Post on 17-Oct-2014
description
7basic themes used by brands for story telling
We love to hear STORY since we’re little kids!
There is something in stories that kept us engage. As it turned out somehow we are programmed to seek and make sense of the world through narratives.
70%We learn
through STORIES
Anthropologists contend that 70 % of everything we learn is through stories.
Even as we grow into stubborn adults, we fundamentally remain a STORYTELLING species.
Brand knew about this. That's why nowadays, more brands are approaching the way to become a great
STORYTELLER!
They tell compelling stories about the brand while still hold truth to their
BRAND’S ESSENCE
Here are some examples of brand which had great
STORIES
Volvo’s story: SAFETY
Volvo had been telling stories about how safety its car for decades. You can see how they consistently tell stories about "safety" in every of its communication.
Harley’s story: FREEDOM !
We don't actually feel more independent on a Harley-Davidson motorcycle than another brand but somehow Harley had been crafting the stories for so long about "freedom", it implanted the perception in our mind.
Jeep’s story: ADVENTUROUS!
Jeep had been telling stories about how adventurous people should be. Recently they even launched an app, "GPS To Get Lost" in order to strengthen the story.
Despite there are many stories been shared by brands, actually we can categorize the stories into
7 Basic Themes
Here are the
7 Basic Plotswith examples from some brands.
1
Overcoming the MONSTER
1
The classic type underdog story about David vs Goliath. Ad examples include Apple's attack on Big Brother in "1984" and American Express's campaign to dent the dominance of Black Friday with Small Business Saturday.
2
REBIRTH
2
The story about renewal. One example of brands which doing this is Prudential, which is sharing story about retirement as the beginning of a new chapter, not the end of an old one with its campaign, "Day One".
3
QUEST
3
A mission from point A to point B. IBM is one example of brands which proclaimed itself is on a quests for making a smarter planet. Recently they launched a really simple yet brilliant campaign which got themselves a Cannes Lion award.
4
JOURNEY & RETURN
4
A story about transformation through both journey-and-return. Corona is one of the brands that also encourages a trip, urging you to "Find your beach" and return refreshed.
5
POOR to RICHES
5
A story about how a brand can climb its way from nothing to become something or from Zero to Hero. We got Chrysler, which had been crafting a really great story about its cars which rising from the ashes of Detroit.
6
TRAGEDY
6
These are stories of the dark side of humanity and the futile nature of human experience. We usually see this type of stories in Public Service brand stories, where shock tactics and depressing tales can get people to care about an issue.
7
COMEDY
7
The opposite side of tragedy which is the most used one by lots of brands. This type of story highlight the bright and fun side of humanity. Old Spice is one brand which did this brilliantly.
contact me: agus.iskandar@gmail.com
@august_iskandar
This presentation made based and inspired by an article on Adweek
http://www.adweek.com/news/advertising-branding/7-basic-types-stories-which-one-your-brand-telling-144164( )
credits
FontsAller
ImagesFrom various sources