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Moon Landing Brand System, Services

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by

James Carlson

on 16 October 2015

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Transcript of Moon Landing Brand System, Services

Recon
Question Cards
Desert Meeting
Buy-in
What/How/Why
Reasons to Believe
Before and After
Client Homework
Brand Architecture
Brand Lens
HR
Events
On-boarding
Culture
Production
Product Development
Development Stories
Marketing
PR
Social
Video
Email
Trade shows
Sales
Support Materials
On-Board Customer
CRM
New Biz
Lead Gen
Service
Language
Process
Brand Engine
(re-lens dashboard)
Support
Capture | Measure | Score
Traditional Agency Services
Monitoring our Client Dashboards
Brand Architecture
Engineering
Technician
Eco-Brand Kickoff
We Train
They Execute
We Score
Repeat
Quarterly Meetings - day long loop-in, lunch, celebration
Create Story Plans
Create Flight Plans
Battles are IDed
Measurement is IDed
Video Web PR Social Copywriting Design
Setup
Using Lens to Find Touchpoints within Departments
Where within each department is the brand touched?
Use Lens to find Stories within each Department
Use Lens to Revise / Modify Stories
Add Stories to Inventory
How can our stories align with the lens?

What stories are we telling?
Touchpoint Audit
Story Audit
STORIES
Stories the client can't directly execute
refined
V = R * f * I * E * C * L
R = rate of story formation
f = fraction of stories that pass the 'lens test'
I = fraction of stories that are internally shared
E = fraction of stories that are externally shared
C = fraction of stories that change customer behavior
L = story lifespan
# stories per unit time

# departments who pass story around * # of times passed
# channels story is shared - measures creative
impression, click through, buy
length story is around
Story Placard
Narrative
Media
Workflow switches / Flags
V = Value
Start date / End date
Lens attributes
Story inputs
Customer
Marketing
HR
Production
Sales
Service
Any person or event
lensing
R
f
I
C
BRIDGE
ENGINEERING
Full transcript