What is the 3-word essence of your story? Everyone is familiar with the 30-second elevator speech. You’ve likely developed one for your personal, “Who am I and why am I here?” story. And you probably know your company’s 30-second, “Who are we and what do we do?” story by heart. But, can you market yourself with just three words? Let’s look at how to refine a story by using a 3-word Brand Mantra.
In his book, A New Brand World, Scott Bedbury (former VP of Marketing Communications for Nike and Starbucks) presented the concept of a 3-word Brand Mantra.
Nike: Authentic, Athletic, Apparel
Starbucks: Rewarding, Everyday, Moments
Every marketing communications item those two companies created had to pass the 3-word Brand Mantra litmus test. Another company, Buffalo Wild Wings, uses their brand mantra in their commercials: Wings, Beer, Sports. (With clarity like that, there is no doubt what you are going to get when you go there.)
Tags: 3-word essence • Story • storytelling • storytelling series • Video Production