Brand Storytelling

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    30-Nov-2014
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A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.

Transcript of Brand Storytelling

  • 1. BRAND STORYTELLINGEngaging consumers and customers through the power of stories

2. BUTTERFLY LONDON 2014 3. BUTTERFLY LONDON 2014 BRAND: Noun: 1. (Marketing) a particular product or a characteristic that serves to identify a particular product 2. (Marketing) a trade name or trademark 3. (Marketing) to give a product a distinctive identity by means of characteristic design, packaging, etc 4. to place indelibly in the memory 4. PEOPLE THINK THE WORLD IS RATIONAL BUTTERFLY LONDON 2014 5. BUT ACTUALLY, WE ARE FUELLED BY EMOTIONS BUTTERFLY LONDON 2014 REASON IS NOT AS PURE AS MOST OF US THINK IT IS OR WISH IT TO BE; EMOTION AND FEELINGS ARENT INTRUDERS INTO THE BASTION OF REASON. WE FEEL BEFORE WE THINK. IN FACT WE FEEL IN ORDER TO THINK. DESCARTES ERROR, ANTONIO DAMASI KEVIN ROBERTS, SAATCHI & SAATCHI EMOTION, INTUITION, LONG-TERM MEMORIES AND UNCONSCIOUS MOTIVATIONS MAKE UP AS MUCH AS 80 PERCENT OF OUR DECISION-MAKING PROCESSES. THAT LEAVES JUST 20 PERCENT FOR LOGIC TO BATTLE OVER. 6. A BRAND IS A COHERENT SET OF IDEAS IN YOUR CONSUMERS MIND 7. BUTTERFLY LONDON 2014 8. NOW BRANDS ARE BECOMING MORE LIKE PEOPLE A BRAND IS A PERSONIFICATION OF A PRODUCT, SERVICE OR EVEN AN ENTIRE COMPANY LIKE A PERSON, IT HAS A NAME, PERSONALITY, CHARACTER AND REPUTATION. LIKE A PERSON, YOU CAN RESPECT, LIKE AND EVEN LOVE A BRAND. YOU CAN THINK OF IT AS A DEEP PERSONAL FRIEND, OR MERELY AN ACQUAINTANCE. YOU CAN VIEW IT AS DEPENDABLE OR UNDEPENDABLE, PRINCIPLED OR OPPORTUNISTIC, CARING OR CAPACIOUS. LIKE YOU LIKE TO BE AROUND SOME PEOPLE AND NOT OTHERS, THERE ARE BRANDS THAT YOU WARM TO AND OTHERS THAT YOU DO NOT. PEOPLE HAVE CHARACTER AND SO DO BRANDS. 9. BUTTERFLY LONDON 2014 10. BUTTERFLY LONDON 2014 11. TO CONNECT TO PEOPLE AT THE DEEPEST LEVEL, YOU NEED STORIES. ROB MCKEE BUTTERFLY LONDON 2014 12. STORIES ARE FUNDAMENTAL TO OUR LIVES SOCIOLOGISTS SAY THAT THE TELLING OF STORIES BRINGS COMMUNITIES TOGETHER PSYCHOLOGISTS BELIEVE THAT OUR BRAINS ARE HARD-WIRED TO TELL STORIES - WE INNATELY KNOW HOW TO CONSTRUCT STORIES EVOLUTIONISTS THINK WE TRANSFER KNOWLEDGE AND SHARE UNDERSTANDING THROUGH STORIES GENERATION TO GENERATION BUTTERFLY LONDON 2014 BUTTERFLY LONDON 2014 13. BUTTERFLY LONDON 2014 GREAT STORIES GIVE SENSE TO OUR LIVES 14. STORIES ARE LIKE VIRUSES. BUTTERFLY LONDON 2014 15. THEY ARE UBIQUITOUS WE ALL GET STORIES, NO MATTER WHERE WERE FROM. THEY ARE CONTAGIOUS TELL A STORY TO SOMEONE, AND IF IT RESONATES ITLL SPREAD; THE MOST POWERFUL STORIES DEMAND TO BE RETOLD, AGAIN AND AGAIN. THEY STICK THROUGH THE RE-TELLING, THEY EMBED THEMSELVES IN OUR OWN AND OUR SHARED MEMORY. BUTTERFLY LONDON 2014 16. WHAT ARE STORIES ABOUT? 1. STORIES ASK: WHAT WOULD HAPPEN IF? 2. THEY ARE ABOUT CHANGE HOW AND WHY THINGS CHANGE IN LIFE 3. THEY SHOW HUMAN TRUTHS WEAKNESSES, STRENGTHS, HOPES, FEARS, DESIRES 4. THEY SHOW CHOICES AND THE CONSEQUENCES OF THOSE CHOICES BUTTERFLY LONDON 2014 17. BUTTERFLY LONDON 2014 18. AT THEIR MOST BASIC, STORIES ARE ABOUT CONFLICT AND RESOLUTION THE BASIC TENETS OF LIFE: MAN SUFFERS DIFFICULTY AND GETS THROUGH IT; WE CAN ALL RELATE TO THIS. WE ARE ATTRACTED TO THE HUMAN STRENGTH TO OVERCOME. ROB MCKEE BUTTERFLY LONDON 2014 19. THE DRAMA INSIDE A STORY COMES FROM THE CONFLICT IT SHOWS. ALL GOOD STORIES HAVE CONFLICT AT THEIR HEART THEY SHOW PEOPLE RESOLVING CHALLENGES, BOTH EXTERNALLY AND INTERNALLY IT IS WHEN THE HERO IS CHALLENGED THE MOST WHEN THINGS ARE THE HARDEST THAT WE SEE THE MOST CHANGE IN HIM. BUTTERFLY LONDON 2014 STORIES ARE ABOUT GREAT CONFLICT 20. BUTTERFLY LONDON 2014 A disruption of the status quo / an issue to sort A struggle / conflict Resolution / return to normality 21. BUTTERFLY LONDON 2014 ACT 1 ACT 2 ACT 3 Graduallyfacesup tofatalflaw Second Major Reversal - things suddenly change Hero combats fatal flaw and completes final challenge Inciting Incident - First major reversal Heros darkest moment Overcome Initial Challenges Herofaceshisgreatest struggle 3 ACT STORY STRUCTURE 22. BUTTERFLY LONDON 2014 WHAT THEY WANT...WHAT THEY NEED WANTS - KILL A SHARK NEEDS - SHOW THAT HE HAS CONVICTION WANTS - SUCCESS IN A JOB NEEDS - FIND HERSELF WANTS - BUILD A BASEBALL PITCH NEEDS - FOLLOW HIS DREAM WANTS - SUCCESS IN A JOB NEEDS - REBUILD HIS LIFE 23. WHAT ARE STORIES ABOUT? 1. STORIES ASK: WHAT WOULD HAPPEN IF? 2. THEY ARE ABOUT CHANGE HOW AND WHY THINGS CHANGE IN LIFE 3. THEY SHOW HUMAN TRUTHS WEAKNESSES, STRENGTHS, HOPES, FEARS, DESIRES 4. THEY SHOW CHOICES AND THE CONSEQUENCES OF THOSE CHOICES BUTTERFLY LONDON 2014 24. BUTTERFLY LONDON 2014 25. BUTTERFLY LONDON 2014 PRODUCTION PRODUCT PACK INGREDIENTS PROVENANCE 26. BUTTERFLY LONDON 2014 TRUE 27. BUTTERFLY LONDON 2014 BRASILIAN BREWERY BRAHAMA LAUNCHED A LIMITED EDITION BEER SELEO ESPECIAL FOR THE WORLD CUP 2014. 28. A STORY AROUND THOW IT IS MADE FROM BARLEY GROWN ON THE GRANJA COMAR FOOTBALL PITCH WHERE BRAZILS WORLD CUP TEAMS HAVE TRAINED FOR DECADES. BUTTERFLY LONDON 2014 29. BUTTERFLY LONDON 2014 30. BUTTERFLY LONDON 2014 TRUE 31. BUTTERFLY LONDON 2014 UK BREWERS BREWDOG LAUNCHED SUNK PUNK THE FIRST BEER TO BE CRAFTED AT THE BOTTOM OF THE SEA AND CONTAINING UNUSUAL INGREDIENTS. 32. THE IDIOSYNCRATIC INDIA PALE ALE WAS BREWED UNDERWATER AND CONTAINS MARITIME-THEMED INGREDIENTS SUCH AS BUCKWEED, DISTILLED SEA-SALT AND RUM. BUTTERFLY LONDON 2014 33. THE PRODUCT STORY LIES AROUND HOW BREWDOG GOT SCOTLAND RID OF A CURSE. BUTTERFLY LONDON 2014 34. BUTTERFLY LONDON 2014 FICTION 35. BUTTERFLY LONDON 2014 SABMILLER WANTED TO LAUNCH A NEW BEER BRAND IN RUSSIA WHICH WOULD CELEBRATE RUSSIAN AND AUSTRIAN HERITAGE IN A MODESTLY PRICED, HIGH QUALITY BEER. 36. OUR 4D METHODOLOGY: EXPLORING THE DIFFERENT DIRECTIONS THEY COULD TAKE, FROM PROVENANCE AND INGREDIENTS, TO THE LANGUAGE OF FRIENDSHIP AND MASCULINITY TO FIND THE FICTIONAL STORY IT COULD TELL. BUTTERFLY LONDON 2014 37. TWO DIFFERENT CHARACTERS EMERGED: NOBLE AUSTRIAN HARD-WORKING RUSSIAN THE CHARACTERS THE CONFLICT BUTTERFLY LONDON 2013 INTELLECT NOBLE COUNT RATIONAL ACCURACY LAND RUSTIC FARMER EMOTIONAL SOUL THE BASIS OF THE STORY 38. THE 'BALANCE OF OPPOSITES AND THE TENSION BETWEEN ACCURACY AND SOUL. BUTTERFLY LONDON 2014 39. BRINGING THE STORY TO LIFE: PACK COMMS ACTIVATION BUTTERFLY LONDON 2014 ADVERTISING IDEA PACKAGING IDEA VIRAL IDEA CROWD SOURCING - Red Square 40. BUTTERFLY LONDON 2014 TRUE 41. BUTTERFLY LONDON 2014 NORTH CAROLINA CRAFT BEER BREWERS FULLSTEAM DEVELOPED A STORY AROUND THE BRAND THAT CONNECTS THE PRODUCT WITH ITS SOUTHERN HERITAGE. 42. THE NARRATIVE AROUND THE BRAND IS ABOUT A SEMI-FICTITIOUS CHARACTER, LIBORIUS GOLHART, A SOUTHERN PLANTATION WORKER WHO BREWED BEER WITH HIS OWN INGREDIENTS. BUTTERFLY LONDON 2014 43. A NOSTALGIC SOUTHERN FEEL: ENGRAVED" ILLUSTRATIONS TEXTURAL ELEMENTS ECCENTRIC TYPOGRAPHY ...CREATING A VALUABLE CONNECTION WITH ITS AUDIENCE. BUTTERFLY LONDON 2014 44. BUTTERFLY LONDON 2014 FICTION 45. BUTTERFLY LONDON 2014 AMERICAN CRAFT BEER COMPANY BUZZARD BAY DEVELOPED A 12 CHAPTER FICTIONAL STORY FOR THEIR LIMITED EDITION CASE OF IPA. 46. THE STORY IS ABOUT A WEALTHY BREWER. THE READER IS ASKED TO SOLVE THE MYSTERY AS THEY DRINK THE BEER. BUTTERFLY LONDON 2014 47. BUTTERFLY LONDON 2014 PRODUCTION PRODUCT PACK INGREDIENTS PROVENANCE 48. IF YOU CAN WRITE A COMPELLING STORY ABOUT YOUR BRAND, IF YOU CAN DESCRIBE WHERE YOUR BRAND IS GOING, WHAT IT STANDS FOR AND WHY IT WILL BE WHAT IT WILL BE YOU WILL BUILD A BRAND PEOPLE WILL CONNECT WITH, REMEMBER & SHARE 49. ANDREA VISUS M +44 7531 356 985 (UK) andrea@butterflylondon.com We look forward to hearing from you BUTTERFLY LONDON 2013 BIANCA CAWTHORNE M +44 7866 806 367 (UK) M + 7 917 596 1063 (RU) bianca@butterflylondon.com