1. BULLETPROOF
CLASSICS
SUCCESS
STORIES

2. Modern neuroscience
shows the human brain
is wired for stories…
So, use your brain to wire up
success stories for your brand…

3. People are
storytelling animals
by nature
We dream in stories
We daydream in stories
We fall in love within the structure of a story
We follow leaders who tell the best stories

4. Stories are
big business
Avatar grossed $2.8 billion GTA V did $800 million
on day 1
Harry Potter made
J. K. Rowling $1 billion
S. Carter netted $500 million
slingin’ stories
Box office! Smashing! Magic! Gangsta!

5. And businesses
are big stories
The Shakespearean drama of
Steve Jobs and Apple inspired
an opera
The innocent founders let the
public decide whether they
should quit their jobs to
sell their juice
The few people who know the
Coca-Cola secret formula are prohibited
from flying on the same
plane together
OXO tools was conceived when a retired
kitchen tool salesman saw his arthritic
wife struggling to peel potatoes
Bravo! Yes! Swell! Classic!

6. Stories stack paper

7. Stories make
(or break) brands
Without stories, brands
aren’t brands. Instead they’re
commodities with lower pricing
and profitability.
Unstoried Commodity
H2O = Free to first worlders
Storied Brand
H2O + Alps Story
= Billion Dollar Brand

8. So take steps to make
your brand and break
the competition
with stories...

9. Brand stories
are everywhere
Bulletproof
has identified
six fundamental
storyselling models
to serve as inspiration
for choosing and using
stories, and we’ve
leveraged them all for
client success…

10. Bulletproof
storyselling models

11. Bulletproofed
Founder Storyselling
Schweppes: First to Fizz
Jacob Schweppes pioneered commercial
carbonation and the brand was blessed with
a latent founder story with tremendous
potential. Bulletproof visually and verbally
sold the story of First to Fizz through a suite
of ownable iconography that helped the brand
fight off private label while looking good in the
company of premium spirits.

12. Bulletproofed
Employee Storyselling
Revlon: Kiss and Tell
Revlon had (over time) built up relationships
with a motley mix of divergent charities.
Bulletproof developed branding and a visual
identity system to strategically roll up these
initiatives into the unified concept of Revlon
Cares. A Heartfelt Kiss icon was created to
powerfully symbolise and summarise this cause.
One of the first Kiss and Tell stories to launch
under Revlon Cares was that of Revlon model
Emma Stone and her mother who has survived
and thrived over multiple bouts of breast cancer.
™

13. Bulletproofed
External Storyselling
Coke Zero/James Bond: Becoming Bond
Coke Zero was on a mission to continue to
shake up (not stir) popular culture in a way that
motivates males and differentiates the brand
from its Diet Coke sister. Bulletproof developed
an integrated visual identity between the brand
and the Bond mega-franchise by silhouetting the
James Bond figure in a way that the reader can
project himself into the frame – becoming James
Bond (to some degree) by simply sipping the drink.

14. Bulletproofed
Properties Storyselling
Marvellous Creations: Join the Circus
Cadbury had a strategic ambition to win more
mouthshare with modern families and open
up a new growth platform for the future.
Bulletproof created a marvellous brand
(and brand identity) that visually evoked a
circus, and this circus metaphor was carried
through all aspects of NPD – from the physical
structure of the bar to choice of ingredients in
the bar (and provided a power lens for telling
the stories of idiosyncratic ingredients).
Marvellous
OOH

15. Bulletproofed
Place Storyselling
Kilbeggan: National Landmark
Kilbeggan, the oldest distillery in Ireland,
reopened in 2007 to produce a range of Irish
Whiskey brands. Bulletproof redesigned the
namesake Kilbeggan brand with a visual
and verbal story that treated the brand as a
National Landmark – complete with an image
of the distillery, and language calling out its
Irish provenance and (original) date
of establishment.
IRELAND’S OLDEST LICENSED DISTILLERY
KILBEGGAN
DISTILLING
CO
Traditional Irish Whiskey
Discover the secret of our finest Irish Whiskey
from Ireland’s oldest continually licensed distillery.
Traditionally distilled for a fuller, smoother flavour.
ireland’s finest whiskey
DISTILLED, MATURED & BOTTLED IN IRELAND
40%Alc./Vol. 750 ml
601297

16. Bulletproofed
Experience Storyselling
vitaminwater: Colour Commentary
vitaminwater had a colourful collection of
variants positioned to deliver a range of
different experiences. Bulletproof distilled the
essence of these different experiences and
played them out (sometimes interactively)
across different media as cheeky Colour
Commentary optimised for location context,
daypart, consumer characteristics et al.

17. Let’s use our brains to
wire up success stories
for your brand...
Contact Sam Carrington
to move the plot forward
+44 (0)7528 812 667
sam@wearebulletproof.com
London: Bulletproof, 10 Bedford Street,
Covent Garden, London WC2E 9HE
New York: Bulletproof, 119 West 23rd Street,
Suite 610, New York, NY 10011
www.wearebulletproof.com