frame the political debate.

Al Ries & Jack Trout - Positioning: The Battle for Your Mind (book)
Writing in their trademark witty, fast-paced style, Ries and Trout explain how to position an industry leader so that it gets into people's minds and stays there, how to position a follower so that it can occupy a space not claimed by the leader, and how to avoid letting a second product ride on the coattails of an established one.

Heath Brothers - Made to Stick (book)
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the "human scale principle," using the "Velcro Theory of Memory," and creating "curiosity gaps."

Al Ries & Jack Trout - The 22 Immutable Laws of Marketing (book)
Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the "22 Laws." Each law is presented with illustrations of how it works based on actual companies and their marketing strategies. For example, the "Law of Focus" states that the most powerful concept in marketing is "owning" a word in the prospect's mind, such as Crest's owning cavities and Nordstrom's owning service.

SOCIAL MEDIA & THE INTERNET

Common Craft - Social Networking in Plain English (video)
An engaging and easy-to-understand video on the basics of social networking and what it means for the average person

Moz - The Beginner's Guide to SEO (guide)
Search Engine Optimization (SEO) is the practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines. This guide is designed to describe all areas of SEO - from discovery of the terms and phrases (keywords) that generate traffic, to making a site search engine friendly, to building the links and marketing the unique value of the site/organization's offerings. 

Wireless Technology for Social Change: Trends in Mobile Use by NGOs (report)
Summary of a survey designed to demonstrate how NGOs are using wireless technology to help reach various social, civil, economic, and political goals.

Tom Watson - CauseWired (book)
Explores the intersection of technology and social action, through a rich set of stories of online activism.

Charlene Li & Josh Bernoff - Groundswell (book)
An accessible and practical primer on social media. Addressed to a business audience, it includes guidance on how to determine which groups of an organization's target audience are using social media and formulating a strategy for engaging them.

Ben Rigby - Mobilizing Generation 2.0 (book)
The how and why of applying social media tools to mobilization. Addresses blogging, social networking, video and photo sharing, mobile phones, wikis, maps, and virtual worlds. 

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