Your Message Is Critical because people buy what they understand.

"Be Recognizable. Be Everywhere."

Brand Story

The oldest form is still the norm.

Problem

If every department shares a consistent message agreed across Marketing, Product, & Sales, we earn greater awareness in the market & more brand familiarity.

Hurdle

Left alone, Product & Sales can arm-wrestle. Marketing may be doing its own thing. There's no unified narrative, so the company has less market impact.

Solution

Disruptors enter the market faster than ever. Regardless of company size or resources, whoever tells the best story wins. From now on, that company is yours.

Mandate

"Organizations succeed by producing a single brand narrative, carrying the same messages throughout the organization AND externally to the market. They fail when they don't produce an end-to-end experience."

Offer a pitch, and people excuse themselves. Tell a story, and they gather around. You've reached a level of revenue that you can be proud of. Now the risk is being comfortable. Let's take the opportunity to up our game and raise the stakes for competitors who want to take our customers.

Your pilot is a success. Look at your revenue achievement. Now be the episodic SERIES.
You iterate multiple versions of your brand story via the story arc.
You know it's working when you can leverage it for multiple campaigns.
You know it has worked, when people can say it back to you.
Support Premium Pricing

Customers pay more, on average, for brands with a compelling story driving their dialogue with the market.

Create Sustainable Campaigns

It's a pain to continually cook up new, potentially random campaigns from scratch. A unified narrative can produce campaigns endlessly.

Deliver Messages Consistently Across Channels

If you're going out to the market in multiple venues—P2P Sales, LinkedIn, Google Search, Email, it's incredibly helpful for a single narrative to create momentum behind the Sales Team.

Foment Brand Evangelism by Employees, Vendors, Clients

A story people can parse allows others to champion and advocate for the brand more effectively. They can sum up "here's what they're about" because we can.

An ongoing series

gets more queries.

An Aspirational Narrative

Is behind every choice to learn something or decision to buy.

aspirational narrative

It Goes Back 40,000 Years

Story inspired our tribes to explore & migrate . . .

inspiration

And the best stories drew others to our fires.

Corporate Storytelling

Our species thrived, as a brand, because someone told effective stories.

"Every organization has a story behind it. Constituents are drawn to that story, because it fulfills our human desires and motivations. Story is the central Bonfire."

Daniel DiGriz, Digital Ecologist® at MadPipe®

Effective Brand Stories

Connect your audience to their core aspirations, and you win them for life.

brand narrative

Your Audience Will Go With You

Because your story is powerful, and your message gets across.

aspirational messaging

"Organizations succeed by producing a single brand narrative, carrying the same messages throughout the organization AND externally to the market. They fail when they don't produce an end-to-end experience." – Daniel DiGriz

Be "king of the hill" with a clear, sustainable story arc.

If you're still around, your pilot is a success. The series lies in telling a consistent story across as many episodes as possible.

Campaigns

What you say a lot shapes a person's thought.

Problem

You've got a compelling brand story, but you need to turn it into unified sales & marketing campaigns that last all year. You want the pilot to become the episodic series.

Hurdle

You can tell a good story, but telling it more than once, a dozen times in a quarter, is a challenge. How do you maintain the balance of a clear point and a specific ask?

Solution

Let's take the premise of your brand narrative, and the goal of your current sales push, and riff on it across multiple topics for a multi-month campaign.

Mandate

It takes repetition to get an overall, big picture idea across—up to 20 repetitions. That's the "effective frequency" of the message. So let's run campaigns of up to 20 cycles that drive the idea home.

Most messages ends up as a single blog post or one piece of sales collateral. That's a FAIL from the standpoint of ordinary human frailty. The number of times someone has to see or hear a message, perhaps in different ways, before it is fully absorbed and actionable varies based on context. Varying shorthand numbers exist: 3, 7, 20. But the rule is simple in that it's usually more than once and is different for everyone. MadPipe is going to do a lot better getting your sales argument across through long-term campaigns than one-offs emails, etc.

Managed Hosting Company (B2B) "Worry Free Growth" Campaign

First 4 Weeks

Scalable Performance

🕓Jan 13

Managed Security

🕓Jan 20

Control Panel Heaven

🕓Jan 27

Launch Faster

🕓Feb 3

Conference Host for Business (B2B) "Seamless Collaboration" Campaign

First 2 Months

One Consistent Experience

🕓Sep 30

Mixed Teams w/o Friction

🕓Oct 14

Distributed Staff Realities

🕓Oct 28

Scalability as a Value

🕓Nov 11

Document Service (B2B/B2C) "Paperless Forever" Campaign

First 4 Months

Paperless = Secure

🕓June 3

Paperless = Organized

🕓July 1

Paperless = Accurate

🕓Aug 5

Paperless = Prepared

🕓Sep 2

Count to ten,

then play it again.

Analogy for the effective frequency of marketing messages.

Your "Play it again, Sam." beats their "Wham bam, thank you ma'am."

Advertising

Ads should be smart, so people don't have to be.

Problem

You've got a compelling brand story, but you need to turn it into unified sales & marketing campaigns that last all year. You want the pilot to become the episodic series.

Hurdle

You can tell a good story, but telling it more than once, a dozen times in a quarter, is a challenge. How do you maintain the balance of a clear point and a specific ask?

Solution

MadPipe will take the premise of your brand narrative, and the goal of your current sales push, and riff on it across multiple topics for a multi-month campaign.

Mandate

It takes repetition to get an overall, big picture idea across—up to 20 repetitions. That's the "effective frequency" of the message. So let's run campaigns of up to 20 cycles that drive the idea home.

Most messages ends up as a single blog post or one piece of sales collateral. That's a FAIL from the standpoint of ordinary human frailty. The number of times someone has to see or hear a message, perhaps in different ways, before it is fully absorbed and actionable varies based on context. Varying shorthand numbers exist: 3, 7, 20. But the rule is simple in that it's usually more than once and is different for everyone. MadPipe is going to do a lot better getting your sales argument across through long-term campaigns than one-offs emails, etc.

These Guys?

Usual creative level.

We are the number one name in digital signage for retail, whatever the heck "number one name" means. We're trusted for x# of years. Full service. Satisfaction guaranteed. Blah blah blah.

Available today. No risk trial. Digital to our core. Enable growth. Any other trivial or unconvincing features or generic slogans we could throw in. Hey this isn't terrible, it's just what everyone's doing.

Or Their Competitors

With MadPipe on their Team

Otherwise why? It's not 1984, and your customers aren't Orwellian shoppers blindly absorbing whatever message gets thrown at them. So are you ready to get their attention? Like, for real?

Let's be candid: most executives don't even understand blockchain. They don't have to. With near-instant deployment, you won't have to overcome anxiety over technical concepts. It's spinning up a server or setting up an iPhone: no big deal.

How Creativity Feeds Consumer Psychology

Prolific and witty

beats seldom and sh....

Ad Fails 2020

Ads should be smart, so people don't have to be.

Corporate Mission

The applause is for the cause.

Problem

As the plenitude of options grows, company mission and mission-driven marketing drives buyer choices. But relatively few corporate responsibility programs are convincingly impactful.

Hurdle

You could declare a cause and throw some money at it, but customers are smart. They're aware of bandwagon ethics and unimpressed with a few carbon credits or planting the occasional tree.

Solution

Let's take on something aligned with your product roadmap, sales premise, brand story, company culture, & internal skillsets. Let's pull it from your DNA, not strain it from a momentary trend.

Mandate

Buyers want to feel good about their choices. They want to know the companies they do business with care about the world that forms the context of those selections. Make it deeper than a mission page & win their loyalty.

THERE'S A RECIPE FOR VALIDATING YOUR CORPORATE MISSION.

This simple Venn Diagram tells us the strength of the mission and whether it is likely to be credible and succeed if resourced effectively.

Corporate Responsibility Diagram
The Evolution of Cause Marketing

Important Stats

66%

Believe brands can create real change in the world.

53%

Believe they only pitch corporate responsibility for PR/perception or marketing reasons.

36%

Find a mission more credible if it impacts business operations.

29%

Find a mission more credible if it impacts employees.

24%

Find a mission more credible if the business leadership supports or speaks out on the mission.

15%

Find a mission more credible if the mission has employee support.

Data Source: SproutSocial

Taking a stand

makes it a brand.

Success is Seeing the Needle Move!

And everything else is codswallop.

Eyeballs on content (awareness of our brand)
%
New leads (engagement with our content)
%
Sold customers (revenue increase)
%

You can only improve

what you can prove.

MadPipe's Ideas are Featured In:

You Like This Way of Thinking

About once/month, Corporate Storyteller and Digital Ecologist® Daniel DiGriz weaves together interesting business stories, analytics, & examples for organizations committed to achieving their goals.

Let's answer a few questions, to help MadPipe create the most valuable info.

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