1. Story Strategy

8. “Culture”
“A matrix of shared mental maps that define how we
collectively create meaning and understand the world
around us. Inevitably, popular culture is an ever
evolving, contested space of struggle, where competing
voices, experiences, and perspectives fight to answer
the questions” Whose maps determine what is
meaningful? Whose stories are considered true?”
-Smartmeme

9. What are some mythologies with
narrative power?
• Thanksgiving
• Santa Clause
• Tooth Fairy
• Energy and Oil
• Mother Nature
• Other

12. Dominant and Popular Culture
“As certain ideas, practices and worldviews
become normalized over time, they form a
dominant or popular culture that
disproportionately represents institutional
interests and perpetuates the stories that
validate certain agendas.”

13. FACTS ARE MEANINGLESS
What do you believe?
The facts always changes and the truth remains the absolute
or
The truth always changes and the facts remain absolute

14. GQMMIINLTX DFVFIQBMFNT

15. GQMMIINLTX DFVFIQBMFNT

16. FACTS ARE MEANINGLESS
“Narrative Analysis suggests that the problem is
not necessarily what people don’t know (the
facts). Rather, the problem may be what they do
know (underlying assumptions).”
In other words… people have existing stories
about their world that may act as narrative
filters to prevent them form hearing certain
messages.

19. Designing Stories
for the Branded World

20. Product + Mythology = Message Campaign

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25. +
George Orwell’s novel “1984”

26. Apple Ad: http://www.youtube.com/watch?v=HhsWzJo2sN4
George Orwell’s 1984 Trailer: http://www.youtube.com/watch?v=52wis_sLT1I

27. Something to Think About
• What are both positive and negative
mythology, culturally associated with your
client or client’s products?
• What narratives do their target audiences
follow? What are their belief and value
systems?

28. Memes
OBAMACARE

29. Memes
Memes are units of self-replicating cultural
information such as slogans, iconic images that
can be easily referenced, catch
phrases, symbols, or rituals. Memes can act as
capsules for stories to spread virally through
cultures.

30. “Calgon, Take Me Away!”
http://www.youtube.com/watch?v=fJsnR-KDbFc
http://www.youtube.com/watch?v=HvE65VOcA
L0

31. Narrative Elements of a Story
• Conflict
• Characters
• Imagery (Show Don’t Tell)
• Foreshadowing
• Assumptions

32. Narrative Elements of a Story
Conflict
Conflict is the backbone of the narrative. It
defines the drama and point of view of the story
and makes it interesting. There can be no story
without conflict. It defines what is at stake.
What is the problem your client
is trying to solve?

33. Narrative Elements of a Story
Characters
All stories have characters to which people can
relate—we see ourselves through the characters
of the story. They can also be the messengers of
the story, putting a human face to the message
of the story.
Who are the characters that will
help solve the problem?

34. Narrative Elements of a Story
Imagery (Show don’t tell)
Good stories use powerful imagery to capture
the imagination with metaphors, anecdotes and
descriptions that speak to the senses. By
showing and not telling, we offer the audience
the opportunity to use their own values to draw
conclusions.
What images illustrate the problem and the
solution

35. Narrative Elements of a Story
Foreshadowing
Images and other story artifacts are often found
in storytelling to hint the possible outcome.
Foreshadowing can be the influential force that
gives the audience direction towards a specific
outcome.
What images or ideas will guide audiences
towards the resolution of the problem?

36. Narrative Elements of a Story
Assumptions
Images and other story artifacts are often found
in storytelling to hint the possible outcome.
Foreshadowing can be the influential force that
gives the audience direction towards a specific
outcome.
How do audiences already frame the conflict?

37. Samsung: The next big thing
http://www.youtube.com/watch?v=A-Srun5jd5A

38. Exercise
• Break into small groups and choose a client to
analyze.
• Discuss mythologies related to your client’s
business, industry, products or services.
• Using the ideas of memes, mythology and
elements of a story, create an idea for a
narrative campaign through social media. Use
the worksheet handout to guide you.