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The Story Makes The Brand: Libelle Zomerweek
The document discusses the importance of storytelling in branding, using examples like Dove and Chipotle to illustrate how brands can connect with audiences through relatable narratives. It emphasizes the use of a dramatic arc to engage emotions and build compassion, while also outlining methods for creating and sharing compelling brand stories. The ultimate goal is to cultivate strong brand loyalty and enhance customer engagement through effective storytelling techniques.
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The Story Makes The Brand: Libelle Zomerweek
- 1. The story makesthe brand Sanoma/ Libelle Zomerweek 2015 mei 2015 – Lemon Scented Tea
- 2. HELLO I AM…. • GijsbregtVijn • My personal journey • MD Lemon Scented Tea • Storytelling agency growing brands through great stories
- 3. Today 1. A smallstory 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 storyabout a Picalica that went down the hill and landed safe and sound.
- 5. This is myson BOELE
- 6. Who got this beautifulpresent! A fact book about animals from animals that love the snow till the animals we know from fairytales.
- 7. He opened thispage and said; yes…. now you make a story right….?
- 8. The Picalica livedin 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 thedramatic 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.
- 11. A universal storytellingstructure
- 12. That using theright storytelling techniques it makes people more compassionate, empathic and charitable. Research Berkeley University study showed:
- 14. 1) Keep attention 2)Transport emotion
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- 22. Matrix is abouta 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 cancount for brands. Not with many crises but overcoming an issue or a problem is the story.
- 24. Dove Mission: Everyonefeels 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: Cultivatea 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: Cultivatea 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
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- 28. What’s a branded story? Itswhat 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 sellingpoints 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 Campaignstory 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
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- 38. En vertellen watje allemaal doet. Daar trots op zijn en de journey delen door middel van content.
- 39. En vertellen watje allemaal doet. Daar trots op zijn en de journey delen door middel van content.
- 40. Customized storytelling Niet naariedereen 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 ofstorytelling
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- 46. Story mining What arethe 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
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- 49. The brief 1. RepositionNuon towards service brand 1. Increase NPS, decrease churn 2. Develop an organising principle beyond a campaign
- 50. Bringing out theDNA Over 30 interviews Turning the company inside-out Finding the key stories
- 51. The strategy Hmm interesting, youmight start to reward existing customers 1 Show who you are 2 Dialoque 3 Proof What can I change for you? Stop just selling
- 52.
- 53. The story ofNuon
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- 58. Regional strategy +awareness (dichtbij.nl + Piet’s.. )
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- 60. Brand aligned bythe story SPONSORING B2B CorporateHR
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- 62. Story creation Which storyelements can we make bigger and sell our products and services with? How can we translate that into great campaigns & content?
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- 67. Story doing What aregreat 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?
- 69.
- 70. Conclusions 1) Find thestories 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!!!!
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- 73. Chipotle Mission: Cultivatea 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: Everyonefeels 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: Morecharitable More emotional aroused More loyal beyond reason Remember things easier Share things easier Thats very valuable for brands
Editor's Notes
- #2 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.
- #3 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
- #5 Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
- #12 Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
- #28 Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
- #29 Dat wordt alleen maar belangrijker omdat we nu eenmaal veel meer delen via social media
- #38 Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story
- #44 Niet lijnrecht tegenover elkaar. Usp is onderdeel van de story