Julie Roehm | Marketing + Strategy

Fearless in the face of marketing complexity

Category: Interviews

Huffington Post Article

I had the pleasure of speaking to Karthik Rajan at The Huffington Post recenly. Kartjrik understands the critical importance of storytelling and narratives, not just in business but also in life. Here is an excerpt:
 

When Julie talked about “mind seeds”, something in me clicked. I involuntarily nodded my head in affirmation. My own experience surfaced back.

Stories do something to all of us, they help us internalize the message at our own pace and we initiate the change on our own volition. There is no power more potent than the grace of self-realization – a delightful celebration of our own evolution at our own pace of comfort, seeded by the stories we hear. The feeling is priceless and everlasting. 
 
Julie’s own story illuminates us with glimpses of her ah ha feeling -action is fleeting, impact is lasting.The best testament to her ah ha is her own story – in her own words with her unwavering zest for life.

 

You can read the rest of the article here:

The Remarkable Rise, Fall and Rise Again Story of The Chief Storyteller

SWSI interview

I recently sat down for a Q&A  with Smart Women, Smart Ideas.

\You can see the discussion on Vimeo here: Julie Roehm on SWSI

Finsider interview

Bloomberg TV: Consolidation in the industry

I was recently on Bloomberg TV discussing the latest round of consolidation in the advertising industry. Digital technologies are driving massive change in advertising as well as the corporate forms and structures that deliver it.

Go here for the full interview: Julie Roehm on Bloomberg TV

ad:Tech 2014 interview

ad:tech is the leading advertising technology conference. It brings in thousands of leading marketing and advertising leaders to New York, San Francisco, and six other major metros worldwide. I was interviewed by the team at ad:tech after my attendance at the kickoff panel in 2014.

Go here for the full interview: Julie Roehm at ad:tech

Interview with a storyteller: Steps to storytelling success

One of the great things about my job is I get to talk to people from all walks of life about the power of stories. Recently I was interviewed for a project looking at the importance of storytelling for brands. Here were some of the takeaways, in a handy numbered list.

Feel free to drop some of these bullet points in your next presentation to the board on upping your brand’s storytelling game:

Evaluation of the Interview: Julie Roehm key take-aways:

1. Storytelling is like a classic book
. People remember and talk about it and get excited about it

2. A good story needs to be simple
. Then it will have a better chance to be passed on

3. A story needs to have a human truth
. This also includes key-takeaways

4.    Companies need to sacrifice their doing towards their story / product / customer

a.    Through pointing out the tough journey but also the final succeeding
b.    A story isn’t positive and upraising all the time – nobody is perfect
c.    But it needs to be inspiring

5.    Do not put everything into one story
a. It needs to be clear how the company makes people’s life easier

6. A lot of profit is wasted in advertising complex products a. Consumers do not get the meaning out of it

7.  E.g. Steve Jobs: clear, concise, consistent, dedicated storyteller
a.   People wanted to be part of this movement

8.    A story gives a company a meaning

9.    Question to ask:
a.    What is the important part of your brand?
b.    This helps to find the true essence of the brand

10.    Companies have to be aware of their past:
a.    Stories that shaped you in the past will tell the customers who you are
b.    Helps to refocus – use it at least as a mind-experience
c.    Through the past you’re able to create a legacy

11.    It is not necessary to re-invent your brand – it’s far overstated

12.    Select channel to communicate according to your target audience

13.   Create your story together with your customer – “peel back the onion”
a.     Create something useful for them (customer experience) 
b. Also helps to create the bigger picture

14.    Basics, when asking about customer stories:
a.    Who’s your customer?
b.    What’s the biggest challenge / opportunity?
c.    What’s the solution to it?
d.    How did your product solve the problem / customer benefit?
e.    How is the customer affected by it?

15. Give your customer an experience platform to share their stories a. Inform and get informed