Gijsbregt Vijn, Managing Director at Lemon Scented Tea, explains how you can make stories work for your brand or business. He explains the three ways of storytelling we use at Lemon Scented Tea: The Storytelling Agency

1. The story makes the
brand
Sanoma/ Libelle Zomerweek 2015
mei 2015 – Lemon Scented Tea

2. HELLO
I AM….
• Gijsbregt Vijn
• My personal journey
• MD Lemon Scented Tea
• Storytelling agency
growing brands through great stories

3. Today
1. A small story about a Picalica
2. The dramatic arc and the brain
3. Storytelling for brands
4. Great examples
5. What you can take home

4. My personal story about a Picalica
that went down the hill and landed
safe and sound.

5. This is my son
BOELE

6. Who got this
beautiful present!
A fact book about animals
from animals that love the
snow till the animals we
know from fairytales.

7. He opened this page and said;
yes…. now you
make a story
right….?

8. The Picalica lived in the mountain and
wanted to go to his little friends down
in the valley. On a beautiful day he sat
out for his journey.
After two days walk he stopped and
heard a weird noise. It seemed that
it was one voice with many voices in it.
He looked left and saw a dog with
many faces. He was quite off his
guard in the beginning and the dog
approached him slowly and seemed
to jump upon him and then the small
head on the right asked hem politely
in high voice, can we help you?
Do want to play with us maybe?
Etc.
Picalica

9. I automatically used
the dramatic arc.
Begin
the story begins with
some sort of mission
Middle
The character needs to
overcome a couple of crises
End
The denouement and they
lived happily ever after
Dramatic arc

10. Boele listened intensely, was
quite aroused when the wolf
head approached hem and
he was very happy that the
Picalica made it down the hill
and smiled in a satisfied way.

11. A universal storytelling structure

12. That using the right
storytelling techniques
it makes people more
compassionate, empathic
and charitable.
Research
Berkeley University
study showed:

14. 1) Keep attention
2) Transport emotion

15. Cortisol Oxytocin

22. Matrix is about a nerd who
needed to believe he could
save the world and when
he believed he did.
Act 1
Is Neo ‘the one’ to
liberate humanity
Act 2
Only when he believes
and overcomes
Act 3
Yes he can

23. The same can count for
brands. Not with many
crises but overcoming
an issue or a problem
is the story.

24. Dove
 Mission:
 Everyone feels comfortable in their bodies
 Story:
 Act 1: Are we too critical about our own appearance?
 Act 2: Strangers seem to describe your appearance more positively
than you yourself.
 Act 3: You are more beautiful than you think you are! Dove 24

25. Chipotle
 Mission:
 Cultivate a better world through sustainable burrito’s
 Story:
 a better world
 Act 1: Fast food is the norm and sustainability is not valuable?
 Act 2: There is another way, better, more sustainable, more friendly
 Act 3: You can join us to cultivate
25

26. Chipotle
 Mission:
 Cultivate a better world through sustainable burrito’s
 Story:
 a better world
 Act 1: Fast food is the norm and sustainability is not valuable?
 Act 2: There is another way, better, more sustainable, more friendly
 Act 3: You can join us to cultivate
26

27. Storytelling for brands

28. What’s a branded
story?
Its what people tell
others about your brand.
It’s what you want them to
tell others about your brand.

32. ESP
Emotional values
ISP
Inspirational
values
USP
Unique selling points
How to find your organizing principle
story

33. • Desired Culture
• Values
• Perks & Privileges
• Office & Atmosphere
• HR
Internal External
Bottom Up
Top Down
• Advertising
• Content Marketing
• Events
• DM
• Online Campaigns
• Media etc.
• Employee initiatives
• Employee advocacy
• Bottom up innovation
• Social
• Web-care
• Customer care
• Co Creation
• Data
• Client service
The story is
the brand’s
heartbeat

34. Sub-
storie
Campaign story Campaign story
Target 20-49 shopper
Target
4
Target
3
Target
2
Target
1
Sub-
storie
VS
Different campaign set up: Customized Storytelling®
One story different ways to tell it.
Better content = More relevance = more impact =
more involvement= more virality = stronger brand
Sub-
storie
Sub-
storie
Sub-
storie

35. Rijkswachters

37. Storytelling for ‘sustainable’ brands

38. En vertellen wat je allemaal doet. Daar
trots op zijn en de journey delen door
middel van content.

39. En vertellen wat je allemaal doet. Daar
trots op zijn en de journey delen door
middel van content.

40. Customized storytelling
Niet naar iedereen en altijd

41. En nog beter… het verhaal versleutelen
in je business propositie
Tom’s

42. En nog beter… het verhaal versleutelen
in je business propositie
Marie Stella Maris

43. 3 ways of storytelling

44. Story
mining
Story
creation
Story
doing

45. Story mining

46. Story mining
What are the stories that make the brand what it is
Which stories are we proud of and proof our positioning (content marketing)
How can we turn them into a compelling story that tells our brand mission

48. What Nuon communication was

49. The brief
1. Reposition Nuon towards service brand
1. Increase NPS, decrease churn
2. Develop an organising principle beyond a campaign

50. Bringing out the DNA
 Over 30 interviews
 Turning the company inside-out
 Finding the key stories

51. The strategy
Hmm interesting,
you might start to
reward existing
customers
1
Show who
you are
2
Dialoque
3
Proof
What can I
change for you?
Stop just selling

52. What is energy?

53. The story of Nuon

54. TVC

55. TVC

56. Change platform

57. Newspaper ads

58. Regional strategy + awareness (dichtbij.nl +
Piet’s.. )

59. Change platform

60. Brand aligned by the story
SPONSORING B2B CorporateHR

61. Story creation

62. Story creation
Which story elements can we
make bigger and sell our products
and services with?
How can we translate that into
great campaigns & content?

64. 64

65. 65

66. Story doing

67. Story doing
What are great projects or
innovations we can start up?
How can we use these projects
to get attention and build our brand?
How can we come up with great
new projects that proof our
positioning and make us grow?

69. Case film

70. Conclusions
1) Find the stories of which you are proud (mining)
2) Turn it into a fantastic organizing principle story & dramatize it (Arc)
3) Use your substories for your campaigns & content marketing
4) Keep the stories coming (editorial team)
5) Share your stories with your internal and external audiences continuously &…….
Just do it!!!!

71. Thank you

73. Chipotle
 Mission:
 Cultivate a better world through sustainable burrito’s
 Story:
 a better world
 Act 1: Fast food is the norm and sustainability is not valuable?
 Act 2: There is another way, better, more sustainable, more friendly
 Act 3: You can join us to cultivate
73

74. Dove
 Mission:
 Everyone feels comfortable in their bodies
 Story:
 Act 1: Are we too critical about our own appearance?
 Act 2: Strangers seem to describe your appearance more positively
than you yourself.
 Act 3: You are more beautiful than you think you are! Dove 74

75. Stories make people:
More charitable
More emotional aroused
More loyal beyond reason
Remember things easier
Share things easier
Thats very
valuable for
brands