How do you build brands with stories. Simple! Start with an organizing principle Start looking at your brand like a mag Use the story mining, story creation or story doing to make it super engaging, relevant and inspiring.

1. Welcome to the
‘The birth of a storytelling agency’
February 2015 – Lemon Scented Tea

2. TODAY
• The birth of a storytelling agency (Gijsbregt Vijn)
• A refreshing view on stories in society (Bas Haring)
• The story of Plastic Whale: from dream to social
enterprise (Marius Smit)

3. The birth of a storytelling agency

4. The evening of
the conception… How it started…

5. A new chapter.

6. We like experiments.

7. Film hummer

8. The brief
1) Become perceived market leader in solar energy
2) Inject ‘eel good’ image around the brand
3) Bring back energy in the brand

9. The brief
1) Become perceived market leader in solar energy
2) Inject ‘eel good’ image around the brand
3) Bring back energy in the brand

10. The brief
1) Become perceived market leader in solar energy
2) Inject ‘eel good’ image around the brand
3) Bring back energy in the brand

11. The Blacktro sound

12. We like stories better
than advertising ideas…
And it works.

13. Blueprint on how to build
stories
- A clear point of view
- The back story
- Several stories (hooks) to keep it alive
- The tools to join in and share

14. The blueprint becomes reality.

15. FFWD 2015 And now we are here.

16. From point of view
to Organising Principle
WHY
Organising Principle

17. WHY
Organising Principle From point of view
to Organising Principle
- Interpolis - Glashelder
- Philips - Sense and simplicity
- Nuon - Energy is the
possibility to change
something
- AF/KLM Cargo – Freight
made personal

18. From back story
to Editorial Sessions
WHY
Organising Principle
HOW
Editorial Sessions

19. From back story
to Editorial Sessions
WHY
Organising Principle
HOW
Editorial Sessions
- Hogeschool van Amsterdam
magazine

20. The framework of
Lemon Scented Tea
WHY
Organising Principle
HOW
Editorial Sessions
WHAT
Story Mining Story Creating Story
Doing

21. Story Mining

23. Story Creating

24. Story creation

25. Story Doing

28. We have
more…

29. Bas Haring A people’s philosopher, TV maker,
children's books writer and professor at
the Universiteit Leiden.

30. Marius Smit Founder and co-owner of Plastic Whale
foundation and company.

32. IK BEN EEN LOSER

35. “Ik wil een boot bouwen van plastic
afval. Maar ik heb nog nooit een boot
bestuurd, laat staan gebouwd. Dus
help me.”
Marius Smit
6 januari, 2011

50. LOSERS

52. Catherine What’s your story in 2015?

53. DRINKS!

54. THANK YOU