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Storytelling To Create Impact Brands

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Storytelling To Create Impact Brands

  1. 1. Storytelling<br />What Makes Your Customers Tick?<br />Mark Lightowler<br />Storytelling Blogger newbrandstories.wordpress.com <br />1<br />
  2. 2. A Marketing Problem<br />Why do people seem not to listen to you?<br />Why don’t they do what you expect ?<br />Because they don’t understand you!<br />Do you understand them!<br />2<br />
  3. 3. Complete These Stories<br />When a great white shark starts attacking beachgoers in a coastal town during high tourist season, a water-phobic Sheriff must assemble a team to hunt it down before it kills again<br />Pursued by a jealous queen, hides with the Dwarfs; the queen feeds her a poison apple, but Prince Charming awakens her with a kiss.<br />3<br />
  4. 4. Storytelling to Customers<br />Small Simple Stories<br />Storytelling Manifesto<br />Transmedia in Storytelling<br />4<br />
  5. 5. Small Simple Stories Sell<br />5<br />
  6. 6. Its Friday night….. <br />6<br />
  7. 7. Storytelling and Brands<br />Storytelling is a way of creating long-lasting meaning, understanding, relevance<br />The ability to spread these stories are goals of our communication<br />7<br />
  8. 8. Origin of Stories<br />8<br />
  9. 9. Making a Connection <br />9<br />
  10. 10. Making a Connection <br />Cold<br />Raw<br />Dead<br />Fish<br />10<br />
  11. 11. Its Not About You<br />11<br />
  12. 12. Find Their Stories<br />*<br />*Deep Metaphors ™is an Olson Zaltman Trademark<br />12<br />
  13. 13. Brand Storytelling Manifesto<br />Employ left and right brain tactics<br />Fulfil human hierarchy of needs<br />Dig for metaphors and archetypes<br />Persuasions, motivation and enthusiasm<br />Create evidence based stories<br />Choose your point of view<br />Engage word of mouth advertising<br />Open source branding<br />Make your brand authentic<br />Have a beyond the brand strategy<br />13<br />
  14. 14. Hierarchy Of Needs<br />14<br />
  15. 15. Metaphors<br />Metaphors make sense of our culture and society and are our conceptual system<br />Metaphors are our way of understanding and communicating comparative value <br />15<br />
  16. 16. Example Metaphors<br />“COPD is like living on a tight rope. When there is no wind everything is fine. With wind things become rocky. I’m afraid ill fall and something will break”<br />“Hepatitis B- Its like I want to just wash my blood and be clean”<br />HIV – The infections begins with a bushfire in the immune system. <br />MS- I though I was unstoppable- Much like the titanic<br />16<br />
  17. 17. Archetypes<br />Archetypes are people or objects (protagonists or antagonists) that typify well known characters. They assign brands meaning and relevance<br />Archetypes and story arcs enable us to tap into a small number of well known stories that all audiences know<br />17<br />
  18. 18. Companion<br />Sage<br />Jester<br />12 Positive Archetypes<br />Magician<br />Patriach<br />Enchantress<br />Earth Mother<br />Warrior<br />Gardian<br />Explorer<br />Explorer<br />Lover<br />
  19. 19. Story Arcs<br />http://www.ipressgames.com/downloads/download.html<br />19<br />
  20. 20. Creating a Fan Base<br />Resonance<br />Authenticity<br />Persuasion<br />Motivation<br />Influence<br />20<br />
  21. 21. Conflict & Auto Completion<br />21<br />
  22. 22. Varied Visual Volume<br />22<br />
  23. 23. The Rise of Transmedia<br />With digital media your audience has the ability to control the story<br />23<br />
  24. 24. Small Simple Stories Sell<br />www.newbrandstories.wordpress.com<br />24<br />