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The story makes the
brand
Sanoma/ Libelle Zomerweek 2015
mei 2015 – Lemon Scented Tea
HELLO
I AM….
• Gijsbregt Vijn
• My personal journey
• MD Lemon Scented Tea
• Storytelling agency
growing brands through great stories
Today
1. A small story about a Picalica
2. The dramatic arc and the brain
3. Storytelling for brands
4. Great examples
5. What you can take home
My personal story about a Picalica
that went down the hill and landed
safe and sound.
This is my son
BOELE
Who got this
beautiful present!
A fact book about animals
from animals that love the
snow till the animals we
know from fairytales.
He opened this page and said;
yes…. now you
make a story
right….?
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
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
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.
A universal storytelling structure
That using the right
storytelling techniques
it makes people more
compassionate, empathic
and charitable.
Research
Berkeley University
study showed:
The Story Makes The Brand: Libelle Zomerweek
1) Keep attention
2) Transport emotion
Cortisol Oxytocin
The Story Makes The Brand: Libelle Zomerweek
The Story Makes The Brand: Libelle Zomerweek
The Story Makes The Brand: Libelle Zomerweek
The Story Makes The Brand: Libelle Zomerweek
The Story Makes The Brand: Libelle Zomerweek
The Story Makes The Brand: Libelle Zomerweek
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
The same can count for
brands. Not with many
crises but overcoming
an issue or a problem
is the story.
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
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
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
Storytelling for brands
What’s a branded
story?
Its what people tell
others about your brand.
It’s what you want them to
tell others about your brand.
The Story Makes The Brand: Libelle Zomerweek
The Story Makes The Brand: Libelle Zomerweek
The Story Makes The Brand: Libelle Zomerweek
ESP
Emotional values
ISP
Inspirational
values
USP
Unique selling points
How to find your organizing principle
story
• 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
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
Rijkswachters
The Story Makes The Brand: Libelle Zomerweek
Storytelling for ‘sustainable’ brands
En vertellen wat je allemaal doet. Daar
trots op zijn en de journey delen door
middel van content.
En vertellen wat je allemaal doet. Daar
trots op zijn en de journey delen door
middel van content.
Customized storytelling
Niet naar iedereen en altijd
En nog beter… het verhaal versleutelen
in je business propositie
Tom’s
En nog beter… het verhaal versleutelen
in je business propositie
Marie Stella Maris
3 ways of storytelling
Story
mining
Story
creation
Story
doing
Story mining
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
The Story Makes The Brand: Libelle Zomerweek
What Nuon communication was
The brief
1. Reposition Nuon towards service brand
1. Increase NPS, decrease churn
2. Develop an organising principle beyond a campaign
Bringing out the DNA
 Over 30 interviews
 Turning the company inside-out
 Finding the key stories
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
What is energy?
The story of Nuon
TVC
TVC
Change platform
Newspaper ads
Regional strategy + awareness (dichtbij.nl +
Piet’s.. )
Change platform
Brand aligned by the story
SPONSORING B2B CorporateHR
Story creation
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?
The Story Makes The Brand: Libelle Zomerweek
64
65
Story doing
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?
The Story Makes The Brand: Libelle Zomerweek
Case film
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!!!!
Thank you
The Story Makes The Brand: Libelle Zomerweek
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
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
Stories make people:
More charitable
More emotional aroused
More loyal beyond reason
Remember things easier
Share things easier
Thats very
valuable for
brands

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The Story Makes The Brand: Libelle Zomerweek

  • 1. The story makes the brand Sanoma/ Libelle Zomerweek 2015 mei 2015 – Lemon Scented Tea
  • 2. HELLO I AM…. • Gijsbregt Vijn • My personal journey • MD Lemon Scented Tea • Storytelling agency growing brands through great stories
  • 3. Today 1. A small story about a Picalica 2. The dramatic arc and the brain 3. Storytelling for brands 4. Great examples 5. What you can take home
  • 4. My personal story about a Picalica that went down the hill and landed safe and sound.
  • 5. This is my son BOELE
  • 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:
  • 14. 1) Keep attention 2) Transport emotion
  • 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
  • 28. What’s a branded story? Its what people tell others about your brand. It’s what you want them to tell others about your brand.
  • 32. ESP Emotional values ISP Inspirational values USP Unique selling points How to find your organizing principle story
  • 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
  • 38. En vertellen wat je allemaal doet. Daar trots op zijn en de journey delen door middel van content.
  • 39. En vertellen wat je allemaal doet. Daar trots op zijn en de journey delen door middel van content.
  • 40. Customized storytelling Niet naar iedereen en altijd
  • 41. En nog beter… het verhaal versleutelen in je business propositie Tom’s
  • 42. En nog beter… het verhaal versleutelen in je business propositie Marie Stella Maris
  • 43. 3 ways of storytelling
  • 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
  • 53. The story of Nuon
  • 54. TVC
  • 55. TVC
  • 58. Regional strategy + awareness (dichtbij.nl + Piet’s.. )
  • 60. Brand aligned by the story SPONSORING B2B CorporateHR
  • 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?
  • 64. 64
  • 65. 65
  • 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

  1. 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.
  2. 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
  3. Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
  4. Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
  5. Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
  6. Dat wordt alleen maar belangrijker omdat we nu eenmaal veel meer delen via social media
  7. Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
  8. Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story