This document contains the slides from a presentation on branding and storytelling given by Erik Saelens. Some key points include:
- Brands are essentially stories that are stored in people's brains and help them make choices.
- For stories and brands to be effective they need to be "triple-A" - authentic, accountable, and activating.
- Storytelling is increasingly important for branding in the digital age, as social media allows for sharing stories to build relationships and trust with customers.
- Telling brand stories that are authentic yet impactful experiences for customers can increase buying intentions and loyalty.
70. A BRAND IS A
COLLECTION OF STORIES
- STORIES YOU’VE HEARD
- STORIES YOU’VE EXPERIENCED YOURSELF
- STORIES YOU’VE READ ABOUT
- STORIES YOU’VE SEEN ON THE INTERNET
- …
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73. MAKE SENSE OF THE WORLD
UNDERSTAND LIFE'S EXPERIENCES
DEAL WITH DILEMMAS
OVERCOME HARDSHIPS
STORIES HELP PEOPLE TO
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74. THEY ARE BELIEF SYSTEMS
THAT FUNCTION AS A REFERENCE FRAME
TO FACILITATE THE CHOICES WE MAKE…
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75. …AND THAT IS EXACTLY
WHAT BRANDS DO TOO
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76. CONSUMERS HAVE TOO MANY CHOICES, AND TOO LITTLE TIME
DIFFERENT COMPANIES OFTEN HAVE SIMILAR OFFERINGS
BRANDS HELP CONSUMERS TO ORGANISE THE WORLD AND TO FACILITATE DECISIONS
124. THE EFFECT OF STORYTELLING ON YOUR BRAND
BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75%
SOURCE: RESEARCH 3DACCOUNTABILITY & COOLBRANDS