European Planning Conference Prague 2014, Paul Arnold London, The role of storytelling in IMC
-
Upload
european-planning-conference -
Category
Marketing
-
view
136 -
download
0
description
Transcript of European Planning Conference Prague 2014, Paul Arnold London, The role of storytelling in IMC
EACA Advertising Masterclass
Delivered to the European Planning Conference on 4th November
Why am I qualified to talk to you about stories?
• 14 years Saatchi & Saatchi
• 11 years at Grey Advertising
• MBA
• MSc Change
• Master Practitioner NLP
• Winner of 6 Euro Effies
The strange but amazing story of Phineas Gage
Rutland to Burlington railroad 13th September 1848
5
The strange but amazing case of Phineas Gage
Emotions drive our decision making
• Damasio 1994: Rational decision making is “hard wired” to our emotions. Emotions are processed instantaneously.
• Zajonc and Bornstein (1992) showed that feelings and
emotions have primacy over thoughts (and that emotional responses can be created even when we have no awareness of the stimulus that causes them).
• D. Calne 2000 Rationality and Human Behaviour - “The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions”
2
The digital age is changing the way we do communications
We need a ‘glue’ to stick it all together to ensure you give one consistent
presentation of the brand
• be it through….
– Brand essence
– Idea
– Story
– etc
0.5 The role of storytelling in integrated communications
Stories resonate at a deeper emotional
and spiritual level (as they connect with our identity and purpose)
Head
Heart
Soul
Stories are like viruses 1
Stories help us make sense of the world 2
Stories are carriers of meaning (and brands are a collection of meanings)
2
Malal Yousafza, Nobel peace prize
We get ‘hooked’ by story 1
Connecting to our own deeper archetypal stories
(that we all instinctively understand)
1
Archetypal stories 1) Combat (Overcoming the monster)
0.5
Good defeats evil in the end
Archetypal stories 1) Combat (Overcoming the monster)
0.5
Good defeats evil in the end
Archetypal stories 2) Transformation (Rags to riches)
0.5
You can improve your life
Archetypal stories 2) Transformation (Rags to riches)
0.5
You can improve your life
Archetypal stories 4) Voyage and return
0.5
Don’t be lured by false promises – appreciate what you have got now
Archetypal stories 4) Voyage and return
0.5
Don’t be lured by false promises – appreciate what you have got now
The Arc of a story 1
The Hero’s Journey 0.5
Ordinary world 0.5
There is a call to action 0.5
The hero refuses the call 0.5
The hero is forced to leave 0.5
The teacher arrives 0.5
The hero dies… 0.5
…but is reborn 0.5
A fierce, climactic battle is fought... 0.5
The quest is achieved 0.5
Johnnie Walker – The Hero’s Journey
Jerry MacGuire 0.5
The Dark Knight 0.5
The Graduate 0.5
Stories cut through & create deeper emotional connections
1
A story changes the way we feel about something
Stories shift perception and frame experiences
We ‘wear’ stories that reflect our story
Stories shift behaviour
“Politics is about giving people better stories” – Bill Clinton
A story even took us to war
Brands are stories
“A great brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep - – a fundamental human appreciation of mythology. Companies that manifest this…invoke something very powerful… Stories create the emotional context people need to locate themselves in a larger experience” Scott Bedbury
1
Brands can often play out archetypal roles
The internet is helping us to tell more stories (and more of the story)
Games puts people at the heart of the story
But these days the brand story is co-created
Functional
Emotional
Brand Consumer
1
$750,000
£900,000
Story builds values
And bad stories kill reputations and value 1
Stories build credibility and trust 1
Find your truth
The brand story is a pivot for the total comms brief
Expressed through many different media
The brand story
History Vision/Purpose Beliefs & Values Product Etc
Sources: • History • Vision/Purpose • Beliefs/POV • Values • How product is made • How product is used • Culture • Consumer • Created stories
1
History 1
History
Beliefs/Values/POV
Beliefs/Values/POV 2
The product story 1
And the story needs to be told in many places
The product in use story 1
Culturally relevant stories 1
Consumer story
Consumer story
Consumer story
Consumer story
Creating consumer generated content
Creating stories 4
Pass on the story – allow the story to become theirs
It’s not who you tell, it’s who they tell
..and remember, the story is constantly evolving
And sure there are just great stories in ads…
1
…but these are not authentic stories. A brand story only really creates a deeper meaning
when it comes from a truth
6
4
3
1
2
5
Beauty with comfort
Biome
Innovation fused with tradition
From Hide to High street
Yak leather
Injection soles
Care (family)
Meta-Story and sub plots
Books recommended