Our Managing Director, Gijsbregt Vijn, explains how you can use storytelling to build your brand or business. He explains the three ways of storytelling we use. He also shows some example on how Storytelling Agency Lemon Scented Tea used these techniques to build brands.
6. Who got this
beautiful present!
A fact book about animals
from animals that love the
snow till the animals we
know from fairytales.
7. He opened this page and said;
yes…. now you
make a story
right….?
8. The Picalica lived in the mountain and
wanted to go to his little friends down
in the valley. On a beautiful day he sat
out for his journey.
After two days walk he stopped and
heard a weird noise. It seemed that
it was one voice with many voices in it.
He looked left and saw a dog with
many faces. He was quite off his
guard in the beginning and the dog
approached him slowly and seemed
to jump upon him and then the small
head on the right asked hem politely
in high voice, can we help you?
Do want to play with us maybe?
Etc.
Picalica
9. I automatically used
the dramatic arc.
Begin
the story begins with
some sort of mission
Middle
The character needs to
overcome a couple of crises
End
The denouement and they
lived happily ever after
Dramatic arc
10. Boele listened intensely, was
quite aroused when the wolf
head approached hem and
he was very happy that the
Picalica made it down the hill
and smiled in a satisfied way.
12. That using the right
storytelling techniques
it makes people more
compassionate, empathic
and charitable.
Research
Berkeley University
study showed:
22. Matrix is about a nerd who
needed to believe he could
save the world and when
he believed he did.
Act 1
Is Neo ‘the one’ to
liberate humanity
Act 2
Only when he believes
and overcomes
Act 3
Yes he can
23. The same can count for
brands. Not with many
crises but overcoming
an issue or a problem
is the story.
24. Dove
Mission:
Everyone feels comfortable in their bodies
Story:
Act 1: Are we too critical about our own appearance?
Act 2: Strangers seem to describe your appearance more positively
than you yourself.
Act 3: You are more beautiful than you think you are! Dove 24
25. Chipotle
Mission:
Cultivate a better world through sustainable burrito’s
Story:
a better world
Act 1: Fast food is the norm and sustainability is not valuable?
Act 2: There is another way, better, more sustainable, more friendly
Act 3: You can join us to cultivate
25
26. Chipotle
Mission:
Cultivate a better world through sustainable burrito’s
Story:
a better world
Act 1: Fast food is the norm and sustainability is not valuable?
Act 2: There is another way, better, more sustainable, more friendly
Act 3: You can join us to cultivate
26
33. • Desired Culture
• Values
• Perks & Privileges
• Office & Atmosphere
• HR
Internal External
Bottom Up
Top Down
• Advertising
• Content Marketing
• Events
• DM
• Online Campaigns
• Media etc.
• Employee initiatives
• Employee advocacy
• Bottom up innovation
• Social
• Web-care
• Customer care
• Co Creation
• Data
• Client service
The story is
the brand’s
heartbeat
34. Sub-
storie
Campaign story Campaign story
Target 20-49 shopper
Target
4
Target
3
Target
2
Target
1
Sub-
storie
VS
Different campaign set up: Customized Storytelling®
One story different ways to tell it.
Better content = More relevance = more impact =
more involvement= more virality = stronger brand
Sub-
storie
Sub-
storie
Sub-
storie
46. Story mining
What are the stories that make the brand what it is
Which stories are we proud of and proof our positioning (content marketing)
How can we turn them into a compelling story that tells our brand mission
49. The brief
1. Reposition Nuon towards service brand
1. Increase NPS, decrease churn
2. Develop an organising principle beyond a campaign
50. Bringing out the DNA
Over 30 interviews
Turning the company inside-out
Finding the key stories
51. The strategy
Hmm interesting,
you might start to
reward existing
customers
1
Show who
you are
2
Dialoque
3
Proof
What can I
change for you?
Stop just selling
62. Story creation
Which story elements can we
make bigger and sell our products
and services with?
How can we translate that into
great campaigns & content?
67. Story doing
What are great projects or
innovations we can start up?
How can we use these projects
to get attention and build our brand?
How can we come up with great
new projects that proof our
positioning and make us grow?
70. Conclusions
1) Find the stories of which you are proud (mining)
2) Turn it into a fantastic organizing principle story & dramatize it (Arc)
3) Use your substories for your campaigns & content marketing
4) Keep the stories coming (editorial team)
5) Share your stories with your internal and external audiences continuously &…….
Just do it!!!!
73. Chipotle
Mission:
Cultivate a better world through sustainable burrito’s
Story:
a better world
Act 1: Fast food is the norm and sustainability is not valuable?
Act 2: There is another way, better, more sustainable, more friendly
Act 3: You can join us to cultivate
73
74. Dove
Mission:
Everyone feels comfortable in their bodies
Story:
Act 1: Are we too critical about our own appearance?
Act 2: Strangers seem to describe your appearance more positively
than you yourself.
Act 3: You are more beautiful than you think you are! Dove 74
75. Stories make people:
More charitable
More emotional aroused
More loyal beyond reason
Remember things easier
Share things easier
Thats very
valuable for
brands
Notas del editor
Ik heb een flinke presentatie. Ik stel voor erdoorheen te gaan met jullie. Als er vragen tussentijds stel ze. Korte antwoorden geef ik meteen. Langere antwoorden doen we na de sessie.
Merken in de wereld te zetten die zo interessant zijn dat ze vanzelf gaan reizen
Pot met water is de maatschappij, het theezakje is kern van een bedrijf, de identiteit, samen met de klant
Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
Dat wordt alleen maar belangrijker omdat we nu eenmaal veel meer delen via social media
Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story