BRAND STORYTELLINGEngaging consumers and customers through the power of stories
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© 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
PEOPLE THINK THE WORLDIS RATIONAL
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BUT ACTUALLY, WE ARE FUELLED BY EMOTIONS
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“REASON IS NOT AS ‘PURE’ AS MOST OF US THINK IT IS OR WISH IT TO BE; EMOTION AND FEELINGS AREN’T INTRUDERS INTO
THE BASTION OF REASON. WE FEELBEFORE 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 80PERCENT OF OUR DECISION-MAKING
PROCESSES.
THAT LEAVES JUST 20 PERCENT FOR LOGIC TO BATTLE OVER.”
A BRAND IS A COHERENT SET OFIDEAS IN YOUR CONSUMER’S MIND
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NOW BRANDS ARE BECOMING MORELIKE 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.
© BUTTERFLY LONDON 2014
© BUTTERFLY LONDON 2014
“TO CONNECT TO PEOPLEAT THE DEEPEST LEVEL,
YOU NEED STORIES.”
ROB MCKEE
© BUTTERFLY LONDON 2014
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
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© BUTTERFLY LONDON 2014
GREAT STORIES GIVE SENSE TO OUR LIVES
STORIES ARE LIKE VIRUSES.
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THEY ARE UBIQUITOUS – WE ALL ‘GET’ STORIES, NO MATTERWHERE WE’RE FROM.
THEY ARE CONTAGIOUS – TELL A STORY TO SOMEONE, AND IF ITRESONATES IT’LL 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.
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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 SHOWHUMAN TRUTHS – WEAKNESSES,
STRENGTHS, HOPES, FEARS, DESIRES
4. THEY SHOWCHOICES – AND THE CONSEQUENCES OF
THOSE CHOICES
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© BUTTERFLY LONDON 2014
“AT THEIR MOST BASIC, STORIES ARE ABOUT CONFLICT AND RESOLUTION – THE BASIC
TENETS OF LIFE: MAN SUFFERS DIFFICULTYAND GETS THROUGH IT; WE CAN ALL RELATE TO THIS. WE ARE ATTRACTED TO THE HUMAN
STRENGTH TO OVERCOME.”
ROB MCKEE
© BUTTERFLY LONDON 2014
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.
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STORIES ARE ABOUT GREAT CONFLICT
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A disruption of the status quo / an issue to sort
A struggle / conflict
Resolution / return to normality
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ACT 1 ACT 2 ACT 3
Gra
dua
lly fa
ces
up
to fa
tal f
law
Second Major Reversal- things suddenly change
Hero combats fatal flaw and completes final challenge
Inciting Incident- First major reversal
Hero’s darkest moment
Overcome Initia
l
Challenges
He
ro fa
ces h
is gre
ate
st
strug
gle
3 ACT STORY STRUCTURE
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WHAT THEY WANT...WHAT THEY NEED
WANTS - KILL A SHARK
NEEDS - SHOW THAT HE HAS CONVICTION
WANTS - SUCCESS IN AJOB
NEEDS - FIND HERSELF
WANTS - BUILD A BASEBALL PITCH
NEEDS - FOLLOW HIS DREAM
WANTS - SUCCESS IN A JOB
NEEDS - REBUILD HIS LIFE
WHAT ARE STORIES ABOUT?
1. STORIES ASK:“WHAT WOULD HAPPEN IF?”
2. THEY AREABOUT CHANGE – HOW AND WHYTHINGS CHANGE
IN LIFE
3. THEY SHOWHUMAN TRUTHS – WEAKNESSES,
STRENGTHS, HOPES, FEARS, DESIRES
4. THEY SHOWCHOICES – AND THE CONSEQUENCES OF
THOSE CHOICES
© BUTTERFLY LONDON 2014
© BUTTERFLY LONDON 2014
© BUTTERFLY LONDON 2014
PRODUCTION PRODUCT PACK
INGREDIENTS PROVENANCE
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TRUE
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BRASILIAN BREWERY BRAHAMA LAUNCHED A LIMITED EDITION BEER SELEÇÃO ESPECIAL FOR THE WORLDCUP 2014.
A STORY AROUND THOW IT IS MADE FROM BARLEY GROWN ON THE GRANJA COMAR FOOTBALL PITCH WHERE BRAZIL’S WORLD CUP TEAMS HAVE TRAINED FOR DECADES.
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© BUTTERFLY LONDON 2014
© BUTTERFLY LONDON 2014
TRUE
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UK BREWERS BREWDOG LAUNCHED “SUNK PUNK” THEFIRST BEER TO BE CRAFTED AT THE BOTTOM OF THE SEA AND CONTAINING UNUSUAL INGREDIENTS.
THE IDIOSYNCRATIC INDIA PALE ALE WAS BREWEDUNDERWATER AND CONTAINS MARITIME-THEMED INGREDIENTS SUCH AS BUCKWEED, DISTILLEDSEA-SALT AND RUM.
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THE PRODUCT STORY LIES AROUND HOW BREWDOG GOT SCOTLAND RID OF A CURSE.
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FICTION
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SABMILLER WANTED TO LAUNCH A NEW BEER BRAND IN RUSSIA WHICH WOULD CELEBRATE RUSSIAN AND AUSTRIAN HERITAGE IN A MODESTLY PRICED, HIGH QUALITY BEER.
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.
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TWO DIFFERENT CHARACTERSEMERGED:
NOBLE AUSTRIAN HARD-WORKING RUSSIAN
THE CHARACTERS THE CONFLICT
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INTELLECTNOBLECOUNTRATIONALACCURACY
LANDRUSTICFARMEREMOTIONALSOUL
THE BASIS OF THE STORY
THE 'BALANCE OF OPPOSITES’ AND THE TENSION BETWEEN ‘ACCURACY’ AND ‘SOUL’.
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BRINGING THE STORY TO LIFE:PACKCOMMSACTIVATION
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ADVERTISING IDEA
PACKAGING IDEA VIRAL IDEA CROWD SOURCING - Red Square
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TRUE
© BUTTERFLY LONDON 2014
NORTH CAROLINA CRAFT BEER BREWERS FULLSTEAM DEVELOPED A STORY AROUND THE BRAND THAT CONNECTS THE PRODUCT WITH IT’S SOUTHERN HERITAGE.
THE NARRATIVE AROUND THE BRAND IS ABOUT A “SEMI-FICTITIOUS” CHARACTER, LIBORIUS GOLHART, A SOUTHERN PLANTATION WORKER WHO BREWED BEER WITH HIS OWN INGREDIENTS.
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A NOSTALGIC SOUTHERN FEEL:“ENGRAVED" ILLUSTRATIONSTEXTURAL ELEMENTSECCENTRIC TYPOGRAPHY
...CREATING A VALUABLE CONNECTION WITH ITS AUDIENCE.
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© BUTTERFLY LONDON 2014
FICTION
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AMERICAN CRAFT BEER COMPANY BUZZARD BAY DEVELOPEDA 12 CHAPTER FICTIONAL STORY FOR THEIR LIMITED EDITION “CASE OF IPA”.
THE STORY IS ABOUT A WEALTHY BREWER. THE READER IS ASKED TO SOLVE THE MYSTERY AS THEY
DRINK THE BEER.
© BUTTERFLY LONDON 2014
© BUTTERFLY LONDON 2014
PRODUCTION PRODUCT PACK
INGREDIENTS PROVENANCE
IF YOU CAN WRITE A COMPELLING STORYABOUT 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
ANDREA VISUSM +44 7531 356 985 (UK)
We look forward to hearing from you
© BUTTERFLY LONDON 2013
BIANCA CAWTHORNEM +44 7866 806 367 (UK)M + 7 917 596 1063 (RU)
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