Brand Storytelling

BRAND STORYTELLINGEngaging consumers and customers through the power of stories

© BUTTERFLY LONDON 2014
BRAND: Noun:
1. (Marketing) a particular product or a characteristic
that serves to identify a particular product
2. (Marketing) a trade name or trademark
3. (Marketing) to give a product a distinctive identity
by means of characteristic design, packaging, etc
4. to place indelibly in the memory

PEOPLE THINK THE WORLD
IS RATIONAL

BUT ACTUALLY, WE ARE
FUELLED BY EMOTIONS
“REASON IS NOT AS ‘PURE’ AS MOST OF
US THINK IT IS OR WISH IT TO BE; EMOTION
AND FEELINGS AREN’T INTRUDERS INTO
THE BASTION OF REASON. WE FEEL
BEFORE WE THINK.
IN FACT WE FEEL IN ORDER TO THINK.”
DESCARTES’ ERROR, ANTONIO DAMASI KEVIN ROBERTS, SAATCHI & SAATCHI
“EMOTION, INTUITION, LONG-TERM
MEMORIES AND UNCONSCIOUS
MOTIVATIONS MAKE UP AS MUCH AS 80
PERCENT OF OUR DECISION-MAKING
PROCESSES.
THAT LEAVES JUST 20 PERCENT FOR
LOGIC TO BATTLE OVER.”

A BRAND IS A COHERENT SET OF
IDEAS IN YOUR CONSUMER’S MIND

NOW BRANDS ARE BECOMING MORE
LIKE PEOPLE
• A BRAND IS A PERSONIFICATION OF A PRODUCT, SERVICE OR EVEN AN ENTIRE COMPANY
• LIKE A PERSON, IT HAS A NAME, PERSONALITY, CHARACTER AND REPUTATION.
• LIKE A PERSON, YOU CAN RESPECT, LIKE AND EVEN LOVE A BRAND. YOU CAN THINK OF IT
AS A DEEP PERSONAL FRIEND, OR MERELY AN ACQUAINTANCE.
• YOU CAN VIEW IT AS DEPENDABLE OR UNDEPENDABLE, PRINCIPLED OR OPPORTUNISTIC,
CARING OR CAPACIOUS.
• LIKE YOU LIKE TO BE AROUND SOME PEOPLE AND NOT OTHERS, THERE ARE BRANDS THAT
YOU WARM TO AND OTHERS THAT YOU DO NOT.
• PEOPLE HAVE CHARACTER …AND SO DO BRANDS.

“TO CONNECT TO PEOPLE
AT THE DEEPEST LEVEL,
YOU NEED STORIES.”
ROB MCKEE

STORIES ARE FUNDAMENTAL TO OUR LIVES
SOCIOLOGISTS SAY THAT THE
TELLING OF STORIES BRINGS
COMMUNITIES TOGETHER
PSYCHOLOGISTS BELIEVE THAT
OUR BRAINS ARE HARD-WIRED
TO TELL STORIES - WE INNATELY
KNOW HOW TO CONSTRUCT
STORIES
EVOLUTIONISTS THINK WE
TRANSFER KNOWLEDGE AND
SHARE UNDERSTANDING
THROUGH STORIES GENERATION
TO GENERATION
© BUTTERFLY LONDON 2014© BUTTERFLY LONDON 2014

GREAT STORIES GIVE
SENSE TO OUR LIVES

STORIES ARE LIKE VIRUSES.

THEY ARE UBIQUITOUS – WE ALL ‘GET’ STORIES, NO MATTER
WHERE WE’RE FROM.
THEY ARE CONTAGIOUS – TELL A STORY TO SOMEONE, AND IF IT
RESONATES IT’LL SPREAD; THE MOST POWERFUL STORIES
DEMAND TO BE RETOLD, AGAIN AND AGAIN.
THEY STICK – THROUGH THE RE-TELLING, THEY EMBED THEMSELVES
IN OUR OWN AND OUR SHARED MEMORY.

WHAT ARE STORIES ABOUT?
1. STORIES ASK:
“WHAT WOULD
HAPPEN IF?”
2. THEY ARE
ABOUT CHANGE
– HOW AND WHY
THINGS CHANGE
IN LIFE
3. THEY SHOW
HUMAN TRUTHS
– WEAKNESSES,
STRENGTHS, HOPES,
FEARS, DESIRES
4. THEY SHOW
CHOICES – AND THE
CONSEQUENCES OF
THOSE CHOICES

“AT THEIR MOST BASIC, STORIES ARE ABOUT
CONFLICT AND RESOLUTION – THE BASIC
TENETS OF LIFE: MAN SUFFERS DIFFICULTY
AND GETS THROUGH IT; WE CAN ALL RELATE
TO THIS. WE ARE ATTRACTED TO THE HUMAN
STRENGTH TO OVERCOME.”
ROB MCKEE

THE DRAMA INSIDE A STORY COMES FROM THE CONFLICT IT SHOWS.
ALL GOOD STORIES HAVE CONFLICT AT THEIR HEART – THEY SHOW PEOPLE
RESOLVING CHALLENGES, BOTH EXTERNALLY AND INTERNALLY
IT IS WHEN THE HERO IS CHALLENGED THE MOST – WHEN THINGS ARE THE
HARDEST – THAT WE SEE THE MOST CHANGE IN HIM.
STORIES ARE ABOUT GREAT
CONFLICT

A disruption of the status quo
/ an issue to sort
A struggle / conflict
Resolution / return to normality

ACT 1 ACT 2 ACT 3
Graduallyfacesup
tofatalflaw
Second Major Reversal
- things suddenly change
Hero combats fatal flaw and
completes final challenge
Inciting Incident
- First major reversal
Hero’s darkest moment
Overcome Initial
Challenges
Herofaceshisgreatest
struggle
3 ACT STORY STRUCTURE

WHAT THEY WANT...WHAT
THEY NEED
WANTS - KILL A SHARK
NEEDS - SHOW THAT HE
HAS CONVICTION
WANTS - SUCCESS IN A
JOB
NEEDS - FIND HERSELF
WANTS - BUILD A BASEBALL
PITCH
NEEDS - FOLLOW HIS DREAM
WANTS - SUCCESS IN A JOB
NEEDS - REBUILD HIS LIFE

PRODUCTION PRODUCT PACK
INGREDIENTS PROVENANCE

BRASILIAN BREWERY BRAHAMA LAUNCHED A LIMITED
EDITION BEER SELEÇÃO ESPECIAL FOR THE WORLD
CUP 2014.

A STORY AROUND THOW IT IS MADE FROM BARLEY GROWN ON
THE GRANJA COMAR FOOTBALL PITCH WHERE BRAZIL’S
WORLD CUP TEAMS HAVE TRAINED FOR DECADES.

UK BREWERS BREWDOG LAUNCHED “SUNK PUNK” THE
FIRST BEER TO BE CRAFTED AT THE BOTTOM OF THE SEA
AND CONTAINING UNUSUAL INGREDIENTS.

THE IDIOSYNCRATIC INDIA PALE ALE WAS BREWED
UNDERWATER AND CONTAINS MARITIME-THEMED
INGREDIENTS SUCH AS BUCKWEED, DISTILLED
SEA-SALT AND RUM.

THE PRODUCT STORY LIES AROUND HOW BREWDOG GOT
SCOTLAND RID OF A CURSE.

FICTION

SABMILLER WANTED TO LAUNCH A NEW BEER BRAND IN
RUSSIA WHICH WOULD CELEBRATE RUSSIAN AND AUSTRIAN
HERITAGE IN A MODESTLY PRICED, HIGH QUALITY BEER.

OUR 4D METHODOLOGY:
EXPLORING THE DIFFERENT DIRECTIONS THEY COULD TAKE,
FROM PROVENANCE AND INGREDIENTS, TO THE LANGUAGE
OF FRIENDSHIP AND MASCULINITY TO FIND THE FICTIONAL
STORY IT COULD TELL.

TWO DIFFERENT CHARACTERS
EMERGED:
NOBLE AUSTRIAN
HARD-WORKING RUSSIAN
THE CHARACTERS THE CONFLICT
INTELLECT
NOBLE
COUNT
RATIONAL
ACCURACY
LAND
RUSTIC
FARMER
EMOTIONAL
SOUL
THE BASIS OF THE STORY

THE 'BALANCE OF OPPOSITES’ AND THE TENSION
BETWEEN ‘ACCURACY’ AND ‘SOUL’.

BRINGING THE STORY TO LIFE:
PACK
COMMS
ACTIVATION
ADVERTISING IDEA
PACKAGING IDEA VIRAL IDEA CROWD SOURCING - Red Square

NORTH CAROLINA CRAFT BEER BREWERS FULLSTEAM
DEVELOPED A STORY AROUND THE BRAND THAT CONNECTS
THE PRODUCT WITH IT’S SOUTHERN HERITAGE.

THE NARRATIVE
AROUND THE
BRAND IS ABOUT A
“SEMI-FICTITIOUS”
CHARACTER,
LIBORIUS
GOLHART,
A SOUTHERN
PLANTATION
WORKER WHO
BREWED BEER
WITH HIS OWN
INGREDIENTS.

A NOSTALGIC SOUTHERN FEEL:
“ENGRAVED" ILLUSTRATIONS
TEXTURAL ELEMENTS
ECCENTRIC TYPOGRAPHY
...CREATING A VALUABLE CONNECTION WITH ITS AUDIENCE.

AMERICAN CRAFT BEER COMPANY BUZZARD BAY DEVELOPED
A 12 CHAPTER FICTIONAL STORY FOR THEIR LIMITED EDITION
“CASE OF IPA”.

THE STORY IS ABOUT A WEALTHY BREWER.
THE READER IS ASKED TO SOLVE THE MYSTERY AS THEY
DRINK THE BEER.

IF YOU CAN WRITE A COMPELLING STORY
ABOUT YOUR BRAND, IF YOU CAN DESCRIBE
WHERE YOUR BRAND IS GOING, WHAT IT STANDS
FOR AND WHY IT WILL BE WHAT IT WILL BE…

…YOU WILL BUILD A BRAND PEOPLE
WILL CONNECT WITH, REMEMBER & SHARE

ANDREA VISUS
M +44 7531 356 985 (UK)
andrea@butterflylondon.com
We look forward to hearing from you
BIANCA CAWTHORNE
M +44 7866 806 367 (UK)
M + 7 917 596 1063 (RU)
bianca@butterflylondon.com

Brand Storytelling

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