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ERIK SAELENS
FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME

40 YEARS

LIVES IN ANTWERP, BELGIUM

MARRIED, 2 DAUGHTERS

...
#BHLions15
twitter & instagram
SHARE YOUR INSIGHTS
DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
BIC GKCC BE BB
#BHLions15
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS
#BHLions15
BASICS OF BRANDING
#BHLions15
#BHLions15
#BHLions15
#BHLions15
#BHLions15
#BHLions15
#BHLions15
#BHLions15
#BHLions15
#BHLions15
A SMALL ELEMENT CAN SAY A LOT
ABOUT A PERSON
#BHLions15
ANGELINA JOLIE &
BRAD PITT
#BHLions15
BOB MARLEY
#BHLions15
LADY DI
#BHLions15
BUT THE SAME CAN BE SAID
FOR BRANDS
#BHLions15
#BHLions15
#BHLions15
#BHLions15
#BHLions15
WHAT IS A B®AND?
#BHLions15
GREEN & COFFEE BAR
#BHLions15
#BHLions15
RED & SPORTS CAR
#BHLions15
#BHLions15
COLOUR
#BHLions15
COLOUR
#BHLions15
AROMA
#BHLions15
AROMA
#BHLions15
BRAND
#BHLions15
PACKAGING
#BHLions15
SOUND
#BHLions15
SOUND
#BHLions15
PLACE
#BHLions15
A BRAND CAN BE
ANYTHING
#BHLions15
WHAT ARE B®ANDS?
#BHLions15
#BHLions15
BRANDS ARE STORIES IN (Y)OUR BRAINS
#BHLions15
#BHLions15
SIMILARITIES?
#BHLions15
DIFFERENCES?
#BHLions15
PRICE SPAN?
#BHLions15
STORIES THAT
• REDUCE ELASTICITY
• CREATE PREMIUM
PRICE - SERVICE - LOYALTY - DISTRIBUTION
#BHLions15
IN-ELASTICITY IS THE ESSENCE OF
STRATEGIC BRAND MARKETING
#BHLions15
TAKE-AWAY
BRANDING IS ABOUT
CREATING IN-ELASTICITY
#BHLions15
A BRAND CREATES AN
EMOTIONAL BOND
SURPASSING PRODUCT EXPERIENCE
#BHLions15
A BRAND IS
A BELIEF SYSTEM
#BHLions15
A BELIEF SYSTEM
WHERE SOMETIME NO WORDS ARE NEEDED
#BHLions15
A BRAND IS A BELIEF SYSTEM
WHERE YOUR STAKEHOLDERS
REWARD YOU WITH LOYALTY
& SPREAD THE WORD TO OTHERS
#BHLions15
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS
#BHLions15
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
TRIPLE-A STORIES
TAKE-AWAYS
THE BASICS OF STORYTELLING
#BHLions15
STORIES HAVE EXISTED
LONG BEFORE RECORDED HISTORY
#BHLions15
AND THE TELLING OF STORIES HAVE CHANGED FORMS
DRASTICALLY THROUGHOUT THE YEARS
#BHLions15
BUT THE ELEMENTS OF A STORY
NEVER CHANGED
#BHLions15
MESSAGE
GLOBAL
WARMING
#BHLions15
PLAYERS
#BHLions15
THE
GOOD
THE
BAD
CONFLICT
#BHLions15
HERO
AL GORE:
AN INCONVINIENT
TRUTH #BHLions15
PLOT
#BHLions15
MESSAGE PLAYERS CONFLICT HERO PLOT
STORY BUILDING BLOCKS
#BHLions15
QUESTION
#BHLions15
WHAT DO STORIES AND BRANDS
HAVE IN COMMON?
#BHLions15
THEY ARE BOTH
BELIEF SYSTEMS
#BHLions15
BECAUSE BRANDS ARE
STORIES
#BHLions15
STORIES IN YOUR BRAINS
#BHLions15
A BRAND IS A
COLLECTION OF STORIES
- STORIES YOU’VE HEARD
- STORIES YOU’VE EXPERIENCED YOURSELF
- STORIES YOU’VE READ ABOU...
EXAMPLE
TOMS SHOES
#BHLions15
#BHLions15
MAKE SENSE OF THE WORLD
UNDERSTAND LIFE'S EXPERIENCES
DEAL WITH DILEMMAS
OVERCOME HARDSHIPS
STORIES HELP PEOPLE TO
#BHLion...
THEY ARE BELIEF SYSTEMS
THAT FUNCTION AS A REFERENCE FRAME
TO FACILITATE THE CHOICES WE MAKE…
#BHLions15
…AND THAT IS EXACTLY
WHAT BRANDS DO TOO
#BHLions15
CONSUMERS HAVE TOO MANY CHOICES, AND TOO LITTLE TIME
DIFFERENT COMPANIES OFTEN HAVE SIMILAR OFFERINGS
BRANDS HELP CONSUMER...
STEPS FOR BUILDING A STORY
#BHLions15
#BHLions15
storyline
story
storylining
story
storystorymining
storytelling
storyselling
storybuying
storyliving
story
#BHLions15
story
mining
storyline
story
story
story
story
mining lining telling selling buying living
#BHLions15
story
liningstoryline
story
story
story
story
mining lining telling selling buying living
story
story
story
story
story
st...
story
telling
story
story
mining telling selling buying living
concept
story
story
story
story
lining
#BHLions15
story
selling
mining selling buying living
concept
lining telling
#BHLions15
story
buying
mining buying living
concept
lining telling selling
#BHLions15
story
living
mining living
R
lining telling selling buying
RR
#BHLions15
FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TAKE-AWAYS
TRIPLE-A STORIES
#BHLions15
- PEOPLE FIRST TRUST PEOPLE
- THEN THEY TRUST THE STORIES THEY TELL
- THEN THEY TRUST BRANDS
#BHLions15
#BHLions15
- GOOD STORIES
- NEED TO BE TRIPLE-A
- AUTHENTIC
- ACCOUNTABLE
- ACTIVATING
#BHLions15
1AUTHENTICBE WHO YOU ARE
#BHLions15
#BHLions15
#BHLions15
#BHLions15
BERKSHIRE HATTAWAY
#BHLions15
VICE INC
#BHLions15
THE ECONOMIST
#BHLions15
NORDSTORM
#BHLions15
TRADER JOE’S
#BHLions15
#BHLions15
2ACCOUNTABLEDO WHAT YOU SAY
#BHLions15
OLIVE
LOVE YOUR MUSIC
#BHLions15
LEATHERMAN
#BHLions15
#BHLions15
B. DALTON
#BHLions15
3ACTIVATINGWHAT YOU HEAR, YOU FORGET
WHAT YOU SEE, YOU REMEMBER
WHAT YOU EXPERIENCE, YOU BUY
#BHLions15
PROJECT ARCHITEUTIS

#BHLions15
BETA 7
#BHLions15
#BHLions15
THE STORYTELLING EFFECT
#BHLions15
A GOOD EXPERIENCE?
A BAD EXPERIENCE?
HOW MANY TIMES DOES SOMEONE
TELL OTHERS ABOUT
#BHLions15
A GOOD EXPERIENCE
#BHLions15
A GOOD EXPERIENCE
3 TIMES
#BHLions15
A BAD EXPERIENCE
#BHLions15
A BAD EXPERIENCE
9 TIMES
#BHLions15
THESE ARE FACTORS
FROM RESEARCH BEFORE
SOCIAL MEDIA EFFECTS
#BHLions15
FACTOR 3 RIPPLE-EFFECT
#BHLions15
#BHLions15
A STORY THAT IS TRIPLE-A
HAS THE POWER TO SPREAD
#BHLions15
THE SAME COUNTS FOR A BRAND
#BHLions15
BUT NOT IN A GOOD WAY!
#BHLions15
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING
#BHLions15
BECAUSE STORIES HAVE AN
EFFECT ON OUR
BRAIN & BEHAVIOUR
STORYTELLING
LEADS TO
STORYSELLING
#BHLions15
CONNECTION EMPATHY
TRUST
SALES
+
STORIES
#BHLions15
THE EFFECT OF STORYTELLING ON YOUR BRAND
BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75%
SOURCE: RES...
STORYTELLING IN THE NOW ERA: DIGITAL & SOCIAL
#BHLions15
STORYTELLING HAS EVOLVED OVER YEARS
THE CHANNELS THROUGH WHICH STORIES ARE TOLD
HAVE MULTIPLIED & DIGITALISED
#BHLions15
THENATUREOF
DIGITAL
STORYTELLING
#BHLions15
1.DEMOCRATIC
#BHLions15
1.DEMOCRATIC
2.DIRECT
#BHLions15
1.DEMOCRATIC
2.DIRECT
3.NON-LINEAR
#BHLions15
1.DEMOCRATIC
2.DIRECT
3.NON-LINEAR
4.MULTIPLE-CHANNEL
#BHLions15
SOCIAL MEDIA AND STORYTELLING
A MATCH MADE IN HEAVEN?
#BHLions15
SOCIAL MEDIA STORYTELLING
ABOUT COMMUNICATION
ABOUT BUILDING RELATIONSHIPS
#BHLions15
SOCIAL MEDIA: THE CONTEMPORARY BONFIRE
#BHLions15
1. SHAREABILITY
2. USE THE ELEMENTS
3. BE CONCISE
4. THE CUSTOMER = THE HERO
5. MEDIA MIX
5 TIPS FOR STORYTELLING ON SOCIA...
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
TAKE-AWAYS
FROM STORYTELLING TO STORYSELLING
#BHLions15
STORIESARETHEOLDESTBELIEFSYSTEMSTOENGAGEPEOPLE
BRANDSARESTORIESTHATCANSURVIVEOVERTIME
SUCCESSSTORIESMUSTBEAUTHENTIC,ACCOUN...
READYTOWRITEYOUR
BRAND(HI)STORY
#BHLions15
! PICTURE !
#BHLions15
THANK YOU
#BHLions15
Brandhome speaks at Cannes Lions 2015 on Social Storytelling
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Brandhome speaks at Cannes Lions 2015 on Social Storytelling

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Brandhome’s executive strategic director Erik Saelens teaches (while having fun) “Social Storytelling for Triple-A brands” at Cannes Lions 2015.

Triple-A brands are Authentic, Accountable and Activating in everything they do. These Triple-A brands will own the future of branding. Social Storytelling will be their leverage.

Erik quotes afterwards: “Teaching to great minds equals learning oneself.”

How can storytelling help you to turn your brand Triple-A? Goto http://www.brandhome.com/books and download your free ebooks on the subject: 'The Story Wars', a theoretical and inspirational book on storytelling and 'Triple-A brands', the framework for strategic thinking.

Publicado en: Marketing
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Brandhome speaks at Cannes Lions 2015 on Social Storytelling

  1. ERIK SAELENS FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
 40 YEARS
 LIVES IN ANTWERP, BELGIUM
 MARRIED, 2 DAUGHTERS
 HOBBIES WHO’S TALKING
  2. #BHLions15 twitter & instagram SHARE YOUR INSIGHTS
  3. DONATE TODAY BRANDHOME FOUNDATION IBAN BE09 0682 4746 9457 BIC GKCC BE BB #BHLions15
  4. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS #BHLions15
  5. BASICS OF BRANDING #BHLions15
  6. #BHLions15
  7. #BHLions15
  8. #BHLions15
  9. #BHLions15
  10. #BHLions15
  11. #BHLions15
  12. #BHLions15
  13. #BHLions15
  14. #BHLions15
  15. A SMALL ELEMENT CAN SAY A LOT ABOUT A PERSON #BHLions15
  16. ANGELINA JOLIE & BRAD PITT #BHLions15
  17. BOB MARLEY #BHLions15
  18. LADY DI #BHLions15
  19. BUT THE SAME CAN BE SAID FOR BRANDS #BHLions15
  20. #BHLions15
  21. #BHLions15
  22. #BHLions15
  23. #BHLions15
  24. WHAT IS A B®AND? #BHLions15
  25. GREEN & COFFEE BAR #BHLions15
  26. #BHLions15
  27. RED & SPORTS CAR #BHLions15
  28. #BHLions15
  29. COLOUR #BHLions15
  30. COLOUR #BHLions15
  31. AROMA #BHLions15
  32. AROMA #BHLions15
  33. BRAND #BHLions15
  34. PACKAGING #BHLions15
  35. SOUND #BHLions15
  36. SOUND #BHLions15
  37. PLACE #BHLions15
  38. A BRAND CAN BE ANYTHING #BHLions15
  39. WHAT ARE B®ANDS? #BHLions15
  40. #BHLions15
  41. BRANDS ARE STORIES IN (Y)OUR BRAINS #BHLions15
  42. #BHLions15
  43. SIMILARITIES? #BHLions15
  44. DIFFERENCES? #BHLions15
  45. PRICE SPAN? #BHLions15
  46. STORIES THAT • REDUCE ELASTICITY • CREATE PREMIUM PRICE - SERVICE - LOYALTY - DISTRIBUTION #BHLions15
  47. IN-ELASTICITY IS THE ESSENCE OF STRATEGIC BRAND MARKETING #BHLions15
  48. TAKE-AWAY BRANDING IS ABOUT CREATING IN-ELASTICITY #BHLions15
  49. A BRAND CREATES AN EMOTIONAL BOND SURPASSING PRODUCT EXPERIENCE #BHLions15
  50. A BRAND IS A BELIEF SYSTEM #BHLions15
  51. A BELIEF SYSTEM WHERE SOMETIME NO WORDS ARE NEEDED #BHLions15
  52. A BRAND IS A BELIEF SYSTEM WHERE YOUR STAKEHOLDERS REWARD YOU WITH LOYALTY & SPREAD THE WORD TO OTHERS #BHLions15
  53. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS #BHLions15
  54. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS TRIPLE-A STORIES TAKE-AWAYS THE BASICS OF STORYTELLING #BHLions15
  55. STORIES HAVE EXISTED LONG BEFORE RECORDED HISTORY #BHLions15
  56. AND THE TELLING OF STORIES HAVE CHANGED FORMS DRASTICALLY THROUGHOUT THE YEARS #BHLions15
  57. BUT THE ELEMENTS OF A STORY NEVER CHANGED #BHLions15
  58. MESSAGE GLOBAL WARMING #BHLions15
  59. PLAYERS #BHLions15
  60. THE GOOD THE BAD CONFLICT #BHLions15
  61. HERO AL GORE: AN INCONVINIENT TRUTH #BHLions15
  62. PLOT #BHLions15
  63. MESSAGE PLAYERS CONFLICT HERO PLOT STORY BUILDING BLOCKS #BHLions15
  64. QUESTION #BHLions15
  65. WHAT DO STORIES AND BRANDS HAVE IN COMMON? #BHLions15
  66. THEY ARE BOTH BELIEF SYSTEMS #BHLions15
  67. BECAUSE BRANDS ARE STORIES #BHLions15
  68. STORIES IN YOUR BRAINS #BHLions15
  69. A BRAND IS A COLLECTION OF STORIES - STORIES YOU’VE HEARD - STORIES YOU’VE EXPERIENCED YOURSELF - STORIES YOU’VE READ ABOUT - STORIES YOU’VE SEEN ON THE INTERNET - … #BHLions15
  70. EXAMPLE TOMS SHOES #BHLions15
  71. #BHLions15
  72. MAKE SENSE OF THE WORLD UNDERSTAND LIFE'S EXPERIENCES DEAL WITH DILEMMAS OVERCOME HARDSHIPS STORIES HELP PEOPLE TO #BHLions15
  73. THEY ARE BELIEF SYSTEMS THAT FUNCTION AS A REFERENCE FRAME TO FACILITATE THE CHOICES WE MAKE… #BHLions15
  74. …AND THAT IS EXACTLY WHAT BRANDS DO TOO #BHLions15
  75. CONSUMERS HAVE TOO MANY CHOICES, AND TOO LITTLE TIME DIFFERENT COMPANIES OFTEN HAVE SIMILAR OFFERINGS BRANDS HELP CONSUMERS TO ORGANISE THE WORLD AND TO FACILITATE DECISIONS
  76. STEPS FOR BUILDING A STORY #BHLions15
  77. #BHLions15
  78. storyline story storylining story storystorymining storytelling storyselling storybuying storyliving story #BHLions15
  79. story mining storyline story story story story mining lining telling selling buying living #BHLions15
  80. story liningstoryline story story story story mining lining telling selling buying living story story story story story story story story story story story story story story #BHLions15
  81. story telling story story mining telling selling buying living concept story story story story lining #BHLions15
  82. story selling mining selling buying living concept lining telling #BHLions15
  83. story buying mining buying living concept lining telling selling #BHLions15
  84. story living mining living R lining telling selling buying RR #BHLions15
  85. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TAKE-AWAYS TRIPLE-A STORIES #BHLions15
  86. - PEOPLE FIRST TRUST PEOPLE - THEN THEY TRUST THE STORIES THEY TELL - THEN THEY TRUST BRANDS #BHLions15
  87. #BHLions15
  88. - GOOD STORIES - NEED TO BE TRIPLE-A - AUTHENTIC - ACCOUNTABLE - ACTIVATING #BHLions15
  89. 1AUTHENTICBE WHO YOU ARE #BHLions15
  90. #BHLions15
  91. #BHLions15
  92. #BHLions15
  93. BERKSHIRE HATTAWAY #BHLions15
  94. VICE INC #BHLions15
  95. THE ECONOMIST #BHLions15
  96. NORDSTORM #BHLions15
  97. TRADER JOE’S #BHLions15
  98. #BHLions15
  99. 2ACCOUNTABLEDO WHAT YOU SAY #BHLions15
  100. OLIVE LOVE YOUR MUSIC #BHLions15
  101. LEATHERMAN #BHLions15
  102. #BHLions15
  103. B. DALTON #BHLions15
  104. 3ACTIVATINGWHAT YOU HEAR, YOU FORGET WHAT YOU SEE, YOU REMEMBER WHAT YOU EXPERIENCE, YOU BUY #BHLions15
  105. PROJECT ARCHITEUTIS
 #BHLions15
  106. BETA 7 #BHLions15
  107. #BHLions15
  108. THE STORYTELLING EFFECT #BHLions15
  109. A GOOD EXPERIENCE? A BAD EXPERIENCE? HOW MANY TIMES DOES SOMEONE TELL OTHERS ABOUT #BHLions15
  110. A GOOD EXPERIENCE #BHLions15
  111. A GOOD EXPERIENCE 3 TIMES #BHLions15
  112. A BAD EXPERIENCE #BHLions15
  113. A BAD EXPERIENCE 9 TIMES #BHLions15
  114. THESE ARE FACTORS FROM RESEARCH BEFORE SOCIAL MEDIA EFFECTS #BHLions15
  115. FACTOR 3 RIPPLE-EFFECT #BHLions15
  116. #BHLions15
  117. A STORY THAT IS TRIPLE-A HAS THE POWER TO SPREAD #BHLions15
  118. THE SAME COUNTS FOR A BRAND #BHLions15
  119. BUT NOT IN A GOOD WAY! #BHLions15
  120. TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS FROM STORYTELLING TO STORYSELLING #BHLions15
  121. BECAUSE STORIES HAVE AN EFFECT ON OUR BRAIN & BEHAVIOUR STORYTELLING LEADS TO STORYSELLING #BHLions15
  122. CONNECTION EMPATHY TRUST SALES + STORIES #BHLions15
  123. THE EFFECT OF STORYTELLING ON YOUR BRAND BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75% SOURCE: RESEARCH 3DACCOUNTABILITY & COOLBRANDS
  124. STORYTELLING IN THE NOW ERA: DIGITAL & SOCIAL #BHLions15
  125. STORYTELLING HAS EVOLVED OVER YEARS THE CHANNELS THROUGH WHICH STORIES ARE TOLD HAVE MULTIPLIED & DIGITALISED #BHLions15
  126. THENATUREOF DIGITAL STORYTELLING #BHLions15
  127. 1.DEMOCRATIC #BHLions15
  128. 1.DEMOCRATIC 2.DIRECT #BHLions15
  129. 1.DEMOCRATIC 2.DIRECT 3.NON-LINEAR #BHLions15
  130. 1.DEMOCRATIC 2.DIRECT 3.NON-LINEAR 4.MULTIPLE-CHANNEL #BHLions15
  131. SOCIAL MEDIA AND STORYTELLING A MATCH MADE IN HEAVEN? #BHLions15
  132. SOCIAL MEDIA STORYTELLING ABOUT COMMUNICATION ABOUT BUILDING RELATIONSHIPS #BHLions15
  133. SOCIAL MEDIA: THE CONTEMPORARY BONFIRE #BHLions15
  134. 1. SHAREABILITY 2. USE THE ELEMENTS 3. BE CONCISE 4. THE CUSTOMER = THE HERO 5. MEDIA MIX 5 TIPS FOR STORYTELLING ON SOCIAL MEDIA #BHLions15
  135. TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS FROM STORYTELLING TO STORYSELLING #BHLions15
  136. STORIESARETHEOLDESTBELIEFSYSTEMSTOENGAGEPEOPLE BRANDSARESTORIESTHATCANSURVIVEOVERTIME SUCCESSSTORIESMUSTBEAUTHENTIC,ACCOUNTABLE&ACTIVATING TELLING=SELLING:STORIESAREALEVERAGETOMAKEPEOPLEBUY SOCIALMEDIAARETHEBONFIREOFCONTEMPORARYSTORYTELLING #BHLions15
  137. READYTOWRITEYOUR BRAND(HI)STORY #BHLions15
  138. ! PICTURE ! #BHLions15
  139. THANK YOU #BHLions15

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