How can companies combine products to create co brands or ingredients brands?
Storytelling To Create Impact Brands
-
Upload
mark-lightowler -
Category
Business
-
view
1.030 -
download
0
description
Transcript of Storytelling To Create Impact Brands
![Page 1: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/1.jpg)
Storytelling
What Makes Your Customers Tick?
Mark Lightowler
Storytelling Blogger newbrandstories.wordpress.com
1
![Page 2: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/2.jpg)
A Marketing ProblemA Marketing Problem
Why do people seem not to listen to you?Why don’t they do what you expect ?
Because they don’t understand you!Do you understand them!
Why do people seem not to listen to you?Why don’t they do what you expect ?
Because they don’t understand you!Do you understand them!
2
![Page 3: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/3.jpg)
Complete These StoriesComplete These Stories
When a great white shark starts attacking beachgoers in a coastal town during high tourist season, a water-phobic Sheriff must assemble a team to hunt it down before it kills again
Pursued by a jealous queen, hides with the Dwarfs; the queen feeds her a poison apple, but Prince Charming awakens her with a kiss.
When a great white shark starts attacking beachgoers in a coastal town during high tourist season, a water-phobic Sheriff must assemble a team to hunt it down before it kills again
Pursued by a jealous queen, hides with the Dwarfs; the queen feeds her a poison apple, but Prince Charming awakens her with a kiss.
3
![Page 4: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/4.jpg)
Storytelling to CustomersStorytelling to Customers
Small Simple StoriesStorytelling ManifestoTransmedia in Storytelling
Small Simple StoriesStorytelling ManifestoTransmedia in Storytelling
4
![Page 5: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/5.jpg)
Small Simple Stories Sell
5
![Page 6: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/6.jpg)
6
Its Friday night…..
![Page 7: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/7.jpg)
Storytelling and BrandsStorytelling is a way of creating long-lasting meaning, understanding, relevance
The ability to spread these stories are goals of our communication
7
![Page 8: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/8.jpg)
Origin of Stories
8
![Page 9: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/9.jpg)
Making a Connection
9
![Page 10: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/10.jpg)
Making a Connection
ColdRawDeadFish
10
![Page 11: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/11.jpg)
Its Not About You
11
![Page 12: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/12.jpg)
Find Their Stories
12
*
*Deep Metaphors ™ is an Olson Zaltman Trademark
![Page 13: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/13.jpg)
Brand Storytelling Manifesto
1. Employ left and right brain tactics2. Fulfil human hierarchy of needs3. Dig for metaphors and archetypes4. Persuasions, motivation and enthusiasm5. Create evidence based stories6. Choose your point of view7. Engage word of mouth advertising8. Open source branding9. Make your brand authentic10. Have a beyond the brand strategy
13
![Page 14: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/14.jpg)
Hierarchy Of Needs
14
![Page 15: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/15.jpg)
Metaphors
Metaphors make sense of our culture and society and are our conceptual system
Metaphors are our way of understanding and communicating comparative value
15
![Page 16: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/16.jpg)
Example Metaphors
“COPD is like living on a tight rope. When there is no wind everything is fine. With wind things become rocky. I’m afraid ill fall and something will break”
“Hepatitis B- Its like I want to just wash my blood and be clean”
HIV – The infections begins with a bushfire in the immune system.
MS- I though I was unstoppable- Much like the titanic
16
![Page 17: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/17.jpg)
Archetypes
Archetypes are people or objects (protagonists or antagonists) that typify well known characters. They assign brands meaning and relevance
Archetypes and story arcs enable us to tap into a small number of well known stories that all audiences know
17
![Page 18: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/18.jpg)
12 Positive
Archetypes
Sage
Magician
Warrior
Explorer
Enchantress
Companion
Earth Mother
Patriach
Gardian
Jester
Explorer
Lover
![Page 19: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/19.jpg)
Story Arcs
http://www.ipressgames.com/downloads/download.html19
![Page 20: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/20.jpg)
Creating a Fan Base
20
ResonanceAuthenticityPersuasionMotivationInfluence
ResonanceAuthenticityPersuasionMotivationInfluence
![Page 21: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/21.jpg)
Conflict & Auto Completion
21
![Page 22: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/22.jpg)
Varied Visual Volume
22
![Page 23: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/23.jpg)
The Rise of Transmedia
With digital media your audience has the ability to control the story
23
![Page 24: Storytelling To Create Impact Brands](https://reader035.fdocuments.in/reader035/viewer/2022062613/5407272a8d7f72b90a8b49bc/html5/thumbnails/24.jpg)
Small Simple Stories Sell
24
www.newbrandstories.wordpress.com