A brief introduction to using storytelling to create powerful brands

2. © BUTTERFLY LONDON 2014
WE ARE
BUTTERFLY LONDON
Hello

3. WE ARE A BRAND AND
INNOVATION COMPANY...
© BUTTERFLY LONDON 2014

4. © BUTTERFLY LONDON 2014
OUR EXPERTISE
COMMS PLATFORM
DEVELOPMENT
BRAND ARCHITECTURE
INNOVATION
NAMINGLAUNCH STRATEGIES
BRAND POSITIONING BRAND CREATION
CREATIVE WORKSHOPS

5. WE WORK WITH LEADING GLOBAL
BRANDS AND BUSINESSES
© BUTTERFLY LONDON 2014

6. © BUTTERFLY LONDON 2014
80% OF OUR WORK IS
OUTSIDE THE UK
WITH A STRONG FOCUS ON CONSUMERS IN EMERGING MARKETS.

7. © BUTTERFLY LONDON 2014
MASCULINITY IN
POLAND & TAIWAN
FEMININITY IN
RUSSIA & UKRAINE
IRRESISTIBILITY IN
EGYPT & SAUDI
20Y/O WOMEN
IN THE US
FRESHNESS IN
BRAZIL
A TEAM OF 15, WE SPEAK 10 LANGUAGES
& WE VALUE CULTURAL DIFFERENCES
WE HAVE ALREADY DELIVERED PROJECTS IN 25 COUNTRIES

8. SOME OF OUR 2013/2014 PROJECTS
Brand positioning in soft drinks
Brand extension in white spirits
Corporate brand development in baby category
Communication development in snack foods
Naming development in fashion
Range development in personal care
Concept development in beer
Concept optimisation in coffee
Product innovation in confectionery
Breakthrough innovation in dairy
Understanding consumer behaviour in laundry care
Decoding the beauty category
BRAZIL, DENMARK, EGYPT, FRANCE, GERMANY,
GREECE, HOLLAND, HUNGARY, ITALY, MEXICO, POLAND,
RUSSIA, SAUDI ARABIA, SOUTH AFRICA, SPAIN, SWEDEN,
SWITZERLAND, TAIWAN, THAILAND, TURKEY, UAE, UK,
UKRAINE, US
© BUTTERFLY LONDON 2014

9. BRAND STORYTELLINGEngaging consumers and customers through the power of stories

10. “TO CONNECT TO PEOPLE
AT THE DEEPEST LEVEL,
YOU NEED STORIES.”
ROB MCKEE

11. STORIES ARE LIKE VIRUSES.

12. THEY ARE UBIQUITOUS – WE ALL ‘GET’ STORIES, NO MATTER
WHERE WE’RE FROM.
THEY ARE CONTAGIOUS – TELL A STORY TO SOMEONE, AND IF IT
RESONATES 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.

13. 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

14. “WE’VE MOVED FROM THE AGE OF INTERRUPTION
TO ENGAGEMENT, FROM A PASSIVE CONSUMER
TO AN ACTIVE CONSUMER WHO DOESN’T SIT BACK
AND WAIT FOR THINGS TO BE DELIVERED BUT
WHO GOES AND SEEKS THINGS OUT.”
SIR JOHN HEGARTY, CHAIRMAN BBH

15. AT BUTTERFLY, WE LOVE STORIES, AND WE
UNDERSTAND THEIR POWER
MARKETING IS ESSENTIALLY ABOUT TELLING STORIES ABOUT THE PRODUCTS THAT WE MAKE.
ALTHOUGH LOTS OF BRANDS TALK ABOUT THEIR ‘STORY’, WE FIND IT IS OFTEN SIMPLY
‘SPRAYED ON’ – SCRATCH THE SURFACE, AND IT ALL FEELS FAKE, VAPID AND
UNCONVINCING; A WEAK ATTEMPT TO CREATE SOMETHING THAT WILL TRULY STICK.
GREAT BRANDS TELL GREAT STORIES, AND YOU’RE LIKELY TO REMEMBER THE STORIES
EVEN IF YOU DON’T BUY THE PRODUCT OR SERVICE. THEY’RE THE ONES THAT STICK.
NIKE, DISNEY, DOVE, JOHNNIE WALKER. GREAT STORIES. GREAT BRANDS. GREAT BUSINESSES.

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

17. THE ELEMENTS OF STORYTELLING
1. CONFLICT 2. PLOT 3. CHARACTER

18. 1) STORIES ARE ABOUT CONFLICT
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 (PUTTING THE WORLD TO RIGHTS)
AND INTERNALLY (FACING UP TO AND OVERCOMING
THEIR WEAKNESSES).
IT IS WHEN THE HERO IS CHALLENGED THE MOST –
WHEN THINGS ARE THE HARDEST – THAT WE SEE
THE MOST CHANGE IN HIM.
SO WHAT?
BRANDS AND BUSINESSES NEED TO IDENTIFY THE CONFLICT THAT THEY
ARE HERE TO SOLVE. IN WORKING THROUGH YOUR STORY WITH YOU, WE’LL
HELP YOU IDENTIFY THE TENSIONS AND PARADOXES IN YOUR CATEGORY,
AND WHAT YOUR BRAND CAN DO TO RESOLVE THESE.

19. “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

20. 3 ACT STORY STRUCTURE
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
Hero’s darkest moment
Overcome Initial
Challenges
Herofaceshisgreatest
struggle

21. ORDER, CHAOS, RESOLUTION
JOSEPH CAMPBELL STUDIED MYTHS AROUND THE
WORLD, AND DISTILLED TO THEIR MOST BASIC
ELEMENTS. HE DIVIDED A STORY INTO 3 PARTS:
ORDER, CHAOS, RESOLUTION
• EVERYTHING IS FINE IN THE WORLD OF THE
PROTAGONIST, THEN
• SOMETHING HAPPENS TO THROW THINGS OUT OF
KILTER, THEN
• AFTER TRIALS AND TRIBULATIONS, THINGS GET
(RELATIVELY) BACK TO NORMAL AGAIN.
SO WHAT?
THINK ABOUT THIS STRUCTURE WHEN THINKING ABOUT YOUR OWN BRAND STORY:
WHAT HAS PUT THINGS OUT OF BALANCE? WHAT DOS THE PROTAGONIST HAVE TO FIX? WHERE IS THE
LOWEST POINT? WHERE DOES YOUR BRAND PROTAGONIST GET CHALLENGED THE MOST? WHAT DOES
YOUR BRAND PROTAGONIST HAVE TO DO TO TURN THINGS AROUND?
A disruption of the status quo
/ an issue to sort
A struggle / conflict
Resolution / return to normality

22. 2) THERE ARE SEVEN ARCHETYPAL PLOTS
A CRITICAL ELEMENT OF A STORY IS THE ‘PLOT’. THE
PLOT CAPTURES THE ACTIVITY WITHIN THE STORY IN
A SUCCESSION OF ACTIONS AND REACTIONS.
IF STORIES ARE THERE TO TEACH YOU, THEN EACH
PLOT REPRESENTS A DIFFERENT HUMAN VALUE AND
ANALOGOUSLY TEACHES US THE CONSEQUENCES
OF DIFFERENT CHOICES AND DECISIONS.
THERE HAVE BEEN SEVERAL BOOKS AND ARTICLES
PUBLISHED THAT EXPLORE ‘PLOT’, THE PREMISE
OF MANY OF THEM BEING THAT THERE ARE ONLY
A LIMITED NUMBER OF PLOT TYPES.
SO WHAT?
KNOWING WHICH TYPE OF STORY YOU ARE TELLING WILL HELP YOU
MAKE THE STORY STRONGER AND MORE ARCHETYPAL. UNDERSTAND
WHAT LESSON YOUR BRAND IS OUT THERE TO TEACH ITS CONSUMERS –
WHAT’S THE VALUE BEHIND IT? WHICH STORY IS IT TRYING TO TELL? THEN
EMBRACE YOUR PLOT TYPE TO MAKE IT RESONATE MORE DEEPLY.

23. “HOW SMALL A QUANTITY OF REAL FICTION
THERE IS IN THE WORLD; AND THAT THE SAME
IMAGES, WITH LITTLE VARIATION, HAVE SERVED
ALL THE AUTHORS WHO HAVE EVER WRITTEN.”
DR. SAMUEL JOHNSON

24. THE SEVEN DIFFERENT PLOT TYPES
Overcoming the Monster
To succeed, you will need to fight
someone more powerful than you.
Strength, Stamina, Bravery
The Quest
Sometimes you have to put yourself in
danger to make or find something of value.
Endurance, Determination
Voyage & Return
Don’t be lured by false promises -
appreciate what you’ve got now.
Wisdom, Curiosity
Tragedy
The punishment will suit the crime.
Humility, Tenacity
Comedy
Even complicated situations work out
in the end.
Friendship, Love
Rebirth
If you lose everything, it isn’t always the end
- everyone deserves a second chance.
Zeal, Optimisim
Rags to Riches
Be true to yourself, and you will
be rewarded.
Integrity, Purity

25. OVERCOMING THE MONSTER - NIKE
THE OVERCOMING THE MONSTER STORY TEACHES US THAT, SOMETIMES TO
SUCCEED, YOU WILL NEED TO FIGHT SOMEONE MORE POWERFUL THAN YOU,
WHICH WILL REQUIRE STRENGTH, STAMINA AND BRAVERY.
NIKE HAS A STRONG STORY AT ITS HEART OF CHALLENGING YOURSELF, OF
STRIVING FOR YOUR BEST PERFORMANCE AND BEING COMMITTED TO THE
PASSION FOR THAT ACHIEVEMENT.
FOR NIKE, THE ONLY THING TO GET IN YOUR WAY OF ACHIEVING THIS IS
YOURSELF – THE LIMITS OF YOUR CONDITION, OF YOUR STAMINA AND
ULTIMATELY OF YOUR CONFIDENCE IN YOURSELF.
WHAT NIKE TRIES TO TEACH US IS THAT THERE WILL BE TIMES WHEN IT WILL
BE DIFFICULT, IT WILL HURT, YOU’LL WANT TO GIVE UP, BUT YOU HAVE TO
FIGHT THROUGH IT TO WIN THE ULTIMATE BATTLE.
NIKE’S STORY IS OF ‘OVERCOMING THE MONSTER’ (JUST LIKE JAWS,
LIKE MOST BOND FILMS, LIKE MICHAEL CLAYTON, WHO OVERCOMES THE
CORPORATE SYSTEM…). THE MONSTER TO OVERCOME IS THE MONSTER
INSIDE YOU.

26. THE QUEST - JOHNNIE WALKER
THE QUEST NARRATIVE TEACHES US THAT SOMETIMES YOU HAVE TO PUT
YOURSELF IN DANGER TO MAKE OR FIND SOMETHING OF VALUE, WHICH WILL
REQUIRE ENDURANCE & DETERMINATION. IT TEACHES US THAT WE NEED TO
FOLLOW OUR DREAMS, EVEN IF THEY FEEL IMPOSSIBLE AT FIRST.
THE JOHNNIE WALKER BRAND CAPTURES THIS – IT IS ALL ABOUT FOLLOWING
YOUR DREAMS, AND STICKING BY THEM, NO MATTER HOW HARD THE
JOURNEY, NO MATTER THE CHALLENGES YOU MEET ON THE WAY, OR THE
PEOPLE WHO DON’T UNDERSTAND. THIS IS CAPTURED IN THE IMAGE OF THE
‘STRIDING MAN’ AND IS SEEN CLEARLY IN SOME OF THEIR COMMUNICATIONS.
THIS IDEA IS NOW BEING RECREATED IN A SERIES OF ADVERTS IN ASIA ABOUT
AN ARCHITECT, WHO LEAVES HIS JOB IN ORDER TO FOLLOW HIS DREAM
OF BECOMING A FILM-MAKER. THERE ARE 7 ADVERTS THAT FOLLOW HIS
JOURNEY – THROUGH THE HIGHS AND LOWS.

27. VOYAGE & RETURN - DOVE
THE VOYAGE AND RETURN STORY TEACHES US THAT SOMETIMES LIFE TAKES
US TO PLACES THAT MIGHT SEEM AMAZING AND PERFECT, BUT ULTIMATELY
ARE RULED BY FALSE GODS.
DOROTHY IN THE WIZARD OF OZ IS MESMERIZED BY THE COLOURFUL YELLOW
BRICK ROAD, BUT REALIZES THAT HER LIFE IS REALLY AT HOME; ANDY, THE
NAÏVE GIRL IN THE DEVIL WEARS PRADA, ENDS UP REJECTING THE FALSE
WORLD OF FASHION THAT HAD SO COMPLETELY LURED HER AND TAKEN
OVER HOW SHE SAW THE WORLD.
THIS IS DOVE’S BRAND STORY. FROM ITS REAL BEAUTY PLATFORM, DOVE
TELLS US TO BE WARY AND DISTRUSTFUL OF THE BEAUTY INDUSTRY, AND
THAT TRUE BEAUTY IS OWNED AND DEFINED BY YOU. THE SAME WAY THAT
ANDY HAD TO LOOK INSIDE HERSELF AND JUDGE WHETHER SHE WAS BEING
TRUE TO HERSELF, SO DOVE PERSUADES ITS CONSUMERS TO BE TRUE TO
THEMSELVES.

28. REBIRTH - SMIRNOFF
THE REBIRTH STORY SHOWS US THAT, EVEN IF YOU LOSE EVERYTHING, IT
ISN’T ALWAYS THE END, AND THAT EVERYONE DESERVES A SECOND CHANCE.
IT SHOWS PEOPLE LIVING THROUGH THE HARDEST OF TIMES TO TRANSFORM
THEIR LIVES WITH UNDERLYING ZEAL AND OPTIMISM.
THE STORY BEHIND SMIRNOFF IS OF THE REBIRTH OF PIERRE SMIRNOFF,
WHO WAS LOVED AND ADORED BY THE RUSSIAN ELITE, BUT THEN TURNED ON
AND IMPRISONED DURING THE 1917 OCTOBER REVOLUTION. HE FLED RUSSIA
TO EUROPE AND THEN TO THE US, WITH NOTHING EXCEPT HIS MEMORIES OF
HIS PAST.
IN THE US, HE REBUILT HIS LIFE, AND REMINISCING ABOUT HIS OLD
HOMELAND, REALISED THAT HE COULD BRING BACK A TASTE OF RUSSIA
THROUGH VODKA. THUS THE SMIRNOFF VODKA BRAND WAS LAUNCHED.
THIS SENSE OF ENTREPRENEURIAL SPIRIT IS CAPTURED IN THE ESSENCE OF
SMIRNOFF: BEING UNIQUE. PURITY IS AT THE HEART OF THE BRAND, AND ALL
ITS COMMUNICATIONS SHOW DIFFERENT EXPRESSIONS OF TRANSFORMATION
AND REBIRTH.

29. JUNG CREATED ARCHETYPAL THEORY
CARL JUNG STUDIES DREAMS. HE FOUND SOME THEMES RECURRING IN THE
DREAMS OF PEOPLE EVERYWHERE – THEY WERE UNIVERSAL THEMES AND
CHARACTERS THAT ARE FOUND IN MYTH AND LEGEND.
HE BELIEVED THAT THIS INWARD EXPERIENCE WAS ESSENTIALLY THE SAME
IN ALL HUMAN BEINGS, SHARING THE SAME INSTINCTS, THE SAME IMPULSES,
THE SAME CONFLICTS, THE SAME FEARS.
AN ARCHETYPE, THEREFORE, IS A UNIVERSALLY FAMILIAR CHARACTER OR
SITUATION THAT TRANSCENDS TIME, PLACE, CULTURE, GENDER AND AGE.
ARCHETYPES ARE SHORT-CUTS TO ETERNAL TRUTHS – AND WE
INSTINCTIVELY UNDERSTAND WHAT THEY TELL US.
ARCHETYPES RECUR THROUGHOUT STORIES THAT WE TELL – WE RECOGNISE
THEM INTUITIVELY, AND THEY TRAVEL GLOBALLY.
IF STORIES USE ARCHETYPAL CHARACTERS, BRANDS SHOULD ALIGN
THEMSELVES WITH ARCHETYPAL PERSONALITIES.

30. “THERE ARE FORMS OR IMAGES
OF A COLLECTIVE NATURE WHICH OCCUR
PRACTICALLY ALL OVER THE EARTH
AS CONSTITUENTS OF MYTHS
AND AT THE SAME TIME AS
INDIVIDUAL PRODUCTS OF UNCONSCIOUS.
THESE ARE IMPRINTED AND
HARDWIRED INTO OUR PSYCHES.”
CARL JUNG

31. JUNGS ARCHETYPES
SO WHAT?
DO YOUR BRAND VALUES AND PERSONALITIES ‘FIT’ WITH THE ARCHETYPAL VALUES OUTLINED?
IS THERE ANY DISPARITY IN COMMUNICATION? WHAT’S YOUR ARCHETYPE’S VICE? WHAT DOES
THIS SAY ABOUT YOUR BRAND? WHAT ARE THE OTHER ARCHETYPES WITHIN THE CATEGORY?
Change
Group
Belonging
Self-
knowledge
Order
Sage
Innocent
Explorer
Outlaw Hero
Magician
Jester
Lover
EverymanCreator
Ruler Caregiver

32. HOW WE USE STORIES
BRAND DEVELOPMENT: BUILDING BRANDS THAT CONSUMERS WILL LOVE, REMEMBER AND BUY INTO.
CULTURE CHANGE:
IDENTIFYING YOUR
CORPORATE STORY AND
ENGAGING ACROSS
THE BUSINESS.
STRATEGY
DEVELOPMENT:
DEFINING THE VISION AND
THE CHALLENGES
ALONG THE WAY.
INSIGHT:
UNDERSTANDING THE
SOURCES OF CONFLICT
AND TENSION THAT
COULD BE THE
SOURCE OF YOUR
BRAND STORY.

33. 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

34. 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