[Music] well hello everyone uh Welcome to our

newest clients first marketing and Communications podcast I am John Clen Denning your co-host of on the offense

and I am Bo by what what's that I'm Jeff bomb I just was you talked about your

co-host you are Jeff bomb yes yes you are you are the the bomb you are the

bomb and and you're whatever yeah I'm sure you're getting sick of us by now

and we're going to keep on reappearing on screen but you know we've got we've got great stories to tell and that's

kind of the basis of this broadcast so I'll turn it over to my good partner and friend John CL that's right we are gonna

talk about storytelling uh but before we get to that um we hope you're having a

good week we have not had a good week in Dallas we have not we've had a bad week

in Dallas Texas very bad week very bad week thanks specifically to the Dallas

Mavericks and their still inexplicable decision to part with Local Hero Luca

donic um I think Jeff it's fair to say that we have both been generally

distraught all week absolutely and that we generally remain so along with all of

our fellow dallasites what do you think think are you still I I I I totally agree and and the fact that it was

announced at like 11:30 on Saturday night in the dark of the night um it was

it was hard to believe in fact I think we both thought it was an April Fool's joke but it's not April fools yet

so oh it's just terrible and and I think people in Dallas or despond and you know

this guy is an icon here and he was The Logical successor to Dirk nit

so yeah whatever but you know tear our hearts out post them on

Stakes that's basically what they've done and we are speaking essentially on behalf of the entire city right everyone

is just so so my stepson Harry and I are going to the MS game tomorrow believe it

or not I don't think Jeff did I I don't think I told you that no we are we are tomorrow uh so we're recording this on

Friday February 7th you'll see this posted uh probably midweek next week the

week of the 10th um midweek so anyway tomorrow is the M's first home game

since the trade it was probably a good thing for them uh and I wonder if this was part of the timing Jeff uh that they

were the players were going to be on the East Coast all week and so they've been a little bit removed from this probably

good for them but tomorrow's the first home game since the trade so we're not really going to enjoy basketball game we

are going to witness a spectacle we want to see for ourselves Harry and I how bad

it is because there there is talk of pregame protests outside of the Arena um

a GoFundMe has been uh started and funded up to the tune of about 16 Grand to fund

ad space on local Billboards outside the arena uh for people to express their

dismay um so we just kind of interested to see what it's like right also it's

going to be Anthony Davis's first game as a math so part of it is like well is this guy worth all the hype how do they

look uh we'll see but um we will see do you think they're gonna boo Anthony Davis himself that'd

be harsh yeah I don't think they're gonna do that I hope they don't do that yeah he for the trade he didn't he

didn't ask for the trade he's he's just kind of in the wrong place at the wrong time time now those of you who are loyal

Client First podcast listeners and and that counts at least three of you out

there or is it three million one of those two not three million yet but

that's our aim yes when the next neelon come out we should be up to about three mil but those of you who are loyal

listeners know that I am big on props and I have a prop here here um that is

Mavericks related and so you can see I've got my nice Banker vest on I get a nice golf shirt but when I go to the

game tomorrow as I normally do I'm gonna wear my you know my my favorite Mavs

quarter zip right which I usually do it's got the NBA logo on the sleeve okay but I'm thinking maybe what I need to do

is cover up the logo you think I should do you think I should wear this to the game

as a statement that the MS are dead to me because what they've done to us what do you think I I like that I think John

that's the beginning it's a good segue in the storytelling the story here is you've abandoned them because they've

abandoned you I mean you know I I don't even know what to say we are all abandoned so I

don't know we we will see what I wear tomorrow um all right so besides venting

about the worst trade in sports history we are here to talk about something much

more positive which is Corporate storytelling uh we are in the midst now

we always like to have a some sort of natural Launchpad um for these podcasts um

something that puts you know that so we have context for the timing of when we talk about a certain topic the timing of

this one is driven by and I challenge any of you out there to tell me that you

already knew this was the case but we are in the midst of national

storytelling week in the United States did you know that before I brought that to your attention Jeff national no idea

I have no idea join the club so I looked it up I

looked it up what is the goal of national storytelling week There's four things number one celebrate the value of

oral storytelling okay number two encourage people to share listen to and immerse

themselves in stories okay number three help people develop literacy skills now that's a

little bit more tangible number four help people feel

empathy and Escape it sounds a little fuzzy to me

but little F we're gonna put some structure to it we're going to put some structure to it today who organizes it

uh of course none other then the society for storytelling so there you have it

there's a hyperlink here in my notes I'm going to leave it alone for now maybe I'll go look at it later but happy

National storytelling week uh to those of you out there in podcast land uh we

will it is also um the beginning of Super Bowl weekend um and we have wildly

missed on our last podcast in terms of predicting who would be in the Super Bowl so I think maybe at the end into

this now that we know who's actually in the game maybe we'll do one give ourselves one last chance to get this

right because we both predicted before the conference Championship games that the bills would not only be in the Super

Bowl but would win the Super Bowl so don't ever don't ever take us to Vegas

with you and ask for our help so all right so Jeff and I saw National storytelling week we thought it was um a

natural platform to leverage and talking about corporate storytelling which is a

I think a relevant Topic at the beginning of the year and here we are in the first week of February because the beginning of the year is often when

corporations and other organizations adopt new uh brand

platforms and as a result take on uh new storytelling uh to help Drive growth

throughout the year that a lot of that happens at the beginning of the year so it's a we think it's a good time uh the

year um to do this um and then Jeff I'm going to turn it over to you to to tell

us a corporate um corporate story story in a moment but maybe just a quick aside

here Jeff and I or clients first we have recently joined the Plano Chamber of Commerce because we are technically

based in Plano which is suburb of Dallas here uh and when we introduced ourselves

to our fellow members in our first meeting last week we stood up and said every one of you is a corporation you

might work for a mom and pop you might work for a large company medium-sized companies a governmental entity a

nonprofit but each of you Works essentially for a corporation and no

matter what kind of business you're in even if you're small we have a couple of roofing companies in this room with us

right small you know Mom and Pop true small businesses but we also have some

larger much larger businesses there our point to them was every corporation has

a story and and as a way to introduce ourselves to them we help you um build

your story develop your story build out some content to support it and then make

sure you are executing against that story consistently over time um they

they give new new members a chance to kind of introduce themselves and talk about their values so I do believe that

that's true um I I think corporate storytelling is important for all

businesses um but Jeff and I are going to talk talk tell some stories here about some stories we've built and

executed against for mainly larger companies uh for which corporate

storytelling is critical as a way to keep them on track help Drive growth

build awareness build the brand etc etc so with that Jeff well out a word to that which is

engage you know engage them they become part of that story but let me just tack

on a couple things from the Plano Chamber of Commerce it is a really diverse group of local businesses and

one of the guys there runs a company that cleans up crime scenes they literally specialize in cleaning up

human blood how would you like to hear the story of that company um another one

me puts up signs but she's so incred L enthusiastic when she gives her little

presentation she dances so there's a lot of stuff out there and and if you can create a compelling story around it

you'll remember it that's the whole idea of Storytelling um how many ads have you

seen really creative ones and then afterwards you think what was that about what company is that referring to and I

think the Crux of Storytelling at a corporate level is to make your company memorable when they think of Co caola

they think of a certain ad um but it's all clearly linked to the brand um and

then I'll tell you something about our old place EDS because we really wanted to bond with employees to have employees

tell the story of the company and I think we did a good job with that so um

for those for those of you who don't know Jeff was the head of Global Communications for EDS for a number of

years and so everything he's about to tell was done under his

uh guidance under my watch under your watch baby yeah yeah well let's start

off you know I'm going to go down a list of things that really are the Hallmarks of Storytelling why do you want to do

this well you're going to build an emotional connection with your um base

of employees or what we call them colleagues I think um at EDS you're

going to differentiate your brand um we worked in a company or companies that it

was different trying to differentiate the brand when you're running computer systems or supporting information

initiatives all that so you know for a lot of our employees it would be hard to really explain what we did so we

challenged them on that and then you know you're simplifying complex ideas encouraging brand advocacy aligning your

internal culture you know if you're employee of a 120,000 person company um it's it's

really essential you get your employees on board because if they're not on board what's going to happen to your external

Communications you want to have everyone being a brand Advocate and I think storytelling really helps that you know

you're boosting engagement and you're promoting long-term relationships um I can't think of anything more important

than that from a uh a company perspective um John how do you want to run this I've got I've got a bunch of

examples I know you you do too um should we now or just yeah let's let's

why don't you um throw out an example and then I've got a couple and we kind of go back and forth absolutely so hey

let's let's think of some that stand out I'm sure all of you know Nike and Nike's

just do it campaign was was amazing and it was essentially a storytelling

campaign you never lost touch with the fact oh they're talking about Nike and what can you do if you wear a pair of

Nikes and um so there are the wonderful campaigns around that um my personal

favorite campaign was with Coca-Cola um if you've seen us before you know that I'm from Pittsburgh and if

you think back to the 1970s you know the icon of that Steel Curtain was a lineman named Joe Green

Mean Joe Green for be very mean number 75 number

75 um uh just a menace a menace um so

they did a commercial I'm sure a lot of you have seen it where um you know Joe's coming off the field he's sweaty you

know generally irritated looking and there's a little boy in there and you

know what do you want kid and the kid hands him a cocacola and he swigs down the Coca-Cola

smiles and throws the kid his jersey so you know can you think of a better story

than that and it it develops Joe as a person you know with a heart a huge heart the kid is you know just

just kid who's a huge fan how do you how do you bond with him and the thing that

bonds them is a bottle of cocaa I love it and that's a great story

and people remember that and it even softened Joe Green's image um so that's

super iconic if you think back to that John you have any you can think of that are you know I would I would continue

with Coke so um so that ad came out in the I'm gonna say the mid to late 70s

and think more mid and mid 70s and you know what what do they say imitation is

the sincerest form of flattery right so in I want to say it was

2009 Koch actually came out with a V2 of

that like of that ad a a a bit of a spoof if you will of that ad at that

time the star Defender uh of the biggest star on the Steelers defense was Troy

poalo right absolutely and um who once wore this helmet behind me he is a very

proud Trojan fight on Troy right oh you don't stop yet I I I can't help it I

can't help it I'm obsessed um and uh the commercial was a co-c commmercial and he

here he comes off the field he's sweaty he's tired and um he ends up and and the the swap is

about to happen where the kid gives him the Coke and he throws him the Jersey but he is tackled by Coke brand

managers right in the middle of it who because it was then an ad for Coke Zero

and the Coke brand managers were tackling him because he was going to talk about Coke Zero but they were the

coke the brand managers for Coke and they tackle him they pile on him anyway

he gets up and he rips off the sport coat of one of these suits one of these

guys and he tosses the guy's sport coat to the kid instead of the jersey and so

uh it was way to continue to tell that story but but think about some of the other things Coca-Cola has done remember

I mean going back to the 70s what was the very very famous I think this was

even earlier than me and Joe when they had all those people in that open field and they were singing I'd Like to Teach

the World to Sing in Perfect Harmony thank you thank you per I was

waiting for you to stop me um and I wanted to hear the rest but but but and

I uh the point is that this is this is sugar water it's all it is right it's

just sugar water but Coca-Cola I think has done a really good job over time

over a long period of time of sticking to its Guns by building an emotional connection between the product and life

basically um with the way they've told their story and now you know and now

corporate storytelling is about so much more than ads and taglines right the key

when you're telling a corporate story is you know you got paid media owned media media earned media right and paid media

advertising Coca-Cola has done a great job over time of telling this type of story I'm going to assume I don't know

the answer as I sit here right now that they were consistent through owned media as well in telling that same type of

story now back in the 70s there was no website but nowadays and then earned

media in the pr that you pursue and so whatever your story is you've got to arrive at it s to it execute it

consistently across all those forms of media and I would argue that Coca-Cola has very likely done a good job of that

over time um do do you want to tell a story next or I've got I've got one from personal

experience let me tell a quick one and then you can go to personal experience I Wasing the other night and everyone

knows the Super Bowl is the the Super Bowl of commercials you

it's eight8 million for 302 spot it's a lot of money so you make the most of it

but I was watching the greatest Super Bowl commercials of all time show the other week they run it every year but I

love it Doritos has a history of good Super Bowl commercials and uh you know

some storytelling of course they make the Doritos look delicious but in this one a guy goes into a room he sits down

he opens a bag of Doritos he breaks one apart and makes it the lure in a mouse

trap rather than a piece of cheese it's a piece of Dorito and uh he puts it down

and he just sits and watches but in the meantime he's hungry for a Dorito so he

takes out a big Dorito crunches it and a huge rat crashes through the wall

tackles starts to punch him you're never gonna forget that

commercial um that's great I mean what creativity what that's just a fantastic

commercial and there are other ones out there over the years another one sticks in my mind all the time and it's not

funny this one it's BASF if you remember that was from that same era you know we

don't make the products but we make them better and they're showing all these things and oh you know our name isn't on

it but if we're part of it it's going to be a good product I always thinking that too when

I think of uh projects around branding well do you make the product no no but

we do make it better and you can trust us so with that I'll turn it over to Mr Clint Denning again well you know what

you know what that's a thank thank you for mentioning the BASF thing that was a great campaign and a great uh story for

them to tell uh and that is actually a a perfect segue into my example because

it's a software example and you know like a consumer product a Dorito a a you

know package of or a shoe you see the thing on the Shelf what you don't see

when it comes to companies like BASF and and software essentially you don't see

the product and so you have to work really hard to bring that product to life because it's not something people

can see or even really physically touch right so so my example I mean you know we talked about Jeff running Global

Communications for EDS so many great storytelling examples from that experience

but there was a time at which they sold their software division to private

equity and then over time that and I went out the door with that and I was

their head of uh corporate marketing and Communications for that business for many years and then ultimately uh

Seamans came in and bought the business but just think about this from a corporate Ste um story telling

standpoint the business is was a division of EDS and it was called EDS PLM Solutions billion dooll business

okay software business product life cycle management or PLM software billion

doll piece of business sold now well now we had to go to market we're independently private Equity owned but

now we're going to Market on our own no longer part of EDS so we couldn't be called EDS PLM Solutions it didn't make

any sense anymore right so we had to come up with a new brand which is not the purpose of this discussion

um and we C long story we ended up calling ourselves ugs okay ugs long story but

regardless of the the change in the brand we had to come up with a story you

know how do you bring PLM software to life for business buyers right at manufacturing firms at car companies Etc

we went through an extensive process of building out that story uh we interviewed employees we

interviewed clients we interviewed industry analysts we got a lot of

feedback from a lot of different parties as to what makes us stand out right from

other PLM software providers and we landed on a tagline which there's so much more

to corporate storytelling than a tagline but a tagline kind of encapsulates the

whole thing in a matter of words our tagline was transforming the process of

innovation that's in the end what we decided we were going to hang our hat from and every story we told for years

thereafter including when our name changed again when we went became part of Seamans they changed our name to

seaman PLM software but the transforming the process of innovation for many years

was the core of our corporate story right and because in the end that's what

we do best if hey Mr or Ms manufacturer you buy our software and you use it in

designing your products or designing your factories or what have you in doing that our solution will

transform your process of innovation and essentially thus make enable you to make

better products so it's a little bit Jeff like BASF we don't make the product the software doesn't make the product

you as the manufacturer make the product but we make your product better because of our software it's much harder in my

view for B2B companies to come up with these things than it is for B to see

that doesn't mean it isn't hard for B to see but again you can't see the technology you can't see it you can't

touch it right so um and and and and the

other thing is we stuck to that story in terms of execution our again tagline is

the tip of the iceberg but our website was all about that story our ads

were all about that story our PR Outreach was all about that story so again across paid owned and earned media

we came up with the story we stuck with it for years and I will always believe

always that our success in doing so helped Drive our growth and thus

helped us all ultimately be a candidate for acquisition by Seamans which paid a

lot of money for us our we were sold in 2004

for $2.05 billion so 2x earnings okay at

that point it was the largest ever private Equity purchase of a technology

company I'm sure it didn't take long for that record to be a clip right three

years later three years later Seamans bought us for 3.65

billion in three years I'm Loosely

rounding the value the the amount of money that somebody was willing to pay kind of sort of doubled in three years

now is that because of our corporate storytelling not exactly but I believe

it played a role because we were very clear and really disciplined about sticking to that story

and I will tell you this there were many times I was the head of corporate marketing and Communications and

essentially the brand cop which by the way is the least enjoyable role any of us will ever play in corporate marketing

and Communications I was a brand cop there were many times I had to fight people off internally you've probably had to do

that at Ed absolutely oh isn't that story too old now can't we move on to a

new story you there is Art and Science to everything we talk about right there

is Art in this um and there's science in terms of when is it time to update the

story Andor just move to a different story that's a really tough call but

yeah I would argue that companies more often Veer too early from

the story as opposed to holding it on holding on to it for too long because it's too easy to get sucked into the

internal morass of I want to tell a different story oh I want to do something different right because

everybody's an expert at branding everybody's an expert at advertising so to speak and a lot of people just want

to do their own thing and so we had to fight them off internally you see these scars up here can you see my scars oh BR

no it's uh it this is tough stuff if you are a a head of marketing or head of

communications I would suspect that this is among the hardest things you're going to do build the story and stick with it

but don't stick with it forever know when it's time to move in a different direction if you're gonna move in a

different direction my hearty advice is make sure you get some outside counsel

before you do that go out and revisit those conversations that you hopefully

had upfront when you developed a story in the first place go to clients go to Industry analysts go to financial

analyst go to media that you trust what do you think about our story is it resonating right is it time to move to a

different story right this is tough stuff but it's also a lot of fun right does that make sense Jeff as you can

tell I get a little fired up about this stuff oh my God we're gonna have to pour a bucket of water on you yeah you're

about to explode no that's really well I've got some over here too and it's

still that same cup I was drinking earlier this morning at the Plano Chamber of Commerce meeting my god um no

let me let me throw out one more exam I'll throw out two examples um back in

our days at EDS and I think you were gone by then John um we did a storytelling program where we basically

said tell the story of the company as an elevator speech that you can put on a 3x5 card and send it to us and we're

going to go through all those 3x5 cards to help develop our corporate messaging and uh people in the Executive

Suite thought we were stupid they thought what what kind of crap is this

but the response was amazing and we got all these cards back and they weren't

all jokes they were sincere what a great way to build a culture and unify your

employees and show that you're listening to them so that worked out great for us

but then you can go to the other side where you're not even telling your story someone just inadvertently tells a story

that benefits you and I don't know if John you feel this way but I think we're

at an age where Seinfeld was an important part of developing wisdom

strange beliefs what have absolutely 100% my favorite episodes back when I

was working way back when I had dark hair um and was totally mobile um at cor

Lambert a big consumer Products company and pharmaceutical company and one of our key products back then was Junior

Mints everyone goes the movie they love Junior mins right you get some popcorn

you get some dots and you get some Junior Mints oh episode of Seinfeld

where Jerry and Kramer are observing an operation in a little it's almost like a

theater room but for medical students Kramer's up front he just came wait till they spay this guy open but he's eating

Junior mins as he's watching this and he tries to give them Jerry and Jerry I

don't want it oh they're delicious here I don't want any and so Jerry bats this

junior and goes flying right down into his body cavity they close up his body cavity and

then they find out the next day that he's developed this horrible infection and uh the doctor said but he just

miraculously healed and uh and you know Jerry and Kramer and Elaine are looking

at the doctor so wow he goes it's almost like something came from above and at

that point framer pulls out a box of Junior Ms and he goes would you like a junior Min and he goes yeah yeah they're

oh they're chocolate refreshing and delicious and that was like a branding

campaign and a great corporate storytelling and our juniorman sales took off after that episode so sometimes

you do the good things sometimes they come to you and uh that's one of my favorite favorite

stories that is a great that's a great story you're right I mean sometimes they

come to you but you know what Sometimes they come to you what do you do about it that's the question do you sit there and

leave it be or do you'll leverage it for all it's worth these days right that was 90s if it was

Seinfeld these days something like that happens what's the first thing that you should be doing you should be putting it

all over social media all absolutely social media you should be going to the

Press everything you can do to milk that for all it's worth that's a great story

well and there's one more now that you've set me loose on this um way back in those Warner Lambert days we had we

had a great director of marketing Communications very very creative very out going

and a certain morning one of our main competitors and I won't tell you the name of it put out a thing on the most

kissable celebrities and they had who the most kissable was who the least kissable was

and uh and I'll tell you it was for a certain mouthwash brand and the last on

the list at this point she was way less controversial she was so popular was Rosie O'Donnell

and we went to or and Nancy who was our head of uh marketing Communications went

to the show and said you know we think this is terrible you're you're very

kissable what if everyone who comes on your show who kisses you um gets um you

you get money from us from lisine our brand and you

can set into your charity or whatever and it became this great campaign

everyone came on the show and they showed a picture of Listerine on the screen you know what a

great story that is and um so again sometimes you fall into things and it's

the intentionality which John likes to talk about our intent was to build our brand lisine was a huge brand but this

was our main competitor trying to uh trying to outdo us and it backfired on

us so uh you know that to me that's one of the most memorable stories I

know I I think that's fantastic um you know I guess I can think of one other

one um unisus right so I took over Global Communications for unisus in 2016

and at that point unisus really and I think this is fair to say I unisus

didn't really have much of a corporate story at that point they had started to

lead with cyber security because they had particular expertise in that

discipline but they hadn't formally rallied their corporate storytelling around it so we a team uh that I was

involved in um we went out and did due diligence on what should the new unisus

corporate story be and again as I mentioned earlier we talk to employees

we talk to Industry analysts we talk to client I all sorts of people and it came

back that yes we think you as a company do have an opportunity here to

differentiate yourself around cyber security right and so um we did that um

we executed a uh a fairly extensive um

marketing and Communications program around security as our core um a a great

example of how we followed that up with execution over time was we at that point

now it's call it 2017 we brought back uh the Unisys security index um which

unisus had started years before but had let uh let it go it was dormant for

several years we brought it back because it was a you know it was a uh a global

survey around cyber security that we could sponsor gave opened up huge opportunities for for PR

Outreach uh for uh client and Prospect conversations for demand generation we

built a a landing site on our web landing page on our website all sorts of stuff all to promote unisus is

leadership in all things cyber security right but that all started with what is

your story right and so we executed that for years years years and in

2017 when we reintroduced the Unis security index we generated and this is

a company that had lost a lot of awareness in the market uh we generated the highest level

of media coverage in the history of the company and and that all started with

the corporate story and subsequent brainstorms on how can we develop some

campaigns program activities Etc to promote that story that story being that

unisus is a leader in cyber security so we could go on and on I I could I could

talk about corporate storytelling all day maybe um move toward recap Jeff what

do you think well well you know based on your story about the security index um I was working in the agency world at that

point and we were working directly for John and uh our idea was what what if we

have a press conference and roll it out there and it was at the uh National Press Club in Washington we worked an

exclusive story ahead of it with axios which is a really well-respected

and we ended up with huge coverage and I got a uh or you know we but I got um a

security expert who worked for CBS News who was a professor to come in and talk

to uh the folks who came to the briefing about the the issue of corporate security uh in terms of cyber security

this thing was huge huge it was picked up by one of the syndicates which uh hit

the Miami heral and mlat papers around the the country mcache one of the

biggest new syndicates that was all you and your team at Hill and nton that did that yeah

so uh you know that was a great success story but it's a perfect execution of something that uh makes a lot of sense

and and a little aside you know when we met up at the uh the building for the

national Press Club there was a Starbucks in the basement and right before it all started I spilled a whole

cup of coffee on myself so I remember that we were in line together yeah it

was really it was early that's funny it was early we the pressure was on um so

yeah no that's you're right so so so a recap you know what does a corporate

story do for an organization and I would again I would argue this is relevant

whether you are a mom and pop or a small to midsize business or a larger Enterprise first of all it defines what

your brand is all about uh and it does so in a way that if

Done Right differentiates you from your competition right um it also serves as a

unifying force for all new content development if whatever new content you're developing you have to stick with

the story right um and and when you do that obviously you're going to Market in

a consistent way right and hopefully by the way globally not just doing it one place and doing it differently somewhere

else right um and and you know Jeff makes great points on the value of doing

this internally as well it serves as an internal rallying cry and often can lead

to increases in engagement um which is uh hugely important so if you are on a

marketing team Communications team here are the challenges that we would pose for you do you have a corporate

story if so uh is does it need to be updated is

it resonating to what extent is it resonating in the market uh and by the way uh how do you

even determine that are you measuring are you measuring quantifiably the degree to which it's

resonating in the market did you do are you doing a prepost did you do a pre did

you do did you set the Benchmark for uh progress going forward

by setting The Benchmark before you went out with with the new story right because only then can you compare how

you did when you go in later and do essentially the post right um

um your employees Jee I love the uh the index card thing right to what extent

ENT are your employees telling the same story consistently um internally among

themselves and externally it's the whole cocktail party thing you're at a cocktail party oh hi my name's Joe what

do you do well I work for blah blah okay well what are you gonna say for the next 15 seconds before the guy decides to go

get another martini right because he's right he's bored with your what you're saying or you don't really know right um

so to what degree are people telling this story consistently and and this is

more than a tagline I mean the way this plays out to me is through what I like to call Brand

architecture um you should have a corporate story you should have a story for each main product or solution and

then you have to tie all of that together that's where the architecture comes in you should the nothing should

be inconsistent with anything else in your ecosystem if you will in terms of

the story should all work together um I mean I guess that's that's kind of

it right and then and like I said once you've built it and are executing and we're at least

beginning to execute then it's all about discipline it's all about discipline uh and sticking with it uh for a decent

period of time I would argue that and I've learned this from market research people that know way more about this

than I do but if you're going to do a prepost you need to wait at least nine months to do the post right probably

longer um a lot of people measure uh things like this on a preset schedule on

an annual basis you could do it that way but you don't necessarily I would argue

have to to wait that long to do it you can you can measure at least campaigns on a shorter time frame so

discipline discipline discipline execution execution execution is it an interesting story is

it compelling is it differentiating and does and and can it stand the test of

time as best you can tell when you first build it right time will tell over time

but these are the things you have to take into account you may hear all this stuff back from all the people you ask

for their opinions about but it could be a me too story so

why are you any different than anybody else right it's got to be differentiating and it's got to be

compelling otherwise the content is not going to be interesting and if it's not interesting

uh it's it's not going to it's not going to get you where you need to be any final comments Jeff on corporate

storytelling well I'll give you first I'm not a genius John will tell you that

um and there a lot of other people and I especially at EDS who were involved in that we had a a great internal

Communicator named Springfield Lewis who executed the the program for us did a

wonderful job there was an outside group we relied on from the UK um that uh came

to us and really gave us the idea of doing this so we we built it from the

ground up it was Grassroots storytelling and it made employees feel good that we were taking their stories and making it

part of our corporate messaging so um that's really all I have to say here I I just think we really made the culture

much more inclusive um much more reflective of what people were saying

and it gave us some great new ideas which that's always important so um

that's that's pretty much it and if you want our perspective on a regular basis give us a call clients first marketing

and Communications LLC you can go to our website and all the social channels that

we use please go visit them John you want to take it away from here yeah and

you know we're nothing at clients first if not sports fans right so yes we remain distraught about Luca I will

decide about covering up the Mavs logo on the quarter zip but let's give ourselves before we sign off here Jeff

one last chance to get this right Super Bowl Sunday you got the Chiefs you got the

Eagles we thought it was going to be the bills we were very very wrong I'm giving

I'm giving each of us another chance to rescue our self-respect what what's your

call okay I'm I'm I've got really mixed feelings on this as I'm sure you know um

being a Penn Stater the fact that saquan Barkley has had the season that he's had

and I know for sure he's a good guy um so it's hard for me to root against

saquan but I'll be rooting for sequan get 200 yards in the game but ultimately

I'd love to see the Chiefs three repeat and I've I've heard a story that if they win there's a chance

that Travis Kelce could propose to Taylor Swift on the field what yes I've

heard this I don't know if there's anyth oh absolutely I want to see if that plays out I want to see if that plays

out and what happens the world after that a storybook romance football it all

comes together it's a huge story but I've gotta say go

Chiefs if that I had not heard that by the way if that happens I heard the

postgame coverage will be about the proposal and not about the game itself well that could take away from

the cachier of the game but hey it's building the sport and I think the Sport's pretty well built to begin with

but you know takes us away from the struggles of daily life and all the other horrible things in the news yes

including the Luca trade God don't get me don't one so so you know how I much

prefer it when we disagree because I think it's much more fun so I really don't care who wins honestly I just want

it to be a close and exciting game I'm gonna go eagles only because um they played the Chiefs in the

Super Bowl two years ago gave them a hell of a battle oh absolutely but what they didn't have then they have now

which is your guy your pen stator saquon right I just think he is incredible

unbelievable I think he's going to be the MVP the Chiefs have won a lot of games

this year but many of those have involved squeaking by people I think yeah I think it's gonna

be a good game but I think the Eagles are gonna pull it out the end and give uh the Min Eagles fans I know being ex

unisus based in Philly a chance to chance to cheer the Eagles fans of

Philadelphia are Beyond passionate can you imagine they're mean can you imagine if the

Mavericks were based in Philadelphia and had done what they did with Luca with Philly fans are you kidding me would be

on fire city the city would be on fire so uh good luck Mavs tomorrow I guess if

you're still even the Mavs let's make sure everybody not to burn the arena down tomorrow of course by the time you

all see this we will know what happened not only outside of the AR Ena in Dallas

but in the Super Bowl so we look forward to our next opportunity to talk with you

uh a couple of weeks after you see this and Jeff is right we are here to help uh

visit us on our social channels please please please if you enjoy this content

um follow us um on LinkedIn reposted share it with

your friends we we do have a lot of fun with this and we hope you do too as you

as you cons this content thanks everybody thank you

thank you and we'll we'll determine whether we're eating we're eating cheese Stakes next week if Philadelphia wins or

uh barbecue from Kansas City I'm okay either way I'm okay either way thanks

everybody hey see you

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