Erik Saelens on Storytelling, Branding and Social Media
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This document contains the slides from a presentation on branding and storytelling given by Erik Saelens. Some key points include: - Brands are essentially stories that are stored in people's brains and help them make choices. - For stories and brands to be effective they need to be "triple-A" - authentic, accountable, and activating. - Storytelling is increasingly important for branding in the digital age, as social media allows for sharing stories to build relationships and trust with customers. - Telling brand stories that are authentic yet impactful experiences for customers can increase buying intentions and loyalty.
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Erik Saelens on Storytelling, Branding and Social Media
- 2. ERIK SAELENS FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME 40 YEARS LIVES IN ANTWERP, BELGIUM MARRIED, 2 DAUGHTERS HOBBIES WHO’S TALKING
- 3. #BHLions15 twitter & instagram SHARE YOUR INSIGHTS
- 4. DONATE TODAY BRANDHOME FOUNDATION IBAN BE09 0682 4746 9457 BIC GKCC BE BB #BHLions15
- 5. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS #BHLions15
- 7. #BHLions15
- 8. #BHLions15
- 9. #BHLions15
- 10. #BHLions15
- 11. #BHLions15
- 12. #BHLions15
- 13. #BHLions15
- 14. #BHLions15
- 15. #BHLions15
- 16. A SMALL ELEMENT CAN SAY A LOT ABOUT A PERSON #BHLions15
- 17. ANGELINA JOLIE & BRAD PITT #BHLions15
- 20. BUT THE SAME CAN BE SAID FOR BRANDS #BHLions15
- 21. #BHLions15
- 22. #BHLions15
- 23. #BHLions15
- 24. #BHLions15
- 25. WHAT IS A B®AND? #BHLions15
- 26. GREEN & COFFEE BAR #BHLions15
- 27. #BHLions15
- 28. RED & SPORTS CAR #BHLions15
- 29. #BHLions15
- 32. AROMA #BHLions15
- 33. AROMA #BHLions15
- 34. BRAND #BHLions15
- 36. SOUND #BHLions15
- 37. SOUND #BHLions15
- 38. PLACE #BHLions15
- 39. A BRAND CAN BE ANYTHING #BHLions15
- 41. #BHLions15
- 42. BRANDS ARE STORIES IN (Y)OUR BRAINS #BHLions15
- 43. #BHLions15
- 47. STORIES THAT • REDUCE ELASTICITY • CREATE PREMIUM PRICE - SERVICE - LOYALTY - DISTRIBUTION #BHLions15
- 48. IN-ELASTICITY IS THE ESSENCE OF STRATEGIC BRAND MARKETING #BHLions15
- 49. TAKE-AWAY BRANDING IS ABOUT CREATING IN-ELASTICITY #BHLions15
- 50. A BRAND CREATES AN EMOTIONAL BOND SURPASSING PRODUCT EXPERIENCE #BHLions15
- 51. A BRAND IS A BELIEF SYSTEM #BHLions15
- 52. A BELIEF SYSTEM WHERE SOMETIME NO WORDS ARE NEEDED #BHLions15
- 53. A BRAND IS A BELIEF SYSTEM WHERE YOUR STAKEHOLDERS REWARD YOU WITH LOYALTY & SPREAD THE WORD TO OTHERS #BHLions15
- 54. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS #BHLions15
- 55. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS TRIPLE-A STORIES TAKE-AWAYS THE BASICS OF STORYTELLING #BHLions15
- 56. STORIES HAVE EXISTED LONG BEFORE RECORDED HISTORY #BHLions15
- 57. AND THE TELLING OF STORIES HAVE CHANGED FORMS DRASTICALLY THROUGHOUT THE YEARS #BHLions15
- 58. BUT THE ELEMENTS OF A STORY NEVER CHANGED #BHLions15
- 62. HERO AL GORE: AN INCONVINIENT TRUTH #BHLions15
- 63. PLOT #BHLions15
- 64. MESSAGE PLAYERS CONFLICT HERO PLOT STORY BUILDING BLOCKS #BHLions15
- 66. WHAT DO STORIES AND BRANDS HAVE IN COMMON? #BHLions15
- 67. THEY ARE BOTH BELIEF SYSTEMS #BHLions15
- 69. STORIES IN YOUR BRAINS #BHLions15
- 70. 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
- 72. #BHLions15
- 73. MAKE SENSE OF THE WORLD UNDERSTAND LIFE'S EXPERIENCES DEAL WITH DILEMMAS OVERCOME HARDSHIPS STORIES HELP PEOPLE TO #BHLions15
- 74. THEY ARE BELIEF SYSTEMS THAT FUNCTION AS A REFERENCE FRAME TO FACILITATE THE CHOICES WE MAKE… #BHLions15
- 75. …AND THAT IS EXACTLY WHAT BRANDS DO TOO #BHLions15
- 76. 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
- 77. STEPS FOR BUILDING A STORY #BHLions15
- 78. #BHLions15
- 80. story mining storyline story story story story mining lining telling selling buying living #BHLions15
- 81. 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
- 82. story telling story story mining telling selling buying living concept story story story story lining #BHLions15
- 83. story selling mining selling buying living concept lining telling #BHLions15
- 84. story buying mining buying living concept lining telling selling #BHLions15
- 85. story living mining living R lining telling selling buying RR #BHLions15
- 86. FROM STORYTELLING TO STORYSELLING TODAY’S TOPICS THE BASICS OF STORYTELLING TAKE-AWAYS TRIPLE-A STORIES #BHLions15
- 87. - PEOPLE FIRST TRUST PEOPLE - THEN THEY TRUST THE STORIES THEY TELL - THEN THEY TRUST BRANDS #BHLions15
- 88. #BHLions15
- 89. - GOOD STORIES - NEED TO BE TRIPLE-A - AUTHENTIC - ACCOUNTABLE - ACTIVATING #BHLions15
- 90. 1AUTHENTICBE WHO YOU ARE #BHLions15
- 91. #BHLions15
- 92. #BHLions15
- 93. #BHLions15
- 99. #BHLions15
- 100. 2ACCOUNTABLEDO WHAT YOU SAY #BHLions15
- 103. #BHLions15
- 104. B. DALTON #BHLions15
- 105. 3ACTIVATINGWHAT YOU HEAR, YOU FORGET WHAT YOU SEE, YOU REMEMBER WHAT YOU EXPERIENCE, YOU BUY #BHLions15
- 107. BETA 7 #BHLions15
- 108. #BHLions15
- 110. A GOOD EXPERIENCE? A BAD EXPERIENCE? HOW MANY TIMES DOES SOMEONE TELL OTHERS ABOUT #BHLions15
- 112. A GOOD EXPERIENCE 3 TIMES #BHLions15
- 114. A BAD EXPERIENCE 9 TIMES #BHLions15
- 115. THESE ARE FACTORS FROM RESEARCH BEFORE SOCIAL MEDIA EFFECTS #BHLions15
- 117. #BHLions15
- 118. A STORY THAT IS TRIPLE-A HAS THE POWER TO SPREAD #BHLions15
- 119. THE SAME COUNTS FOR A BRAND #BHLions15
- 120. BUT NOT IN A GOOD WAY! #BHLions15
- 121. TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS FROM STORYTELLING TO STORYSELLING #BHLions15
- 122. BECAUSE STORIES HAVE AN EFFECT ON OUR BRAIN & BEHAVIOUR STORYTELLING LEADS TO STORYSELLING #BHLions15
- 124. THE EFFECT OF STORYTELLING ON YOUR BRAND BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75% SOURCE: RESEARCH 3DACCOUNTABILITY & COOLBRANDS
- 125. STORYTELLING IN THE NOW ERA: DIGITAL & SOCIAL #BHLions15
- 126. STORYTELLING HAS EVOLVED OVER YEARS THE CHANNELS THROUGH WHICH STORIES ARE TOLD HAVE MULTIPLIED & DIGITALISED #BHLions15
- 132. SOCIAL MEDIA AND STORYTELLING A MATCH MADE IN HEAVEN? #BHLions15
- 133. SOCIAL MEDIA STORYTELLING ABOUT COMMUNICATION ABOUT BUILDING RELATIONSHIPS #BHLions15
- 134. SOCIAL MEDIA: THE CONTEMPORARY BONFIRE #BHLions15
- 135. 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
- 136. TODAY’S TOPICS THE BASICS OF STORYTELLING TRIPLE-A STORIES TAKE-AWAYS FROM STORYTELLING TO STORYSELLING #BHLions15
- 140. THANK YOU #BHLions15