Be Relentlessly You - Brand Stories and Business Results

BE RELENTLESSLY YOU
Brand Stories and Business Results
Presentation by Jason Wright

@thewrightjason webfor.com
Hello friends…
● Providing strategy, design and marketing support for
businesses over 15 years.
● Conference and event speaker: Engage, Vancouver
Chamber, WSUV, Digital Marketing Quarterly and more.
● Winner of Accomplished Under 40 by the VBJ and
multi-year winner of Best In Clark County and Best In
Business (Marketing and Design).
● Worked with Tony Robbins, Chet Holmes and other
personalities including streamers, actors and more.
● Creating visual stories that have impact, drive conversion
and result in sales. Jason Wright
Partner, COO and Director of Creative
2

What we’re talking about today…
● Take a look at a few brands and their stories.
● Review performance, attention, growth, etc.
● The peaks and valleys of marketing.
● What you can do, and how you can win.
● Tracking, revising and not giving up.
6
Welcome
and enjoy the
presentation.

@thewrightjason webfor.com 7
Ideas & Execution

Crafting the Story,
Through Relationship
10

Build the APP
11

Build the APP
12
Attention
Parasocia
l
PAC

attention; attention marketing is the
concept that marketing is all about
capturing and engaging your audience's
attention. This is usually done through
non-invasive means, like social media.
13
SOURCE:
https://blog.hubspot.com/marketing/attention-marketing

Attention
● Attention (Economy) was first coined by Herbert A. Simon
in 1960. Characterizing the problem of information
overload as an economic one. This is before the internet!
● Did you know? The United Nations has an article on this
subject and it’s fascinating.
● Revenues of the five big tech companies: Facebook/Meta,
Google/Alphabet, Apple, Amazon and Microsoft were
about $1.4 trillion in 2021 and their profits increased by
55% in that year alone.
● According to the industrial Internet report of GE, this
economy could add US $10 to 15 trillion to the global
GDP over the next few decades.
14
Netflix users spent a
combined 164 million hours
per day watching content in
2019.
SOURCE:
https://www.comparitech.com/blog/vpn-privac
y/netflix-statistics-facts-figures/

parasocial; the term parasocial
relationship refers to a relationship that a
person imagines having with another
person whom they do not actually know,
such as a celebrity or a ﬁctional character.
15
SOURCE:
https://www.dictionary.com/e/tech-science/parasocial-relation
ship/

Parasocial
● Brands do this by engaging with you on social media
and through their website.
● Prevalent in the Creator Economy (Twitch, Kick,
YouTube Live).
● Not just online. We create these dynamics in
person too at networking events, business events,
the basketball games your kids go to.
● 51% of Americans have likely been in parasocial
relationships, even though only 16% admit to it.
16
SOURCE:
https://thriveworks.com/blog/research-parasocial-relationships/
SOURCE:
https://www.abc.net.au/triplej/the-latest/parasocial-relatioships-taylor-swift-red-taylors-version/13644504

PAC; platforms and culture.
17
SOURCE:
https://garyvaynerchuk.com/how-to-make-content-in-2023/

PAC
● Blinded by our own bias. Don’t understand
creator culture, social media development
and what it really means.
● Social media is for everyone, of all
businesses and individuals. On all
platforms.
● 78% of TikTok users purchased a product
after seeing it featured in TikTok creator
content.
18
SOURCE:
https://www.shopify.com/blog/tiktok-statistics
“By my count, more business
leaders have failed and derailed
because of arrogance than any
other character ﬂaw.”
– Harvey Mackay

PAC
● “TikTok is for kids.”
● Here’s the data for the US:
○ Ages 10-19 are 25% of users.
○ Ages 20-29 are 22.4% of users.
○ Ages 30-39 is 21.7% of users.
○ Ages 40-49 is 20.3% of users.
○ Ages 50+ are 11% of users.
● Ages 10-29 are 47.4% of users … you know what that
means….
19
SOURCE:
https://thesocialshepherd.com/blog/tiktok-statistics

52% of TikTok users are 30+
20
SOURCE:
https://thesocialshepherd.com/blog/tiktok-statistics

1,677,000,000 users on TikTok
838,500,000 million are older than 29
21
SOURCE:
https://www.demandsage.com/tiktok-user-statistics

Brands that stand out,
connect and sell.
22

Dr. Disrespect
24

Dr. Disrespect
● Character created by Herschel "Guy" Beahm IV. Began
streaming career around 2011.
● Currently 41 years old, one of the oldest and most
successful streamers in the world.
● Ridiculous commitment to character on stream and in
person. All public events are “in character”.
● Estimated net worth is $7,000,000.
Dr. Disrespect
Streamer & Content Creator
25
SOURCE:
https://upcomer.com/dr-disrespects-net-worth

4,708,333 days
28
SOURCE:
https://twitchtracker.com/drdisrespect/statistics

12,899 years
29
SOURCE:
https://twitchtracker.com/drdisrespect/statistics

McDonalds
31

McDonalds
● Founded in 1940 by Richard McDonald, Maurice
McDonald and Ray Kroc.
● 40,431+ restaurants globally.
● $100,000,000,000 in sales in 2019. Making up 4% of
global restaurant industry sales.
● Global reach, branding, celebrity meals and jingles.
McDonalds
Fast Food Restaurant
32
SOURCE:
https://en.wikipedia.org/wiki/McDonald%27s

● Celebrities who’ve represented McDonalds:
○ Travis Scott
○ Macy Gray
○ Jay Leno
○ Kim Kardashian
○ Heidi Klum
○ J Balvin
○ Kobe Bryant
○ Justin Timberlake
○ Michael Jordan
○ LeBron James
○ Star Jones
○ Jennifer Lawrence
○ Tony Hawk
McDonalds

McDonald's gross proﬁt for the
twelve months ending June 30,
2023 was $13.9 billion, a 6.5%
increase year-over-year.
34
SOURCE:
https://www.macrotrends.net/stocks/charts/MCD/mcdonalds/
gross-proﬁt

Steve Jobs
35

Steve Jobs
● Co-Founded Apple in 1976 and led a personal
computing revolution.
● “Think Different” campaign in 1997 brought new
energy and resurgence to a nearly bankrupt brand.
● Grew from 8,000 employees and $7 billion in
revenue in 1997 to 137,000 employees and $260
billion in revenue in 2019.
● He wasn’t well-liked by staff, but was admired by
entrepreneurs around the world (for the business
results).
Steve Jobs
Former CEO of Apple
36
SOURCE:
https://medium.com/ad-discovery-and-creativity-lab/think-diff
erent-b566c2e6117f

Think Differently
Think Different
37
SOURCE:
https://en.wikipedia.org/wiki/Think_different

“It’s the best (most powerful/advanced)
iPhone that we’ve ever created.”
39
SOURCE:
Tim Cook in every iPhone revision presentation.

225.3 million global iPhone
shipments in 2022.
40
SOURCE:
https://www.demandsage.com/iphone-user-statistics/

Ninja
41

Ninja (Tyler) Blevins
● Authentic portrayal of themselves with a little bit
more energy and trash talk. Currently 32 years old
and the most recognized streamer in the world.
● Made big brand risks by switching platforms Twitch >
Mixer > Twitch > Currently unsigned and streams
everywhere.
● His deal with Mixer lasted a short-time with
Microsoft pulling out of the platform all together
thereby buying out any existing exclusive creators.
Ninja gained $25 - $30 million in the buyout.
● Estimated net worth is $40,000,000.
Ninja
Streamer & Content Creator
42
SOURCE:
https://www.dexerto.com/entertainment/ninja-hints-at-insane-
taxes-he-paid-on-reported-50-million-mixer-deal-1425329/

Ninja (Tyler) Blevins
● Foul-mouthed to kid friendly created a much larger
audience at the cost of mental health and
authenticity.
● Kids were doing the Pon Pon in the streets. A
concept Ninja’s team created and then deployed any
time he won his ﬁrst Fortnite match of the day.
● His subsequent exit from Twitch, then Mixer and
DMCA strikes resulted in rebrand again. New logo
and a more authentic and non-kid friendly affair.
● Viewership dropped, opportunities reduced.
45
SOURCE:
https://gamelife.com/streamer/what-is-the-ninja-pon-pon-danc
e-explained/

Over the span of four years he’s
played over twenty thousand
matches. He’s won over 7,500 of
them which is a 36.40%win-rate.
48
SOURCE:
https://www.sportskeeda.com/fortnite/ninja-fortnite-stats-tota
l-wins-k-d-win-rate-in-game-settings

What do all of these
people/entities have in
common?
49

The best to ever do it.
50

A Model for Success
● Each of these groups knew who they were, where they
wanted to focus and then made themselves the best in
the world at those things.
● Test, measure, succeed, fail, reset and test again. Failed
rebrands, swag, etc.
● Belief in the product, brand or service. If you don’t believe
in it yourself, how do you expect to inspire others?
● Relentless pursuit. There are only two outcomes. You
succeed or you fail. But when you fail, it’s knowledge.
51

You + Brand Stories
52

Story Stats
● 92% of consumers want brands to make ads that feel like
a story.
● 55% of people say they would consider buying from a
brand after reading a compelling story.
● 65% of people feel an emotional connection to a brand
after a story.
● Branded content that tells a story is 22 times more
engaging than a simple ad.
● 84% of consumers say they buy from brands they feel an
emotional connection to.
53
Companies with a strong
brand story outperform
their competitors by
20%.
SOURCE:
https://rainedigital.com/2023/02/23/215224/

FEEL FEEL FEEL FEEL FEEL
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FEEL FEEL FEEL FEEL FE
EEL FEEL FEEL FEEL FEEL

Understanding Your Story
● Tell your story.
● …but not the story of how much money you want to make
or how big you want your business to be. You may be a
superhero now, but what did it take to get here?
● The human story is about overcoming adversity.
● Magic is in the dualities of pain and pleasure.
55

My Story
56

“Stick to what you’re
good at.”
57

“You don’t want to do that.
That’s a woman's job.”
58

“That’s all you have?”
59

“What kind of authority do
you even have?”
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● Celebrities & Inﬂuencers (Jessica Blevins,
Theo Rossi, Suto)
● 100’s of businesses: WSU Vancouver, Clark
College, NDA Security Company, Recording
& Film School, Culinary School, Rebound and
much more.

Getting Results
63

Sharing Your Story
● In the digital landscape:
○ Your websites Home and About page.
○ Blog posts, articles and news stories (local
newspapers, etc)
○ Rich media like video/audio. Record a reel. Record a
podcast. Speak your truth.
● In person events like meetups, conferences, etc.
● But don’t be weird! :D
64

ABC’s
65

Advantages
Beneﬁts
Conveniences
Services
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ABC’s of Content

ABC’s of Content
● What stories can you share about your product or service?
● Does your home page have a beginning, middle and end?
● Your content should contain multiple headlines that make
users feel something about your product or service.
● Power content can increase conversions and
opportunities. Take a look at this blog post.
67

Update Your Hero and CTA
Clear call-to-action.
68
Strong messaging.

Clear call-to-action.
69
Their story, not yours.

70
Dynamic and rich content.

Outcomes
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Over 22 more conversions with
the new hero messaging and
CTA’s.

Outcomes
72
More conversions = more
opportunities to close deals.

Outcomes
73
Higher conversion rates.

Recap & Wrap
74

Recap
● Build the APP – Attention, Parasocial, PAC (platforms
and culture)
● Tell a (meaningful) story on social media, your website,
and other platforms. Social media is for everyone. All
platforms. All people.
● Share your ABC’s!
● Branded content that tells a story is 22 times more
engaging than a simple ad.
● Implement theories and test results. Do this over and
over.
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Unique
Value
Proposition
Worksheet
Customer-Centric
Strategy
Worksheet

Resources
● Kindra Hall’s email newsletter is great.
● More on leveling up your digital content can be found
here.
● The power of brand storytelling by MailChimp.
● The story of Cheagle by Kevin Getch @ VanTalks.
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Unique
Value
Proposition
Worksheet
Customer-Centric
Strategy
Worksheet

Thank You
77
What to share your story with us? Get in touch and we’ll
see what we can do to help with 3 free hours of analysis.
webfor.com/get-started

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